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Follow 1000watt Find us on Facebook 03/16/2010

Christina Lowris 
The Corcoran Group

The Corcoran Group brand is distinctive amid a sea of real estate sameness. That's no accident. Not by a long shot. It takes a lot of thinking and executing by smart people.

I spent time with one of those smart people recently: Christina Lowris, The Corcoran Group's EVP of Marketing and Advertising. 

Weened as child growing up in N.J., cultivated at Wellesley College and honed on Madison Ave, her attitude and her work are uncommon. There's a creative depth to her that's refreshing.

Get to know her as I do:

Davison: Your career is impressive. Take us through it.

Christina: I began at N.Y. 1 News. Filmed stories across all five boroughs. Then moved to J. Walter Thompson (JWT), and worked on accounts including Clairol, Trident and DeBeers diamonds. Four years in, a former boss lured me to MasterCard to work on the iconic “Priceless” ad campaign. It was new. I was part of the team that extended it across the world.

Davison: What brought you to Corcoran?

Christina: The daily commute to MasterCard was a bear. Corcoran needed someone to re-brand the company. I faxed my resume. That was six years ago. 

Davison: Much has changed in marketing recently - social media, for example. How planned is Corcoran's approach to this new world? 

Christina: Very. Each year we formalize project-based goals. Daily content, however, is loosely planned. It's more effective to be spontaneous and post helpful and fun information on a healthy mix of business, neighborhood, lifestyle and technology content as they are things at the core of Corcoran's business approach. 

Davison: Who is your target audience?

Christina: Anyone interested in the culture and lifestyle of the markets we serve. 

Davison: Are social media Fan & Follower metrics important?

Christina: No. But how people share, comment and enjoy our content is.

Davison: How much time does your team spend on social media?

Christina: On average 3-4 hours a day. All depends on the need to react to customer-service type discussions. 

Davison: Does your staff have free reign on social media?  

Christina: No. Nothing personal, political or anything that would infringe on Fair Housing rules. Ever. SM platforms are the voice of our organization to the world. Nothing more.  

Davison: Has this been successful?  

Christina: Our YouTube Channel has been viewed almost 13,000 times. It drove awareness of our iPhone app and put Corcoran's listings directly into people's hands. Twitter connects us to multiple conversations surrounding New York real estate. Through it we have reached out to inpiduals engaged in home search, answered questions, shared listings and connected people to agents. We have been able to directly generate income through this approach.

Davison: Investment?

Christina: Minimal. ROI, high. 

I have pages of notes. Enough for many more Spotlights. Suffice it to say, Christina and her department are doing something very right. 

Keep an eye on them.

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