Real Estate Case Studies

Case Studies

The Easton Group

Holly Real Estate

O'Donnell Dannwolf + Partners

Related Group - Icon Las Olas

The Easton Group

Based in: Miami, Florida

Description: The Easton Group is a boutique, family-owned commercial real estate firm specializing in industrial properties. The company offers several services including project development, brokerage, finance, and property management.

Goal: To promote significant transactions in the local business press to showcase broker expertise and to stimulate new deal flow; To promote Ed Easton as an expert in the local real estate market based on his successful track record for developing high quality projects and providing exception ROI for investors; To promote Ed Easton's civic and charity work; To promote showcase properties; To provide communications counsel and reputation management during times of crisis.

Results: Boardroom Communications has been quite successful in achieving its PR goals as evidenced by a solid eight-year relationship with The Easton Group. Below are some specifics.

Transactions- Boardroom set up a system with company personnel to feed us monthly reports of significant leases and sales involving Easton Group brokers. We then cull through the deals and determine which were appropriate for news coverage and to what extent. From there we develop press releases and pitch them to various publications. We get regular play in the Daily Review's Leasing Guide and Dealmakers section, Florida Real estate Journal, and the South Florida Business Journal. In addition to waiting for monthly reports, we also created relationships with individual brokers whom we directly contact for story leads.

Expert Sourcing- We set up one-one-one meetings with key real estate beat reporters and editors to create a relationship with Ed and top brokers. We want them to think about the company as a source whenever doing any stories related to the industrial market. We also proactively check editorial calendars and do "check ins" with reporters to see if there are opportunities to get Ed interviewed. The result is we are often called to set up interviews with Ed to comment on anything from a specific project he's not involved with to a particular real estate trend. We have also successfully secured guest columns for Ed in strategic publications further positioning him as an expert. In one case we secured a story in the South Florida Business Journal that featured Ed and the fact that he was ahead of the curve on Real Estate investing while others were flocking to the stock market in the late 90's.

Civic and Charitable Involvement- We have successfully promoted the charitable and civic side of Mr. Easton. We secured an excellent feature story in the Miami Herald that outlined how he translated religious beliefs into humanitarian works; Secured a feature in the Florida Real Estate Journal about how Mr. Easton's religious beliefs are applied to business principles; Secured several stories regarding Mr. Easton's appointment as Chair of a special committee put together by the Governor to oversee Miami-Dade School maintenance and construction spending; his appointment to the Kennedy Center Board of Trustees by the President of the U.S. and also his appointment to the National Parks Trust. All of these stories positioned Mr. Easton and his company in a positive light.

Promoting Projects- The Easton Group's largest and most successful development project was a Class A, 300-acre industrial park in West Miami-Dade County. We handled PR on this project from the time it was announced to the day it was sold and everything in between. The goal was to showcase the property to business owners who needed industrial space and differentiate why it was better than competing properties.


Holly Real Estate

Based in: Coral Gables, Florida

Description: Full-service commercial real estate firm offering brokerage, investment/joint venture, development and property management & consulting services.

Goal: Boardroom Communications worked very closely with William Holly when he was a broker with Insignia. When Holly decided to open his own real estate firm, Boardroom Communications was hired to handle the entire PR. We were there from the very beginning and through all of the company's transitions and transformations. Our goal was to reposition Holly in the marketplace as a guy who was not just a star broker, but a star broker who took his game to the next level by competing in the marketplace with his own firm. We also helped develop all of the company's communications.

-Secured interviews for William and other key associates for local real estate trend stories to reinforce the firm's depth and credibility and to build brand awareness. Eventually, William became a go-to source for trade journal editors on market conditions, etc.

-We first positioned the company as knowledgeable experts in the downtown Miami and Brickell submarkets, and then expanded into Doral, Kendall, Coral Cables, Aventura, Broward and later Jacksonville.

-Secured feature articles on the new company and lifestyle features on William.

-Sent out personnel announcements on new brokers/associates to show that Holly was building a legitimate organization.

Project Promotion: When Holly Real Estate became the listing agent for various high profile office projects around South Florida, we drafted
all of the announcements and secured coverage a wide variety of publications. Likewise, when the company signed significant individual leases, we handled all of that press as well.

Awards and Honors: We tracked key awards in the marketplace and submitted  the company and William as nominees. Ultimately, he ended
up winning several that again, helped brand him in the community and build credibility for his organization. Some of the awards won: 2004 & 2005 SFBJ Heavy Hitter in Real Estate; 2006 SFBJ Business of the Year; 2007 South Florida CEO Magazine, named to the Power Brokers special edition.

Community Relations: Boardroom also leveraged the company's involvement with  various charities to get public recognition for its work.

Miami Green: When William became the first developer in town to build
Miami's first LEED certified "Green" office building, we
leveraged that into positive news stories in the South Florida
market. From print to TV, we positioned Holly Real Estate as
a thought leader on sustainable commercial development
and owned the market for about a year. In fact, as the firm
entered into development and co-venture work, we handled
the press that positioned William as a developer as a well as
successful broker.

Events: We provided assistance and media relations work on firm events.

O'Donnell Dannwolf + Partners

Based in: Hollywood, Florida

Description: O'Donnell Dannwolf + Partners (ODP) is an award-winning, full-service architecture and interior design firm with projects ranging from luxury condominiums and high-rise, five-star hotel and spa complexes, to cost-effective commercial, retail and industrial projects. Firm principals Ed O'Donnell, AIA, and Kurt Dannwolf, AIA, have more than 20 years of combined experience and have designed more than 6.2 million square feet of space on three continents, valued at more than one billion dollars.

Goals: Increase name recognition and brand awareness of ODP through an integrated PR, corporate networking and marketing program.

Obtain media coverage of ODP in daily newspapers, business tabloids and trade publications for the real estate, architecture, interior design and building industries.

Improve trade relations to increase the firm's profile and recognition within the industry.

Pursue special recognition of the firm's accomplishments and projects and submit ODP for awards to appropriate organizations and publications.

Results: Secured media placements in publications such as South Florida Business Journal, Southeast Construction, Urban Land, Building Design + Construction, Kitchen Bath + Business, and Florida Caribbean Architect

Helped firm principals Kurt Dannwolf and Ed O'Donnell to become active in groups such as NAIOP, CREW, SMPS and Nova Young Entrepreneurs

Obtained special recognition for Kurt Dannwolf as a South Florida Business Journal's Heavy Hitter In Real Estate and as one of Building Design + Construction's Top 40 Under 40, in addition to recognition for the firm as one of Southeast Construction's Top Design Firms

Related Group - Icon Las Olas

Based in: Miami, Florida

Description: Between 2004 and 2007 Boardroom represented Icon Las Olas, a 242-unit luxury condominium tower being developed in a joint partnership between the Related Group and a group of NY investors. The beautifully-designed building was slated to be built on a premium piece of land between the New River and Las Olas Boulevard. It was to fill a void that separated the downtown corridor and the Las Olas business district. However, the project was the subject of some controversy because the footprint was adjacent to a historic home. 

Our job was to create a favorable impression of the project with the public and city leaders by demonstrating how history and modern development can exist side by side; how Icon Las Olas was a perfect example of the kinds of projects city leaders had in mind when it created specific zoning for the area; and overall show how it would add quality of life in the area and be a positive impact on the area as a whole.  We are successful in getting our message across to newspaper writers, editorial writers and homeowners' associations in the immediate area.

Once the project got final approval by the city commission, we changed our PR strategy to support a sales program.

To create buzz about the project during the pre-construction sales phase, we created a weekly happy hour called ICONIC Thursdays.  We started out by inviting prospects and buyers to the sales center each week to enjoy specially made cocktails and hors oeuvres and showcase the downtown life.  We would hire a photographer to shoot the crowd and feed photos to the local magazines.  We eventually reached out to nonprofit groups and invited them to use the center free of charge to host their big charity events. The idea was to reach prospects directly or people who could be influencers as well as leverage it into media hits.

We also held special theme parties at the property. For example, for Valentine’s Day, we brought in a local jeweler in the area to show off some rare pieces; held a patron-and-cast party tied into the Broward Center of the Performing Arts; a Hot Wheels party where we worked with a local luxury car dealer to do a mini car show on property; an art appreciation program featuring a locally renowned artist whose works would be displayed in the condo’s public areas.  Each theme had a specific purpose: either to entice the right demographic, an influencer, or somehow tie into the downtown lifestyle the Related Group was selling. The parties were a huge hit and created a lot of buzz in the area, not to mention opportunities for media coverage. 

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