Case Study: Lee & Associates
July 9, 2018
INTEGRATED MARKETING PROGRAM ESTABLISHES BRAND IDENTITY AFTER MERGER
Paige PR found a way to customize a plan to fit our needs and taught us how to utilize our talent to compete with the biggest in the industry.—MIKE SPEARS, MANAGING PRINCIPAL
In 2014, national commercial real estate group Lee & Associates approached Griffin Partners to acquire its brokerage business and expand into the Houston market. The acquisition was initiated on the premise that Griffin Partners would search for an industrial brokerage commercial real estate firm to acquire, which would enable Lee & Associates to cover both markets, office and industrial. In 2015, Lee & Associates merged with The National Realty Group (TNRG) to become what is now known as the largest broker-owned firm in the city.
Lee & Associates hired Paige PR on January 1, 2017 to build an integrated and ongoing marketing
communications program with the intention of establishing a brand that reflected the local Lee &
Associates culture. Both Griffin Partners and TNRG had notable reputations in Houston as separate entities, but as one, they struggled to define their brand identity and culture.
As Lee & Associates entered 2017 with a lack of identity, no visibility within the local markets and no social media program, the firm needed to ramp up its marketing communication efforts in an effort to reach Houston’s business community.