Building Services
Value + Marketability

Helping building service companies align how they show up with the level of work they are already doing.

A lot can change inside a company before the market sees it.

The projects get larger. The work becomes more complex. The team grows. Systems and processes become more sophisticated. The company expands into new markets or service lines. What may have started as a local operation begins functioning like a regional or even national company.

But from the outside, it can still look like the business it was five or ten years ago.

That disconnect creates friction. Sales teams have to work harder to explain the company’s capabilities. Outdated websites and sales materials undersell the work. Prospective customers may not immediately recognize the sophistication of the operation behind the service.

The marketing can lag behind, too. Companies continue investing in familiar tactics without reconsidering how their best customers actually find, evaluate and select service partners. A sophisticated commercial real estate buyer may follow a very different path than the customer those tactics were originally designed to reach.

And when a company is preparing for its next stage of growth, expansion, acquisition or eventual sale, those gaps become even more important.

The business has evolved. Its market presence—and the marketing behind it—need to catch up.

THE WORK

Aligning the Business, the Marketability and the Marketing

Understand What the
Business Has Become

Look beyond the services being sold to understand how the company has evolved—its capabilities, operations, people, markets, customers and ambitions for what comes next.

Recognize What
Makes It Marketable

Identify the experience, expertise, systems, relationships and operational strengths that distinguish the company and matter to sophisticated commercial real estate buyers.

Rethink the Marketing

Move beyond familiar tactics to consider how sophisticated commercial real estate buyers actually find, evaluate and select service partners—and where marketing can influence those decisions.

Understanding the Business Behind the Work

Becoming a Better Business Partner
Commercial real estate is a sophisticated business environment. Owners, developers, property and facilities managers, engineers, architects and contractors each bring different priorities and expectations to the work.

The best service partners understand where they fit within that larger picture—and how their expertise contributes to the success of the property or project. The better you understand your buyer’s business, the better partner you can become.

Get Closer to the Industry You Serve
Industry involvement provides more than networking. It provides insight into how decisions are made, what different stakeholders value and where your expertise contributes.

That understanding makes you a better partner—and makes the marketing better, too.

How I Support the Work

Strategic Positioning
+ Marketability

Identifying what makes the company valuable, where it fits in the market and how that value should be communicated to commercial real estate buyers.

Business Development
+ Sales Support

Creating the messaging, tools and resources that help teams have better conversations with property managers, engineers, owners and other decision-makers.

Education + Industry
Engagement

Using education, association involvement and industry participation to build credibility, strengthen relationships and better understand the sophisticated buyers the company serves.

Marketing + Communications

Translating strategy into the right mix of websites, content, campaigns, sales materials and communications based on how customers actually find, evaluate and select service partners.

BETTER ALIGNMENT. LESS WASTED EFFORT.

Marketing Should Make the Business Easier to Grow

When positioning, sales, business development and marketing are working from the same understanding of the business, decisions become easier and execution becomes more focused.

Teams spend less time reinventing materials, explaining what the company does, or investing in tactics that don’t reach the right buyers. Marketing dollars can be directed toward the places they are most likely to support business development and growth.

Clarity saves time. Focus reduces waste. Better alignment creates momentum.

Northbridge Centre - Vanderbilt Office Properties

EXPERIENCE BEHIND THE WORK

Jackie Awve has worked within the commercial real estate and building services ecosystem for more than three decades, helping service companies better understand their markets, strengthen their positioning and communicate the value behind their work.

Her experience spans plumbing, roofing, landscaping, janitorial, construction, parking and other services supporting commercial properties, with work ranging from strategic advisory and business development to brand positioning, education and ongoing marketing leadership.

Better marketing starts with a more marketable business.

For building service companies, that means understanding what the business has become, what sophisticated buyers value and where marketing can make the greatest difference. The result is clearer positioning, stronger credibility and marketing that supports where the company is going next.