Commercial real estate services firm, with full-service offices in Washington, D.C., Maryland, Northern Virginia and Pennsylvania, refines advisory strategy to further embrace data-driven analysis and launches new, refreshed brand
Edge, a commercial real estate services firm that operates four offices throughout the Washington, D.C. metropolitan area and Pennsylvania, has revealed a new corporate branding strategy designed to emphasize the combination of entrepreneurial spirit and data-driven technology that differentiates the company in its various marketplaces. Founded in 2007, the firm is actively recruiting client advisory staff to complement its existing team and support short-term and long-term growth objectives.
“This strategy is all-encompassing and the result of a comprehensive self-examination to determine how the company can best help its clients make an impact on their organization by delivering timely and effective real estate solutions,” explained Joseph A. Sutton, Jr., Managing Partner at Edge. “We operate the most prolific and highly-desired real estate market in the country across all product categories, and the competition to service end-users, tenants, landlords and investors is increasingly fierce. The increased integration of the most current and expansive commercial real estate data into the decision-making process combined with diligent execution by our team is intended to showcase the distinctive reasons for partnering with Edge on a real estate assignment.”
The face of the branding strategy entails a new corporate logo, tagline and aesthetic that will be integrated into all corporate identity and communication deliverables including a new website, marketing materials, signage and social media sites. Over the past several months, Edge has reorganized the company’s operational infrastructure including the recruitment and promotion of professionals selected to help implement these programs. This includes personnel with responsibilities to develop and execute data-driven strategies to simplify and better execute sales and leasing decision-making for the company’s current and future clients.
“We have significantly upgraded the talent and depth throughout the entire organization to the benefit of the clients we serve,” Sutton added. “These professionals mesh with our existing team to provide analytical and marketing capabilities that cover the real estate services landscape, from custom financial analysis and market reporting to asset repositioning and rebranding consultation. We look for staff that have an extremely high level of technical competency paired with a do-whatever-it takes work attitude within the boundaries of honor and integrity, and that helps us to create separation from our competition.”
According to Sutton, Edge was founded during one of the most severe economic recessions in the United States, a period that significantly disrupted real estate transactions and pricing. “We defied the odds and successfully survived the mid-2000s downturn based on our strong entrepreneurial skills and unparalleled expertise and knowledge of the local real estate markets. Those difficult experiences are something that we frequently draw upon as we tackle new challenges,” Sutton explained.
“As a privately-owned company, we employ an operating structure that enables us to focus primarily and exclusively on the needs of the client and their business objectives, rather than dealing with corporate bureaucracy or the whims of a disconnected executive headquartered many miles away. We also empower our employees to present new ideas to improve our culture, make efficiency gains and ultimately results with our service delivery
“The Edgebrand is extremely well-recognized and respected among landlords, investors, and our peers in the Mid-Atlantic, and this exercise is intended to further elevate our company in the minds of our stakeholders and target audiences,” Sutton added.
Edge is a commercial real estate firm providing a full complement of advisory, leasing, investment sales, management, construction, property management and engineering services to clients throughout the Washington, D.C., Maryland, Northern Virginia, and Pennsylvania marketplaces. Founded in 2007, the company currently leases and manages more than 8.5 million square feet of commercial office, flex/office, industrial/warehouse, retail and mixed-use space. Visit www.edgecre.com
