Leveraging more than 20 years of proven marketing experience in the real estate industry, Colleen Lambros leads Auction.com’s marketing organization, creating innovative campaigns to drive visibility and increase engagement. In the past 12 months, Lambros spearheaded Auction.com’s comprehensive brand evolution, oversaw the continued growth of the platform and initiated a new strategy aimed to hyper-localize the company’s brand and products within each of the 3,100 counties it serves.
As Auction.com evolved, the original brand no longer reflected the company’s deep culture of innovation, the relentless commitment to the customers and communities it serves it and most importantly the depth of experience, talent and service that has made it the largest and most trusted estate platform.
Lambros identified this gap and launched a year-long campaign to develop and implement a new brand, while also ensuring the revised brand would pay respect to the past 10 years of partnership and innovation to the industry. As a result of her leadership, Auction.com unveiled its new brand look with the tagline “Beyond the bid” in August of 2017, demonstrating the commitment Auction.com has established to provide for its buyers, sellers and communities.
Marketing is most often viewed within the framework of a strategy to sell more products or services; however, Lambros understood the value of extending marketing capabilities to the buyers and sellers of real estate themselves, bringing buyers the best properties that match their interests and portfolios, while enabling sellers to develop optimal disposition strategies based on data intelligence focused on the buyer market.
What has been your secret to success?
“Focus your work and energy in areas that are your personal strength and give you great joy.”