Julie Tyler
CRE Marketing Consultant

Years in CRE: 20

What do you do in the Commercial Real Estate industry, for how long, and why is this career rewarding for you?

I am a Marketing Consultant and have held a range of Marketing positions in the CRE industry with both enterprise and early to mid-stage companies for over 20 years, most recently the Head of Marketing for fintech and SaaS companies, and as a VP of Marketing at PNC Bank. I have enjoyed the unique complexities of different CRE sectors and the audiences we target for each. Enterprise companies focus on reinforcing trust in their brand through consistent and integrated marketing strategies that strengthen customer loyalty over time, while smaller early to mid-stage companies are focused on technology disruption and converting new customers through a range of tactics and metrics.

Between the start of your career and now, what changes do you see impacting the future generation in your “field”? When I began my career in CRE, the role of marketing was even more relationship-focused. The target demographic (predominantly male, over the age of 48), was not often found on social media or easily reached through digital campaigns. It is a niche industry, so a lot of deals were being done through face-to-face engagements and personal introductions. It required learning the industry, knowing the key players, and using negotiation skills to gain the optimum brand positioning across channels. It meant competing more directly to open pathways for sales teams to get in front of prospects. Today, technology products and services are changing the CRE landscape and industry demographic, as is a refreshing influx of more altruistic thinkers.

What was the most pivotal event or decision made in the path of your career success?

Becoming a single parent was my most pivotal decision. I have changed my career three times throughout my career, starting with a career as a designer in the fashion industry in NY. But I am still learning and preparing for the next big shift in my life.

What do you see as the best way for the next generation to lead change, and to challenge the status quo?

Changing the status quo requires looking for new ways to approach not only a job, but the needs of the customers you serve as well. Learning as much as possible about your industry and planning your progression with a realistic plan for meeting your goals is important. If you don’t love and feel fulfilled by your job, being open to change and a certain level of risk is important. Establishing a network and keeping a positive and future focused line of communication with management and mentors is important.

If you were sitting across the table from a younger “you”, what would you tell her about succeeding in this career?

Be the best you can be at whatever role you have, and as a member of the team, even if you know you will change the role you are in down the road…even if you don’t love it. Excelling at what you do makes you memorable and someone people feel they can trust, rely on and recommend to others.