Walker & Dunlop is an organization that finances commercial real estate properties. The company’s SVP of marketing, Chris Zegal, is always focused on strengthening and expanding the company’s brand with an innovative approach to customer outreach, which became even more paramount amid the Covid-19 pandemic.
It was critical for the marketing team to communicate that Walker & Dunlop was still alive and well. The company had to let clients and prospects know that financing deals were still getting done and that they could count on Walker & Dunlop to be a voice of clarity and confidence in a market that was suddenly facing uncertainty.
Given the large sums of money changing hands, commercial real estate finance is an industry built on trusted relationships. Historically, sales teams across the industry relied on face-to-face client interaction to showcase their expertise, build trust and close deals at conferences, on golf courses, over dinners and wine and maybe even cigars. So, how could the company build virtual relationships — at scale — to instill trust and client engagement when travel and events had come to a complete halt?
Marketing identified several key goals to solve this challenge, such as:
- Continuing to display a confident brand and extending its leadership in core markets;
- Building awareness and fueling expansion for high-growth start-up divisions; and
- Providing marketing and sales support for financing and property sales teams across the country, spanning 250 brokers and bankers.
Walker & Dunlop’s CEO, Willy Walker, saw an opportunity to create a high-visibility weekly webcast that would help establish the company’s reputation as a thought leader in the commercial real estate space. To that end, he tasked the marketing team with “building our brand as big and fast as we can.”
After recalling that Walker wanted the webcast released “next week,” Zegal turned to Folloze, a buyer experience platform, to…