How does an industry leader like Morguard view their web strategy? Scott Thomas was responsible for developing the parameters of the design and functionality of Morguard's exceptional web site. Scott was kind enough to share his thoughts on marketing, corporate branding and new site development:

[John Zsolt] What were some of the key challenges you faced in developing a web strategy for Morguard?

[Scott Thomas] There were many challenges in developing our site, however the greatest challenge was creating a structure that would allow us to present an integrated view of six Morguard companies, while presenting a common look and feel. We needed to be able to both present a common brand promise yet allow each entity to maintain some individuality. Of particular concern was that within the six groups there were three public companies, which needed to maintain themselves as unique entities.

[John Zsolt] Beyond corporate branding what other role should a web site play for a commercial real estate company?

[Scott Thomas] One of the most important roles of a real estate web site is to provide clear, concise and accurate information to its stakeholders. Clients, brokers, tenants, staff and the general community access our site for information such as secure reports, availability information and tools like our ServiceLink system, which connects tenants with property management staff.

[John Zsolt] You have started to outsource the managment of your drawing and stacking plans for your site. What advantage does this outsourcing provide in your view.

[Scott Thomas] The key advantage of outsourcing this role is that it gets done and it gets done consistently, accurately and timely. Without this service, our ability to provide availability information was inconsistent. Some regions do this well yet others don't. Outsourcing provides us the ability to create a consistent marketing program and reduces the administrative burden on Leasing Managers so they can spend more time leasing space.

Visit: www.morguard.com