Bisnow Vice President Of Client Success Marie Armstrong Takes A Consultative And Diligent Approach To CRE
The mid-Atlantic region is booming, thanks to its deep, diverse job pool and the expansion of its life sciences and data center markets. Bisnow Vice President of Client Success Marie Armstrong said that keeping up with the demand in these asset classes requires staying focused on emerging trends and helping clients access the information they need to get involved in growing markets.
While she doesn't have a sales background, for the last 13 years, she has been focused on producing results for her clients.
“I’ve been able to earn the trust of my clients over the years by offering an honest perspective to help their bottom line,” Armstrong said. “I think building a trustworthy relationship with my clients over time has helped to create longevity, no matter how the market changes in times of economic uncertainty.”
Bisnow spoke with Armstrong about the importance of reaching clients online and in person, how building trust can lead to long-term relationships and how she plans to continue to do more business in the mid-Atlantic.
Bisnow: What’s working in the mid-Atlantic right now? What marketing approaches are driving deals?
Armstrong: I’m seeing the most success with a two-pronged approach, such as sponsoring events and utilizing our digital platform's products. I love to see clients tell their stories through a custom content article and bring the message home at a live event a few weeks later. I think our clients see the most success using both sides of Bisnow, by shaking hands at events and reaching different audiences through the digital space.
Currently, a third of our clients are doing just digital, a third are doing events and the rest are involved with both sides of the coin. Our goal is to get more of our clients to do both and see how impactful both sides of our platform can be for doing more business.
Bisnow: Where do you think the mid-Atlantic market is heading next, and what trends are you excited about seeing?
Armstrong: The mid-Atlantic region has always been pretty strong, even through economic uncertainty. When I started in 2010, we were coming out of a recession. However, the mid-Atlantic region always has a decent economic climate, and federal government jobs help insulate the market from unfavorable market conditions.
While some of the more traditional real estate sectors like office have serious question marks around the return to work and how that affects the market, I’m also seeing a lot of conversations about office-to-residential conversions. We’ve seen tremendous growth in the data centers and life sciences sectors. I’m personally excited to see how things like AI and proptech are going to continue to shape the future of real estate. What are the limits? How are things going to be reflected? This is something that’s going to continue to be a part of the conversation.
Bisnow: What inspired you to pursue a career at Bisnow?
Armstrong: I honestly fell into the opportunity as I was looking for something new and dynamic. I was working at an entry-level marketing and PR job for a couple of years after college. Bisnow needed an account manager, and I felt I had the right experience for the job. When I got the job, Bisnow was a startup at the time. I was not only doing account management but I also did sales, accounting, account delivery, advertising delivery, sales traffic, coordinating live events and more. The day-to-day hustle felt exhilarating to me as the business quickly expanded outside of just Bisnow friends and family.
Bisnow: What do you like most about your current role at Bisnow?
Armstrong: I really enjoy how every day at work is a new challenge. One day you could be taking a client to lunch and going to a networking event in the evening. The next day you could be in a client’s boardroom closing a six-figure deal. Also, you're always in the trenches helping maximize client experiences. Each day is a different adventure, and I’ve adapted to juggling a lot on my plate, which is exciting to me. Even though I’ve been with Bisnow for a long time, it’s one of the jobs where you don’t look at the clock much. The years have really flown by.
Bisnow: What makes you unique?
Armstrong: I’m in a unique position where I’m a strong contributor to Bisnow’s bottom line, but I don’t have a sales background. I’m a bit more introverted than most of my colleagues, which isn't very common in a sales organization. In my role as VP of client success, I’ve taken a more consultative approach to recommending products and experiences that will make the most sense for my clients and also deliver them the most ROI possible. I'm passionate about tracking a campaign's success and making pivots and changes throughout the year to ensure success.
I’m not afraid to step in and steer clients away from products that won’t perform well. I’m not going to push something on a client unless it’s something I really believe will positively impact their bottom line. I’ve earned my clients' trust over the years because it’s not just about making a sale. They know I’m going to recommend something in their best interest.
Bisnow: What’s one life goal you want to accomplish?
Armstrong: At work, I want to continue to put systems and processes in place at Bisnow that allow our clients to continue to thrive, create more connections and do more business. My department is a bit newer, so we’re obsessed with finding the best tactics that will help our clients see tangible ROI and, in turn, continue to do business with us.
On a personal level, my big goal is to enjoy raising my two sons. It’s fun to watch them develop their personalities as they grow up, and I’m looking forward to experiencing new adventures with them over the years.
