ATYPICAL

Blog

What's news

How Can You Add Holiday Sparkle to Build Your Brand

Amanda Bowen

The scent of pumpkin spice latte, the sounds of the Monster Mash, and the sight of golden leaves. Fall is here and it's time to prepare your holiday marketing campaigns.

Read More

How to Cope with Digital Marketing Changes

Sarah Malcom

If the pace of digital marketing feels like it's accelerating, you're not imagining things. Moore's Law essentially “states that transistors on a chip double about every two years.” The more processing power, the more you can do with technology. Naturally, this extends to the tools we use in our digital marketing. As leaders in the field, you got to stayon top of what's coming next, no matter how fast and furious the updates fly at you. Here's how to do it.

Read More

Building a Brand when the Budget is Broke

Amanda Bowen

We get it: funds are tight for everything when you're an early-stage venture. You must maximize every single dollar. Branding is something you know is necessary, but you don't have deep pockets to hire a consultant, create all the required branding assets, and promote like crazy. How can you build a brand without breaking the bank?

Read More

Something AI This Way Comes: The Tech Helping Digital Marketers

Sarah Malcolm

By no means is Artifical Intelligence (AI) going to completely replace the creativity and inside industry knowledge necessary to do our jobs to the best. What AI is doing is saving digital marketers and real estate professionals time in collecting and analyzing data,finding applicable insights, and increasing our reach. Here’s what to expect from adopting AI in your digital marketing strategy.

Read More

5 Ways to Apply the Brand to Your Email Marketing

By Amanda Bowen

Email marketing is one of the more effective marketing tools for boosting sales simply based on name recognition. Emails from well-known brands have a significant advantage in grabbing the customers’ attention. That’s how the magic of a strong brand works. Apply your branding to your email to enhance your business reputation and nurture a loyal audience. 

Read More

This Monster Marketing Mash-Up is the Next Trend

By Sarah Malcolm

Trends come and go, but the push towards video marketing is not slowing down. Neither is the need for personalization. Both buzzwords are claiming to be the next big thing in digital marketing. But rather than thinking of them separate, what about taking these two monsters and mixing them together?

Read More

Cybersquatting!? Here's What You Need to Know When Buying a Domain Name

By Sarah Malcolm

As a marketer I often have bought domain names that I love. I started my passion for buying good domain names back in the early 2000’s. Either for my personal blog, business, a business idea, or just a cool name I think I could somehow use in the future.

Read More

Whoops! Examples of When Branding Went Wrong

By Amanda Bowen

The best intentions can go awry in any circumstances. We’ve all heard of brands who made serious mistakes. No one wants to be guilty of cultural branding faux pas. Learn from the whoops moments of others with these distinct examples of when branding didn’t work as expected.

Read More

Pros and Cons of Using Chatbots in Your Marketing

By Sarah Malcolm

My health insurance provider has a customer service chatbot that is useless. Every time I make a query, it tells me I can't access that information and to call customer service. What's the point of having a chatbot? That said, I have worked with chatbots that have been extremely helpful. It really can go either way. They definitely have promise for commercial real estate marketing and customer service. Whether to add one to your company’s digital marketing strategy really depends on what you would like to get out of it.

Read More

The Magic of Tidying Up Your Marketing

By Lauren Leal

Don't we all wish our lives were simpler? That's probably why Marie Kondo’s Tidying Up Netflix special was such a huge success. With all the stuff cluttering our lives, it can be cathartic to throw away something taking up space for a decade. Her KonMari method, outlined in the best-selling book The Life-Changing Magic of Tidying Up, isn't limited to your house. Applying the principles of the KonMari system can positively impact your marketing strategy. 

Read More

Five Tips for Hiring to the Brand

By Amanda Bowen

Hiring for skills is important, but remember skills can be trained. Someone with less skill and experience might be the better “fit” than someone who ticks all the qualification boxes. By “fit,” we’re talking personality, work style, motivation, and coachability. Will the new hires' work style fit with your brand culture? The best way to make sure you hire right for the company culture and expectations is to hire to the brand. How can you do that?

Read More

Consumer Behavior & Brand Associations

By Clayton Gilbertson

Consumer behavior falls under the banner of behavioral economics, and is an intriguing study that often sparks insightful debate here at ATYPICAL.To understand how a consumer behaves, and more particularly what informs such behavior, is central to a clear understanding of your target audience. A foundation to this understanding is rooted in how we – the consumers - store and retrieve information in memory.

Read More

The Pumpkin Spice Latte Craze is a Marketing Case Study

By Lauren Leal

You can’t escape the pumpkin spice. Candles, coffee, creamer, cream cheese, ice cream, even Spam. It's now such a cultural thing, we don't need to say "Pumpkin Space Latte." It’s “PSL.” But pumpkin spice wasn’t always to fall what peppermint is Christmas. How did we get here? And what can we learn from the PSL?

Read More

Do You Know What Your Digital Neighbor Is Doing?

By Sarah Malcolm

The grass may not be greener on the other side, but that doesn't stop customers from thinking it might be. One mission as a digital marketer is to figure out how to get people to organically discover your brand and not the other. That’s why it’s smart to keep an eye on your competition’s digital moves. Your secret weapon is gathering search engine intelligence about your competition. 

Read More

Let There Be Unity: Syncing Brand and Product Marketing

By Amanda Bowen

Sometimes companies place “brand marketing” and “product marketing” into separate boxes. But don’t these two marketing focuses need to work in harmony to support company growth? Your product marketing must live up to the brand promise while the brand’s identity relies on its strong product and service offering. Product and brand marketing have a symbiotic relationship that needs nurturing.

Read More

Did Your Website Show Up to Work Today?

By Sarah Malcolm

We have a lot of "tools" to digitally market: email, social media, video, infographics, white papers, and so on. All these "tools" need a "box" to call home. That's your website. Have you ever gone searching for a tool and couldn’t find it? Annoying, right? Well, a website serves as the hub for your digital tools. This foundation must be built to handle its job or it's ineffective for the money you're spending. What should a website be doing for you? 

Read More

I Found It! What Brand Discovery is All About

By Amanda Bowen

New to the formal branding process? Brand discovery is the beginning. This critical step sets the stage for a successful long-term presence in the industry. Your early decisions about the brand image, consumer perception, and values communication determine if the vision meets the road. Through brand discovery, you define your values and personality while making decisions on how to deliver on your brand promise. 

Read More

Should You Shutdown the Pop-Up?

By Sarah Malcolm

Ready to flip thumb down to a thumb up on pop-ups? Don’t use them to annoy people to death with your brand. Use them the right way! Effective pop-ups can grow your email marketing and subscriber list. They’ll funnel leads and promote your content. 

Read More

Which Came First: the Brand or the Culture?

By Amanda Bowen

The classic chicken and egg, but this time, the brand. After all, the authentic brand must reflect the company culture...but the culture must live up to the brand. Hence the constant run-around about what to build first: company brand or company culture? 

Read More

Should We Care About Algorithms?

By Sarah Malcolm

Marketers constantly scrutinize search results and news feeds to figure out how to hack their algorithms. When these automated decision-makers decide how many people see your content, the importance of understanding algorithms comes to the forefront. But how much should we cater to algorithms when designing our marketing strategy?

Read More

5 Signs You Need a Brand Refresh

By Amanda Bowen

Think your branding feeling stale? You’re probably right. All brands benefit from the occasional refresh. Customers like doing business with brands and people they believe have a thumb on the pulse of the industry. Periodic brand updates keep the messaging with the times. Besides a gut feeling, what other signs prove you’re overdue for a brand refresh? 

Read More

Snap That and Search It: Visual Search is Coming for CRE

By Sarah Malcolm

Internet searches started as typing questions on a search engine like Yahoo. The field transformed with Siri and Alexa into voice queries. How do you level up from there? Hello, visual search. The real estate industry is uniquely positioned to leverage visual search capabilities. To see benefits, you’ve got to start optimizing now.

Read More

5 Tips for Real Estate Agents on Building a Personal Brand

By Amanda Bowen

Individual real estate agents: yes, you are a brand! Even though you are not a global corporation, you still promote a unique service. Don’t your prospective clients regularly ask, “how are you different from other real estate agents?” Well, that answer is your personal brand value statement! 

Read More

Meet the CREators: Nate Smoyer

By Lauren Leal

Meet the CREators focuses on individuals in the commercial real estate space crushing digital marketing. To be a CREator means delivering consistent, creative content that dominates their niche. They are forward-thinking leaders applying best practices, trying new strategies, and smashing the box.

Read More

Grown-ups Like Cartoons: Why Animation Resonates With Audiences

By Sarah Malcolm

The first time I heard animation was the next big thing, there was this, “really?” moment. Then I started thinking about it and realized not only does it make complete sense, but that we’ve been experimenting with animation in the business world for years. Animation in digital marketing conveys serious information in a way that is fun and sticks with your audience. Why does it work?

Read More

Crafting a Killer Brand Positioning Statement

By Amanda Bowen

What’s short and sweet and summarizes your company culture? Hello, brand positioning statement. This little sentence captures your purpose and culture. You may never advertise it or share it externally, but it's the foundation behind the rest of your branding work. 

Read More

Instagram Doesn’t Like Me Anymore!

By Sarah Malcolm

Have you heard about the big change on Instagram? If not, what I'm about to say is going to shake your social media world. Ready?Instagram is experimenting with getting rid of likes. Think about it: the whole concept of “liking” something has been around since Facebook launched. Remember the poke? What does the digital world look like without lit-up heart symbols and thumb-ups and like counts? 

Read More

Want a Brand They’ll Never Forget? Create an Experience

By Amanda Bowen

People have shifted how they prioritize the things they buy. Yes, we're always going to be looking for a good deal and for quality. But now we’ve added a third question: “How does this make me feel?” Your brand is not exempt. How you or your company makes someone feel about them giving you their money does matter.

Read More

The Digital Marketing Advantage: What You'll Gain

By Sarah Malcolm

Fun fact: around 82 percent of consumer research online before buying products. Another 79 percent of people shop online. Clearly, we live in a digital world. So why are we still talking about the pros and cons of digital marketing? Common sense says to reach your people, you need to be online. Here are five reasons breaking down digital marketing’s not-so-secret advantage.

Read More

Embrace the Power of Brand Beliefs

By Amanda Bowen

Talking about branding can sound like hocus-pocus. Our emphasis on what you want customers to feel and company values make branding discussions delve into gray areas more akin to psychology. This is partly because tracking the data on how brand beliefs translate to revenue is not a A to Z endeavor. Clearly measuring how a brand belief impacted sales numbers is trickier than tracking a social campaign. It’s no wonder plenty of professionals doubt the power of a strong brand.

Read More

Machine Learning's Impact on the Future of Marketing

By Sarah Malcolm

We can’t look to the future of digital marketing without talking about artificial intelligence (AI) and machine learning. It’s revolutionizing every industry. The use-cases for marketing and advertising translate to a better understanding of our audience. With machine learning, it’s possible to not just stay on top of trends but to be ahead of them!

Read More

The Value of Brand Equity

By Amanda Bowen

A well-known brand name is priceless. So how do you get your name to be synonymous to your market as with a name like “Visa” and credit cards? It boils down to brand equity, an understanding of your clients’ emotions and feelings about your brand positioning. At its best, a good brand name leaves consumers referring to your product for the entire category, like “Jet-Ski” for personal watercraft or “Coke” for any soda beverage. But even if your real estate brand doesn't become the name for the market, the strong brand equity still helps customers feel confident about working with your company. How do you get there?

Read More

The ATYPICAL Bunch

By Sarah Malcolm

I am beyond excited to announce that The Content Funnel and ATYPICAL are now one. We are a full service marketing agency focused in commercial real estate. I can’t help but think of the iconic sitcom, The Brady Bunch. I know it’s a little cheesy but hear me out… In The Brady Bunch, two families came together and created one of the first blended families we saw on TV. Just like The Brady Bunch, we are two groups that came together to create a new amazing family. 

Read More

ATYPICAL and Sea Monster Team Up to Bring Augmented Reality & 2D Animation to The Real Estate Industry

Union will combine animation, gaming and immersive technologies with targeted marketing campaigns for the real estate industry.

Read More

What You Need to Know About the Facebook Pixel

By Sarah Malcolm

Interested in gaining more traction through your Facebook advertising? Or maybe you heard about the Facebook Pixel, but you're not quite sure how it works? You've come to the right place. We're going to break down the Facebook Pixel, how to use it, and recent changes that impact current pixel users.

Read More

The New Landscape of Digital Marketing in CRE

By Sarah Malcolm

Digital marketing promises limitless potential. The endless creativity combines with new ways to reach and engage people. Today’s digital marketing isn’t limited to social media advertising. These innovative ways to use digital marketing in CRE are making us more excited for the years ahead. 

Read More

6 Tips for Expanding the Brand's Identity

By Amanda Bowen

You’ve specialized in something and fine-tuned an awesome product or service. But you know staying stagnant is how great businesses lose to the competition. Expansion by adding new services that help customers and augments the great work you do keeps attracting your brand running. Only one hitch: these new services or products alter your identity, which in turn impacts your brand. What do you do?

Read More

The Content Funnel Acquires ATYPICAL Creating Premier Full-Service Commercial Real Estate Marketing Agency

The Content Funnel Will Rebrand as ATYPICAL; Sarah Malcolm and Mark Kalkwarf to Co-Manage Operation

Read More

Houston, We Have a Keyword Problem

By Sarah Malcolm

Early on, when search engine spiders were less sophisticated, writers gamed the system. Article after article hit the web with stuffed with precise long-tail keywords great for SEO, but painful to read. Some brands pushed back by not caring about keyword utilization at all. The problem? Over-optimizing for keywords is as damaging as not considering them at all. Let’s solve some keyword problems and find the middle ground.

Read More

Tell Me a Brand Story

By Amanda Bowen

People like stories. More real estate professionals should embrace the new marketing trend to communicate with customers. A basic biography, the “we do ‘x’ because ‘y,’” like “we make the data visual so real estate investors see opportunities,” is a fine summary, but will it really resonate with your target audience?

Read More

Behind the Scenes: Writing an Ebook or White Paper

By Sarah Malcolm

“An ebook is just a longer blog, right?” Wrong! Well-written ebooks and white papers aren’t extended blogs. This original content must stand on its own. The amount of work behind creating an ebook or white paper catches people off-guard their first time. Here’s the work you don’t see when you click, “download.”

Read More

There's More to "Content Marketing" Than Writing Blogs

By Sarah Malcolm

A large portion of the discussion in content marketing revolves around blogging. That discourse is changing, and probably for the better. Blogging is just one technique under the content marketing umbrella. Content marketing for commercial real estate gets spicier when you go beyond the blog.

Read More

Three Little Words: What You Need to Know About Brand Taglines

By Amanda Bowen

Tagline me here, tagline me there. Taglines are everywhere! Do you really need a tagline as part of your branding package?

Read More

9 Tools to Create Social Media Video

By Sarah Malcolm

Not using any social media video in your commercial real estate market places you at a disadvantage.

Read More

Cross Your T’s for the Top Commercial Real Estate Editors and Reporters

By Lauren Leal

This month, we’re spotlighting industry reporters and editors. Let’s recognize the wordsmith professionals slaying the content game.

Read More

3 Tips for Building Your Brand on LinkedIn

By Amanda Bowen

Whether you’re a commercial real estate agent or a CRE service provider, don't neglect the importance of LinkedIn in your social marketing efforts.

Read More

Highlights from the 2018 DNA of #CRE

By Sarah Malcolm

Our top highlights from the annual DNA of #CRE survey by theBrokerList and Buildout.

Read More

Social Media is a Marathon, Not a Sprint

By Sarah Malcolm

When it comes to social media, you need to have the right mindset and goals. We have to be constantly changing our strategy because social media is constantly in a state of flux.

Read More

Meet the CREators – Coy Davidson

By Sarah Malcolm

Our Meet the CREators series focuses on individuals in the commercial real estate space crushing social media and blogging. This month we highlight the Tenant Advisor, Coy Davidson.

Read More

5 Tips for Telling Your Story on Facebook

By Sarah Malcolm

Knowing the best ways to promote your brand’s story is essential to marketing on Facebook.

Read More

Protecting Your CRE Brand Assets

By Amanda Bowen

Think brand protection doesn't apply to commercial real estate? Think again. When someone copies your brand elements, they dilute your message.

Read More

The #LetsGetSocial19 Photo Ebook is here!

We are so excited to share memories and highlights from this years #LetsGetSocial19 AT #ICSCRECon in Las Vegas! Lets Get Social is an annual meetup for ICSC RECon attendees to connect with old friends and meet some new ones, too!

Read More

Meet the CREators: Natalie Wainwright

By Sarah Malcolm

Our Meet the CREators series focuses on individuals in the commercial real estate space crushing social media and blogging. They are leaders not necessarily because of the number of likes, although their work often has a loyal following. To truly be a CREator means delivering consistent, creative content that dominates their niche.

Read More

The 2018 Benchmark Report

By Sarah Malcolm

Let’s Be Honest. Social media marketing is tough. Potential clients have countless businesses competing for their attention. Fads come and go within days. Social networks constantly tweak their news feed algorithms, their features, and their paid advertising options. Driving social media results requires the commercial real estate professional to stay on their toes. We talk a lot at ATYPICAL about best practices and what commercial real estate industry-specific tactics generate results.

Read More