20+ years in branding and marketing. 8+ years leading marketing for US CRE firms.
I own the marketing function for commercial real estate (CRE) companies as their fractional CMO, from market research and strategy to websites, investor communications, advertising, and lead generation. I set the plan and do the work myself, bringing in freelance support when a project needs it.
This page was prepared for Collektion Capital’s fractional marketing role.
One strategist, the full 360° marketing ecosystem
Every part of the marketing engine connects: research informs the brand, the brand powers content and campaigns, and automation turns attention into investors and tenants. I plan and run it end to end.
Select any part of the ecosystem to see how it works for a CRE firm like Collektion.
Experience across every part of the marketing function
Each area maps to a responsibility in Collektion’s role. Open any area for detail.
My core values
The way I work matters as much as what I know. These are the principles my clients rely on, and the ones I’d bring to Collektion.
Great marketing ideas are only worth something once they’re live, measured, and improving. I care about both halves: the thinking and the doing.
Creativity with execution
I bring fresh positioning, messaging, and campaign ideas, and I’m just as comfortable rolling up my sleeves to build the website, write the copy, set up the automation, and launch the ads myself.
Strong work ethic
I show up consistently, meet deadlines, and follow through on every commitment. Clients stay with me for years because they can count on the work getting done.
Ownership and accountability
I treat each client’s marketing as if it were my own business, and I stand behind the results with clear reporting.
Clarity and transparency
Plain-language plans, honest updates, and open conversations about what’s working and what isn’t.
Continuous learning
An avid learner and reader, I keep up with new tools, channels, and AI so my clients benefit from what’s working now.
Clients and experience
Current fractional CMO engagements with US CRE firms, past US clients, and earlier work in India, Kuwait, and the corporate world.
- ABG MultifamilyFractional CMO
Investor marketing and capital outreach across LinkedIn, YouTube, email, and direct outreach.
- Rand Property ManagementFractional CMO
Website, digital marketing, and lead generation for a property management firm.
- The Bounce MethodFractional CMO
Marketing strategy, brand positioning, and ongoing execution.
- NorthLoop InvestmentsFractional CMO
Brand, digital presence, and investor-facing communications.
- StarterHome FundFractional CMO
Fund marketing, investor pitch materials, and lead generation.
- New venture from Jonathan MitchellFractional CMO
Launch marketing for the upcoming venture from the owner of ADUPals and ArkHaven.
- Jake & Gino LLCFractional CMO
Led marketing for this multifamily real estate education company and supported more than 75 multifamily founders within its community.
- Largo Mezzanine Debt FundMarketing lead
Investor marketing and communications for a mezzanine debt fund.
- MagicBricks.comReal estate marketing
Marketing for one of India’s largest property portals.
- Housing.comReal estate marketing
Marketing for a leading Indian real estate platform.
- SquareYards.comReal estate marketing
Marketing for a real estate marketplace and advisory platform.
- National Bank of Kuwait (NBK)Corporate training and marketing
Corporate training and marketing services for one of the region’s largest banks.
- Kout Food GroupCorporate training and marketing
Franchisee for Burger King, Taco Bell, and several local restaurant brands.
- AAWCorporate training and marketing
Franchisee for Crocs, Sneakers, and other retail brands.
- DeloitteCorporate
Part of 15+ years in the corporate world.
- Grant ThorntonCorporate
Professional services marketing and communications.
- Feedback InfraCorporate
Marketing for an infrastructure services company.
Watch me in action
A few videos from my YouTube channel on branding and marketing. Select any video to play it.
More videos on my YouTube channel.
Quick observations and suggestions for Collektion Capital
Based on a first look at collektion.com and your public channels.
1Brand and home page
The brand doesn’t yet stand out, and the site runs on an older, template-style WordPress design. The home page doesn’t clearly present:
- Mission and vision statements
- Track record and portfolio details
- Team details
- Key differentiators and investment approach
- How potential investors and partners can get involved
A rebrand and home page rebuild with clear mission and vision statements, a showcase of the track record, portfolio, and team, a crisp explanation of what sets Collektion apart and how it invests, and simple next steps for investors and partners, with separate paths for investors and tenants.
2Prospective tenants
The tenant option on the home page leads to login portals for existing tenants. There’s no obvious path for a business looking for space to see what’s available.
An available-space section with property pages for each location, unit sizes, photos, and an inquiry form, optimized for local searches such as “small warehouse for rent in Orlando.”
3Social media
LinkedIn is the only active social channel.
Build presence on YouTube, Medium, Reddit, Quora, Instagram, and Facebook, repurposing one core content plan across channels so it stays manageable.
4Investor education
There’s no resources section for investors.
- Blogs and guides on the small-bay industrial opportunity
- Explainer videos on strategy and markets
- Infographics on demand drivers in Florida and Georgia
5Email list building
There’s no newsletter sign-up, so interested visitors who aren’t ready to contact the team leave without a way to stay in touch.
Add a newsletter sign-up across the site, offer a downloadable guide in exchange for an email, and nurture subscribers with a regular investor newsletter.
6A quick fix
The disclaimer in the site footer spells the company name as “Collection Capital.”
Correct the spelling to Collektion Capital. It’s small, but investors notice details like this.
The first 30 days
A fast start, so marketing is producing results within the first month.
Audit and plan
- Full audit of marketing and investor materials
- Competitor and submarket research
- Marketing plan with budget and KPIs
Position and build
- Sharpen Collektion’s brand positioning
- Refresh investor and property collateral
- Strengthen website, SEO, and lead capture
Launch and measure
- Launch investor and tenant campaigns
- Set up reporting
- Start a monthly review rhythm with the CEO
Beyond client work
- YouTubeA fast-growing channel on branding and marketing with 23,000+ subscribers.
- PodcastBecome the Brand They Cannot Ignore, on personal branding for founders.
- Thought leadershipAward-winning branding specialist, published by Harvard, Stanford, and CNBC, and author of Turning LinkedIn into a Lead Generation Machine.
- VenturesFounder of Marcom18, a CRE marketing technology firm, and AllAboutMultifamilyInvesting.
- Extra capacityVetted freelance and offshore support for design, development, and operations, brought in only when a project needs it.
A little about me
I’m an avid learner, a voracious reader, and a keen traveler. I’ve lived and worked in Kuwait and spent several weeks at a time living in Dubai, Hong Kong, Bali, Thailand, and Mauritius. That exposure to different markets and ways of doing business shapes how I write for diverse audiences.
Let’s talk about Collektion’s next 12 months.
My current clients’ marketing strategies are well established, so I have capacity for one more senior engagement. I’d welcome a conversation about where Collektion’s marketing stands today and where you want it to go.