Institute of Real Estate Management
OUR CHALLENGE.
Institute of Real Estate Management (IREM) is the international institute for property management and asset managers, providing complete education, training and resources to take on real estate management’s most dynamic challenges.
Our challenge is to position IREM, package its Knowledge Solutions, and present its membership as the glue that keeps the real estate management industry together. IREM Members manage 11,600,000 residential units and 12,000,000,000 (yes, billion) in square feet of commercial space.
For 90 years, members have made IREM the world’s strongest voice for all things real estate management. Today, almost 20,000 leaders in commercial and residential management call IREM home for learning, certifications and networking.
OUR SOLUTION.
Agency McKenna is the Agency of Record for IREM Knowledge Solutions with a clear focus on increasing member awareness, growing education program sales and earning more brand loyalty. We have some big goals for member engagement over the next three to five years. This all starts with exceptional training.
SHARING THE KNOWLEDGE.
Agency McKenna developed an Education Catalog that features IREM’s quality education: IREM Certifications, Skill Badges, and engagement opportunities: in-person, online, and on-demand. Equipped with QR codes, infographics and quick messages make the product marketing more engaging. Member testimonials add to IREM’s NPS score. Training at their fingertips. .
ADVANCING EDUCATION.
IREM Skill Badges are resumé-building courses that equip early-to-mid career professionals with the specialized skills needed to be an effective real estate manager, without the time commitment, years of experience, or portfolio requirements of a certification program.
LAUNCHING NEW COURSES.
IREM develops more than 100 live webinars a year, offers over 180 Skills On-demand, and listens to what the real estate management industry needs—and IREM delivers. Agency McKenna helps position, package, and present its newest education solutions so members manage to make a difference.
ENHANCING PROGRAMS & ACTIVATING THE BRAND.
Collaborating with Agency McKenna, IREM is able to extend its programs and product lines. And build its partnerships to better support the growing real estate industry.
Building a new brand identity for the IREM Income Expense I/E IQ and its Market Report Platform, and updated brand guidelines has supported IREM’s partnership with the National Apartment Association (NAA) and the Building Owners and Managers Association International (BOMA) to grow the reach and impact of this important program.
OPTIMIZING THE SOLUTION.
In partnership with LobbyCRE, IREM has reinvigorated a 50-year paper-based market report program with I/E IQ online platform to deliver comparative market reports for nearly any asset class (residential, commercial, mixed-use, and industrial) in Metropolitan Statistical Areas (MSAs). Best part—the data is collected from IREM, NAA, and BOMA members so the data is accurate.
AUTHENTIC MEMBER STORIES.
If a picture says a thousand words, then videos deliver 100,000 words of impact. Agency McKenna led a video shoot at IREM Global Summit, where we developed a member-to-member strategy and captured IREM’s most compelling stories—directly from members.
DELIVERING MORE MEMBER VALUE.
Agency McKenna produced a variety of videos featuring authentic and relatable stories. These videos propelled IREM’s member voices to engage passive members to become active. And engage prospective members through videos on social media, email and the IREM website.
SELLING THE PROFESSION.
HELLO NEW WORKFORCE.
IREM looked to increase the incoming workforce of the real estate management. Agency McKenna developed a campaign that shared the value proposition to Next Gen professionals and individuals looking for a career change. The campaign highlights the flexible and engaging career. And unlimited potential within.
COMMUNICATIONS AUDIT.
Success in marketing all starts with taking inventory of what you have today, how it’s working, and what you would like to accomplish moving forward. The Communications Audit revealed that IREM has a powerful brand voice with nearly limitless market potential and sticky relationships with members. Our objective, meet members and the market where they are…and build meaningful, brand-led relationships from there. Brand loyalty will follow.
A big thank you to Agency McKenna for your spectacular Communications Audit presentation last week! The energy was great, and you offered many insights that complement the direction we are headed.