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How Walker & Dunlop Is Using AI to Modernize Its Marketing
Thursday, May 1, 2025
On Tap Today
AI’s marketing moment: Walker & Dunlop have begun using a number of AI tools to help them improve their ability to provide their employees with customized marketing materials.
Continental drift: As U.S. stability wavers, European commercial real estate may emerge as a safe-haven investment, says Cushman & Wakefield.
Northern exposure: Ivanhoé Cambridge plans to sell its Chicago tower at a loss, hinting at wider Canadian pullback from U.S. real estate.
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Capital Markets
Walker & Dunlop is transforming its commercial real estate marketing efforts by integrating AI to enhance content creation, streamline operations, and personalize client interactions. Rather than replacing its 45-person marketing team, the company is empowering them with AI tools to produce more tailored and efficient materials. We spoke to the company’s Chief Marketing Officer, Carol McNerney, about how she is using AI to enable her team to deliver higher-quality content at scale.
In the complex world of commercial real estate, marketing materials like Offering Memorandums require a balance of detailed information and visual appeal. Walker & Dunlop addresses this by training AI models on their brand voice and design preferences, allowing for the creation of customized materials that resonate with individual clients. This approach moves beyond generic templates, offering a more personalized experience for clients.
The company's AI strategy extends beyond content creation. By analyzing the outcomes of various marketing campaigns, Walker & Dunlop aims to refine its strategies and improve future initiatives. Additionally, the integration of AI into their website development process has enhanced the team's ability to make updates efficiently, reducing reliance on developers. This holistic approach to AI adoption positions Walker & Dunlop at the forefront of innovation in commercial real estate marketing..
Overheard
This paper, written before GPT-4o native image generation, suggests that AI is already good enough to have a massive impact on both marketing and jobs in the field. On a variety of tests, AIs outperformed human freelancers in marketing image creation, including in click throughs.
— Ethan Mollick (@emollick)
12:51 PM • Apr 7, 2025
Security Technology
Fast Take
According to a new Cushman & Wakefield report that analyses the effect of President Trump's first 100 days in office, commercial real estate in Europe might be set to increase in value thanks to the trade war. As the U.S. continues to show that it might not be as stable of an economy as it once was thought to be, the thought is that more money will look for safe investments in European real estate.
While growth is expected to slow globally, the devaluation of the dollar and the return of European manufacturing could boost real estate values. Even with all of the uncertainty right now Cushman & Wakefield believes that the underlying fundamentals remain supportive of a gradual recovery of European commercial real estate.
Fast Take
Ivanhoé Cambridge, the real estate arm of Canadian pension fund Caisse de Dépôt et Placement du Québec, is reportedly looking to sell its Chicago office tower, 125 S. Waker Drive. The building, which only has about 60 percent occupancy, is expected to sell for around 60% less than it was purchased for eight years ago.
The sale is another bad sign for Downtown Chicago office real estate, which has struggled much more than many other cities and even other parts of Chicago. But it also might be a sign of Canadian investors pulling back from American real estate. Other Canadian pension funds have also divested from their American office towers at a loss. If the tensions between the Trump administration and the new Canadian Prime Minister continue there could be more Canadian investors who might consider selling their American real estate, even if it means losing money on the deal.
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Propmodo Daily is written and edited by Franco Faraudo with contributions from readers like you and the Propmodo team.
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