PILOT OR PASSENGER?
YOUR DECISION

Closing one‘s eyes and diving through is no more helpful than sinking into the vale of tears. The transformation underway is too profound for that. The long phase of instability and uncertainty that began with the outbreak of the pandemic about two years ago has shifted fundamental values and calls for virtues and qualities such as resilience. The ability to survive difficult situations without lasting impairment and at the same time to use crisis management as an occasion for development separates the pilots from the passengers at this fork in the road. Those who want to keep the wheel in their hands need resources and a coping strategy. Our studies have clearly shown that companies that have been willing and flexible enough to adapt or redefine business models in the last two years are at an advantage. By repositioning themselves in a changing world, they increase the value of their brand. And in doing so, they establish the earnings of tomorrow.

It means facing up and looking the whirlwind of transformation in the eye. In the centre of the change, you can see what the real estate world of tomorrow will revolve around. In our surveys and analyses, the most elementary topic areas have clearly emerged.Keyword ESG & decarbonisation: The near future will bring a resilient and marketable industry standard for measuring the sustainability performance of real estate and portfolios. When environmentally friendly performance becomes measurable and comparable, the pressure on companies to give their actions an environmental and social added value that can be proven with figures increases. The financial market is already showing that companies without a credibly implemented ESG strategy are losing out when it comes to distributing investor funds. 

Keyword employer branding: Our current studies also show that strengthening the employer brand is a highly relevant topic for real estate companies that will continue to gain importance in the future. In view of the intensifying competition for the best employees, companies are literally forced to position themselves even better as an employer brand. In doing so, the new values of society must be taken into account and authentically exemplified. In future, talent on the labour market, customers, partners and the company‘s own employees will no longer be impressed with growth and size figures, but with values, attitudes and an inclusive corporate culture characterised by diversity. This requires diverse management teams. It is not for nothing that we have dedicated a separate block of 12 pages to the topic of „Woman Impact“ in this REAL ESTATE BRAND BOOK..

The challenges are manifold in number, especially as the storm is gaining rather than losing speed. The transformation process that has gained momentum is irreversible and self-reinforcing. There is no time to react hesitantly. Those who pilot instead of passively leaning in the passenger seat know this - and have already acted. As far as brand management is concerned, the position of CMO is experiencing an enormous upgrade. CMOs are the new, indispensable pacemakers of business transformation, entrusted with leadership and communication agendas that have never existed in this form before. We also wanted to react to this: In order to recognise the new range of tasks of the Chief Marketing Officer, the REB.Institute has launched the „CMO OF THE YEAR“ AWARD.

My conclusion: The results and positioning data of the current Real Estate Brand Value Study 2022 relentlessly reveal which brands have used the last 24 months to face the great transformation with a clear strategy. The common denominator emerges clearly: it is about consistent brand management with clear, lived values and valid data.

Branded regards
Your Harald Steiner