"Choose Excellence. Expect Results." A Bold Step in Building Awareness & Driving Impact

The vision for this initiative was born out of strategic discussions led by The CCIM Institute’s leadership. D’Etta Casto-DeLeon, CCIM, Global President of The CCIM Institute, highlighted the importance of bold action in uncertain times.

“This campaign reflects our commitment to positioning the CCIM Designation as the gold standard in commercial real estate,” Casto-DeLeon said. “We knew it was essential to invest in our brand not only for today but for the future, ensuring our Designees are recognized as leaders in an ever-changing industry.”

The campaign’s genesis came from the Marketing Committee’s efforts to identify opportunities to strengthen awareness. Glenn Preuss, CCIM, immediate past chair of the Marketing Committee, shared his perspective on the strategic discussions that led to the campaign’s approval.

“Our Board of Directors understood that the commercial real estate landscape is evolving rapidly,” Preuss said. “We needed a proactive strategy to amplify the value of the CCIM Designation, demonstrating that our members are equipped with unparalleled tools and expertise.”

Preuss emphasized the long-term vision driving the initiative. “This wasn’t just about staying visible during a downturn,” he noted. “It was about preparing for the recovery and ensuring that CCIM Designees are seen as indispensable to the future of commercial real estate.”

The Campaign’s Impact

The campaign has exceeded expectations, providing valuable insights into the reach and influence of The CCIM Institute. Robby Eaves, CCIM, the current Marketing Committee Chair, celebrated the measurable impact of the initiative.
“The results have been nothing short of phenomenal,” Eaves said. “In just a matter of weeks, we surpassed industry benchmarks by 2 to 4 times on our digital and social media ads. That’s a testament to how well our messaging resonates with our audience.”

The campaign leveraged real-life success stories to highlight the tangible value of being a CCIM Designee. Leslie Biskner, CCIM, Vice Chair of the Marketing Committee, underscored the importance of storytelling in achieving the campaign’s success.
“The human element is what makes this campaign so impactful,” Biskner said. “By sharing the real-world experiences of our Designees, we’ve shown how the Designation can transform careers and deliver measurable results. This connection has resonated deeply with our audience.”

The campaign also focused on showcasing The CCIM Institute’s advanced tools, such as Site To Do Business, which empowers members with cutting-edge analytics and insights. Biskner noted that these resources set CCIM Designees apart.
“The tools and resources we offer are a differentiator,” she explained. “But what really sets our campaign apart is the storytelling aspect. We’ve demonstrated the real-life impact of what it means to choose excellence as a CCIM Designee.”

A Unified Strategy

The campaign aligns seamlessly with The CCIM Institute’s broader marketing strategy, which focuses on education, networking, and technology. This alignment has been key to its success.

The success of the campaign is also evident in feedback from members and affiliates, who have praised the increased visibility of the CCIM Designation. For many, it has reinforced their decision to pursue or maintain their Designation, highlighting the importance of being associated with a trusted and recognized brand.

Looking Ahead

As the campaign continues to gain momentum, the focus remains on building sustainable awareness and expanding the reach of The CCIM Institute. Casto-DeLeon is optimistic about the future.

“This campaign is a testament to the power of collaboration and vision,” she said. “It has laid the foundation for us to grow stronger and ensure our members remain at the forefront of the industry.”

Eaves echoed this sentiment, adding, “The challenge now is to build on this momentum and continue to demonstrate the unmatched value that CCIM Designees bring to the table.”

Biskner is equally enthusiastic about the next steps, stating, “We’re excited to see how we can push this campaign even further, creating even greater value for our members and the broader commercial real estate community.”

In a market that rewards innovation and resilience, The CCIM Institute’s National Marketing Campaign serves as a shining example of what can be achieved through strategic vision, effective execution, and a commitment to excellence. For CCIM Designees and the broader commercial real estate community, the message is clear: The CCIM Institute is here to lead the way. 