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

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

NEW YORK, July 15, 2019 – The Content Funnel, a leading content marketing platform for the commercial real estate industry has announced that they have acquired ATYPICAL, a leader in digital real estate marketing services. The combined entity will be rebranded as ATYPICAL and have offices in New York, New Jersey and South Africa.

Sarah Malcolm, former COO of The Content Funnel will assume the role of Co-President of the new division along with Mark Kalkwarf. The Content Funnel was founded in 2016 and is owned by The News Funnel, a digital media company started by Michael Beckerman, a long time commercial real estate PR and media executive. ATYPICAL, a full service marketing agency focused exclusively on the real estate industry was founded in 2018 by Mark Kalkwarf.

This transaction positions ATYPICAL as the largest,full service marketing firm focused on the commercial real estate industry providing such services as strategy, creative writing, creative design, social media, paid media, influencer marketing, augmented reality & 2D animation and campaigns.

The Content Funnel and ATYPICAL relationship began in 2018 as a strategic partnership focused on servicing the commercial real estate sector. With The Content Funnel providing services such as blog writing and social media and ATYPICAL offering a full suite of leading-edge digital marketing solutions, the natural pairing of these two companies generated such substantial business that an acquisition of ATYPICAL was seen as a logical “win-win” for each platform.

“We are thrilled to announce the acquisition of ATYPICAL to create commercial real estate’s most innovative full-service marketing agency. We are excited to offer sales marketing strategy, creative design, creative writing, paid media, social media and influencer marketing services,” stated Sarah Malcolm, Co-President of ATYPICAL. ” We have really enjoyed our partnership this past year and the work we created together for our clients has been incredible. It’s rare that you find such synergy and creativity between two companies and Mark has been a wonderful and inspiring partner. It really was a no-brainer to combine the two platforms and it’s great to be able to offer our commercial real estate clients a full suite of marketing services,” Sarah concluded.
“We started ATYPICAL with one mission, to transform the way that commercial real estate does marketing. Joining forces with The Content Funnel brings us one step closer to achieving that goal. Our combined years of experience in the commercial real estate industry, the unconventional approach to marketing and the team dynamic is what makes this partnership so exciting,” stated Mark Kalkwarf, Founder and Co-President of ATYPICAL. ”I believe that by joining forces we can push the boundaries of what is possible in digital marketing and therefore offer our clients something truly ATYPICAL,” Mark concluded.


ATYPICAL (different from all others of the same type) is a full service sales marketing agency working exclusively in the Commercial Real Estate (CRE) space. We combine our technology background,marketing know-how and real estate experience to boost adoption in the real estate industry. We provide consulting on marketing strategy, dedicated teams to help execute the strategy and targeted marketing campaigns.

ATYPICAL is owned and operated by The News Funnel. The company's portfolio also includes: The News Funnel, the leading news aggregator in the commercial real estate industry serving over 160,000 professionals, and CREtech, the largest data and events company in the world focused on the emerging commercial real estate tech sector.

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