really good at doing virtual tours,” Heagy
says. “Whether we’re taking up a camera
and introducing ourselves over the camera
and then walking around the building and
doing the tours via Zoom or other means,
we’ve gotten very good at doing that end
of the presentation.”
Hines’ experience with Microsoft not
only illustrates how fundamental the mar-
keting process is to the CRE transaction,
but also how it rapidly evolved to deal with
the pandemic—in some cases with surpris-
ingly positive results.
For example, Covid allowed Heagy andhis partner Tori Kerr the opportunity totune out outside distractions and focus onclosing the deal. Instead of traveling towork on other deals, they were at homeand focused on Microsoft.
“We worked nonstop from our homes
for 60 days, responding to questions and
documenting the things that were impor-
tant, knowing that this was Microsoft,”
There have been other positive changesto the marketing experience as a result ofthe pandemic. Indeed, many in the industry will say that this Black Swan event hasaccelerated trends that were already occurring in the marketing space—or shouldhave been.
THE VALUE OF SOFT SKILLS
For instance, Jacquelyn Awve, marketingconsultant at Jackie Awve Marketing, saysthe pandemic has pushed commercial realestate to be more open-minded aboutnon-traditional communication channelsto ensure value propositions are gettingacross.
“It’s important to realize that whilesome of these social channels have theappearance of being economical, the timeit takes to hit the right note for each plat
“THERE IS NOQUESTION THATTHE ENVIRONMENTFOR TRADITIONALMARKETING HASBEEN COMPLETELYROCKED.”
HINES’ SENIOR MANAGING DIRECTOR