Jason Fishman has 10+ years experience as a “New Media Enthusiast”, who genuinely enjoys planning, activating, and managing scalable marketing strategies across the full-spectrum of verticals and goals. He is an expert in digital channels including Search Engines, Social Media Platforms, Programmatic Ad Exchanges, Influencer Networks, Email Automation, Content Marketing, and Partnerships. He has held leadership roles at all sides of the marketing table: Agency, Brand, and Vendor, which explains his ability to structure unique opportunities for DNA clients.
Jason managed the Product Marketing Division of a major Mobile Ad Network who exclusively represented ad inventory for 1,500+ Print Publishers Tablet apps and worked with many Top 100 Advertisers. Leveraging traffic algorithms, Jason now takes this knowledge and applies it to scale brands with effective marketing tactics.
Episode Highlights Here:
Jason:
People don’t believe what they see on the internet.
Brett:
But let’s dive right into the topic at hand: how to market commercial real estate offerings to investors. So Jason, what’s the number one secret to doing that?
Jason:
For me, it’s always been social proof, people don’t believe what they see on the internet. So if you’re using digital marketing to reach commercial real estate investors, if you’re able to show an anchor investor, a lead investor to kick off the round, if you’re able to show partners, publishers, anyone who’s talked about you to validate the type of deal flow that you have, you’re going to get a different type of listening than if you’re just going straight at the tombstone information from there.
Brett:
So kicking off with social proof in the very beginning, so just like, everybody just cover all the fluff all the sizzle, lets you go right to the steak. And let’s just show you some key partners, publications, actual clients. Is that a fair summary so far? Yes,
Jason:
yes, absolutely. And you have more opportunity to do that in a longer form in an advertisement. And we could talk further about ads as this moves along. It could be logos, but it does something subconsciously to create a greater sense of trust.
Excellent. Well, it’s the number two secret to how to market commercial estate offerings to investors. Sure,
Brett:
Excellent. Well, it’s the number two secret to how to market commercial estate offerings to investors. Sure,
Jason:
so the gut responses to these don’t have anything prepared directly is it’s all in the follow up, do not look at transactions to occur. On the first touch, I make a lot of offline to online analogies, you wouldn’t do so in a first meeting with an investor as much as getting in depth learning a bit about each other, talking about the opportunity, talking about the long term. And again, before getting into the details and numbers, which will probably be a later point here. But But either way, whether you’re looking at offline methods and applying to online, whether you’re looking at online, right out of the gate, it’s generally not going to be on the first interaction, do not fall short. On the follow up, I went through my workshop this morning, email follow ups and the amount of individuals that don’t follow up more than twice. Meanwhile, summer between the seventh and 12th contact is where it all happens. When we’re talking advertising. It’s all in the retargeting running ads to people have already been to the offering. LinkedIn messages, you name it, look at an on going discussion, that marketing funnel to take audiences from awareness to consideration to intent intending to invest in the deal, and a majority will not participate at that point to actually complete in the transaction. And actually, at the bottom of the funnel, is social proof. If my brother tells me to look at a deal, far greater chance that I will even move on it. So to be able to have that follow up in mind from the beginning, I can’t emphasize enough
Brett:
makes sense. All in the follow up seven to 12 contacts to contact sport, not just to any want to be able to know that you’re not going to get all done in one, one contact or one meeting. Is that a fair summary so far? Just?
Jason:
Absolutely, absolutely. We’ll see a lot of groups market after a week, two weeks, they’re unsure why it’s not happening. When that’s inconclusive data, we haven’t even gone through an average sales cycle yet. So you want to look at how to make channels to work, what to optimize to get it there. And don’t sell your brand short, don’t sell the deal short, don’t lose traction during missed follow up opportunities.
Brett:
Excellent lesson number three secret to how to market commercial real estate offerings to investors
Jason:
make the deal as attractive as possible. visuals, everything about the deal points, direct value, speak to the audience’s value benefit. They care more about that than anything else, try to put yourself in their shoes. I recommend doing a thorough strategy and having a competitor marketing audit in there. Be familiar with the other deals that they may be presented with. From a digital standpoint, you’re able to see advertisements, you’re able to see other deal flow that they’re likely going to be seeing in the same sessions, that they see your marketing on a website on an app. So be very familiar and make your deal look good. Make it stand out beyond that.
Brett:
Got it. So look at your competitors, make sure that you’re offering your visuals your presentation is going to be attractive as possible. And then and not just attracting make sure you’re speaking to the benefits that they’re going to have. Is that a fair summary?That’s correct. What is the number four secret how to make telemarket commercial real estate offerings to investors? Sure, sure.
Jason:
So I started touching on strategy there, I’d actually like to go back to that, because that’s where all good campaigns come from, it’s less of a sense of, hey, let’s try this one thing, see if it works. If we don’t gauge immediate performance, we’re stopping it. There’s a model I’ve built called the eight point plan, written about in Forbes led workshops just on this, I was mentioning competitor audit, that’s number two, you want to get a firm sense of what else is going on between the investor and the market, how you’re entering those conversations. From there, you can map out audiences, marketing channels, the messaging and visuals that are gonna go and teach channel strategic partnership opportunities that can fast track this, and most importantly, projections and projections in an algorithm impressions, clicks and conversions, how many times something’s going to be seen how much traffic it’s going to produce, how many conversions whether that’s a lead, lower funnel conversions lead to investment that you’re anticipating to see based on industry, average conversion rates, performance rates all the way through for each channel. So you can identify key drivers scale up what’s working intentionally ramp up the amount of leads the amount of investors you’re getting, once you’re seeing those pockets of performance. Alternatively, for channels under delivering, you’re able to pinpoint where in the performance cycle to focus where you need to enhance and get a better result, a better response. So aligning on all of this with whoever you’re working with on it, whether it’s an in house marketer, whether it’s what you’re doing on your own and just whiteboarding it out and looking to see what you’re going to measure. The way to measure is with numbers have that algorithm broken down? Start there look at it long term as we’ve mentioned, you wouldn’t believe how many groups even at the high level skip these steps. It probably sounds similar to you know, outreach. I’ve heard real estate examples that are door to door picking up the phone, cold email, LinkedIn, what have you. How many messages do you need to get out there? How many responses are you looking for? How many calls are you projecting for that to be set up? Later level conversions to the point of investment digital, very similar in the offline online analogy just allows for more scale allows for more refinement for the message all along the way to excellent
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About Jason Fishman
Jason Fishman has 15+ years experience as a “New Media Enthusiast”, who genuinely enjoys planning, activating, and managing scalable marketing strategies across the full-spectrum of verticals and goals. He is an expert in digital channels including Search Engines, Social Media Platforms, Programmatic Ad Exchanges, Influencer Networks, Email Automation, Content Marketing, and Partnerships. He has held leadership roles at all sides of the marketing table: Agency, Brand, and Vendor, which explains his ability to structure unique opportunities for DNA clients.
Jason managed the Product Marketing Division of a major Mobile Ad Network who exclusively represented ad inventory for 1,500+ Print Publishers Tablet apps and worked with many Top 100 Advertisers. Leveraging traffic algorithms, Jason now takes this knowledge and applies it to scale brands with effective marketing tactics.
Since launching DNA in 2014, Jason and the team have worked with over 750 brands and deliver industry-leading results across eCommerce, Lead Generation and Digital Funding campaigns. DNA worked with over 350 Reg CF, Reg A+, Reg D, and Digital Asset campaigns that have produced 9-figures of funding.
Jason has been showcased in Panel and Individual presentations at a high volume of Tech and Marketing conferences, along with his “Test. Optimize. Scale.” Podcast. He is also committed to a number of Thought Leadership content projects for 2023/24, including the Forbes Agency Council. Jason manages a Los Angeles team with experience in all aspects of the user journey.
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