Content Ideas for Retail Landlords, Brokers, Brokerage Firms and Asset Managers

by Carrie Bobb

While retail shopping centers are shut down, several people in the industry have been asking us about how we are creating content. Our secret is…it begins and ends with people…always.

Eric and Alejandra Meyers, the owners of Lofty Coffee, along with Krystal, the Director of Operations. Krystal welcomed a healthy baby boy during quarantine.

The people are the best part of any project. The stories behind businesses and the people who keep retail projects running are the driving force behind any successful project. Now is a good time to shift the focus from the asset or property to the people. The biggest mistake any of us could be making right now is to continue posting and talking about take out opportunities.

Below are a few ideas based upon the statistics from the Edelman Trust Barometer 2020 Special Report: Brand Trust and the Coronavirus Pandemic. All stats listed are pulled from their report.

90% of Americans want to see brands who are protecting the well-being and financial security of their employees.

Include inspirational stories of retailers and tenants in your project who are taking care of their employees in unique ways.

84% of Americans want brands to use social media channels to facilitate a sense of community.

Make it personal. Showcase the amazing people in your projects that make it great. Build and strengthen the community and relationships through social media.

84% of Americans want brands to be a reliable news source.

Share updates, keeping your followers informed on how you, your tenants or the industry is making progress or taking steps to fight the virus and support businesses.

88% expect brands to keep the public fully informed regarding changes in how the brand is operating.

As we get closer to recovery, be thinking about communicating messages of safety and some of the steps taken in regard to operations.

71% agree that brands who place profits over people during the crisis will lose their trust forever.

Tell stories about people. Be genuine and thoughtful. Share a photo of the property manager and what she has in her Netflix que. Feature a security guard who is keeping the property safe. What music is on his playlist? The college kid running curbside delivery. What is the best order he has seen come through?

Carrie is the founder and CEO of Carrie Bobb & Co. She is a consumer behavior analytics nerd and an expert at driving revenue for retail properties through digital and brick and mortar leasing strategies.

Carrie has closed over $2 billion in total consideration throughout her career. She has completed transactions with brands such as Sephora, SoulCycle, Drybar, Fox Restaurant Concepts, Restoration Hardware and many others. She has implemented leasing strategies through social media and online influencer programming on several projects. She was named one of San Diego’s Power Women in Real Estate and received her MBA from the University of San Diego. Carrie lives in San Diego with her husband, Matt, their three inquisitively adventurous kids and one joyful golden doodle.