Branding the REIT is a powerful drama-based workshop that tackles the complex issues of branding REITs through highly creative methods. First presented at the British Council for Offices Conference in Dublin May 2006, the workshop gives participants the chance to devise ways to promote Real Estate Investment Trusts across the industry. The real life challenges are brought to life by our actors in a series of encounters which act as a catalyst for discussion and debate

Richard Williams is the CEO of UK Office Holdings, a large property company who are about to convert into a REIT. Richard wants to work on the key marketing messages with EJ Hammond, his Head of Marketing & Business Development. She is unclear about the way ahead. How can Richard help EJ think differently about promoting the benefits of becoming a REIT?

Part 2: The High Street

Basil Brown is an Independent Financial Advisor. He is approached by Joseph, a client who is interested in investing in REITs which he has read about in the Daily Mail. Basil is confused about REITs and guides him towards another product. How can the industry educate Independent Financial Advisors about the features and benefits of REITs and ensure that powerful, clear messages are sent to potential private investors?

Part 3: The Occupier

Roxanne Hummer is the CEO of Hummers, the global leader in web auctions. She wants a London HQ as quickly and cheaply as possible and is meeting with her Real Estate Director. He wants to go for a REIT-maintained property that is slightly more expensive than a non-REIT option but, he believes, makes more business sense. They are thinking of moving into a building run by UK Office Holdings. Can potential tenants be convinced of the benefits of moving into a REIT owned and managed property, and what are these benefits?

Part 4: The Elevator Pitch

This scenario brings together characters from all of the scenes. The audience’s role is to direct the scene and to clarify the sales messages of UK Office Holdings toward investors and occupiers

Branding the REIT can last between 60 - 90 minutes, depending on the level of facilitation and group exercises that are run.

Additions to the workshop

Property Live! / City Drama role players frequently work on the following training scenarios: Customer Service, Business Development, Assertion, Appraisals and Reviews, Relationship Management, Sales, Interview and Selection, and Telephone Skills. We are able to help with your assisting your team to rehearse selling the REIT on a one-to-one level, using any of the situations from the main workshop, or in bespoke scenarios. A role play workshop might last for a morning or the entire day, depending on the number of delegates and actor-facilitators.

Drama-based learning

We offer a wonderful tool for business development and for achieving best practice in the property industry. Drama-based learning is an interactive, sensitive and focused method that has proven to be cost-effective and fun for all participants. Intimidating role plays are a thing of the past

Who we are:

Howard Morgan, Kingsley Lipsey Morgan is one of the UKs leading specialists in customer service and branding in the property industry.
Actor-Manager Marcus J Freed founded City Drama in 1998 and has been working with the property industry since 2000.