It's the End of the 'Sign and Forget' Era

For a very long time, the property industry didn’t need to pay attention to brand.

For decades, it went a little like this:

A landlord owned a building, found a tenant, got them to sign a lease often for ten, fifteen, twenty years. Job done.

The relationship between landlord and tenant was transactional.

You didn’t need:

→ a brand strategy when your tenants were legally committed to you for the better part of a decade

→ to think about exp…