Raising the Visibility of Industry Leading Commercial Real Estate Practices with PR
Tony DeFazioPresident and Founder
DeFazio Communications, [email protected]
@defazPRfacebook.com/defazPR
Services
Press Materials Executive PositioningMessage DevelopmentCrises
CommunicationsThought LeadershipBy-lined ArticlesSelf-PublishingSocial Media
Targeted Media
REIT.com Portfolio magazine Real Estate Forum National Real Estate
Investor Commercial Real Estate
Direct Real Estate Alerts REIT Café Retail Traffic Convenience Store News CNBC Fox Business
The Deal Private Equity Week Institutional Investor Private Equity
International The Wall Street Journal The New York Times Investor’s Business Daily Barron’s Investment News Financial Advisor Registered Rep
Earned, Owned and Paid Media
Publicity Defined
“An act or device designed to attract public interest; specifically: information
with news value issued as a means of gaining public attention or support.”
—Merriam-Websters
Publicity Benefits
Endorsement from third-party sourcesCredibility of independent media
coverageObjectivity of journalistsTargeted message to reach specific
audienceFlexibility Cost Effective 3X the ROI of advertisingEnhance Marketing
Phillips Edison & Co.: Case Study
Largest owner operator of grocery-anchored shopping centers in the United States.
PR Program Objectives:Create awareness for first $1.5 billion non-traded
REITGain buy-in from broker-dealers & due diligence
officersKey messages and compelling story angles:
Operational expertise and strong balance sheet National platform and scale to close quickly “Everyone Needs to Eat”
Phillips Edison & Co.: Media Hits
Phillips Edison & Co.: The Payoff
Sustainable dividend at 6.5 %, now top-tier in industry Recently created $200 million joint venture with CBRE
Investors73 broker-dealers, 13,500 advisors on platformHas seen four-fold increase in equity raised Q3 vs. Q2
2011On track to hit business plan objectives
American Realty Capital: Case Study
A full-service real estate advisory firm that sponsors real estate investment programs
PR Program Objectives:Establish industry leadership & facilitate fund exits
Create brand awareness for wholesale broker-dealer
Key messages and story angles: Management team with capital markets experience Operators of public and private REITs Acquired $5 billion of commercial real estate
American Realty Capital: Media Hits
American Realty Capital: The Payoff
Became top equity raiser in the industry
Is now the go-to source for commentary on CRE/REITs
Privilege of 0ff-market deal-flowAccess to cheap capital from lendersREIT goes public on NASDAQ
Opportunities for CRE Firms
Quoted on CRE trends in national business media
Ghost-written columns in trade and investment media
Speaking engagements at trade conferences
Board of director and commission appointments
Deliver discrete messages to niche audiences
Disseminate broad messages over larger audience
Thought leadership articles in vertical markets, i.e., apartments, retail, office, hospitality, medical, etc.
How CRE Firms can benefit from PR
Eliminates the “Who?”Differentiates your brand Adds credibility with buyersScales quickly with growthDelivers “Google Juice”Facilitates sales process Peace of mind for investorsExpand into advisory services
Thank You
Contact DeFazio Communications for more information, or to schedule a no-obligation
review of your Commercial Real Estate firm’s PR needs
DeFazio Communications, LLC
441 E. Hector St., Suite 212Conshohocken, PA 19355
(484) 532-7783info@defaziocommunications.
com
