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# The Smart Agency: Public Relations, Content, and Marketing for Commercial Real Estate and Finance

## Sitemaps
[XML Sitemap](https://thesmartagency.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [How Communications is Evolving to Help CRE and Finance Firms Level Up](https://thesmartagency.com/how-communications-is-evolving-to-help-cre-and-finance-firms-level-up/): By Jenn Quader, President and CEO
- [What Is Retail Quietly Changing Inside Mixed-Use Developments?](https://thesmartagency.com/what-is-retail-quietly-changing-inside-mixed-use-developments/): Recent research and project reporting across the industry point to a consistent pattern: retail is influencing how mixed-use environments function at street level.
- [Why Investor Groups Are Increasingly Turning to Affordable and Workforce Housing](https://thesmartagency.com/why-investor-groups-are-increasingly-turning-to-affordable-and-workforce-housing/): As investors scan the real estate landscape for resilient opportunities, affordable and workforce housing are increasingly standing out as compelling alternatives to some traditional sectors that are still finding their footing. Demand for reasonably priced housing continues to surge while supply remains stubbornly constrained, creating a structural imbalance that supports occupancy, cash flow stability, and long-term growth. Investors seeking dependable performance in a market undergoing recalibration are beginning to recognize this asset class as both a strategic and socially aligned solution.
- [Temperature Check on Institutional Capital: The Role of Institutional Investors in CRE Today](https://thesmartagency.com/temperature-check-on-institutional-capital-the-role-of-institutional-investors-in-cre-today/): Institutional investors – pensions, endowments, sovereign wealth funds, insurance companies and the biggest alternative asset managers – remain one of the single biggest engines behind commercial real estate. But after a volatile few years (rising rates, refinancing stress in some sectors, and a rotation between public and private markets), their approach is more selective and strategic than simply “deploy at any price.” 
- [Empowering Place, Purpose, and People: Insights from Claire Johnston, Keynote Speaker at GlobeSt Women of Influence LA](https://thesmartagency.com/empowering-place-purpose-and-people-insights-from-claire-johnston-keynote-speaker-at-globest-women-of-influence-la/): At The Smart Agency, we're honored to spotlight exceptional voices shaping the future of commercial real estate.
- [The Cool Factor: Why Cold Storage is Heating Up in Industrial CRE](https://thesmartagency.com/the-cool-factor-why-cold-storage-is-heating-up-in-industrial-cre/): Cold storage is no longer a niche asset class – it's fast becoming a core focus in industrial real estate, driven by shifts in grocery delivery, pharmaceutical logistics, and global supply chains.
- [Multi-Housing News | Jenn Quader on AI & Marketing](https://thesmartagency.com/multi-housing-news-jenn-quader-on-ai-and-marketing/): Our own President and CEO, Jenn Quader, was recently featured in Multi-Housing News in an article “Finding the AI-Human Touch Sweet Spot: Marketing Mistakes to Avoid.”
- [Orange County Business Journal | Jenn Quader on Local Industry Growth](https://thesmartagency.com/the-smart-agencys-ceo-jenn-quader-featured-in-orange-county-business-journal-on-local-industry-growth/): Our own President and CEO, Jenn Quader, was recently featured in Orange County Business Journal in an article highlighting a 1.3% increase in headcount across local PR firms.
- [Thinking Outside the Box for Retail Success](https://thesmartagency.com/thinking-outside-the-box-for-retail-success/): Pictured above: A Los Angeles-based mixed-use building managed by our Client Western National Property Management
- [Why Everyone Should Care About Affordable Housing](https://thesmartagency.com/why-everyone-should-care-about-affordable-housing/): We continue to face a critical affordable housing shortage. 
- [ULI Orange County Emerging TRENDS Event 2024](https://thesmartagency.com/uli-orange-county-emerging-trends-event-2024/): Special. Powerful. Unique.
- [Retail Makes Its Move](https://thesmartagency.com/retail-makes-its-move/): Anticipation grows as real estate’s most resilient sector enters critical shopping season  
- [Key Takeaways from ULI Fall Meeting 2024 | The Smart Agency](https://thesmartagency.com/key-takeaways-uli-fall-meeting-2024-the-smart-agency/): Thank you to @ULI for a wonderful #FallMeeting packed with valuable information!
- [GlobeSt. Multifamily Fall 2024: Key CRE Trends](https://thesmartagency.com/globest-multifamily-fall-2024-key-cre-trends/): 🛖ADU development is exploding in California.
- [Your Brand Amplified | Jenn Quader’s Journey from Musical Theater to PR Powerhouse](https://thesmartagency.com/your-brand-amplified-musical-theater-to-pr-powerhouse-jenn-quader/): Our own CEO and President Jenn Quader recently sat down with Anika Jackson, host of Your Brand Amplified podcast, to discuss all things from Jenn's transformation into a PR Maven to the TEDx Talk she gave in Paris earlier this summer.
- [The PR Podcast | Jenn Quader on Empathetic Leadership and Navigating Change](https://thesmartagency.com/the-pr-podcast-jenn-quader/): Our own President and CEO, Jenn Quader, recently joined The PR Podcast to discuss her philosophy on leadership, navigating a changing CRE sector, and the role of empathy in Corporate America – among may other topics. 
- [A Guide to Navigating Change with Confidence | Jenn Quader | TEDx Talk in Paris](https://thesmartagency.com/a-guide-to-navigating-change-through-confidence-jenn-quader/): Fresh off a year of remarkable growth for her commercial real estate communications firm, Jenn Quader, President and CEO of The Smart Agency, recently delivered a powerful TEDx Talk in Paris, France. Despite the broader industry's challenges, including rising lending costs and a mixed economic outlook, Jenn's message of resilience resonated strongly with the international audience.
- [Parental Working from Home: The Struggle is real – Andrew King – SmartSpeech](https://thesmartagency.com/parental-working-from-home-the-struggle-is-real-andrew-king-smartspeech/): Are you a parent in the workplace?
- [Your Brain, Inc. – Jungian Psychology in the Workplace – Jaz Burke & Richie Watts SmartSpeech](https://thesmartagency.com/jungian-psychology-in-the-workplace/): Do you struggle with understanding yourself and others?
- [Bisnow State of the Market 2024: OC Commercial Real Estate Highlights](https://thesmartagency.com/the-smart-agency-at-bisnow-state-of-the-market-2024-oc-commercial-real-estate/): Bisnow hosted its annual "State of the Commercial Real Estate Market" today in Orange County - a super event!
- [Does Health and Wellness Matter in the Workplace? – Carrie Rossenfeld – SmartSpeech](https://thesmartagency.com/does-health-and-wellness-matter-in-the-workplace-carrie-rossenfeld-smartspeech/): Have you ever found yourself self-sabotaging your health?
- [Interconnectivity in Business: Why it Matters​ Right Now – Jenn Quader – SmartSpeech](https://thesmartagency.com/interconnectivity-in-business-why-it-matters-right-now/): What’s the most pivotal word in 2023 business communications? 
- [The Smart Agency Wins Big With Commercial Real Estate PR/Communications Awards!](https://thesmartagency.com/the-smart-agency-wins-big-at-the-protos-awards-2023/): It was a Smartsational night! Congrats to #OCPRSA on a delightful Protos Award event. Click below for a sneak peek:
- [ULI Spring Meeting 2023](https://thesmartagency.com/uli-spring-meeting-2023/): #ULISpring is underway, and opportunity abounds.
- [International Women’s Day 2023 at CREW OC](https://thesmartagency.com/internationa-womens-day-2023-at-crew-oc/): In celebration of International Women’s Day, our President & CEO, Jenn Quader, attended the Women’s Day CREW-OC luncheon.
- [Leveraging TikTok for Multifamily Marketing: Multi-Housing News](https://thesmartagency.com/tiktok-in-multihousing-news/): TikTok has evolved rapidly from a Gen-Z dance and lip sync platform to the most downloaded social media app worldwide.
- [Empowering Women in Commercial Real Estate](https://thesmartagency.com/empowering-women-in-commercial-real-estate/): In the past 12 years, we’ve lost more women than we’ve gained in the #CommercialRealEstate industry.
- [ULI Emerging Trends Talks Tacos](https://thesmartagency.com/uli-emerging-trends-talks-tacos/): “You can’t make tacos from your bedroom.”
- [Want Better Corporate Thought Leadership? Start Internally.](https://thesmartagency.com/want-better-corporate-thought-leadership-start-internally/): A Client CEO recently asked: “What’s your top advice for how we can improve our external communications?”
- [Why Everyone in Retail Needs To See Area 15](https://thesmartagency.com/why-every-icsc-attendee-needs-to-see-area-15/): Authored by: Jenn Quader, President and CEO
- [Commercial Real Estate Communications: The Impact of What We Do](https://thesmartagency.com/blog-commercial-real-estate-communications-the-impact-of-what-we-do/): Authored by: Jenn Quader, President and CEO
- [Why Commercial Real Estate is the New World-Saving Career](https://thesmartagency.com/blog-why-commercial-real-estate-is-the-new-world-saving-career/): Authored by: Jenn Quader, President and CEO
- [Is It Worth Marketing Through a Downturn?](https://thesmartagency.com/is-it-worth-marketing-through-a-downturn/): While nothing has stopped movement so rapidly as COVID 19, there have been multiple uncertain moments for the economy as a whole and specifically for commercial real estate.
- [Measuring Results – Using Organic Social Media Analytics to Drive ROI](https://thesmartagency.com/measuring-results-using-organic-social-media-analytics-to-drive-roi/): Most marketing professionals are aware of the power a targeted social media strategy holds in expanding the reach of a company’s message.
- [Marketing Strategy: A Users’ Guide to Goal Setting](https://thesmartagency.com/marketing-strategy-a-users-guide-to-goal-setting/): In any endeavor, setting goals at the beginning of the year correlates directly with success at year’s end.
- [Effective Content Marketing: New Ways to Attract Your Target Audience](https://thesmartagency.com/effective-content-marketing-new-ways-to-attract-your-target-audience/): Picture this: You’ve just written the perfect blog for your company. The subject matter is compelling, the writing is high quality and engaging, and the piece flawlessly captures the message points your company is striving to convey.
- [Top Four Reasons Why Hiring a PR Agency Makes Sense](https://thesmartagency.com/top-four-reasons-why-hiring-a-pr-agency-makes-sense/): Hiring a PR agency can support your marketing efforts, strengthen your company culture, and get your firm noticed by the right targets.
- [If Content is King, Quality is Queen](https://thesmartagency.com/marketing-strategy-if-content-is-king-quality-is-queen/): Quality content is essential to every great marketing strategy.
- [What is Your Company’s Social Media Strategy and Is it Working?](https://thesmartagency.com/what-is-your-companys-social-media-strategy-and-is-it-working/): The right social media strategy will help generate more business.
- [Does PR Still Work in the Age of Social Media?](https://thesmartagency.com/do-pr-strategies-still-work-in-the-age-of-social-media/): PR strategies do still work—as long as they are targeted.
- [Three Things That Can Improve Your Social Media For Commercial Real Estate Marketing](https://thesmartagency.com/3-things-that-improve-social-media-for-commercial-real-estate-marketing/): It’s as simple as three little steps to improve your social media tactic in your commercial real estate marketing.
- [Five Ways To Ensure Great Marketing For Commercial Real Estate](https://thesmartagency.com/five-ways-ensure-great-marketing-commercial-real-estate/): Those seeking great marketing for commercial real estate can follow the five steps below to ensure they get great results this year.
- [The Best Social Media Platforms for Commercial Real Estate](https://thesmartagency.com/the-best-social-media-platforms-for-cre/): What are the best social media platforms for commercial real estate?
- [5 Best Social Media Strategies for Commercial Real Estate](https://thesmartagency.com/5-best-social-media-strategies-for-cre/): When it comes to creating the best social media strategies for commercial real estate, there are 5 Best Practices that are wise to implement.

## Pages
- [SmartVibes Newsletter Spring 2026](https://thesmartagency.com/smartvibes-newsletter-spring-2026/): By Jenn Quader, President and CEO
- [SmartVibes Newsletter Winter 2026](https://thesmartagency.com/smartvibes-newsletter-winter-2026/): At The Smart Agency, we’re honored to spotlight exceptional voices shaping the future of commercial real estate.  Recently, our CEO Jenn Quader had a chance to sit down with Claire Johnston, CEO of Americas for Lendlease on behalf of GlobeSt.com in preparation for the recent “Women of Influence Los Angeles” event at L.A. Live. The conversation perfectly exemplifies the transformative leadership driving our industry forward.
- [SmartVibes Newsletter Fall 2025](https://thesmartagency.com/smart-fall-newsletter-2025/): What do waste management, film studios and industrial real estate have in common? Our Client BLT Enterprises!  
- [SmartVibes Newsletter Summer 2025](https://thesmartagency.com/smartvibes-newsletter-summer-2025/): In a year when most CRE brokers closed fewer than 10 deals due to strict lender underwriting and an uncertain investment climate, our Client Levin Johnston of Marcus & Millichap increased its transaction number to 80 in 2024 (up from 50 in 2023). The team is anticipating another 50% increase to approximately 120 deals by the end of 2025. 
- [Cookie Policy](https://thesmartagency.com/cookie-policy/): JTNDJTIxLS0lMjBTdGFydCUyMENvb2tpZVllcyUyMGNvb2tpZSUyMHBvbGljeSUyMC0tJTNFJTBBJTNDc2NyaXB0JTIwaWQlM0QlMjJja3ktY29va2llLXBvbGljeSUyMiUyMHR5cGUlM0QlMjJ0ZXh0JTJGamF2YXNjcmlwdCUyMiUyMHNyYyUzRCUyMmh0dHBzJTNBJTJGJTJGY2RuLWNvb2tpZXllcy5jb20lMkZjbGllbnRfZGF0YSUyRmQ4ODlhYjI5MWJiY2ZlMGEzMzY3MGIzZTUxMThjZjc0JTJGY29va2llLXBvbGljeSUyRnNjcmlwdC5qcyUyMiUzRSUzQyUyRnNjcmlwdCUzRSUwQSUzQyUyMS0tJTIwRW5kJTIwQ29va2llWWVzJTIwY29va2llJTIwcG9saWN5JTIwLS0lM0U=
- [SmartVibes Newsletter Spring 2025](https://thesmartagency.com/smartvibes-newsletter-spring-2025/): AI is taking retail entertainment experiences to the next level. As demand for immersive entertainment continues to grow, retail owners are innovating how they are delivering one-of-a-kind experiences at their properties. Our Client OTL recently patented a unique AI technology, Aquarius Interactive™, that allows guests to control the effects of a show fountain with a simple wave of the hand or body movement—no wires or devices of any kind! The technology provides a guest experience like none other and has a wealth of applications for retail stakeholders.
- [Thank You](https://thesmartagency.com/thank-you/): What happens next?
- [ULI Urban Plan Snippet](https://thesmartagency.com/uli-urban-plan-snippet/)
- [ULI Urban Plan Marketing](https://thesmartagency.com/uli-urban-plan-marketing/)
- [Urban Plan’s Got Talent](https://thesmartagency.com/urban-plans-got-talent/)
- [Michael Gormley](https://thesmartagency.com/culture/michael-gormley/): Michael is a trusted senior communicator with extensive in-house and agency experience developing communications campaigns for companies to effectively share their stories.
- [Amy Sorter](https://thesmartagency.com/culture/amy-sorter/): Amy Sorter is an award-winning journalist, copywriter, and principal of The WordSorters. An accomplished wordsmith, Amy is highly regarded for creating engage-able content for non-profit organizations, small businesses, and Fortune 500 companies. As part of Team Smart, Amy crafts bylined articles, press releases, blogs and other content formats for the Agency’s real estate clients.
- [Mission & Core Values](https://thesmartagency.com/mission-core-values/): Our Mission   The Smart Agency® exists to advance commercial real estate and finance through effective communications. Our Vision   We help the world advance the built environment, deepen social impact, and preserve stability while building the next generation of great commercial real estate communicators. Our Core Values CLIENT SERVICE IS IN OUR DNA   We consistently understand our Clients’ business needs. WE OPERATE WITH INTEGRITY   Team Smart is honest, fair and ethical in all things. OUR PEOPLE ARE BRAVE   We have the courage to tackle problems, make effective decisions, adjust and innovate. WE TREAT EVERYONE WITH RESPECT   Team Smart brings compassion and open-mindedness to everything we do. WE ARE ACHIEVERS   We are curious, highly productive, and tenacious in our commitment to achieving powerful results. WE ARE BELIEVERS   We believe in the power of communications to help others. Stay in Touch - Join The Smart Community
- [Accessibility](https://thesmartagency.com/accessibility/): thesmartagency.com Accessibility Statement
- [Contact Jenn](https://thesmartagency.com/contact-jenn-quader/): <- Go Back
- [Press/Publicity](https://thesmartagency.com/smart-work/press-publicity/): <- Back to SmartStop
- [Careers](https://thesmartagency.com/careers/): We’re currently seeking a smart, talented Account Manager with 2-3 years of professional public relations/media relations experience to join our team.
- [Home](https://thesmartagency.com/): The Smart Agency, Inc. is the leading professional communications firm for commercial real estate and financial services companies in the United States.
- [Event Planning](https://thesmartagency.com/smart-work/event-planning/): <- Back to SmartStop
- [Video Production & Storytelling](https://thesmartagency.com/smart-work/video-production-storytelling/): <- Back to SmartStop
- [Digital/Social Media](https://thesmartagency.com/smart-work/digital-social-media/): <- Back to SmartStop
- [Branding](https://thesmartagency.com/smart-work/branding/): <- Back to SmartStop
- [Website Design & Development](https://thesmartagency.com/smart-work/website-design-development/): <- Back to SmartStop
- [Contact](https://thesmartagency.com/contact/): Find out what makes us different
- [Email Marketing](https://thesmartagency.com/smart-work/email-marketing/): <- Back to SmartStop
- [FAQ](https://thesmartagency.com/faq/): We see this as one of the greatest challenges of our industry: helping to carve out and define what CRE really is.
- [Team](https://thesmartagency.com/culture/team/): Jenn leads Team Smart, spearheading the agency’s innovative PR, content, and marketing strategies to deliver bottom line results to many of the most significant CRE, retail and finance companies in the U.S.
- [The Smart Blog](https://thesmartagency.com/the-smart-blog/)
- [Smart Work](https://thesmartagency.com/smart-work/): Our Work. Much like the value our clients create in their investments, the results The Smart Agency® delivers are both seen and felt over the long term. Our clients typically experience accelerated fundraising, dealmaking, and an ease of doing business based on highly credible visibility. Below, we invite you to explore the world of “SmartStop” – a new way to experience the services and results The Smart Agency® produces for our clients. Stay in Touch - Join The Smart Community
- [Clients](https://thesmartagency.com/clients/): Clients. The Smart Agency® is honored to serve the best and brightest throughout the U.S. These are the companies, innovators, and trend-setters who are changing commercial real estate and finance for the better. We are proud to build their reputations and share their successes. Client Experience Stay in Touch - Join The Smart Community
- [Expertise](https://thesmartagency.com/expertise/): Expertise. The Smart Agency® exists to advance commercial real estate and finance through effective communications. We achieve this through a variety of customized and proven public relations and communications services that deliver widespread visibility, credibility, and prominence to some of the nation’s leading companies. To learn about our services and the results they produce, take a quick walk through our SmartStop Town Center. To understand our industry expertise, read through some of the sectors in which we specialize: Multifamily   The Smart Agency® has extensive experience in communications for multifamily, workforce housing, affordable housing, social impact housing, senior housing, active adult housing, mixed-use, and multifamily financing. Office   Our communications expertise spans office investment, leasing, development, asset and property management, as well as creative space and tenant trends. Industrial   From big-box to light industrial, R&D to build-to-suits, cold storage to data centers, The Smart Agency® has loved industrial since before it was hot. We are proud to have expertise in communicating on behalf of developers, owners, operators, fund managers and tenants throughout the industrial sector. Retail   Our rich history in retail spans the promotion of ground-up shopping centers and entertainment destinations, retail investments and leasing, mixed-use and redevelopments, and retailer communications. Finance   Financing is the backbone of the commercial real estate industry. Our team is experienced in communicating on behalf of high-level capital markets experts, giving us an understanding of structured finance, short-term and long-term lending, private equity and credit strategies, among others. Institutional   Investment at the institutional level requires a high level of excellence in all things – from operations to communications. The Smart Agency® specializes in institutional communications that reach high-net worth investors, family offices, pension/retirement funds, life insurance companies, banks, and financial advisors across the globe. ESG   The principles of Environmental Social Governance are increasingly guiding global investment. The Smart Agency® is experienced in working with impact investors and understands how to properly communicate the power of these strategies. Investment/Fund Management   Fund Managers have a deep responsibility to stakeholders – something The Smart Agency® takes very seriously. We serve large, mid, and small-cap fund managers with strong investment theses, helping them reach and communicate with investors, advisors, and partners to advance their goals. Architecture   Architects are the artists who breathe life into structures. The Smart Agency® is proud of our deep architectural communications experience, spanning office, multifamily, healthcare, industrial, educational, and retail product. Engineering   Engineers make everything work, always with precision. The Smart Agency® serves as a polished partner, helping engineering firms communicate the complexity of their expertise in a way that brings understanding and new opportunities. Construction   Construction companies are the doers who bring commercial real estate projects to fruition. The Smart Agency® helps construction firms communicate their deep value and points of difference, with experience spanning commercial and institutional construction, multifamily, residential, and affordable housing, as well as specialized construction. Development   Developers are visionaries who reshape everything from skylines to neighborhood corners. The Smart Agency® understands how to communicate a developer’s vision effectively to all stakeholders. Through strategic public relations and innovative marketing, we help developments press forward with increased ease and consensus, while demonstrating value to prospective future buyers. Brokerage   Brokers know how to deliver. Our job is to make sure the world knows how good they are. The Smart Agency® has nearly three decades of experience building the reputation of expert brokerage firms specializing in office, industrial, flex, retail, multifamily, self-storage, and land. Stay in Touch - Join The Smart Community
- [Story](https://thesmartagency.com/story/): Once upon a time, in January of 1994, a determined young woman rented an office space, put on a suit, and sat down at a desk by herself.
			- [Culture](https://thesmartagency.com/culture/): Meet Team Smart. If you’re looking for a firm that means business for its Clients, we are the firm for you. If you’re the best communicator you know, are extremely smart, have incredible creativity, and want to work with people who do exceptional work together, click below to learn more. Stay in Touch - Join The Smart Community
- [Privacy Policy](https://thesmartagency.com/privacy-policy/): In Short: We collect personal information that you provide to us.

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