Pride is more powerful than marketing

By Emily Wood, GM National Marketing

Pride is more powerful than marketing

By Emily Wood, GM National Marketing

Pride is more powerful than marketing

By Emily Wood, GM National Marketing

  • 01

    Customer-led marketing

    ... is sharing ownership of your property brand through intentional B2C collaboration.

  • 02

    Distrust

    ... is especially acute in the property industry. But happy and connected residents are our best advocates, highly trusted by others.

  • 03

    Interactions

    ... are the new currency in marketing metrics, whereby existing and potential customers sharing conversation becomes vitally important.

Successful project marketing is not all promotion and advertising. The right mix involves investing in community engagement and activation.

If you had to choose one phrase to describe the prevailing consumer zeitgeist right now, it’d be ‘fake news’. These words are both an accusation and rebuttal, able to ignite some of the most heated arguments I’ve ever seen. Over time, I’ve come to view the notion of ‘fake news’ as a general feeling of distrust that has settled over culture everywhere – including marketing. And it's especially acute in the property industry, where trust has never really been a byword. This can and must change.

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