Introduction

Cushman & Wakefield, a global leader in commercial real estate services, faced challenges streamlining their marketing and content management efforts across various properties and marketing touchpoints, including websites, email, direct mail, and print collateral. With operations in 60 countries and revenue exceeding $10B, an advanced marketing automation solution was paramount to provide local offices with a unified, low-cost, and easy tool to market properties and listings quickly.

 

The Challenge

The firm needed to improve its marketing campaigns and website content management, which led to software and platform fatigue among its marketing and IT teams. The marketing and IT team at Cushman & Wakefield identified a critical need for a solution that could automate design and marketing processes beyond just email, empowering the agents, brokers, and admins to build highly targeted branded marketing materials around listing details so that local agents could use local insights to win deals and close sales faster. 

 

IMPGo’s Solution

IMPGo’s Cloud-based integrated marketing automation tool was selected to bridge the gap between content and digital asset management and digital, print, and advertising campaigns. The platform named the Cushman Marketing Tool or CMT enabled:

 

Integration to Cushman Listings Database

Integration to Cushman Website for Automated Listing Updates

The integration of brand design elements for content management and digital asset management.

 

Automated design tools: allow agents to select property listings and create email, direct mail, print collateral, social media, and digital advertising in one single platform without an agency or technical person on staff

Efficient sales and marketing collateral development: social media, email, and digital display media campaigns.

A collaborative tool across departments: fostering cross-collaboration for enterprise marketing at scale.

 

Impactful Outcomes

Leveraging IMPGo, Cushman & Wakefield achieved:

Deployment of over 7,000 digital and print marketing campaigns, delivering hundreds of millions of targeted impressions.

There is a dramatic reduction in the time required for marketing campaign creation and deployment, transforming hours or days of work into minutes.

With an average campaign costing 1,000 to design, write copy, and program or print, Cushman has realized 7,000,000 in savings, which is good for technology automation.

 

Testimonial

Bobby Carrozzo, a Middle Market Brokerage Team member, stated, “It’s been a game-changer. We can quickly provide visibility to prospective tenants at scale without sacrificing quality creative content.”

 

Key IMPGo Features Utilized:

• Listings and property database management.
• Contacts and postal list management for email and direct mail, with data validation.
• Customer-facing dashboard to control email and marketing alert preferences
• Website content management
• Budget management for print, mailings, and digital campaigns.
• User-friendly templates for print and digital campaigns.
• Integration with significant marketing tools like Mail Chimp, Constant Contact, HubSpot, and Salesforce.
• Automated email campaigns tailored to client interests.
• Comprehensive email and print campaign reporting to show clients’ commitment to promoting properties and listings.

 

Conclusion

Cushman & Wakefield’s partnership with IMPGo has been instrumental in driving operational efficiency and supporting their growth strategy in an industry facing post-pandemic challenges and technology disruptions. IMPGo has provided a practical, intuitive, and robust toolkit, marking a significant step in the evolution of real estate marketing automation.

Embark on a transformative marketing journey with IMPGo. Experience our 30-day free trial or schedule a personalized demo tailored to your unique business needs. The future of marketing innovation starts with IMPGo.