AFMKTG designed a new look and new logo for real estate developer Citymark.  Photo courtesy of AFMKTG

AFMKTG designed a brand new look and new brand for actual property developer Citymark. Picture courtesy of AFMKTG

Actual property builders are execs in relation to constructing every part from the house towers which might be altering the skyline of downtown San Diego to single-family houses. However in relation to making a reputation for themselves and establishing a model id, that is one other matter completely.

Amber Frankhuizen means to fill the hole.

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With a background in advertising and actual property, Frankhuizen is the founder and CEO of AFMKTG – a agency she began in 2018 after working as vice chairman of gross sales and advertising for actual property developer Zephyr of Encinitas.
Working for Zephyr “was like getting a PhD in improvement,” Frankuizen stated. However as a lot as she discovered, Frankhuizen stated “my ardour lies in artistic and in advertising, not in gross sales.”


AFMKTG has quite a lot of shoppers from a yacht builder to beauty dentists however actual property firms are the core of its enterprise.


“One of many explanation why we work so properly with builders is, truthfully, due to my historical past,” Frankhuizen stated. “I’ve labored in improvement for thus a few years, I do know what builders are about and wish.”


Mentoring


Frankhuizen earned a bachelor’s of science diploma in advertising from San Diego State College.


Rising up in Folsom, Frankhuizen stated that she grew to become eager about actual property via her grandmother and mom, each of whom have been within the enterprise of promoting houses. “I knew that I wished to be in enterprise,” Frankhuizen stated.


When somebody requested her as a baby what she wished to be when she grew up, “I at all times stated I wished to be joyful, however the fact is, I at all times wished to be the boss.”


She noticed advertising as a strategy to marry her love of actual property along with her love of artwork.


“I felt fairly misplaced in school and did not have a whole lot of path.”


She discovered her means with the assistance of a mentor, and has turn into a mentor herself at SDSU, bringing on two to 3 interns per semester.


“I am on a mission to vary what individuals take into consideration mentorship applications,” Frankhuizen stated. “There is no fetching espresso or dry cleansing or working orders.”


Rebranding


Frankhuizen began her enterprise in a Carlsbad coworking house with a employees of 1 – herself – and a single shopper.


“Now now we have a staff of 5 in San Diego and contractors all around the US that we work with,” Frankhuizen stated.

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Amongst her San Diego shoppers is CityMark, a developer that has constructed greater than 1,550 houses over the previous 22 years and constructed 23 housing developments.
AFMKTG got here up with a brand new look and brand for Citymark.


“Our model was getting stale,” CityMark vice chairman Russ Haley stated.


The corporate hadn’t modified its look and brand since CityMark was created in 2000.


“We have been in a position to take a step again to memorialize what our firm stands for and what are our key drivers are,” Haley stated. “We have been in a position to give you an thrilling model and again that up via all our media, together with a brand new and thrilling web site and a social media marketing campaign.”


Frankhuizen “took the lead in that holistic strategy, actually holding our palms as a gaggle,” Haley stated. “Amber’s company is extra than simply actual property. She’s in a position to pull from completely different industries and ensure we’re deploying a innovative advertising marketing campaign.”


CityMark’s colour scheme was inexperienced, purple and blue – colours that have been widespread when the corporate was based.


“Manufacturers are emotional, not only for shoppers, however for the individuals who work for these firms as properly,” Frankhuizen stated. “CityMark needs to really feel and talk that they are city, they’re ahead, they’re up to date.”


The corporate’s new colour palette is copper and tan – colours meant to evoke a sense of heat.


Frankhuizen additionally used a triangle in spelling out the corporate’s identify in its brand – a logo of change.


“CityMark evokes change throughout San Diego by pioneering city improvement,” she stated.


“A model isn’t just a brand,” Frankhuizen stated. “It is a assortment of concepts. It is the id of the corporate. It is their core values.”


Help


Long run, Frankhuizen stated she needs to maintain her firm small, however expects to double her employees inside a 12 months.


“I wish to keep comparatively boutique,” ​​Frankhuizen stated. “I prefer to be actually palms on with our shoppers.”


Beginning her personal agency as a lady was a little bit of a problem.


“Fairly truthfully, I discovered it more durable to navigate being a lady in a really male dominated trade corresponding to actual property improvement, particularly being younger,” Frankhuizen stated.

“However truthfully, I’ve to say there’s a whole lot of actually great girls’s enterprise organizations in San Diego that I jumped into instantly in beginning my enterprise that I discovered to be very supportive. I joined a whole lot of completely different masterminds and a whole lot of completely different organizations.”

Her recommendation to different girls who need to begin their very own enterprise is “discover mentors.”


“There’s nothing incorrect in asking for assist or not figuring out what to do, however having an excessive amount of hubris and transferring ahead, pretending like you understand what you are doing is a surefire strategy to crash and burn,” Frankhuizen stated. “And doing something scary like constructing a enterprise is greatest carried out with a neighborhood of help round you and I feel that was one of the best factor I did in beginning my very own enterprise.”

AFMKTG
Based: 2018
Founder/CEO: Amber Frankhuizen
Headquarters: East Village
Enterprise: Branding and advertising
Workers: 5
Web site: www.afmktg.com
Contact: [email protected]
Social influence: Amber Frankhuizen is an lively mentor for San Diego State College college students and graduates.
Notable: AFMKTG Founder Amber Frankhuizen has been answerable for the gross sales, advertising or branding of practically $1 billion of actual property property within the final decade.