MARKETING & TECHNOLOGY PANEL Moderator: Dan Spiegel, Executive Vice President | U.S. Operations
Agenda State of CRE & Technology Technology Tools You Can Use Sales Enablement with Google Earth Project Management – Managing the Spaghetti Bowl in the Cloud 5 Tools Under $1K 10 Trends in 10 Minutes Discussion
State of CRE & Technology Collision of Forces Characteristics of Tech and Commercial Real Estate Consumer Mindset Competitive Transaction Marketplace Intermediaries in the Process Democratization of Data Proprietary Information Transparent Communication Controlled Communication Customization & Flexible Long Term Asset Sharing Economy Exclusivity Mobile Fixed Colliers International 2015 Confidential – Colliers International 2014
Business Disruption Collision of Forces If a customer does not like the service experience or the price, then the business is ripe for disruption. Better to be the DISRUPTOR than the DISRUPTED Colliers International 2015 Confidential – Colliers International 2014
Current CRE Tech & Data Relationships Products and Organizations Data, Subscriptions & Property Marketing CRE Tech Industry Events Real Capital Markets CRE Tech/Intersect LandVision CRE Disrupt Xceligent ULI Tech CoStar ProCalc Tools & Platform Argus (15 & Enterprise) VTS Yardi Matrix (former Pierce Eislen) Hightower Trepp Termscout Lexis Nexis Piinpoint Adobe (Echosign) Microsoft O360 RCM RCA Colliers International 2015 Confidential – Colliers International 2014
Technology Resources – A lot of noise Confidential – Colliers International 2014
Sales Enablement with Google Earth Pro Drew Smith, CMO | Tampa Bay, Central Florida, Southwest Florida
Simple Google Earth Use Cases That Make An Impact • Presenting future development (Vinik – Downtown Tampa) • Providing a visual, interactive presentation for site selection (Lowe’s) • A mobile rolodex and CRM (Publix, grocery-anchored retail centers) • Interactive listings package (ICSC RECON)
Future Development › Billion dollar planned development in downtown Tampa by Tampa Bay Lightning owner Jeff Vinik › Overlaid the publicly available site plan graphic on top of the existing properties in Google Earth to provide a nice visualization of what will be where and allows you to zoom & pan › Packaged up in .KMZ (Google Earth native file format) and sent to office brokers who in turn shared with prospects and created a touch point for our brokers
Visualization of Planned Development
Visualization of Planned Development
Site Selection › Assisting Lowe’s home stores with site selections for future store location in our markets › Pulled data from CoStar & Xceligent on the locations of existing Home Depot and Lowe’s stores into Excel (.CSV) › Also created a simple CSV file with target market plot points › Imported CSV files into Google Earth › Provides a great visualization that is interactive and was used during pitch and subsequent meetings › Can also easily email to clients
Site Selection Analysis
Site Selection Analysis Target Markets
Site Selection Analysis Lowes Home Depot Target Markets
Site Selection Analysis Lowes Home Depot Target Markets
Site Selection Analysis
Map of Retail Businesses in a Zip Code › Map/layers built for each zip code based off of data exported from Xceligent and imported into Google Earth › Can hide/show layers as needed › Data imported contains all the relevant info he needs when out on the road touring properties or simply prospecting
Retail Businesses in a Zip Code
Portable Listing Portfolio › Detailed spreadsheet of all a broker’s listing data was pulled into Google Earth › Listings split out by For Sale, Lease and Sub-Lease › Call out bubbles link directly to the property listing site on Colliers.com where the broker can share the page with the person they’re talking to › Broker used it at ICSC and not only showed listings, but could zoom in to street views to show egress and the actual buildings, not just static images on a website
Mobile Listings Color ‐ coded plot points for Lease, Sub Lease and For Sale Properties
Mobile Listings
Mobile Listings Zoom in to Street View to show egress Link to website and other important info in pop out
Managing the Spaghetti Bowl in the Cloud Christianne Mejia, Senior Project Manager, Business Development Center | USA
› Chaos, organized › Highlights › To-do list templates with assignments and due dates. › Chat feature to minimize emails. › Intuitive interface; easy to use for everyone. › Starts at $20/month
› Teamwork without email › Highlights › Social approach; heart comments or tasks. › Dashboard reporting for managers. › Keyboard shortcuts for efficiency. › Free up to 15 people
› Coordinate anything › Highlights › Marketing operations. › Pipeline tracking Track signage › Purchase orders › Project feedback › Office supplies inventory › Web forms; surveys responses directly to a sheet. › Robust reporting; see only › Starts at $14/month what you need/want. › Budgeting with formulas.
› Unified global communication › Highlights › HD video conferencing. › Time tracking integration. › Bank grade security. › Starts at $5/month
WHAT SHOULD YOU LOOK FOR IN A PM TOOL? › Scalability – How is your team growing? What is OTHER TOOLS the range of your projects? › Slack › Usability – Universal Design incorporated? Is › Trello the interface user-friendly and easy to adopt? › Quip › Flexibility – Can it integrate with other tools you are already using? › JIRA › Versatility – Could you use it for both › Wrike development and property marketing? › Workgroups DaVinci › WorkZone › Clarizen › LiquidPlanner
SUCCESSFUL IMPLEMENTATION › Support current process and focus on workflow . Don’t add more tasks! › Commitment from key team members . Who executes? You may not need brokers or MDs to access. › Start now and iterate . It won’t be perfect, but you have to start somewhere. BDC started Smartsheet with one sheet and now run our entire operation from it. › Continue to learn and explore!
BENEFITS › Proactivity in workflow creates opportunities for Strategy versus Tactics. › Cloud-based tools enable mobility and flexibility in your job. › With a growing remote workforce, increased collaboration and communication is key. › Track metrics and successes quickly; provide reports to management and other team members. Cloud-based project management tools will save you time!
5 Tools Under $1K Crissy Nolen, Director of Marketing | Houston & Austin
› Interface to create and track interactive desktop and mobile web experiences › USES › Presentations -interactive video, slides, white papers, infographics › Library › Exhibit/Tradeshow › Starts at $150/month
DilogR Video link: https://www.dropbox.com/s/mlebpk02l1v9f5q/2015-06-08_21-53-40.mp4?dl=0 › Property Specific: Master Plan, Site Plan, Brochure › Screen capture video created with Snagit
DilogR › Reports › Visitors › Image Interactions › Heat Map
› Interface to host and track document and link viewing › Uses: › Due Diligence Library › Samples Library › Client Pages › Communications Update › Starts at $35/month
Postwire › Example – Due Diligence › House digital files › Know who is viewing what files (could be key in determining who may be the more serious buyer in a call for offers scenario)
Postwire › Example – Client Page › House digital files for anything – property or tenant rep deal › Easily copy a previously made Postwire and send customized pages with client’s logo and/or name › Allows client to comment directly on the page for interactive conversation
Postwire › Example – RFP/Proposal › House digital versions of requested samples › Use bit.ly or goo.gl to shorten the link - http://bit.ly/deliveringdemand
Postwire › Example – Communications Update › House digital files › Turn on “Share” to make your quarterly reports or communications easy to forward
Postwire › Track – › Receive notifications when someone views your page › See when they visit the page and what they look at
› Remember everything. › USES › Track and search news mentions › House team resources › Use map feature to keep track of property data › Team project management › Premium: $49.99/year
Evernote › Clip from emails, webpages, and scans
Evernote › Don't Work Harder. Work Smarter.
› Online collaboration. › USES › Prospect/Marketing Tracking › Owner Reporting › Brainstorm online › Sign-Up Lists › Free up to 15GB
The Future of Property Marketing… (…is already here) Lex Perry, Director, Marketing & Communications | Canada
#10 Online Property Listing Pain
#9 Create once, publish everywhere Website Email Marketing Online Advertising ? Upload a property in MTB Office Flatscreens 49 Colliers International
#8 Digital Display Networks – For Ultra-Targeting
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