View of an outdoor courtyard at a modern office or educational building with red brick walls, trees, seating, and a curved balcony.

Broker-facing messaging strategy for real estate transactions, structured giving, and institutional property disposition.

University Realty connects property owners and development officers to structure real estate gifts and bargain sales that convert complex property holdings into institutional capital for Arizona State University.

In partnership with University Realty, I developed a multi-year broker-facing communications campaign designed not to appeal directly to donors, but to the commercial brokers who control access to high-value property transactions and can position ASU Enterprise Partners as a strategic counterparty in those deals.

Broker acquisition system (FY23)

The first phase of this work focused on building a broker acquisition system — direct outreach designed to position ASU as a credible counterparty in complex real estate transactions and introduce University Realty’s services to the commercial and residential brokers who control access to high-value property deals.

Hard-copy
first impression

A personalized broker letter designed to break through the noise of traditional marketing and introduce University Realty as a practical solution for complex property transactions, tax planning, and client asset disposition.

Letter from Brad Grannis, Director of Real Estate and Assets at University Realty, Arizona State University, discussing real estate options, with Arizona State University and University Realty logos at the bottom.
A letter or form with the Arizona State University (ASU) Foundation logo, address, and placeholders for recipient and address details.

Digital
follow-through

A companion email campaign that reinforced key messages from the mailed letter, provided additional context and proof points, and created a direct pathway for brokers to begin a conversation with the University Realty team.

Email from Arizona State University Realty discussing real estate opportunities to support Arizona State University, signed by Brad Grannis, Director of Real Estate and Assets.

Our first contact with brokers yielded more than $40 million in qualified leads within the first two weeks.

Broker event campaign
(FY24)

The second phase expanded this foundation into a multi-touch broker communication series, designed to move beyond initial awareness and build sustained engagement through targeted messaging, case-based narratives, and event-driven outreach that deepened broker familiarity with University Realty’s transaction capabilities and positioned the managing director as their primary point of contact.

Laying the groundwork

An educational email introducing charitable remainder trusts and related tax-advantaged transaction structures, building credibility through practical expertise and demonstrating how University Realty could help brokers create value for clients beyond a traditional sale.

Email from Arizona State University University Realty discussing Charitable Remainder Unitrusts, explaining their benefits for clients, and promoting consultation options with contact details.

Swinging for the fences

A personalized event invitation that shifted the relationship from information-sharing to direct interaction, inviting brokers to continue the conversation in person and begin building the trust necessary for future partnerships and transactions.

An event invitation for a baseball game between ASU and UCSD, hosted by University Realty, with a photo of a baseball player in uniform fielding the ball at a baseball stadium.

Collateral for the crucial moment

A concise leave-behind guide that translated charitable remainder trusts and bargain sales into practical business tools, giving brokers a simple framework for discussing tax-advantaged transaction strategies with clients when conventional solutions no longer fit the situation.

An informational poster for Charitable Remainder Trusts created by the ASU Foundation at Arizona State University, featuring a modern building with the ASU logo, and sections explaining the benefits of the trust, including icons illustrating income, tax benefits, and support for Arizona State University.

Broker case studies
(FY24)

The third phase developed a broker warming journey anchored in case study storytelling, translating completed real estate transactions into clear, repeatable narratives that demonstrated how complex property assets could be structured into tax-advantaged gifts and bargain sales. The journey also extended engagement into an in-person networking event that built on the success of the baseball outing and deepened relationship development with target brokers.

Introducing the playbook

A deeper educational sequence that translated charitable remainder trusts and bargain sales into actionable business tools, helping brokers understand when these structures could preserve commissions, unlock stalled transactions and create value for clients.

Case-based clarity

A comprehensive case study document translating University Realty’s real estate gift structures into practical, real-world examples. It demonstrates how bargain sales and charitable remainder trusts unlock value across residential, commercial, and industrial properties while giving brokers a clear framework for positioning tax-advantaged transactions when conventional sales approaches fall short.

  • A person holds out a key to another person who is handing over an envelope, with a small model house on the table and a logo of Arizona State University Foundation at the bottom.
  • An informational page about methods of giving, including various options for donating real estate, and an example of a university real estate transaction involving a manufacturing building in Brooklyn Industrial Park.
  • Photo of a multi-story building with modern architecture, and trees in front, located at the corner of College Avenue and Veterans Way in Tempe, with flags of the United States.
  • A document page titled "Broker/real estate agent frequently asked questions" with multiple questions and answers about property transactions, commissions, debts, deferred maintenance, property acceptance, and property location near Arizona State University or in metro Phoenix.
  • A multi-section informational flyer about real estate and nonprofit services. The top section discusses legal and tax considerations for LLCs and partners. The middle section highlights benefits of donations and bargain sales. The bottom provides contact information for Bradley Grannis, including email and phone number, with logos of ASU Foundation and Arizona State University.
  • A modern house with stone and wood exterior surrounded by trees and greenery, featuring large windows and a sloped roof.

Broker education series (FY25)

The fourth phase extended the broker communication system into a tax strategy-focused engagement series, using webinar invitations, a “Beyond 1031” email sequence, and supporting messaging assets to reposition University Realty within broader real estate tax planning conversations and sustain broker engagement through ongoing, education-driven touchpoints.

Moving beyond the 1031

An education-driven email sequence that reintroduced charitable remainder unitrusts and related structures as practical tools for increasing transaction velocity, reducing tax burden, and expanding deal pathways for clients. The series combined direct broker outreach, concise follow-up messaging, and webinar invitations — including a “Beyond 1031” event — to sustain engagement, deepen understanding of tax-advantaged structures, and convert early interest into ongoing advisory conversations.