The Digital Age and Its Evolving Impact on Commercial Real Estate

By: Malloy Peterson, vice president of marketing for Carter

Last week at the ICSC Georgia Continuing Education Program, I had the opportunity to speak on a panel discussing how social media, a hot topic in every industry these days, is affecting commercial real estate.  The International Council of Shopping Centers (ICSC) is the global trade association of the shopping center industry. Its members include shopping center owners, developers, managers, marketing specialists, investors, lenders, retailers and other professionals as well as academics and public officials.

The goal of the session was for participants to better understand how commercial real estate companies and individuals can harness the power of this effective and complementary tool of communication by both pushing and pulling content.  The panel was moderated by Abe Schear of Arnall Golden Gregory LLP, with fellow panelists Ethan Davidson of Atlanta Beltline Inc and Tony Wilbert of Wilbert News Strategies.

The interactive panel sparked lively questions from the audience which included questions like, “How can these tools land me business,” to, “How much work does a robust social network actual take,” to, “So what’s next?” Active participants in social media for a year and a half, Carter uses its CarterBlog, along with Twitter, and Facebook as active platforms to communicate with clients, investors, prospects, prospective associates and other industry players.

To find out more about why Carter got involved with social media and the how social media can grow your business, check out this video with clips from the panel discussion.

Malloy Malloy Peterson, leads all of Carter’s marketing, branding, public relations, and communications efforts from strategic planning through execution, directing all marketing associates and several agencies (responsible for social media strategy and implementation). She leads marketing and public relations planning and implementation for individual assets within Carter’s portfolio of investments, including two years of efforts on The Banks, Carter’s $800 million urban mixed-use project in Cincinnati and one of the largest projects currently under development in the country. In this role and as member of Operating Committee, Malloy plays a key role in most major corporate business development pursuits and business planning for diverse corporate strategic initiatives. Additionally, Malloy is currently engaged in several large strategic consulting assignments for government clients. 

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