Client: A real estate investment and asset management firm.
Challenge: A well-established real estate investment and asset management firm specializing in multifamily operations and acquisitions on the west coast wanted to increase its visibility in the media. Despite their deep expertise in the multifamily market, the firm historically took a backseat with their marketing and was often crippled by imposter syndrome, which hindered their media outreach efforts.
These concerns were amplified after the COVID-19 pandemic as the media spotlight intensified on landlords struggling nationwide. The firm worried about potential negative coverage if they pursued a media campaign.
To navigate this delicate situation, they needed a strategy to balance their desire for greater media presence with their concerns about reputation management.
Work: Berbay strategically engaged with targeted media outlets, focusing on Q&A-style articles where the client could respond to questions in writing, helping them feel more in control of the narrative. We aimed to boost the client’s confidence in their expertise, enabling them to discuss trends that benefit landlords and the broader market.
We provided comprehensive media training, both in-person and virtual, to help the client recognize and articulate their value with confidence. To further equip them for success, we offered detailed insights into journalists and publications before interviews, ensuring they were well-prepared for conversations.
Result: With a thorough understanding of the media landscape, the client could confidently approach interviews. Our continued support, which included tailored insights and strategic guidance, empowered them to take full control of their media interactions. As a result, they overcame their initial fear of being misquoted and successfully secured features in leading industry publications, including Bisnow, The Real Deal, The Registry, Multi-Housing News, and GlobeSt.com, a testament to their growing influence in the industry.
