2017 Synergy White Paper Series

In 2016, I was handed an assignment that could only be described as a corporate housing deep dive. My mission? To write a series of market-specific reports that explored real estate trends in cities where Synergy Global Housing had a major presence. We covered everything from commercial developments to residential hotspots, pointing out the up-and-coming neighborhoods crucial to furnished housing demand. The reports were informative, detailed, and ready to shine.

Unfortunately, instead of shining, they were tucked neatly into sales folders as leave behinds. That’s right, these reports went nowhere beyond the occasional handoff during a pitch meeting. Think of it as writing a bestselling novel and leaving it on your coffee table for guests to skim.

Enter 2017: Rethinking the Reports

The next year, I decided to give the reports the life they deserved. I doubled the effort and reimagined the content, making the reports more engaging, informative, and strategic. Each report did more than analyze trends. It sold specific markets, highlighted Synergy’s services, and positioned our sales team as experts in their regions.

In markets where we lacked a heavy presence, I got creative. I reached out to Synergy’s corporate housing partners who specialized in those regions, integrating their expertise into the reports. This approach not only strengthened partner relationships but also gave Synergy the credibility of a true industry leader. Teamwork makes the dream work, right?

The Distribution Pivot: Goodbye Print, Hello Leads

The biggest change came with how we used the reports. Rather than letting printed copies gather dust after meetings, I turned them into a digital marketing tool. 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.

Results: Awards, Leads, and a Whole Lot of Buzz

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.

By the end of the campaign, we had over 250 prequalified sales leads. Better yet, the data told us exactly which markets each prospect was interested in, giving us targeted insights for future email campaigns.

What I Did:

• Reimagined the Content: Turned static reports into market-driven stories that sold both Synergy and our expertise.

• Strengthened Partnerships: Collaborated with regional partners to enhance credibility in underrepresented markets.

• Created a Lead-Gen Campaign: Launched a nine-week email capture campaign, generating over 250 sales leads.

• Boosted Brand Visibility: Helped Synergy earn recognition as a true thought leader in the industry.

In short, I took what was once a stack of forgotten PDFs and turned it into a lead-generating, award-nominated powerhouse.