Brand Strategy Boosts Facilities Management Firm Revenue 200%
The leader of a prominent real estate facilities management firm needed a change. Faced with stalled growth and declining deal closures, our targeted brand refresh reinvigorated his approach, giving him the confidence to engage powerfully in sales conversations. This strategic overhaul revitalized his performance and doubled the firm’s revenue, demonstrating the profound impact of aligning brand strategy with leadership strengths.
The Results
Achieved 5-year revenue goals in one year.
Complete refacing and overhaul of the brand.
Company culture and morale behind the brand are at an all-time high.
New clients love and engage with the brand.
“Our brand refresh has been the biggest pay-off. My team is proud, and more importantly, my customers love it! It was worth every single minute and every single dollar.”
Project Overview
JorgensenFM, the Facilities Services division of the esteemed Roy Jorgensen and Associates, has led Infrastructure Service and Maintenance Management for over 60 years. Despite their extensive experience, they struggled to win new business, often losing to more recognizable but less experienced competitors. Carl Edelblute, Senior Vice President, and Director faced a challenging five-year revenue goal amidst a lengthy 1-2 year sales cycle, a lean marketing team, and a series of losses. Recognizing the need for external expertise, Carl was poised to turn things around but unsure where to begin.
Our Approach
After assessing the brand and marketing programs, it became clear to all involved that a new visual identity and website were essential. However, we recommended a strategic pause to reevaluate before undertaking an extensive brand overhaul. We initiated a discovery phase consisting of a series of consulting sessions to gain a deeper insight into Carl’s division’s holistic challenges. Through this process, we were able to clearly define objectives, align with business goals and customer needs, and craft a logical action plan.
We analyzed everything from initial brand awareness touch points to the complexities of the full-cycle sales process. This helped us map a complete customer journey and identify target personas with extreme clarity. From there, we could zero in on who the decision makers are and what motivates them to buy FM services. This data set provided a critical framework for all messaging development and outreach strategies. The result was an attractive and clearly communicated value presentation from JorgensenFM to their ideal clients.
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