2017 Synergy White Paper Series

In 2016, I was tasked with writing a series of market-specific Corporate Housing reports. I investigated real estate trends, both commercial and residential, discussing up-and-coming neighborhoods that would be crucial to furnished housing needs in cities where Synergy Global Housing had a major footprint.

Unfortunately, after these reports were written and designed, they were not externally promoted. Instead, they were only used as a ‘leave behinds’ during sales presentations in an effort to position the organization as an expert in their industry.

The next year, I rethought the organization’s approach to this report. I invested double the time in creating a more informative and engaging report that sold specific markets, Synergy services, and our sales team as market experts. In markets where Synergy did not have a heavy sales presence, we reached out to our corporate housing partners who specialized in those regions. This alliance helped us strengthen our partner relationships and positioned the company as a leader of industry.

Distribution in 2017 also changed. Rather than leave printed copies of this at sales presentation, these reports were tied into an email capture campaign. A new market report was released each week over the course of 9 weeks. In order to download a market report, readers needed to submit an email address. We gathered more than 250 prequalified sales leads from this campaign. We used these email addresses for future email marketing efforts, as the market specific downloads told us which subscribers were interested in which cities.

This report helped establish Synergy as an industry leader. The Forum for Expatiate Management’s office in the Americas nominated the reports for their THOUGHT LEADERSHIP AWARD in 2018. Synergy was the only corporate housing provider to be nominated in the category.