Strategy Makes Risk Less Risky (Issue #3)

When you think about commercial real estate marketing, “risky” isn’t usually the first word that comes to mind. Most CRE brands play it safe—defaulting to generic language, forgettable visuals, and vague messaging about “unmatched opportunity.” But here’s the kicker: playing it safe is the riskiest move of all.

Without strategy, every creative decision feels like a shot in the dark. But with the right strategy, even bold, edgy moves become calculated risks. That’s exactly what Mann Sales Co., led by Jack Levinson (Creative Director) and Yudi Lewis (Chief Copywriter), proved when they reimagined Sevenstone’s brand from the ground up.

At the heart of their work was one simple insight, pulled straight from Sevenstone’s DNA: All 7 partners work on every deal.

It’s not a flashy concept, but it’s real. And when you amplify it to the millionth degree, it becomes a powerful differentiator.

Start with Understanding Your Customer’s True Motivation

Before we even get into strategy and execution, let’s talk about empathy—one of the most underrated tools in marketing. Understanding your customer’s true motivation is the key to creating campaigns that resonate.

In Sevenstone’s case, the motivation wasn’t about square footage or interest rates. It was about ambition, legacy, and empire-building. No one rents a warehouse because they want space—they rent it because they want to grow their business and become the next big e-commerce brand.

The Sevenstone mission statement captures this perfectly:

"No one gets into real estate to make a little passive income. You get into real estate because you want to build an empire that spans cities, states, and countries. You want to put your name on skyscrapers and be the person people whisper about when you step out of your chauffeured car."

Sevenstone’s marketing speaks directly to that ambition—and that’s what makes it work.

Start with the “Book of Truth”

Before the first tagline was written or design concept sketched, Mann Sales Co. built what they call the Book of Truth—a deep-dive brief that acts as the ultimate strategic guide.

This document is more than a typical creative brief. It’s a comprehensive North Star that includes:

• Company History: Who they are, where they’ve been, what makes them different

• Market Trends: The shifting CRE landscape and competitor analysis

• Customer Motivations: What drives their audience—not just what they buy, but why they buy it

• Core Insight: The one thing that will define the brand’s voice, messaging, and visual direction

Once the client signed off on this Book of Truth, Mann Sales Co. had the freedom to take bold creative risks because every decision was anchored in strategy.

Finding the Hidden Gem and Amplifying It

Every brand has a hidden gem—a simple truth that makes them unique. The trick is to find it and amplify it until it becomes a full-blown brand story. For Sevenstone, that gem was their collaborative approach: all partners work on every deal.

Mann Sales Co. saw that process and built the entire brand around it. The tagline, “More of us, getting more for you,” became the rallying cry for the brand. Suddenly, what seemed like a boring operational detail became the differentiator that set Sevenstone apart.

This isn’t just a creative exercise. It’s strategy in action. The best brand stories are often hiding in plain sight—it just takes the right team to uncover and amplify them.

The Takeout Analogy

At its core, strategy is about focus. It’s about making deliberate choices and sticking to them. Jack Levinson explains it best with what we now call the Takeout Analogy:

“Sushi, pizza, or Chinese—all great options. None are wrong. But if you don’t decide, you’re just driving in circles.”

In branding, this means choosing one core message and building everything around it. Without strategy, brands try to say everything at once—“We’re fast! We’re affordable! We’re the best negotiators! We’ve closed billions!”—and end up saying nothing memorable.

But Sevenstone? They stuck to their one insight and amplified it everywhere.

Balancing Bold with Professional

Here’s where the magic happens. Strategy isn’t just about words; it’s about the balance between creativity and credibility.

Think of it like this: You can wear a pink suit. You can wear a floral tie. But wear them both at the same time, and you’ll look like a clown.

In marketing, this means balancing creative risk with professionalism. Mann Sales Co. kept Sevenstone’s visuals clean and modern, letting the bold copy do the heavy lifting. This balance made the brand feel innovative but still credible.

Risk in Marketing: No Best Practices, Only Bold Moves

Here’s a little secret: There are no best practices for bold ideas. The best creative work is often something that hasn’t been done before. That’s risky. But it’s also where the magic happens.

In big companies, risk-aversion is common. Too many decision-makers, all incentivized to choose the safest option. As Yudi Lewis pointed out:

"No one gets fired for following best practices. But every 10 years, the whole department gets fired for falling behind."

Strategy makes bold ideas possible. It gives you the confidence to take risks because you’re not guessing—you’re acting with intention.

How to Make Strategy Work for You

So, how can you apply these lessons to your own marketing? Start with these steps:

1. Build Your Book of Truth: Spend the time up front. You’ll save endless headaches down the road.

2. Find One Insight and Amplify It: Not five, not three. One. Build everything around it.

3. Balance Bold with Serious: Want edgy copy? Keep the visuals simple. Going wild with design? Stick to clean, clear messaging.

4. Embrace Empathy: Understand what drives your customers on a deeper level and build your messaging around that.

5. Choose Your Takeout: Strategy is about focus. Make a decision, stick with it, and trust the process.

Growth update

We’re holding steady at 17 subscribers this week—same as last issue. And yeah… not exactly the rocket-fueled growth story dreams are made of.

But let’s be real: between raising two tiny humans and building WareSpace, I’m not exactly knocking on strangers’ doors with “Have you heard the good word about CRE marketing?” pamphlets. (Yet.)

That said, something unexpected has happened. I’ve realized that through writing these newsletters, I’m becoming a better marketer. They say if you want to master something, teach it. And writing this every week is forcing me to put my thoughts into words, break down ideas clearly, and sharpen my thinking about strategy and creative in a way I wasn’t expecting.

I’ve caught myself applying lessons from these newsletters in my day-to-day work at WareSpace—writing stronger copy, thinking more strategically, and making bolder creative decisions. Turns out, this newsletter isn’t just for the 17 of you. It’s for me too.

The goal is still 1,000 subscribers by the end of 2025, which means I need to start showing up more on LinkedIn and X, plus considering some creative incentive programs. Like, “Refer 5 friends, and I’ll name my next houseplant after you.”

In the meantime, if you know anyone in CRE marketing who could use a little strategy refresh—or just wants a laugh while pretending to work on LinkedIn—send them my way. Let’s grow this thing together.

Eric Golman is the CMO of WareSpace, leading marketing for one of the most innovative brands in CRE. Follow @egolman on X and connect on LinkedIn.

Eric is also the founder of ABCEO Books, a series of board books that helps parents share their careers with kids through fun, simple introductions to business concepts. The first book, Marketing for Babies, explains marketing fundamentals with vibrant illustrations and easy language. Commercial Real Estate for Babies is also now available (link)!