When a leading New York-based fund manager wanted to raise their brand visibility to begin further expansion, they turned to THO to set the stage for growth. The firm, which had invested in more than 1000 multifamily properties totaling 130,000 apartment homes and $12 billion in real estate over a 30-year period, was ready to move to the next level.
The firm was already well known in the New York market. Thus, the key to the program was capitalizing on the firm’s existing brand awareness and expanding it into new geographical areas such as Colorado and California, as well as the overall national arena.
In order to capitalize on the firm’s already strong reputation yet penetrate the regional markets, THO created a program designed in two phases. First, a media tour in New York was planned as the kick off to solidify their presence in the national media. The focus not only highlighted the senior team, but positioned the firm as a national leader moving into new markets. Major coverage was secured in the national investment, finance and real estate trade publications which built a stronger presence for the firm across the country. Then, with the opening of the Los Angeles office and various projects launching in Colorado, we reached into the regional markets. This was accomplished by using locally based executives and geographically significant projects.
The building block process was a success. The New York media tour resulted in major coverage in key financial trades such as the International Business Times, Yahoo Finance, Commercial Observer, The Commercial Record, Real Estate Forum and Multi-Housing News among others. The Colorado regional program included coverage in almost every major news outlet in the area including the Denver Business Journal, Colorado Real Estate Journal, the Denver Sun Post and NBC 9 News. Then, the Los Angeles office opening generated coverage in most major regional outlets as well as many of the national financial and real estate trades, thus working hand in hand with the national outreach.