Shaheen Samavati recently sat down to talk with self-made marketer Eugene Nouril about his current role as EMEA marketing director for the real estate services company JLL. Eugene explained how he transitioned from the world of sports to a career in marketing, what his company is doing to modernize itself and become more well-known, and how brands can take advantage of resources beyond their industries to reach new audiences.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Eugene helps to increase JLL’s visibility outside of the real estate industry by reaching new markets and audiences through different channels. One example is its partnership with Bloomberg Green, an editorial focused on climate change and sustainability. 
  • You can never assume that a successful campaign or idea will automatically work in another region. Patience, understanding and really getting to know the markets you’re targeting are the keys to successful localization.
  • One way that JLL has tried to modernize is by altering its hiring process to include people from other industries. This has helped create a well-rounded team that combines creative thinkers and industry experts.
  • Many companies have experienced financial strain recently, and therefore must be savvy with their marketing budgets. Leveraging social media, in-house production and other online tools such as webinars is of the essence.
  • JLL’s large and versatile team sets it apart; employees specialize in different aspects of the company, but can easily pivot to help promote it as spokespeople.

When people who think outside the box brainstorm with people who are really knowledgeable about the industry, that’s when you find the sweet spot in marketing.

Rapid-fire recs

What’s an app or tool that you can’t work without?

Sky Sports to keep up with sports as they pick back up again post-lockdown, and Netflix to entertain my daughter while I’m on back-to-back video calls all day!

Also check out: Top 10 apps for content and marketing professionals

A marketing influencer who you follow?

Mark Ritson. I’m always looking for people who write about thinking outside the box, and he does that well. Recently he wrote a great piece about the Black Lives Matter movement addressing the lack of Black directors in boardrooms, which was really interesting. 

I also enjoy Nathan Chan and the Foundr podcast. It deals with entrepreneurship but also talks about big corporations and their journeys, so it’s an interesting mix.

Lastly, Gary Vaynerchuk. He’s got a great podcast called the GaryVee Audio Experience.

See also: 8 inspiring content and marketing influencers to follow

A valuable resource, event or group?

The Gartner webinars have been really interesting. They cover a broad range of topics. I’ve seen a couple while in lockdown and I think that anyone who’s interested in marketing should watch them.

Connect with Eugene and Shaheen on LinkedIn.

This post was edited by Mary Kresge, a freelance content creator based in Madrid.

For more insights into real estate marketing, check out our interviews with:

William Lawrie, EMEA digital marketing manager at JLL

Robert Dekker, former chief marketing officer at CPIC Global international real estate company

To see the full transcript, click on page number 2 below.