When I joined 33 Realty, the company had never run consistent email marketing for their property management and leasing. Our business development relied almost exclusively on word of mouth and personal relationships — a model that worked well for years but wasn’t scalable as we grew. I launched our first-ever Constant Contact program in late 2024 to establish thought leadership, expand awareness, and begin building a digital pipeline for new business opportunities.
Across just a few months, we reached an audience of 3,600 contacts with segmented, newsletter-style campaigns. While no direct pipeline was tied to these early efforts, they laid the groundwork for stronger brand credibility, demonstrated industry expertise, and showed measurable engagement from the start.
Campaign Case Study: Pricing & Renewal Strategies
The Challenge
As peak leasing season approached in early 2025, we needed to position ourselves as a trusted partner for multifamily owners and investors. Our goal was to share practical insights on pricing and renewal strategies — topics top-of-mind for decision makers — while simultaneously introducing our management services to new audiences.
The Action
- Built the campaign in Constant Contact from scratch, designing a branded template with clean visuals and strong CTAs.
- Segmented our 3,600-contact database, removing bounced and suspended addresses, reducing bounces by 95%.
- Deployed follow-ups: re-sent to non-openers with a fresh subject line (“In case you missed it”) and set up automatic sales outreach to anyone who clicked.
- Timed the campaign strategically, releasing it right before peak leasing activity.
The Impact
- 44% open rate (well above real estate industry averages)
- 18% click-through rate — strong engagement with our insights and services
- Bounces reduced by 95% due to my list-hygiene process
- Positioned 33 Realty as a thought leader entering leasing season, even without direct pipeline attribution
Bisnow Morning Brief Takeovers
The Challenge
With 33 Realty transitioning to Evernest, we needed a way to spread the word to the local Chicagoland CRE and multifamily market, while also reaching broader industry leaders. Our in-house website wasn’t yet equipped to host branded messaging, so I had to find a solution that would ensure our story reached the right audience and reinforced trust during this pivotal change.
The Action
- Coordinated three sponsored “Morning Brief” takeovers with Bisnow, an industry-leading publication.
- Crafted messaging that announced the Evernest transition while highlighting our multifamily expertise.
- Designed a Constant Contact email “landing page” to house the content and direct clicks — creating a professional, branded destination without needing new website infrastructure.
The Impact
- Campaigns reached a highly targeted audience of commercial real estate readers.
- Elevated brand awareness during a critical acquisition phase.
- Delivered national visibility — a milestone moment for our multifamily division.
Total Reach (3 sends): 213k+ impressions, total clicks: 400+, average CTR: 0.20% (Note: Bisnow’s average CTR is 0.11%)
Madalyn Mueller 