7:30 a.m. – I arrive to the office and prepare for my weekly leasing, management, and marketing status conference
call with PRS Equities. I briefly scroll through The Wall Street Journal looking for simple, attention-grabbing
advertisements that inspire me to think beyond the conventional standard when branding my projects. I also skim
through the Austin Business Journal to catch up on the local market.
8:00 a.m. – During our conference call we address the high points of the newly signed 70,000 square foot lease
with WPP at Capitol Tower, a Class A office building located in Austin’s CBD. This is especially exciting to me
in that we increased building occupancy from zero to 98 percent in just nine months through our aggressive
marketing strategy. Having voiced the tenant’s current needs, we turn the building over to our construction
management team and move on to PRS Equities’ next project at hand, Brazos Place. We agree to tackle Brazos Place
with the same strategy as Capitol Tower – persistent and comprehensive one-on-one broker outings, compelling
e-solicitations and top-of-the-line marketing collateral.
9:00 a.m. – I spend the next two hours working on the marketing collateral for Raceway Crossing, a 249,600 square
foot industrial development we are breaking ground on in the coming days. Using the Stream Branding Guide as a
resource, I knock out a design concept while using the guidelines to maintain our identity as a whole. I make a
call to our sign vendor to price and install leasing signs that complement the project’s marketing collateral and
e-solicitation pieces. One thought constantly running through my mind is how to balance gaining maximum media
exposure to brand our projects while diligently maintaining the approved marketing budgets.
11:00 a.m. – Abby Stone, Marketing Assistant, pulls me aside to review a last minute tenant rep tour book.
Through this checks and balances process, Abby and I attack any minor details that might need quick revisions.
Noon – I leave the Stream office to attend my quarterly city-wide real estate marketing network lunch. By
learning about other local venders and new ideas, I am able to offer my clients the best quality and service at
the lowest cost available. Executing all Stream’s marketing in-house is advantageous in that I fully understand
the ins-and-outs of each client’s asset and work with our leasing and management teams to fulfill their financial
objectives in the most efficient and profitable way possible. Nothing encourages me more than when an owner asks
me what advertising agency I was brought in from to market the project!
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1:30 p.m. – I arrive back at the office to an e-mail informing me that the restroom, lobby, exterior, and spec
suite renovations at 8100 Cameron are complete. This could not have come at a better time. Camera in hand, I
leave the office to capture the renovations with just the right amount of sunlight to inform and lure potential
tenants and brokers to the newly updated space. I quickly modify my brochure, upload to Stream’s FTP site, and
put together an e-solicitation marketing the newly renovated building.
3:00 p.m. – I receive a phone call from Champion Partners in Dallas to review our press release and marketing
strategy implementation plan. We agree on hitting the market through CLBA and RECA sponsorships, direct mail
marketing packages, postcards, one-on-one meetings, and an attention grabbing broker event. To keep the entire
team on the same page, I create a diagram detailing the delivery of each campaign to capitalize on newly-signed
tenants, the enhanced website, construction updates, and our delivery date.
5:00 p.m. – Matt Frizzell, one of our top Senior Associates, informs me we are ready to finalize our Sierra Tech
Offering Memorandum for print. As Senior Marketing Coordinator, one of the most rewarding parts of my job is
working with the brokers one-on-one to understand the project as a whole. Grasping the numbers and facts allows
me to build the solid foundation I need to develop my marketing plan, and ensures I am conveying the correct
message to the market. After reviewing our numbers, we e-mail American Spectrum an updated copy of the memorandum
for final review.
5:45 p.m. – Derek Land, Co-Managing Partner walks into the office and announces we have just been awarded a four
building, 500,000-square-foot office portfolio. To make the success a bit sweeter, this win was ultimately
generated by a recent Capitol Tower case study mailer acknowledging our success and work ethic.
6:00 p.m. – While feeding the office fish, Pio, I receive a phone call confirming the 8100 Cameron brochure is
printed and will be delivered the next morning. With that under my belt, I walk outside of 301 Congress to do a
quick run around the Lady Bird Lake Hike and Bike Trail. This allows me to clear my mind and brainstorm for the
next big idea.
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Senior Vice President |
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Property Manager
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