Technology gives brokers deeper insights into customer’s CRE interests


For decades, commercial real estate marketing has focused on properties — not people.

Randa McMinn, senior vice president of integrated marketing at Ten-X, knows this well. Before she started working with the digital CRE platform, she spent close to a decade leading marketing teams in commercial real estate.

In that time, she learned a lot about marketing strategies that worked and where there were opportunities for improvement.

It’s not just the strategies that are evolving, McMinn says. The expectations of customers are transforming at a rapid pace, too. Those who don’t adapt in the current business climate risk losing their customers to the competition. “This really is the age of the customer. Understanding their needs and pain points and being able to adapt quickly are going to be how we win,” McMinn says.

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