2019
Theory Real Estate
Marketing homeownership to millennials
2019
Theory Real Estate
Marketing homeownership to millennials
2019
Theory Real Estate
Marketing homeownership to millennials
Award-Winning
Award-Winning
Role
Strategy Consultant
Team
3 Strategy Consultants
Skills
Marketing Strategy
Experiential Marketing
Brand Positioning
User-Centered Design
Timeline
April 2019
3 Days
Role
Strategy Consultant
Team
3 Strategy Consultants
Skills
Marketing Strategy
Experiential Marketing
Brand Positioning
User-Centered Design
Timeline
April 2019
3 Days
Role
Strategy Consultant
Team
3 Strategy Consultants
Skills
Marketing Strategy
Experiential Marketing
Brand Positioning
User-Centered Design
Timeline
April 2019
3 Days
Summary
In a 72-hour case competition, my team and I developed a marketing strategy for Theory Real Estate to better reach millennial buyers. I designed a paper house concept, a hands-on activity that engages families and fosters natural brand interaction. Our experience-driven approach earned 1st place, recognized for its creativity and real-world impact.
Summary
In a 72-hour case competition, my team and I developed a marketing strategy for Theory Real Estate to better reach millennial buyers. I designed a paper house concept, a hands-on activity that engages families and fosters natural brand interaction. Our experience-driven approach earned 1st place, recognized for its creativity and real-world impact.
Summary
In a 72-hour case competition, my team and I developed a marketing strategy for Theory Real Estate to better reach millennial buyers. I designed a paper house concept, a hands-on activity that engages families and fosters natural brand interaction. Our experience-driven approach earned 1st place, recognized for its creativity and real-world impact.
Context
The Challenge: Bridging the gap between millennial renters and first-time homeownership.
In April 2019, the American Marketing Association (AMA) chapter at the University of Washington Foster School of Business partnered with Theory Real Estate to challenge students in a marketing case competition focused on increasing millennial homeownership.
Context
The Challenge: Bridging the gap between millennial renters and first-time homeownership.
In April 2019, the American Marketing Association (AMA) chapter at the University of Washington Foster School of Business partnered with Theory Real Estate to challenge students in a marketing case competition focused on increasing millennial homeownership.
Context
The Challenge: Bridging the gap between millennial renters and first-time homeownership.
In April 2019, the American Marketing Association (AMA) chapter at the University of Washington Foster School of Business partnered with Theory Real Estate to challenge students in a marketing case competition focused on increasing millennial homeownership.
72 Hours
Developed a comprehensive marketing strategy within a 72-hour deadline.
72 Hours
Developed a comprehensive marketing strategy within a 72-hour deadline.
72 Hours
Developed a comprehensive marketing strategy within a 72-hour deadline.
Marketing Strtegy
Crafted an innovative approach to position homeownership as attainable for millennials.
Marketing Strtegy
Crafted an innovative approach to position homeownership as attainable for millennials.
Tech Stack
Crafted an innovative approach to position homeownership as attainable for millennials.
Executive Presentation
Delivered multiple rounds of presentations to judges, culminating in a final pitch to Theory Real Estate leadership.
Executive Presentation
Delivered multiple rounds of presentations to judges, culminating in a final pitch to Theory Real Estate leadership.
Executive Presentation
Delivered multiple rounds of presentations to judges, culminating in a final pitch to Theory Real Estate leadership.
The Solution: Experiential marketing prioritizing a family-first experience.
My team and I created a marketing strategy focused on SEO and experiential marketing, highlighting Theory’s identity as a family-first real estate brand. I designed a paper house cutout for kids to decorate at pop-up events, fostering connection with parents.
The Solution: Experiential marketing prioritizing a family-first experience.
My team and I created a marketing strategy focused on SEO and experiential marketing, highlighting Theory’s identity as a family-first real estate brand. I designed a paper house cutout for kids to decorate at pop-up events, fostering connection with parents.
The Solution: Experiential marketing prioritizing a family-first experience.
My team and I created a marketing strategy focused on SEO and experiential marketing, highlighting Theory’s identity as a family-first real estate brand. I designed a paper house cutout for kids to decorate at pop-up events, fostering connection with parents.
Problem
Traditional real estate approaches fail to meet millennial needs.
Traditional real estate marketing has long relied on methods such as in-person showings, print advertisements, cold calling, and agent-driven sales tactics. However, millennials have different needs and expectations, making these traditional strategies less effective.
Problem
Traditional real estate approaches fail to meet millennial needs.
Traditional real estate marketing has long relied on methods such as in-person showings, print advertisements, cold calling, and agent-driven sales tactics. However, millennials have different needs and expectations, making these traditional strategies less effective.
Problem
Traditional real estate approaches fail to meet millennial needs.
Traditional real estate marketing has long relied on methods such as in-person showings, print advertisements, cold calling, and agent-driven sales tactics. However, millennials have different needs and expectations, making these traditional strategies less effective.
Financial Hurdles & Changing Priorities
Millennials face rising home prices, student loan debt, and stagnant wages, making the traditional assumption of a 20% down payment unrealistic.
Financial Hurdles & Changing Priorities
Millennials face rising home prices, student loan debt, and stagnant wages, making the traditional assumption of a 20% down payment unrealistic.
Financial Hurdles & Changing Priorities
Millennials face rising home prices, student loan debt, and stagnant wages, making the traditional assumption of a 20% down payment unrealistic.
Digital-First Consumer Habits
Millennials research homes online first, expecting virtual tours, real-time updates, and transparent pricing before speaking with an agent.
Digital-First Consumer Habits
Millennials research homes online first, expecting virtual tours, real-time updates, and transparent pricing before speaking with an agent.
Digital-First Consumer Habits
Millennials research homes online first, expecting virtual tours, real-time updates, and transparent pricing before speaking with an agent.
Desire for Authenticity & Trust
Many millennials distrust traditional sales tactics and prefer peer reviews, influencer recommendations, and educational content over high-pressure sales.
Desire for Authenticity & Trust
Many millennials distrust traditional sales tactics and prefer peer reviews, influencer recommendations, and educational content over high-pressure sales.
Desire for Authenticity & Trust
Many millennials distrust traditional sales tactics and prefer peer reviews, influencer recommendations, and educational content over high-pressure sales.
Community & Lifestyle Considerations
Traditional real estate focuses on property features, while millennials prioritize walkability, local culture, sustainability, and remote-friendly spaces.
Community & Lifestyle Considerations
Traditional real estate focuses on property features, while millennials prioritize walkability, local culture, sustainability, and remote-friendly spaces.
Community & Lifestyle Considerations
Traditional real estate focuses on property features, while millennials prioritize walkability, local culture, sustainability, and remote-friendly spaces.
Challenge
Develop a marketing strategy for Theory Real Estate to engage millennials by addressing their unique financial barriers, lifestyle preferences, and digital-first behavior, ultimately positioning homeownership as an attainable and desirable goal.
Challenge
Develop a marketing strategy for Theory Real Estate to engage millennials by addressing their unique financial barriers, lifestyle preferences, and digital-first behavior, ultimately positioning homeownership as an attainable and desirable goal.
Challenge
Develop a marketing strategy for Theory Real Estate to engage millennials by addressing their unique financial barriers, lifestyle preferences, and digital-first behavior, ultimately positioning homeownership as an attainable and desirable goal.
Process
Understanding millennials' perspective on homeownership.
To develop an effective strategy, we first analyzed millennials’ perspectives on homeownership, identifying their key challenges, values, and decision-making behaviors. Using our findings, we developed a targeted marketing strategy to position Theory Real Estate as the solution to their needs.
Process
Understanding millennials' perspective on homeownership.
To develop an effective strategy, we first analyzed millennials’ perspectives on homeownership, identifying their key challenges, values, and decision-making behaviors. Using our findings, we developed a targeted marketing strategy to position Theory Real Estate as the solution to their needs.
Process
Understanding millennials' perspective on homeownership.
To develop an effective strategy, we first analyzed millennials’ perspectives on homeownership, identifying their key challenges, values, and decision-making behaviors. Using our findings, we developed a targeted marketing strategy to position Theory Real Estate as the solution to their needs.
Research & Analysis — Examined millennial homeownership trends, financial barriers, lifestyle preferences, and real estate market dynamics to understand the challenges they face.
Research & Analysis — Examined millennial homeownership trends, financial barriers, lifestyle preferences, and real estate market dynamics to understand the challenges they face.
Research & Analysis — Examined millennial homeownership trends, financial barriers, lifestyle preferences, and real estate market dynamics to understand the challenges they face.
Identifying Key Opportunities — Pinpointed gaps in traditional real estate marketing and uncovered ways Theory Real Estate could better resonate with millennial buyers.
Identifying Key Opportunities — Pinpointed gaps in traditional real estate marketing and uncovered ways Theory Real Estate could better resonate with millennial buyers.
Identifying Key Opportunities — Pinpointed gaps in traditional real estate marketing and uncovered ways Theory Real Estate could better resonate with millennial buyers.
Strategy Development — Crafted a targeted marketing approach, focusing on millennials entering family life.
Strategy Development — Crafted a targeted marketing approach, focusing on millennials entering family life.
Strategy — Developed and proposed a UX/UI strategy to ensure end users a seamless transition from manual to AI-driven workflows.
Design & Presentation — Designed marketing materials and presented our final proposal to Theory Real Estate leadership, highlighting its impact and feasibility.
Design & Presentation — Designed marketing materials and presented our final proposal to Theory Real Estate leadership, highlighting its impact and feasibility.
Design & Presentation — Designed marketing materials and presented our final proposal to Theory Real Estate leadership, highlighting its impact and feasibility.
Strategic Focus
Positioning for growth as millennials enter family life.
As an increasing number of millennials are starting families, first-time homebuyers look for a family-friendly experience tailored to their future.
Strategic Focus
Positioning for growth as millennials enter family life.
As an increasing number of millennials are starting families, first-time homebuyers look for a family-friendly experience tailored to their future.
Strategic Focus
Positioning for growth as millennials enter family life.
As an increasing number of millennials are starting families, first-time homebuyers look for a family-friendly experience tailored to their future.
Expanding Families Drive Homeownership
Millennials are starting families and pursuing homeownership for stability, affordability, and flexible living spaces that grow with them for the forseeable future.
Expanding Families Drive Homeownership
Millennials are starting families and pursuing homeownership for stability, affordability, and flexible living spaces that grow with them for the forseeable future.
Expanding Families Drive Homeownership
Millennials are starting families and pursuing homeownership for stability, affordability, and flexible living spaces that grow with them for the forseeable future.
Lifestyle & Community Over Square Footage
Millennials prioritize community, convenience, and walkability over square footage, seeking vibrant neighborhoods that enhance their lifestyle.
Lifestyle & Community Over Square Footage
Millennials prioritize community, convenience, and walkability over square footage, seeking vibrant neighborhoods that enhance their lifestyle.
Tech Stack
Millennials prioritize community, convenience, and walkability over square footage, seeking vibrant neighborhoods that enhance their lifestyle.
Solution
Creating meaningful connections through play and creativity.
Our team proposes that Theory Real Estate focus on engaging families through creative, hands-on activities at pop-up events, making homebuying feel natural and interactive.
Solution
Creating meaningful connections through play and creativity.
Our team proposes that Theory Real Estate focus on engaging families through creative, hands-on activities at pop-up events, making homebuying feel natural and interactive.
Solution
Creating meaningful connections through play and creativity.
Our team proposes that Theory Real Estate focus on engaging families through creative, hands-on activities at pop-up events, making homebuying feel natural and interactive.
Paper House to Personalized Home
As part of our strategy, I designed a paper house activity to engage children and families at pop-up events. Kids create and personalize their own homes, then proudly share them with parents, drawing attention to Theory Real Estate. This playful, hands-on experience makes the brand feel approachable and community-driven.
Paper House to Personalized Home
As part of our strategy, I designed a paper house activity to engage children and families at pop-up events. Kids create and personalize their own homes, then proudly share them with parents, drawing attention to Theory Real Estate. This playful, hands-on experience makes the brand feel approachable and community-driven.
Paper House to Personalized Home
As part of our strategy, I designed a paper house activity to engage children and families at pop-up events. Kids create and personalize their own homes, then proudly share them with parents, drawing attention to Theory Real Estate. This playful, hands-on experience makes the brand feel approachable and community-driven.
Impact
1st place winners recognized for an innovative strategy.
After two rounds of presentations and eliminations, finalists presented their strategies to the Theory Real Estate leadership team.
Our team won 1st place for our innovative, family-focused approach that combined creativity, community engagement, and strategic thinking. Through hands-on experiences like the paper house concept, we showed a fresh way to connect with families and make homebuying feel approachable. Our blend of marketing ingenuity, audience insight, and real-world application set us apart.
Impact
1st place winners recognized for an innovative strategy.
After two rounds of presentations and eliminations, finalists presented their strategies to the Theory Real Estate leadership team.
Our team won 1st place for our innovative, family-focused approach that combined creativity, community engagement, and strategic thinking. Through hands-on experiences like the paper house concept, we showed a fresh way to connect with families and make homebuying feel approachable. Our blend of marketing ingenuity, audience insight, and real-world application set us apart.
Impact
1st place winners recognized for an innovative strategy.
After two rounds of presentations and eliminations, finalists presented their strategies to the Theory Real Estate leadership team.
Our team won 1st place for our innovative, family-focused approach that combined creativity, community engagement, and strategic thinking. Through hands-on experiences like the paper house concept, we showed a fresh way to connect with families and make homebuying feel approachable. Our blend of marketing ingenuity, audience insight, and real-world application set us apart.
Learnings
The heart behind the house.
This case competition pushed me to think creatively and strategically about how to connect with real people in real environments. From concept to pitch, we uncovered lessons that go beyond traditional marketing theory and highlight what truly resonates with today’s homebuyers.
Learnings
The heart behind the house.
This case competition pushed me to think creatively and strategically about how to connect with real people in real environments. From concept to pitch, we uncovered lessons that go beyond traditional marketing theory and highlight what truly resonates with today’s homebuyers.
Learnings
The heart behind the house.
This case competition pushed me to think creatively and strategically about how to connect with real people in real environments. From concept to pitch, we uncovered lessons that go beyond traditional marketing theory and highlight what truly resonates with today’s homebuyers.
Think Beyond Digital — While digital marketing is powerful, this experience reinforced the value of tangible, hands-on engagement in creating meaningful connections. Interactive strategies, like the paper house concept, can cut through digital noise and leave a lasting impression by fostering personal interaction and emotional investment.
Think Beyond Digital — While digital marketing is powerful, this experience reinforced the value of tangible, hands-on engagement in creating meaningful connections. Interactive strategies, like the paper house concept, can cut through digital noise and leave a lasting impression by fostering personal interaction and emotional investment.
Think Beyond Digital — While digital marketing is powerful, this experience reinforced the value of tangible, hands-on engagement in creating meaningful connections. Interactive strategies, like the paper house concept, can cut through digital noise and leave a lasting impression by fostering personal interaction and emotional investment.
Meet People Where They Are — Successful marketing isn’t about making people come to you, but rather integrating into their lives naturally. By engaging families in familiar, comfortable settings with activities that spark curiosity, we can create authentic connections and make homebuying feel more approachable and relevant.
Meet People Where They Are — Successful marketing isn’t about making people come to you, but rather integrating into their lives naturally. By engaging families in familiar, comfortable settings with activities that spark curiosity, we can create authentic connections and make homebuying feel more approachable and relevant.
Meet People Where They Are — Successful marketing isn’t about making people come to you, but rather integrating into their lives naturally. By engaging families in familiar, comfortable settings with activities that spark curiosity, we can create authentic connections and make homebuying feel more approachable and relevant.
Thank You
A rewarding journey of strategy, creativity, and growth.
Over the 72 hours, I had the opportunity to apply my skills to real-world marketing challenges, gaining hands-on experience in strategy, creativity, and problem-solving. Thank you to Theory Real Estate, the UW Foster AMA chapter, and my amazing teammates—Holly, Maureen, and Vivian—for the support and collaboration that made this journey so rewarding.
Thank You
A rewarding journey of strategy, creativity, and growth.
Over the 72 hours, I had the opportunity to apply my skills to real-world marketing challenges, gaining hands-on experience in strategy, creativity, and problem-solving. Thank you to Theory Real Estate, the UW Foster AMA chapter, and my amazing teammates—Holly, Maureen, and Vivian—for the support and collaboration that made this journey so rewarding.
Thank You
A rewarding journey of strategy, creativity, and growth.
Over the 72 hours, I had the opportunity to apply my skills to real-world marketing challenges, gaining hands-on experience in strategy, creativity, and problem-solving. Thank you to Theory Real Estate, the UW Foster AMA chapter, and my amazing teammates—Holly, Maureen, and Vivian—for the support and collaboration that made this journey so rewarding.
