2022 Rising Star honoree on model technique

The HousingWire award highlight sequence highlights the people and organizations which have been acknowledged by way of our Editors’ Selection Awards. Nominations for HousingWire’s 2023 HW Rising Stars are open now by way of Friday, February 24, 2023. Click on right here to appoint somebody out of your group at this time.

A profitable advertising technique is important in an atmosphere of fierce competitors amongst world actual property firms. Two important parts of a advertising technique stay a transparent firm story and the power to generate partaking content material.

“The whole lot we create, from campaigns to belongings, is designed to be localized whereas retaining the model’s integrity intact,” mentioned Katelyn Castellano, senior vice chairman of promoting, Americas at Engel & Völkers. “Explaining the ‘why’ behind our model pointers is vital to make sure that the model continues to develop and strengthen v.s. grown and diminish in worth.”

Castellano was honored as a 2022 Rising Chief — which is now part of HousingWire’s Rising Stars award — for her work solidifying and articulating the worth of the worldwide luxurious model. She constructed worth by way of technique, partnerships and content material, gaining buyer and trade recognition to help the rising community of actual property professionals all through the America.

HousingWire reached out to Castellano to be taught extra about her profession trajectory and what her advertising staff is doing to proceed to raise Engel & Völkers. 

HousingWire: As you consider your profession, what moments and experiences ready you for this present housing market? 

Katelyn Castellano: The individuals round me. Once I have a look at lots of the prime professionals at Engel & Völkers, their success tales got here out of occasions when others shied away from adversity they usually met it head on. The respect for our license companions and advisors is what drives me personally — our staff is a part of their staff. Particularly in occasions of uncertainty or when somebody wants you most, you present up. That’s what we do as a model. That’s the Engel & Völkers method.

HW: The world of actual property is aggressive, significantly within the world luxurious actual property house. What has been your most profitable tactic in strengthening the Engel & Völkers model and gaining market share? 

KC: Engel & Völkers is a model that strengthens the manufacturers of those that align themselves with it. The whole lot we create, from campaigns to belongings, are designed to be localized whereas retaining the model’s integrity intact. Explaining the “why” behind our model pointers is vital to make sure that a model continues to develop and strengthen vs. grown and diminish in worth. Our advisors are true Engel & Völkers ambassadors and understand its worth, so that they hold one another accountable and use the model proudly.

HW: Engel & Völkers prides itself on being a “model that listens.” What are you listening to from purchasers and/or actual property brokers proper now and the way does this inform your model technique? 

KC: From a advertising perspective, our advisors wish to be certain that they’re doing every little thing as effectively as doable and getting extra content material, advertising belongings and training to assist them differentiate and elevate themselves of their market. Our core 2023 initiatives have remained the identical, however the varieties of content material and training we’re creating has shifted based mostly on market tendencies.    

HW: What are you most enthusiastic about in 2023?

KC: Our world model refinement and new digital expertise launch. These are each game-changers for us and our community.