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

We expanded awareness efforts by testing multiple channels and refining the targeting within each platform to better reach qualified audiences. This allowed us to understand which channels were not only driving traffic, but also bringing in users who were more likely to engage with the organization.

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Google Display and LinkedIn emerged as the strongest awareness platforms based on on-site engagement from those traffic sources. As we saw stronger performance, we were able to use that visibility to support broader goals, including turning event registration interest into membership-focused campaigns.

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Over the last 12 months, we prioritized Google Display and LinkedIn for top-of-funnel marketing to build consistent visibility and interest among relevant audiences. These channels helped keep the organization in front of potential members earlier in their research and decision-making process.

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We also launched Google Search campaigns around foundational queries like what are REITs and REIT investments. This helped capture users in the early stages of learning and consideration, giving us an opportunity to introduce the organization while interest was still developing.

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Turning Interest into Event Registrations

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We focused on driving event registrations through list-based retargeting campaigns across Google Display and LinkedIn. This allowed us to re-engage audiences who were already familiar with the brand and more likely to take action.

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By prioritizing users who had previous exposure to Nareit, we were able to improve conversion efficiency and support stronger registration performance. These warmer audiences helped move prospects from awareness into event participation.

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To supplement retargeting, we also targeted users with job titles and roles that aligned with typical Nareit members. This helped expand the campaign beyond existing audiences while still keeping the focus on qualified professionals.

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We further extended reach through relevant LinkedIn Member Groups, allowing us to connect with highly qualified prospects in spaces where industry conversations were already happening.