A purposeful digital presence is a game changer in the often low-tech commercial real estate industry. The Marino Organization COO John F. Marino says that, since the community is all about return on investment, many firms have seized upon the value of strategic communications programs with a digital component. John adds that his real estate clients are mirroring consumer brands and looking to his public relations agency to assist in generating effective social media content. He says that commercial real estate firms are coming to terms with the fact that they have to speak to a different generation; Millennials want to work with a company that communicates with them on their level, and social media is an important part of that. John also sees an uptick in commercial properties being marketed like residential spaces in an effort to make them more attractive to the new workforce. The answer: strong live/work/play positioning and attractive amenities. This is especially applicable to Boston's office development boom. The idea is to attract the right (young) talent to bolster clients’ companies both now and for the future. For more information on our Bisnow partner, click here.