The situation. As one of the largest real asset investment management firms, CBRE Global Investors developed its innovative 5-Star Worldwide Program to turn ordinary office properties into next-generation workplace communities. The firm has $86.5 billion in assets under management, many of which are undergoing modernizations, with the ultimate goal of increasing the building’s value and generating healthy returns for investors.
In Atlanta’s Central Perimeter submarket, CBRE GI acquired 7000 Central Park and applied its 5-Star Worldwide program. Despite new management and renovations, leasing was slow, and CBRE GI wanted to try something new to kick start the project and highlight the building’s features to prospective tenants.
Wilbert deployed a smart PR strategy. Wilbert developed a plan to increase awareness of 7000 Central Park. We created a library of compelling photos and videos, and strategically deployed the content across newly launched Facebook and Instagram pages. Using our social advertising dollars, we targeted brokers, decision makers and the greater Atlanta business community. See below for an example of a “tenant testimonial” video that performed particularly well on social media.
We also pitched traditional media the news of the capital improvements, leasing momentum and industry trends, securing stories in The Atlanta Business Chronicle, The Atlanta Journal-Constitution, Bisnow, Globe St. and Commercial Property Executive, among others. We hosted all content (videos, news stories, etc.) on an online newsroom, and drove our social media traffic back to the website.
Here’s how it drove business results. Within six months, Wilbert secured 33 media hits for 7000 Central Park. We built a quality online audience of more than 1,500. Our curated content reached over 50,000 targeted individuals monthly between the ages of 25-60+ within 50 miles of Atlanta.
After extensive press coverage and social media buzz, rental rates grew by 24 percent. The asset now competes with top-tier buildings in the submarket. Because of the success at 7000 Central Park, CBRE GI hired Wilbert to apply a similar formula to other assets, including three in the Bay Area and one in Atlanta.
Jake Mota, senior director at CBRE GI, said, “We learned that it’s not just about a one-off press release; it’s about an ongoing, strategic communications program that drives our business goals. The social media results and press coverage secured by Wilbert directly resulted in new inquiries and tours with prospects who were previously not familiar with the building, and helped us elevate the property to be a top asset in the submarket.”
The Wilbert Group
1718 Peachtree Street, Suite 1048
Atlanta, GA 30309
404 748 1250