As the country’s largest commercial real estate brokerage firm, Marcus & Millichap is nationally known and highly respected. The leaders at the South Florida Marcus & Millichap offices decided that a newsletter would be a good communication tool to connect with clients on a personal level and communicate specific market information.

“Marcus & Millichap continuously monitors and reports on a wide range of economic and real estate indicators that shape investment decisions,” explains Kirk Felici, First Vice President and Regional Manager of the firm’s Miami office. “Our South Florida offices wanted to showcase this information and our local agents as the most knowledgeable sources on South Florida investment real estate. Launching an email newsletter program allowed us to control the information we were distributing and track the results better than we would be able to with advertising campaigns in local publications.”

A turnkey system
Although the Marcus & Millichap team has a wealth of information and experience, they looked to Proven Systems’ expertise to create a well-crafted email newsletter that could be distributed regularly. Proven Systems provided the South Florida offices a ready-made, efficient system for production and distribution.

“Proven Systems thoroughly researched our company to gain an understanding of our marketing and branding standards and our wide range of services to produce a newsletter that represents our complete value proposition,” says Ryan Nee, Regional Manager of the Fort Lauderdale office. “Working with Proven Systems on a monthly basis has been a smooth process, as their project management, attention to detail, and response/turnaround time are impeccable.”

Nee says that the newsletter has enhanced the way Marcus & Millichap communicates — conveying both the latest market trends to clients and industry leaders, and also the individual expertise of the company’s managers and agents.

Valuable insight, high-quality leads
One of the newsletter’s benefits has been the ability to produce quality articles and track which recipients are reading them. From those results, Marcus & Millichap can gauge which topics are of most interest to clients and determine where specific clients might be in their investment decisions. Thus, the newsletter has not only helped readers get to know the company, it has also given Marcus & Millichap valuable insight into its readers.

But Marcus & Millichap’s newsletter has produced another, even more tangible benefit for the company.

“The requests for Broker’s Opinions of Value (BOVs) — which are generated from the newsletter — are great,” says Felici. “These are requests from property owners for evaluations of their current assets. The BOV allows them to realize the value of their properties so that they can develop informed investment strategies.”

Proven Systems has made it easy for Marcus & Millichap to demonstrate its agents’ industry expertise and learn more about the firm’s customers — sparing them the burden of devoting a large amount of time and resources to the newsletter-production process.