10 YEARS OF THE NATIONAL BRAND FOR CHARTERED PROPERTY MANAGERS
Ten years ago, we won the bid for the branding of the Chartered Property Managers, creating a brand that represented, on the one hand, all professional associations —thirty-eight of them—; on the other, the object of protection, which is the homes of people living in homeowners’ communities; and, finally, the exponential growth of this profession.
Over this decade, we have evolved: we began promoting the brand through traditional media campaigns and, since the pandemic, we have focused on the digital realm. The strategic lines of digital transformation that we implemented have allowed us to reach two main targets: on one hand, people living in homeowners’ communities, and on the other, professionals who are already chartered property managers or aspire to become one.
The two digital funnels have been developed separately, and we have reached more than 2,300,000 people through various digital actions. This reach has enabled us to build a loyal audience database that has grown campaign after campaign, to whom we have provided current guides and high-value complementary information through email marketing.
The digital campaigns we have developed for the professional community of property management are based on a precise definition of communication objectives and a strategic approach to reach the target audience through Facebook and Instagram Ads. These ads lead to a landing page, where the campaign unfolds and offers exclusive advantages or practical guides.
Our methodology also makes it possible to measure every step through specific KPIs and to redirect campaigns with the help of our media traffickers and necessary retargeting actions.
Ten years adding value and projecting the brand that represents a profession in constant growth and full of opportunities.