Content marketing in the commercial real estate realm makes sense, from a PR perspective. Why not showcase the expertise of investment, development or brokerage leadership with smart writing about trends and business practices? For many companies, it’s a nice idea that might encounter many logistical hurdles a long the way. So a relatively new blog from Colliers International, Colliers Insights, pulls off a rather impressive feat – providing insightful, visual and shareable content relevant to commercial real estate. With a soft launch in October 2014, Colliers Insights is a relatively new project for the company’s marketing team, and one that made intuitive sense. Christine Schultz, global vice president of marketing and research, shared the scoop. CPE: Can you tell me why Colliers sees content marketing as important to its real estate goals? Schultz: The blog has really been a natural extension of how our Colliers advisors want to share insights and moving that into the digital realm. Websites can be very formal, with hard to find information in a quick, easy fashion. The blog provides a casual entry point for digital users to engage with our thought-leading content. CPE: How would you describe the overall experience you are trying to provide for readers? Schultz: We want it to be fun for the audience and share content in an engaging way. It’s really important for us to offer the blog as an authentic experience and to give users a sense of what it’s like to work with Colliers and to feel the magic of our culture for those interested in joining Colliers. CPE: One thing the blog does especially well is its presentation of thought leadership by Colliers executives around the nation and even globally. How do you compel their participation? Schultz: I have been...
MB Real Estate
Serious about Sustainability
MB Real Estate (MBRE), a third party manager of multiple high profile commercial buildings in Chicago, sees sustainable property management practices as much more than good environmental stewardship. In fact, when talking to building owners or tenants about sustainable practices, MBRE’s Director of Sustainability focuses on the bottom line. More specifically, the triple bottom line. “It’s a matter of finding that equilibrium between the social, the environmental, and the economic aspect of everything we do,” said Natalie Stanley, assistant vice president for MB Real Estate, a Yardi client. The three pillars of the triple bottom line philosophy: people, planet, and profit, are cornerstones of MBRE’s sustainable efforts, which benefit multiple stakeholders: building owners, tenants, and the community at large. The firm’s portfolio includes five LEED-certified buildings that total 5.5 million square feet, and eight ENERGY STAR buildings that total six million square feet. The green building portion of the MBRE portfolio has been growing every year. The benefits are myriad, Stanley explains. “If you look at all the energy use in the city/world, it is primarily buildings and facilities that use the most energy. If we can collectively work with the owners and tenants to reduce consumption of resources like water and energy, they all benefit from that reduction in operating expenses. Conceptually that will add value to the building itself,” Stanley said. Energy efficiency has been a major thrust of MBRE’s sustainability efforts with building owners. “We focus on the base building systems and the operating schedules of the HVAC system. Changing the operating schedules is really important and that’s an easy fix, because it’s free. The building engineers just have to make modifications to the schedules. That’s an easy one to handle right off the bat,” Stanley explained. “We have most our...