'UK occupier campaign' wins best lead nurturing initiative for Cushman & Wakefield

Cushman & Wakefield is the world's largest privately-held real estate services firm, with 221 offices in 58 countries. It represents a diverse customer base, ranging from small businesses to Fortune 500 companies.

Challenge

With the economic downturn forcing many UK businesses to reduce costs associated with real estate and generate revenue or release capital, Cushman & Wakefield saw an opportunity to strengthen its customer relationships and forge new ones. It needed to, because in 2008, occupiers only generated 19 per cent of turnover for the company - the remaining 81 per cent coming from investors and developers.

By its own estimation, Cushman & Wakefield knew only 20 per cent of the relevant UK businesses. The campaign's primary objective therefore was to increase the number of known occupiers, build relationships with key individuals and generate revenue from those leads.

Solution

The campaign comprised of two distinct phases and was designed to increase the amount of revenue Cushman & Wakefield generated from occupiers of real estate. It was broken into two stages. Phase one was designed to generate new leads from clients who already had a relationship with the business, whilst stage two sought to nurture new leads from previously unknown businesses, utilising market intelligence gained from phase one.