Email marketing systems are crucial in today’s commercial real estate marketplace. A successful platform must include mobile technology and a seamless display. Real Capital Markets recently upgraded its email marketing service to include access across all devices, personalization features and eliminates the possibility of formatting issues. RCM helps to market 10,000 commercial real estate projects each year, and sends 3 million emails each week. The new system will more successfully match buyers and sellers.

“The cornerstone of our business is facilitating the connection between buyers and sellers of commercial properties,” Tanya Ball, director of client services at RCM, tells “Today more than ever, we live in a mobile society, with people working on the go, at various times of the day or night; and the tools they use—tablets and smart phones—are different than they were 5, 10 or 15 years ago. With more than half of all emails being read on mobile devices, it is imperative that our tools and systems embrace the needs, lifestyles and work habits of our clients.”

Mobile technology is being used more frequently in commercial real estate transactions, but user interface is just as important. RCM focused on creating a consistent look and experience across all platforms. “Back in the day, emails were created on a desktop to be viewed on a desktop,” says Ball. “As people began to use other means for viewing email, formatting conversions didn’t always come easy. But times—and our mobility—have changed. RCM’s upgraded system ensures consistency across all screen sizes.

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Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.

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