Nareit (Paid Media)

Nareit (National Association of Real Estate Investment Trusts) serves as the worldwide representative voice for REITs and companies with an interest in U.S. real estate. Nareit's members are REITs and other real estate companies throughout the world that own, operate, and finance income-producing real estate, as well as those firms and individuals who advise, study, and service those businesses.

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Nareit came to PBJ looking for a partner to develop and implement a full funnel- based, omnichannel marketing strategy to boost awareness about REITs, drive membership sign- ups, and support registrations for their various events - both member-based and otherwise.

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Boosting Brand Awareness

- Expanded awareness efforts by testing multiple channels and refining targeting within each to reach qualified audiences

- Identified Google Display and LinkedIn as top-performing awareness platforms after seeing stronger on-site engagement from these traffic sources which allowed us to turn event registrations into membership pushes

- Prioritized Google Display and LinkedIn for top-of-funnel marketing over the last 12 months to build visibility and interest

- Launched Google Search campaigns targeting foundational queries such as "what are REITs" and "REIT investments" to capture early-stage education and intent

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Turning Interest into Event Registrations

- Focused on driving event registrations through list-based retargeting campaigns on Google Display and LinkedIn

- Leveraged audiences already familiar with the brand to improve conversion efficiency and registration performance

- Supplemented retargeting by targeting users with job titles and roles aligned with typical Nareit members

- Expanded reach further by engaging relevant LinkedIn Member Groups to connect with highly qualified prospects

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Results Worth Bragging About

- Resource Downloads up 30% YoY

- Engaged traffic on the website is up 95%

- Membership Sign-ups are up 37%

- Event Registrations are up 22%

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