BioMed Realty

Since 2004, BioMed Realty has been the leading provider of real estate solutions to the life science community. BioMed Realty has a proven track record in bringing unmatched expertise to the full range of real estate services – leasing, development, construction, redevelopment, acquisition, financing and property management – to our tenant partners in the United States and United Kingdom. In January 2016 BioMed Realty Trust was acquired by Blackstone Real Estate Partners for $8 billion.

Challenge

The initial digital strategy for BioMed Realty Trust (BMR) was to focus on investor relations to gain more market share and visibility within the industry. A comprehensive approach was required to showcase over 18 million square feet of rentable space worldwide to the life science investment community. With BMR’s recent acquisition by Blackstone more of an emphasis will be placed on using social media channels to drive leasing efforts. The new strategy includes utilizing an extensive photography library of each property to expand on property details, current tenants and leasing opportunities.

Approach

Supporting BioMed Realty Trust and their interactive marketing needs for over 12 years, selecting a technology that enabled growth and flexibility was important. PAK Digital selected the Microsoft .NET framework for BMR’s enterprise level and security requirements. As BMR’s portfolio has grown so have their interactive needs. PAK Digital has been able to leverage the foundation initially designed for integrated email modules and content management tools.

Results

BioMed Realty continues to see an average increase of 22% in search results and online conversions for their properties through the use of integrated email marketing to premier real estate brokers and social media campaigns.