Launching an Expert Advisor Branding Package
Challenge
To help one of the nation’s leading commercial real estate brokers build his professional brand and broaden his range of offerings and investor base. The goal was to develop a scalable and credible brand story and messaging strategy to support an expert advisor marketing plan.
Strategy
Build a brand that would position the broker as a real estate investment industry expert, available for speaking, teaching, and mentoring. This involved editorial and strategic assistance in the writing of a book, titled “There’s No Free Lunch in Real Estate,” which details core real estate investment tenets and strategies to create life-changing wealth. In addition, MBC performed significant research and brand consulting to develop core messaging and find the right look and design to both encapsulate personality and connect with a sophisticated target audience. MBC also built and launched the broker’s personal website to extend his brand, showcase service offerings, and provide an outlet for investors, students, and clients to access and be exposed to his book and class, as well as additional services beyond the world of commercial brokerage.
Results
His first book was published in the summer of 2008, coordinated with the launch of his personally-branded website (www.jonswire.com). This was accompanied by a marketing announcement program designed to both drive traffic and book sales.
