CLIENT
All Property Management

MEDIUM
Website Article

SITUATION
The client needed to appear as an expert for all concerns of property owners looking to hirer managers. An area they had never touched was gentrification, which was and is hot-button, and increasingly of concern for their customer base. They needed an outsider's input.

PROCESS
I researched deeply into the topic, approaching this as more as journalism than simply advertising. The readers of this site were of course property owners looking to make or save money. However, the issue was also one of politics and the client would be ill-served by appearing cold to less fortunate individuals.

So, I struck a balance between sensitivity and pragmatism that would not offend property owners while giving them sound financial advice.