Concierge Auctions

Concierge Auctions sells ultra-high-end real estate via auction for clients like Lehman Bros’ Richard Fuld and fund manager Peter Lynch. They have $2.5B in sales and have made it to the Inc 5000 list 6 years running. I’ve worked with them on and off for the past 10 years, including writing content for numerous marketing pieces, overhauling their print and digital direct mail messaging, drafting scripts for a video presentation, producing an oversized coffee-table book, and covering the maternity leaves of both the CMO and the CEO. I have a deep understanding of their brand voice, and I know how to keep it consistent for both B2B and B2C communications.
     Their business model requires intense, fast-paced work for all marketing, with all properties selling from start to finish within 5 weeks. I have experience with each step: For each new property, I ran kick-off calls with the client, their lawyer, banker, or manager, the sales director, the account manager, my marketing team, and the president. I interviewed the property owner separately and then drafted the marketing content from there. Within eight days, we had written, printed, and distributed a large-trim book to key buyers, written and sent a press release to relevant media like the NYT and WSJ, crafted and distributed direct mail for both email and print, and drafted fresh content for the website. (Yes, it’s as insane as it sounds, which is part of the reason they’re so successful.)
     When appropriate, I can make recommendations not only for messaging, but for format and design. In one such case, Concierge was wanting to increase both listings and bids in Q1 and wanted to test how well it might work to group auctions together by date instead of location. I created this February brochure, conceiving of it from start to finish, writing the copy and directing the design. The piece worked so well that they now often group auctions by date and use this brochure as a template. 
In another assignment, they asked me to develop a full training program for agents, including developing a full presentation for several key industry events, a script for a training video with recommended graphics, a printed piece, and a coordinated digital piece housed on a private web page.
Most recently, they brought me in for a four-month assignment to reassess their messaging and communications strategy for all direct mail, including print and digital. I developed extensive new buyer and seller campaigns (B2C) and agent campaigns (B2B), including copy and A/B testing. I also managed a $90K monthly print budget and developed a complete strategy for reaching key players throughout the buying process using a mix of tried-and-true methods with innovative options like embedded video and handwritten notes. I wrote all copy, art directed the pieces, and sourced all production.