For more than five years, B2 has been extremely successful in its work with Colliers International Tampa Bay, Central & Southwest Florida, increasing awareness of the commercial real estate company’s work, which in turn has helped the business grow.
Since 2011, B2’s work with Colliers has focused on a media relations program to gain positive news coverage for the firm’s notable deals and other significant announcements, while positioning the firm’s brokers as experts in the commercial real estate industry.
In 2015 alone, B2 secured more than 500 media placements for Colliers, increasing the number of hits by more than 30 percent from the previous year. While the volume of media hits is important, B2 understands that the quality of the placements is critical. For Colliers, it was important for their brokers to appear in trade publications like GlobeSt.com, Southeast Real Estate Business and Multi-housing News.
The success of B2’s media relations program for Colliers can be attributed to our approach to media relations. B2 focuses on building relationships with media contacts and understanding what they cover, rather than just writing a news release, sending it off and hoping that news media outlets pick it up.
In its work for Colliers, B2 has developed an extensive list of media contacts with both local outlets and commercial real estate trade outlets. But it’s more than just a list. We’ve developed an understanding of what stories each individual journalist may cover and focus on matching the right story angle to the right reporter. With each news release, B2 sends targeted, personal pitches to the reporters and editors who we know will be interested.
In addition to the media coverage, Colliers has gained listings and hired highly qualified employees as a result of positioning the firm’s brokers as experts in the commercial real estate industry. Both listings and key new employees played a part in increasing Colliers’ dollar volume in transactions by over 30 percent from 2014 to 2015.