Institute of Real Estate Management


Institute of Real Estate Management (IREM) is the international institute for property and asset managers, providing complete education, training, and resources to take on real estate management’s most dynamic challenges. Members have the advantage and are prepared for the day-to-day and the one-of-a-kind tasks from solving the latest tenant crisis to analyzing tomorrow’s market conditions.

Our challenge is to position and present IREM, its Knowledge Solutions, and 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.



Agency McKenna is the Agency of Record for IREM Knowledge Solutions with a clear focus on increasing member awareness, education program sales, and brand loyalty. We have some big goals for member recruitment and retention over the next three to five years.


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.


IREM develops more than 100 webinars a year, 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 they manage to make a difference.

Income Expense/ IQ Benchmark Product


Collaborating with Agency McKenna, IREM is able to extend its programs and product lines, but also its partnerships to better support a 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.


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.


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.


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.

Bridget Terrones, MBA IREM Vice President of Marketing & Communications


Communications Audit | Segmentation & Persona Strategy | Product Marketing Plan | Messaging Platform | Brand Identity | Brand Guidelines | B2B Campaigns | Campaign Measurement | Video Production

Member-to-Member Marketing Strategy | Product Marketing | Satisfaction Survey |
Industry Career Campaign | Membership Recruitment Campaign | Chapter Relations | Business Planning | Program Management