Content Catalyst: Matthews

Working cross-functionally across departments and hierarchy played a vital role in Matthews REIS programs, campaigns, and pieces of content. The 1031 Private Client Advantage Program is a shining example of the success of this style of operating as a marketing department. When speaking with Investment Agents, who interacted most heavily with low- to mid-tier investors, and Practice Group Leaders, who interacted mostly with the top-tier investors and REITs, we identified that 1031 Exchanges were the most frequently had conversations with clients. Having mapped out client concerns, we set out to resolve them by providing information, assurance through process, and a team that was devoted strictly to their 1031 Exchange. What started as a brochure quickly evolved into a sales script, a point of discussion in speaking engagements, a blog post, element in numerous client success stories, and a focal-point for digital marketing campaigns, and public relations.