Understanding some of the most common marketing mistakes can help companies maximize their budget and create marketing programs that move the need. Here are five critical marketing pitfalls businesses should avoid in 2026 as they look for marketing success.
On this episode of Fractional Impact, we sat down with John Bacon, a marketing and communications leader with more than 30 years of experience building and transforming brands across commercial real estate, investment management, and B2B services. John has served as CMO and senior marketing leader at organizations including MCS, Modiv, CIM Group, and VEREIT, where he built full marketing functions from the ground up and played a direct role in driving capital raise, revenue
A new era of lead generation is upon us. Visibility alone no longer drives growth. The core factor is now credibility. Across commercial real estate, financial services and B2B industries, prospective clients are engaging with companies that demonstrate expertise, communicate with clarity and provide measurable evidence of impact. Traditional outreach tactics built on volume and promotion are giving way to strategies rooted in authority, value and strategic alignment. The shotgun approach of days past
In a noisy, fast-moving and fragmented market, great marketing isn’t about doing more—it’s about doing the right things, well, right. Whether you’re launching a new offering or service, repositioning your brand or trying to increase market share, a clear, strategic approach can make the difference. At JAB Marketing, we use a four-step framework that helps businesses align their goals, message and execution for maximum impact. This post breaks down that framework—and why it works. 1.
In commercial real estate, reputation matters—and so does visibility. Whether you’re filling space, raising capital, sourcing acquisitions or focused on building long-term brand value, social media has evolved from a “nice-to-have” into a critical piece of your marketing and business development strategy. But social media in CRE isn’t about going viral. Rather, it’s about being visible to your target audience with the right content at the right time. Here’s how leading CRE firms are using
You can’t fix a weak brand with a nice logo. And you can’t grow a business on vague messaging or inconsistent visuals. If your brand isn’t working as hard as it should, revisit the layers: features, benefits, persona, promise and idea. Build from the bottom up—and don’t rush the top. Want help putting this into action? That’s where we come in. Drop us a line at JAB@JABMarketing.co to discuss how your brand can make an impact.
