DRIP CAMPAIGN STRATEGY

Email Strategy for Broderick Group’s Leasing Portfolio

The Challenge

Broderick Group represents a large portfolio of office and industrial properties with varying levels of market exposure. Leasing teams relied heavily on one-off email blasts and outdated marketing materials, resulting in inconsistent communication and missed engagement opportunities.

The Insight

Without a CRM or direct attribution data, I knew we couldn’t track lead-to-lease conversions, but we could improve frequency, consistency, and brand positioning over time. My goal was to help the leasing teams stay top-of-mind with brokers and prospects during extended market cycles.

The Strategy

I developed three- to six-month drip campaign models to:

• Ensure regular exposure for each property

• Highlight refreshed marketing materials, new photography, and leasing incentives

• Create a sense of momentum and engagement around each asset

The Results

• Campaign open rates ranged from 45% to 65% exceeding industry benchmarks

• Broker teams reported increased interest and more consistent tour activity

• Several properties saw leasing activity during the campaign window, though direct attribution was not available due to system limitations