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Thank you for reading this post, don't forget to subscribe!In an environment of fierce competition among global real estate companies, a successful marketing strategy is essential. Two important components of a marketing strategy remain a clear company story and the ability to generate engaging content.
“Everything we create, from campaigns to assets, is designed to be localized while maintaining brand integrity,” said Caitlin Castellano, senior vice president of marketing in the Americas. Engel and Volkers, “Explaining the ‘why’ behind our brand guidelines is critical to ensuring that the brand continues to grow and strengthen versus evolve and diminish in value.”
Castellano was honored as a 2022 Emerging Leader – now a part of HousingWire’s Rising Stars Award – for reinforcing and articulating the value of the global luxury brand. She created value, gained client and industry recognition through strategy, partnerships and content to support a growing network of real estate professionals across the US.
HousingWire contacted Castellano to learn more about his career path and what his marketing team is doing to propel Engel & Volkers forward.
HousingWire: As you look back on your career, what moments and experiences have prepared you for this current housing market?
Caitlin Castellano: people around me When I look to many of Engel & Volkers’ top professionals, their success stories come to the fore when others shy away from adversity and face it head-on. What drives me personally is the respect for our license partners and consultants — our team is part of their team. Especially in times of uncertainty or when someone needs you the most, you come to the fore. That’s what we do as a brand. That’s the Engel and Volkers method.
HW: The world of real estate is competitive, especially in the global luxury real estate space. What has been your most successful strategy in strengthening the Engel & Völkers brand and gaining market share?
How: Engel & Völkers is a brand that reinforces the brand of those who associate themselves with it. Everything we create, from campaigns to assets, is designed to be localized while maintaining brand integrity. Explaining the “why” behind our brand guidelines is critical to ensuring that a brand grows and strengthens versus evolves and diminishes in value. Our advisors are true Engel & Volkers ambassadors and understand the value of this, so they hold each other accountable and wear the brand proudly.
hw, Engel & Volkers prides itself on being a “listening brand”. What are you hearing from clients and/or real estate agents right now and how does this inform your brand strategy?
HowFrom a marketing perspective, our consultants want to make sure they are doing everything as efficiently as possible and getting as much content, marketing assets and education as possible to help them differentiate and elevate themselves in their market. Can get help Our core 2023 initiatives have remained the same, but the type of content and education we’re creating has changed based on market trends.
hw: What are you most excited about in 2023?
How: Our global brand refinement and new digital experience launch. These are game-changers for both us and our network.
