Insights

It hasn’t been long since Facebook was under fire for privacy issues and under even more pressure to do something about it. New policies, adjustments and settings have impacted, and continue to impact, advertisers just as much as users.

Advertisers are facing an ever-changing landscape as Facebook continues to roll out new regulations, placements, and rules. This forces media buyers to remain flexible to quickly adapt to what they can and cannot do - and more so forces business’s operations to do the same.

So how do we do it at infinitee? We manage paid social for a number of clients in various business verticals, all with different objectives. Obviously no two campaigns are the same, but we’ve seen success with the tactics we will share in our new 4-Part Series on Facebook Advertising Trends.

Our first trend is First-Party data. Read on to see what you could start doing today for maximum impact!

Trend #1 of 4: First-Party Data

The first thing Facebook changed is how advertisers can use third-party data in campaigns. Before, Facebook’s API monitored Facebook usage and categorized users by a number of things - content you were interested in, what you spent time on, businesses you engaged with/followed, demographics, etc.

Now that’s changed. In order for Facebook to know any of that, users have to submit it in their profile and ad preference settings. Very few have done this virtually making third-party targeting irrelevant and severely limiting scale.

So, how do you keep your ads highly-targeted? We recommend a three-pronged approach:

1. Leverage First-Party Data for Facebook Custom Audiences

CRM Data - Ingest your company’s customer lists - shopper database, prospect list, partner list, tenant list, any and all email lists you may have specific to your campaign - and Facebook will map your email addresses with Facebook users for precise targeting. More importantly, use this list to exclude people! If you’re looking for new people to add to your shopper database or to follow your page, exclude your current list of followers so your dollars are spent on new users.

Pixel Data - Utilize Facebook’s events and conversions as much as possible! Create an event for every action taken on your site - a purchase, pageview, contact form submission, etc. This data is invaluable to scaling your ad campaign and also telling Facebook what to optimize for.

Remarketing - Likely the most successful targeting tactic out there (and that applies to more than just Facebook). Remarket people who visit your website, a specific page, product, etc. with a specific ad. If they visit the deals page, show them ads with coupons. If they visit a floorplan, show them photos of that layout. Relevancy is key. If they’ve purchased something before, remarket them again - just apply some exclusions so it’s not for the same thing.

Engaged Users - Not all Facebook campaigns aim toward conversion and that’s okay. Brand awareness and content engagement are still important KPIs for some campaigns. When that’s the case, serve ads to users who are likely to engage with your ads - they actively view your videos, engage with posts, follow you, etc.

2. Build Lookalikes

This is probably the most important part. Once you have your Custom Audiences created, build lookalikes from them. A lookalike audience is a way to reach new people who are likely to be interested in your business because they are similar to your

best existing customers. (re: Create a Lookalike Audience).

You can build a lookalike audience from every custom audience you create - and that’s exactly what we recommend. There are 1 billion people on Facebook - a billion. The best way to find who’s most likely to like you is by finding people who are most like those that already do like you! And Facebook’s lookalike audiences do just that. We’ve seen Facebook take a list as small as 1,700 users and expand the pool to 1M potential people based on their interest.

3. Use Ad Sets to See What’s Working

You’ve got custom audiences and lookalike audiences - but how do you know what’s working? What’s moving the needle? Which one is getting me more leads, more purchases, more engagement?

We strategically set up our Facebook campaigns by Ad Sets to see what’s working best. There are a few schools of thought on the best way to do this and, frankly, it comes down to what will answer the questions you’re asking the most. If you’re interested in what targeting capabilities are working best, set up your Ad Sets by targeting - CRM List, CRM Lookalike, Engaged Users, Engaged Users Lookalike, Remarketing, Remarketing Lookalike, etc.

If you find yourself asking something else - perhaps what age group, location, region, etc. is most interested in my ads - organize your Ad Sets that way and combine your audiences (custom and lookalikes) into a “master audience”. There’s no wrong way to do it - just set it up so at the end of your campaign you get the answers/insights you’re looking for.

One more quick tip - Ad Set budgets are going away soon and you will only be able to set maximum and minimum budgets. If you know you have a certain Ad Set that is substantially smaller than others, but has to get some love from the budget, make sure you set a minimum spend so Facebook doesn’t allocate all of the dollars to the larger groups.

Have questions about how to use your first-party data or simply want to chat through the best strategies for your campaign? Give us a call at 404-231-3481 and let’s get started.

Don’t forget to check back next week as we uncover Part 2 of 4: Special Category Advertisers.

Last week we discussed First-Party Data as our first trend in Facebook Advertising. Click here in case you missed it.

This week we dive into another trend that several of our clients (and maybe you) fall into - Special Category Advertisers - and what this means for your social campaigns.

Trend #2: Special Category Advertisers

Special category advertisers… dun dun dun. Earlier this year, Facebook released its special ad category option in Ads Manager and it has severely impacted three industries: Housing, Employment and Credit advertisers. This new feature restricts ad targeting options and prevents advertisers from using lookalike audiences to prevent discriminatory ad practices. So what does that mean?

It means it’s hard to reach the right users if you fall into one of these categories. You can no longer target by age, gender, zip code, multicultural affinity or anything describing your characteristics - in addition to lookalikes. You can only use things like behavior, which is your first-party data noted under Custom Audiences in Part 1 of 4 last week.

But that’s not all - Facebook is really cracking down here. You may be a B2B multifamily lender running a lead generation ad for content downloads. You’re not leasing apartments or mentioning anything about that. To get content downloads, you have a pretty specific list of people you’re trying to serve ads to - somewhat account based marketing but limited within Facebook compared to LinkedIn. If your ad copy or imagery uses the word multifamily, Facebook is likely not going to approve it unless you remove all targeting, which is not the purpose of your ad. It’s incredibly important that everyone on your creative team is well-aware of these three categories to produce creative that will be approved.

So to recap, if you fall into the Special Ads Categories, take the following into consideration:

1. Set realistic expectations - understand the limitations of special category advertising and accept the risks upfront that results may not be as strong as you are looking for, especially with direct response. Reconsider if Facebook is the right platform for your media campaign.
2. Adjust your targeting - utilize your first-party data as much as possible and create Custom Audiences to be as precise as possible.
3. Understand creative limitations and stick to them - design creative with what you know will get approved first. This will expedite Facebook’s active learning phase and allow for optimizations quicker. If not, campaigns could get delayed in turn delaying your results and conflict with your expectations.

If you fall into a special category advertiser and want to talk about your campaign needs, give us a call at 404-231-3481, x114 and we’ll work through it together! You are not alone and it helps to connect with people who already have some “lessons-learned” to share.

As a reminder, our 4-Part Series on Facebook Advertising Trends continues next week with Facebook Search Ad Placements. You don’t want to miss that one.

Welcome back! So far we have covered the value of First-Party Data and how to use it, as well as Special Category Advertisers. Our third Facebook Advertising Trend is new to everyone - we’re talking Facebook Search Ad Placements.

Trend #3: Facebook Search Ad Placements

Ads in Facebook Search Results are now open to all advertisers for a select group of topics! This unit appears in Facebook Newsfeed Ads and across its marketplace, giving you a way to reach users who are looking for something you offer! All Facebook data nerds are rejoicing.

In early February, eMarketer released data that suggests an increase in Facebook’s U.S. net digital ad revenue share to 22.1%, up from 21.8%, also finding Google declined from 38.2% in 2018 to 37.2% in 2019. (Yes, Google search is still king but this is something to watch.)

Some things to note:

• Search Ads are in addition to Newsfeed Ads. You cannot place Search Ads without a Newsfeed Ad.
• They are clearly labeled with a Sponsored tag and can be static or carousel. This is especially beneficial for a product ad - for example, you’re searching for shoes and receive a carousel ad of different shoes.
• Unlike Google AdWords, you cannot target by specific keywords. (Perhaps this will come in the future.) Instead, search ads will show up when relevant to a specific business. This means it’s incredibly important to have your business page as updated as possible with specific information about what you do and offer. Make sure relevant keywords show up somewhere on your page to get the most out of Search Ads.

There’s still little information about Facebook Search Ads, but we will continue to update you as we experiment ourselves. For more information, we like this article by MediaPost.

Next week we tackle the last part of our 4-Part Series on Facebook Advertising Trends: Creative. (Personally, this is one of our favorites because it shows the work we had such a blast putting together!)

Welcome to the conclusion of our 4-Part Series on Facebook Advertising Trends. In case you missed the previous trends, we’ve linked them below:

Part 1/4: First-Party Data

Part 2/4: Special Category Advertisers

Part 3/4: Facebook Search Ad Placements

Now we move onto one of our favorite things to talk about - creative and specifically we’re talking Stories Creative.

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2 Examples of Stories Creative for Tanger Outlets

Trend #4: Stories Creative

Facebook and Instagram Stories are rising to the top of the most effective ad placements - after all, it’s about the only ad option to click off Instagram. MediaKicks details 5 stats that show the impact story creative has:

1. Facebook Stories reached 150 million daily active users in 14 months.
2. Stories are growing 15x faster than newsfeed sharing.
3. Only 10% of Facebook’s 1.45 billion daily active users have adopted Facebook Stories (so #1 is going to get bigger).
4. Popular apps (think Spotify, Soundcloud and GoPro) directly integrate with Facebook Stories.
5. There are 10 country-specific slang Facebook Stories filters (which is more than Snapchat) indicating international market share.

Because of this, it’s incredibly important to create separate assets for your stories including video and static. These should be vertical placements where the copy/CTAs are above the “see more” URL and arrow in Instagram Stories especially. Media buyers can manually edit placements and upload a custom image or video for these stories in Ads Manager before launching a new campaign. Trust us - having the right creative makes a huge difference.

Click here for spec sheet. (Honestly, we recommend just bookmarking this page.) And remember, the 20% text rule still exists! Make sure your ads don’t have more than 20% text in the image and test your creative before uploading here.

We hope you’ve enjoyed our 4-Part Series on Facebook Advertising Trends and and that some of our insights and takeaways are applicable to your campaigns. As always, we’re here to chat and welcome the conversation.

Currently, more than 5 million Americans are living with Alzheimer’s disease and if you’re like most of the team members here at infinitee, you have felt the impact the disease has had on a loved one. Because this cause is so close to home, we were honored to support Pedal for Alzheimer’s, an incredible event that raises funds towards Alzheimer’s research.

“You Win In Life With People.”

Pedal for Alzheimer’s was co-founded in 2017 by Josh Crisp, founder of senior living development company, Solinity, and Michelle Brooke-Marciniak. This endurance event raises funds for the Alzheimer’s Research Initiative at the University of Tennessee Medical Center. Starting September 29th, a team of cyclists pedaled 1,098 miles over 12 days to honor each win of the late-legendary University of Tennessee women’s basketball coach Pat Summitt’s NCAA record 1,098 wins. They ascended from Knoxville, Tennessee, through The Great Smoky Mountains to North and South Carolina, down the Georgia and Florida coasts, and concluded in Daytona Beach.

This year was the second year that a ceremonial ride was open to the public. The 1098 cyclists were surrounded by an outpouring of camaraderie and energy as they embarked on their annual, cure-supporting journey. The kick-off ride symbolized Pat Summitt’s life motto, “You Win In Life With People.” We love this! Because it’s exactly how we feel here at infinitee. It’s our people, our team, our clients, and our community that mean everything to us; it’s because of unity that we generate mutual success.

Our shared passion

At infinitee, we believe that winning in life means being good stewards of our individual gifts and caring for others. We deeply respect companies who also operate from a place of rich values. So, when the folks at Solinity needed support with Pedal for Alzheimer’s, we joined the race and set out to develop several marketing items, including:

Poster Template

Cyclist Intro Template

Sponsor Template

Social Media Hero Banner Graphic

Hope lies in the research!

To date, Pedal for Alzheimer’s has raised over $88,000 in 2019 to support finding a cure with efforts still continuing through the end of the year. Specifically, the Alzheimer’s Research Initiative supports three areas of focus that directly impact Alzheimer’s patients, families and caregivers, including: a Brain Systems-Based approach, Cutting Edge Cognitive Neurology Research, and Patient & Caregiver support.

Yes, we're a creative agency. But above all, we're humans who care.

At infinitee, we want life to be rich, joyful and rewarding for our clients, our communities and those we touch. We are INto good health. We are INto supporting beautiful and secure living spaces as we age. We are INto caring for others, being part of something bigger, and supporting amazing causes and organizations, like Solinity, who do the same. Thank you to Pedal for Alzheimer’s and Solinity for this wonderful opportunity.

Want to donate? Support Alzheimer’s research here.

Providing powerfully personalized recruitment marketing services, infinitee leverages three decades of experience connecting brands to prospective employees.

When building a team, companies must balance the goals of the business with the needs of the individual. And they need to remember there’s only one opportunity to make a first impression. That’s why recruitment marketing is so critical, especially in this high-tech age and the historically tight job market.

“Everything has been changing in the job market, from physical office spaces to employee priorities and values,” said Vince Vitti, Vice President of Business Development at infinitee. “The days of a job just being a job are gone; employees are looking for fulfillment. Recruitment is a reflection of the company’s brand so it really needs to be strategic.”

infinitee has taken this to the core, and is now offering recruitment services that apply a customized, successful retail approach to recruitment marketing and talent acquisition.

Recruitment marketing agencies love to say, “You need to treat your employees like your customers,” but how would they really know? They don’t have a generation-plus of experience in the B2B and B2C marketing space.

On the client-side, you still see traditional, corporate approaches to HR and recruitment. Staid is standard, and checking the job post box often passes for strategy. That includes the healthcare industry, where infinitee has achieved great results with its fresh approach. It recently added the largest not-for-profit healthcare organization in South Carolina, to a roster that already includes the fourth-largest not-for-profit healthcare system in the U.S.

“Because of our experience in consumer marketing, we are able to bring marketing and HR to the table and we are seeing success in areas such as an increase in nursing hires and a lower source cost per hire,” Vitti added. “That’s what strong employer branding and recruitment marketing with retail flair and a personal approach can achieve. Staying true to itself, infinitee is here to help the many companies out there that don’t have a strategy for recruitment.”

Personalization was named the No. 1 HR trend for 2019. Fading are the days of standardization or “one size fits all” and the boss trotting out the trite line that “our greatest asset is our people” or some other lip service. Talent can be hard — and expensive — to find given the record low unemployment, and even harder if you’re still relying on antiquated HR and recruitment practices.

Strong recruitment marketing adoption correlates to positive candidate experience and brand reviews. Whether your business is one of the largest hospital systems in the country, a start-up with a critical expansion need, or anything in between, look to infinitee to create a recruitment marketing plan that delivers.

infinitee’s service offerings include:

• Employer Branding
• Persona Development
• Media Planning and Buying
• Social Media Content Development
• Curation for Social Platforms
• Quarterly Business Reviews
• Best Practice Recruitment Strategies

At infinitee, we’re INto tracking trends that impact our clients. For 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print and digital media, video and photography services. To learn how we can help your company, connect with Vince Vitti, VP Business Development.

Vince Vitti, infinitee’s Vice President of Business Development, recently attended two real estate conferences in Atlanta: InterFace Seniors Housing Southeast 2019 (hosted by Seniors Housing Business and Southeast Real Estate Business magazines, along with France Media's InterFace Conference Group) and Showcase 2019 (hosted by Atlanta Realtors Association). Here are Vince’s Top 5 Takeaways from these informative events.

1. Recession
   • The “R” word was a hot topic at both real estate conferences and depending upon who was delivering the message. All speakers had different opinions on when it will start and how long it will last. Some believe it has already started and some believe it will kick into high gear in 2020. However, there are a few optimists still out there! They believe we are headed for a slowdown or correction but not a recession. They turn to a historically low unemployment rate combined with continued confidence in the economy as factors that change will impact the type of slowdown we are expecting in 2020. I’m on their side! We don’t have to talk ourselves into the “R” word.
2. Differences in Seniors Housing Today vs. 20 Years Ago
   • "This is not your grandparent's Cadillac anymore." That was one of my favorite lines from the ad agency that was tasked with repositioning the brand from being a luxury car for seniors to a high-class, high-performing machine built for all ages and demographics. They succeeded! And the panelists from InterFace Seniors Housing felt the same way. It’s no secret that baby boomers are demanding more amenities and better technology than their parents did. For seniors housing to maintain high levels of occupancy, they have to deliver all the comforts of home plus make it look and feel like a resort, and stay away from institutional style decor. You can read more about what active adults want in our recent blog post.
3. Seniors Housing is a Relationship Industry
   • Josh Crisp from Solinity and Traci Bild from Bild & Co. are changing the way we think about seniors housing. Both agreed that the low unemployment rate has really impacted the level of talent at the property level. Josh says it’s all about relationships and if your resident or member has a bad experience, it will impact sales and retention. The relationship starts with the sales process (the first touchpoint with a resident or parent-child), continues through move-in, and throughout the life of the resident. I agree with Traci Bild, you have to invest time and energy into training your staff, at all levels, to maintain a high level of service.
4. Amenities & Design
   • If you don’t build it, they will not come. We are in an amenities arms race for the biggest fitness center, largest outdoor common space, and Olympic-sized pools. Not to mention dog parks, easy access to shopping and wellness, extra large clubhouses and multiple dining rooms. One developer summed it up well by saying, “Watch out for the multifamily and mixed-use investor and developer - they will crush our industry if we don’t evolve and build less institutional style housing.”
5. Staffing Issues
   • Whether you're staffing for Independent Living or Assisted Living, every operator is experiencing issues with talent - quantity and quality. Historically low unemployment rates have extended the war for talent and it is an employee market. Every industry is facing shortages and the seniors housing industry continues to find ways to attract and retain talent. More and more communities have put an emphasis on training and retention to grow their own. In my opinion, seniors housing needs to mirror what Johnson & Johnson did in 2002 to promote a career in nursing. Learn more at https://nursing.jnj.com/.

Andy Isakson, managing partner of Isakson Living, explains his vision for Peachtree Hills Place, an amenity-rich, independent living community in Buckhead. The community was born out of the personal experiences of his parents, Ed and Julia Isakson, after their difficult search for a community that would provide an active lifestyle combined with on-site healthcare.

When his own parents were ready to move into a retirement home, Andy Isakson was having trouble finding an elegant environment that combined onsite healthcare services with social activities and a thriving community of friends and neighbors.

So, he decided to build one.

Peachtree Hills Place is the result of the needs he saw for his own family and research that has taken him on a global journey to the best senior living facilities and top resort properties, where he identified the amenities and social features from the top hospitality brands to bring to this unique community in the heart of Buckhead.

After years of research, design and development, move-in day is just a few months away for the 55+ continuing care retirement community that will feature two croquet courts, a pétanque court, a grand social hall, premier dining, supportive living facilities and a wellness center that will rival the best in the world.

"It's All About The People"

So, what did he learn in visiting more than 75 senior living facilities and resorts around the world? “It’s all about the people,” said Isakson. “Whether that’s dining, an expansive lounge or the fitness center – it’s all designed around the social connection with people.”

The 20-acre community is set within the revered Peachtree Hills neighborhood, with retail shops just steps away and an array of friendly neighbors that include young couples and families.

“I never thought I’d find a spot this good,” said Isakson. “We’re not on a busy road like Peachtree or Piedmont. We’re right in a neighborhood. We have a little node here of service-oriented retail. It’s a great place to mix with the existing community and be part of it.”

In fact, the pétanque court will be situated on a public corner outside the community, situated where the whole neighborhood can play the French game he discovered in his travels.

Home sales have also been a social process. Kevin Isakson, Director of Sales and Marketing, has been hosting monthly cocktail hours at Peachtree Hills Place for current Members (those who have purchased a home) and prospective Members. It’s been a great forum for Members to get to know each other before move-in and for prospective Members to learn more about the community and interact with those who have already made the decision to make the move.

“We’ve already built a community even before we’ve moved in,” said Andy Isakson. Families are buying into the community, including his own brother, Senator Isakson. “We’re seeing a lot of that,” he added.

Amenities Make the Difference

In terms of amenities, he’s pulled together inspiration from the top resorts he visited in his travels and brought them to the community. There will be ample social spaces in the Great Hall (which Isakson dubs as the “prettiest room in all of Atlanta.”) valet parking, access to personal drivers and a superb food component.

“Food is very important because that’s something members will experience every day,” he said. “There was one person we would like to work with, if we could get her, and that was Amanda Dumich, who worked at a neighborhood favorite, Paul’s Restaurant (now closed) in Peachtree Hills and already knows a lot of our members. Now we’re getting ready to bring on an executive chef that she’s worked with before, so we’re going to have a great team and a terrific food and beverage program. “

It is of the utmost importance to Andy that all diets will be accommodated and a dietician on staff will work to make sure all menus are meeting members’ needs.

The croquet courts, however, will be the centerpiece not just of the project itself – taking center court in the development – but also of the social life at Peachtree Hills Place.

“We learned about croquet through our members. We noticed that during the summer we couldn’t find anyone because they were all up in the mountains where they played croquet,” Isakson said. “So we went up there to see it. We came back and redesigned the project and realized we could have two croquet courts in the courtyard. There aren’t any other croquet courts inside of I-285, so it’s a great social amenity. It’s a way for people to get together, and a lot of members have responded to it. It’s going to be a really great aspect of the community.”

One thing that has surprised Isakson so far is that about a third of buyers are younger than he expected: Baby Boomers. “I wouldn’t compare Peachtree Hills Place to any other place,” he said. “One thing that makes us unique is we’re attracting a broad spectrum of people and ages, including younger people. It’s not what you typically think of as a senior living community. It’s more like a high-end condominium. It’s a great group of people. They really like being together.”

Household Model of Care

And Baby Boomers today are very interested in the healthcare they may need tomorrow. At Peachtree Hills Place, care options will include The Household Model of Care where people with short-term, long-term or dementia care needs can live with people of similar needs. They will share a home, where meals are cooked to order every day by a designated Homemaker. Isakson is also bringing innovative dementia care to Buckhead from the United Kingdom with the Dementia Care Matters model of care.

“We did the first one in Georgia at our Park Springs retirement community,” Isakson said. “The core belief is that with dementia, you may lose some of your abilities and function but your emotions are still there. They teach us how to connect with people emotionally. Peachtree Hills Place will be the second Household Model of Care in Georgia.”

His research also showed that not only do facilities offering this type of care have a wait list of people who want to live, but they also have a waitlist of people who want to work there. “That really caught my attention,” said Isakson, “because that’s probably the bigger issue: Having the right people to work in healthcare.”

The healthcare options – from wellness to rehab to dementia – give people peace of mind. “You can use me as an example,” Isakson said, who is 66. “I don’t have any issues but I’m planning to live at Peachtree Place because you just don’t know what may come up. Here, you never have to move. You might have to go to the hospital but then you can come home and do your rehabilitation. It really takes the burden off families who might be faced with a crisis and not have help. We have a medical practice here. We have alternative living arrangements should conditions change. It’s a gift you give to your children to make that easier, and a gift to yourself.”

At Peachtree Hills Place, residents enjoy an equity model of home ownership in that they can buy and sell their homes on the open real estate market. “People can leave their homes to their children or other heirs (though you can only move in if you’re 55 or older).”

A community as rich in vision and amenities called for a brand experience that brought the same level of sophistication and design as the community itself. infinitee was engaged to bring the community to life through compelling imagery and storytelling across traditional and digital mediums.

When asked what he’s most proud of so far, Isakson did not equivocate. “The people we’ve attracted as members and the staff that are coming together. I’m excited about the team we have and the mission for Peachtree Hills Place. I’ve done a lot of research (because it’s really fun to tell you the truth!). But here’s the essence: we ask, is this fun? Do you enjoy being there? Is there social space? That’s what we’re really trying to incorporate here.”

Given the indicators (and instigators) of an impending recession, how can real estate companies combine past lessons with new approaches to weather the next downturn?

Real estate developers enjoying a period of economic expansion approaching the longest in history have started to see troubling signs in 2019. The inversion of the bond yield curve, when long-term rates sink lower than short-term ones as they did in March, has been a reliable predictor in the past of decline. The trade war with China is certainly not helping matters either, with farmers, manufacturers and many others licking their wounds.

Economists gauging the causes of a recession look to real GDP, real income, employment, industrial production and wholesale-retail sales. And obviously real estate, the places in which we work, live, play, spend and more, is connected to everything.

What should real estate firms do to protect themselves late in this economic cycle? Having a detailed plan is always a good idea, one that focuses on preserving income and limiting exposure. It is also important to maintain critical business connections and relationships through a smart, consistent marketing platform.

New Regulations Effects on a Recession

While new regulations in reaction to the Great Recession last decade have made large-scale systemic failures in the U.S economy less likely, the nature of capitalism, that of risk, expansion and often times pushing boundaries, remains the same. Easy debt and debt securitization were major contributors to the financial fever triggering the last downturn. According to TriStar Real Estate Investment, a tremendous amount of private capital has replaced the lenders constrained by the last round of regulatory checks and balances. It’s a creative response to a capital need, but it’s also unregulated. “Private debt funds may be the next CMBS type of crisis in the making,” said TriStar’s Duncan Gibbs.

Real estate players can’t control market moves, only their own. While no two economic cycles are the same, some things should remain constant. What should real estate firms do to protect themselves late in this economic cycle?  CRE companies must stay on top of market conditions and industry trends, of course, but they also should be committed to leveraging the best partners and marketing practices to help them stay on course when the economic seas get rough.

New Technology for Marketing During a Recession

The old days of abandoning a CRE firm’s marketing budget when times get tough constitutes an egregious error in today’s business world. That’s because there are very knowledgeable marketing partners out there that understand the ins and outs of digital strategy and are enabled by the latest game-changing tech tools — display advertising, mobile advertising (e.g. geofencing), paid search, targeting/retargeting and more —to help them be more efficient and spend more wisely to connect with highly targeted prospects. When others cut and run in a down economy, there’s not only less competition, but also more opportunity to direct connect and sow the seeds of future success.

At infinitee, we’re INto tracking trends that impact our clients. For nearly 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print and digital media, video and photography services. To learn how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

Over the past 22 years, we have helped Tanger Outlets grow their brand image as they have expanded their portfolio throughout the US and Canada. To support this continued growth and evolution of the brand, we’ve continued to curate campaign content that is fresh and relevant. Our 2019 campaign called for something bigger, something more connective and personal for existing and new audiences. We needed a new perspective that would speak directly to the unique shopping experience Tanger Outlets provides—designer brands and unmatched savings—and appeal to a consumer base that is attracted to online shopping, but values smart savings. Here’s an inside look at what we came up with.

2019: More Personality, More Fun, More Savings = Happiness!

The “Happy Happens Here” campaign was developed to capture the delight, joy and satisfaction inherent to a trip to Tanger Outlets. Imagine shopping ALL your favorite brands, in one place; saving big on your favorite designer brands and leaving Tanger Outlets happy! No two-day shipping. No returns. No let-downs because the product didn’t live up to the online description. Sounds dreamy, right?

We thought so too! So, how would we achieve this fresh new aesthetic and fully deliver on the “Happy Happens Here” concept? A lot of creative planning and a new resource! Enter New York based photographer, Thomas Neal, known for his work with J.Crew, Madewell and more. Through this next-level photography, dynamic wardrobe styling, and a top-notch video production team, Chorus Films, the evolved look and feel became tangible and we were able to bring to life and capture those “happy” shopping moments.

#SetLife Can be Fun  

We develop and produce three seasonal campaigns for Tanger Outlets every year. These productions are meticulously planned, finely-tuned and include both photo, broadcast and promotional video components to maximize the investment and collect as many possible assets for use across all Tanger Outlets’ campaign channels. The Spring campaign shoot featured 8 models, three full sets, thousands of pieces of merchandise, 70+ wardrobe changes, photography team, video/broadcast production teams, assistants, wardrobe stylists, hair and makeup artists—plus our agency team.

Production day was filled with music, movement, on-the-ball execution and lots of caffeine. The magnitude was vast but we handled it all with a personalized approach. Ultimately, it’s about getting our clients as much as possible for their investment, but we also have fun doing it and we truly believe that makes a difference in the final product.

All in a Day’s Work

In one day, we captured thousands of assets for the Spring/Annual campaign, including images and videos for social media, web, print, direct-to-home TangerStyle Magazine, email marketing, national TV and radio, sales posters, outdoor, point of sale items and so much more.

And, more importantly, we set in motion one of the most exciting campaigns we’ve produced to date. The six-week Spring print and digital campaign launched mid-March, and has resulted in three million web sessions, 7.3 million page views and reached 100K Instagram followers. Not bad for a day’s work (on-set)!

Does your photography capture your brand’s personality—and convey that feeling to your audience?

At infinitee, we believe your marketing imagery should reflect your point of difference and put forth a brand personality that engages your target audience in a meaningful way. A well-planned production allows more assets to be created and a more complete brand story to come to life.

Want a creative partner who can help take your brand to the next level while taking away the pressure of planning your next campaign production? We’ll capture your brand’s personality in photography and video assets. We’ll do it efficiently. And it will be a dynamic and collaborative experience. To learn more, call Jocelyn Smith, Founder & CEO at 404-231-3481.

With Boomers more active and more apt to retire in the city, 55+ active-adult community builders are elevating placemaking standards to match expectations and maximize experience.

Boomer Town

This isn’t your grandfather’s retirement living. Baby Boomers, the more than 76 million people who control more than 60 percent of U.S. discretionary income, are more active and want to feel more connected and inspired. For this dynamic generation, it’s not about settling, rather it’s about savoring the rewards of a life well played.

However, 53 percent of those 55 to 65 years of age have trouble finding the right home for their needs and desires, according to research from John Burns Real Estate Consulting. Successful developers of 55+ active-adult communities know they must make for and market to those lifestyle must-haves.

Connection and Community

Active seniors place great importance on connection and community, and the design of a 55+ development should support that. A variety of engaging, distinctive amenities boosts a resident’s sense of place while also creating added opportunity and possibility.

For example, our client, Peachtree Hills Place (the first and only luxury 55+, equity-model continuing care retirement community in Atlanta’s prime Buckhead district) not only offers deluxe condominiums and custom single-family homes, but also a long list of community spaces and “special interest” draws. Residents can gather and relax at the resort-style clubhouse and pool, central courtyard, rooftop patio or open-air pavilion; hone their crafts in the community garden, art studio and woodworking shop; and walk the property’s extensive trails or simply their best furry friend in the dog park.

Thoughtfully designed amenities should cater to Baby Boomers’ interests and values, such as leisure, entertainment, fitness, wellness and more. Catering to many of those, a true standout feature at Peachtree Hills Place will be two regulation-size croquet courts.  

Location, Location, Location

Location is a critical factor in real estate, and retirement communities are no different. Essential services, such as daily needs shopping, healthcare offerings and transit options, should be easily accessible. Residents demand convenience both for what they have to do and what they want to do, including dining, entertainment, outdoor adventure and other activities. Isakson Living’s Peachtree Hills Place offers prime proximity to Atlanta restaurants, shopping, mass transit and cultural attractions.

Bottom Line

Family and finances have always been top priorities for Baby Boomers. Peachtree Hills Place’s for-sale real estate model means residents are also making sound investments by building equity in the luxury retirement community. And the active lifestyles of this generation definitely extend to their grandparent roles, which is why senior-living communities should appeal to multiple generations with parks and other community spaces that help facilitate quality family time.

They called their arrival on the planet a boom, and the generation’s active aging and retirement years will be even more consequential. More and more Boomers are ready to optimize the where in their retirement wherewithal. Leading 55+ communities, such as Peachtree Hills Place, are designed and created to meet the unique lifestyle demands of a generation that has redefined activity, community and connectivity.

At infinitee, we’re INto tracking trends that impact our clients. For nearly 30 years, our Atlanta-based agency has helped clients capitalize on trends with branding, marketing, strategy, print and digital media, as well as video and photography services. To learn how we can help your company, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.

Atlanta State of the Market: Mixed-Use on the Rise

Take a look around any Atlanta neighborhood and it’s easy to see that our city is growing. At the Bisnow Atlanta State of the Market event last month, we heard from some of those at the forefront of major real estate developments in the area and learned what we can expect as our city moves into the future. If you missed the event - no worries - today we’re covering what we learned and what to be on the lookout for.

Mixed-Use on the Rise

Mixed-use developments have become one of the most active development models within the real estate sector. In Atlanta, developers and investors alike are increasingly and proactively looking for opportunities to combine different uses with a focus on “place-making” and to create destinations that offer multiple draws. As Atlanta and its submarkets continue to expand, developers that integrate a mix of office, residential, hotels, entertainment, and retail will enhance the productivity of each component of the project and diversify the risk to any one asset class.

Where is the Capital Flowing?

Buckhead and Midtown are the hottest sub-markets because of a constrained supply and developers in these areas are relying on the amenities within the neighborhoods as much as those in the mixed-use developments they build to attract tenants.

“It’s not just what’s inside the space -  it’s what’s outside the front door,” – Mark Toro, Managing Partner at North American Properties said.  And in many cases, the “what’s outside the front door” is access to greenspace and mass transit.

Developments like Ponce City Market take advantage of a prime location along the Atlanta Beltline by offering free bike valet for its customers. Further up-town, Atlantic Station provides a complimentary shuttle service to bring customers to and from the nearest MARTA station. And in Buckhead, shopping destinations like The Shops Buckhead Atlanta offer four complimentary valet locations and personal bag valets to handle customer purchases while they continue to shop.  

Conveniences like these will continue to pop up across the city as the population becomes more dense and developers continue to follow the nation-wide trend of building less parking spaces within mixed-use developments.

Giving Customers What they Want

Across the board, mixed-use developers must continue to attract the right tenant mix to remain profitable in the growing market. And attracting those tenants early can mean the difference in achieving fully leased properties - or even whether or not they receive initial project funding.

As the demand for traditional retail options declines, mixed-use developers are looking to bring in more grocers as anchor tenants. It’s not surprising that in a foodie town like Atlanta - even those grocers are adapting to meet the needs of customers by allowing more food related co-tenants and providing expanded services for food delivery services within the properties.

Outside of food, open spaces for leisure and entertainment will also continue to grow in popularity as younger generations continue to demonstrate a preference for buying experiences over things. Check out our take on other amenities trends to watch for here.

Looking ahead, mixed-use developments will continue to thrive in Atlanta. In 2018 alone, building permits issued here accounted for $4 billion in growth. The key to ensuring profitability for these new developments will ultimately mean keeping them occupied and working with a marketing partner both in the planning stage and beyond will be crucial.

At infinitee, we’re into tracking trends that matter to our clients. For 30 years, our Atlanta-based agency has specialized in branding, marketing, strategy, print and digital media, video and photography. To see how our talented team can help your brand, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.