Paradigm Properties approached Solomon McCown & Company with the opportunity to create an online presence for their corporate brand as well as three of their commercial real estate projects: 101 Tremont (Boston), RS56 (Charlestown), and Middlesex Green (Concord). The challenge was to demonstrate that online media is just as effective as traditional media in generating awareness, engaging potential tenants and members of the commercial brokerage community, and generate leads for building leasing. SM& conducted a competitive SWOT analysis of other key players in the real estate industry both locally and nationally to benchmark against. Paradigm had an outdated website and no existing social media channels. SM& created a unique strategy for Paradigm’s corporate brand as well as each of its properties that included website design, social media (Facebook, Twitter, Instagram), blogging, video, mobile, search engine optimization, and paid social media advertising.
Our strategy included the design and launch of four unique websites as well as branded social media channels. We created a blog for Paradigm Properties and promoted it via the website and social media. Monthly content calendars served as a road map for what we would post each day for the Paradigm portfolio. The SM& team monitored social media daily and managed tenant complaints in real time. We also drove visitors to the property websites to promote leasing activity. SM& developed creative social media ad campaigns for 101 Tremont and RS56. Our team developed the posts and branded social media images, set-up and managed the campaigns, and optimized them daily to improve reach.
Since the campaign launch in June 2014, Paradigm Properties had over 6,100 visitors to the website and gained over 631 Facebook fans. 101 Tremont, a single office building, had over 2,600 visits to its website since June, 860 of which went to the site because of social media. 101 Tremont’s Facebook page gained almost 2,000 fans and over 1,700 Twitter followers. RS56 launched in August and has already seen close to 1,000 visits to the property website, over 1,000 Facebook fans and about 800 Twitter followers.
The awareness generated for Paradigm and each of their properties has been very successful in that Paradigm is in talks with at least two prospective tenants that discovered their buildings online and reached out directly through the website and Twitter.