Eversheds Sutherland is one of the real estate heavy hitters. It is, as you would expect, showing clear industry leadership as we emerge from the global post-Covid lockdown in its Optimism and Opportunity campaign.
Christine Baltas, senior marketing manager and real estate sector lead told The Professionals that it is a campaign that explores the opportunities facing the global property market and one that celebrates its resilience.
“Optimism and Opportunity was launched in June and is the brainchild of Bruce Dear, head of the real estate practice in London, and shifts conversations to post-Covid recovery and transformation of the global property market, says Christine.
“Boardroom discussions have moved on from the immediate challenges presented by Covid and so too have we.”
And in a market that is largely driven by relationships, connections and in-person time, Eversheds Sutherland has had to think a little differently in this campaign delivery.
“With so many of us working from home, a campaign based on insightful content shared via social media, directly to clients and press seemed that natural fit,” explains Christine. “Our content programme looks to our experiences and those of our clients around the world. It is a partnership programme where we are all sharing insights and commentary.”
Content falls into four headline themes – ‘Bounce Back’ with quick bites of optimism, ‘Snack Pods’ with a closer look at the key issues, ‘Quick Fire Q&A’ series of short interviews, and ‘Bullet Point Blogs’ where opportunities are discussed.
One of the key measures of success of this campaign is its ability to create an engaged community with Eversheds Sutherland at its heart.
“The campaign has quickly grown with content being created across our global real estate practice,” says Christine. “Approximately 20 pieces of content have been produced including articles, videos, blogs and webinars and have been shared covering a wide range of themes across real estate. The level of engagement both in the firm and with our clients has been terrific and greater than we perhaps imagined.
“The real estate market is a close community and this campaign looks to demonstrate our role in that community. We understand and share our clients’ concerns and the challenges faced, and look to celebrate its creativity, resilience and, importantly, the role it plays in society.
“Optimism and Opportunity is a rolling campaign with no end date in sight. It will evolve as the post-Covid world changes and will continue to sit at the heart of our real estate practice and our clients’ businesses.”