The biggest problem with the Cinderella story is it’s been retold thousands of times. Repackage it however you want, at its core, it’s still the same theme and basic plot. A lot of marketing is done the same way. The dressing may be different, but most brands are doing the same things.
That’s what Mark Kalkwarf saw time and again while leading and innovating a marketing team for a real estate technology company working in the commercial real estate market sector. He was able to push boundaries but saw the industry doing the same old thing. The thing is, with the innovative marketing technology available today, he knew it didn’t have to be that way.
Being creative in CRE
ATYPICAL came to life to show the best marketing isn’t copying and repacking. Everyone has a story. That doesn’t mean you need to tell it the same way it’s been done before.
Commercial real estate isn’t an industry sector thought of as “creative,” but what does creativity mean? It’s about sharing or involving original ideas. In our years of experience, we’ve witnessed CRE and its supporting tech transform and disrupt. ATYPICAL knows the CRE industry is bursting with originality.
What ATYPICAL is about
Our mission is to transform the way commercial real estate does marketing. To leap off the edge and take a few risks.
ATYPICAL launched under the helm of Kalkwarf and Skye Van Aswegen during 2018 in South Africa but served mostly U.S. commercial real estate companies. ATYPICAL and The Content Funnel collaborated and shared business for a year and Sarah Malcolm, previously COO of The Content Funnel and now Co-President at ATYPICAL, saw an opportunity to offer our clients much more and significantly expanded our service offerings through the merger. The two companies merged and rebranded under ATYPICAL in July 2019. Today we’re an award-winning agency, servicing some of the biggest names in commercial real estate.
Creativity doesn’t mean sacrificing goals. If anything, we love proving how taking a risk is worth it using data. We are extremely goal- and outcome-focused.
Working with ATYPICAL
We’re about agility. We respect every brand that has different needs and goals. We can provide a top-to-bottom off-site marketing team, managing every aspect of the client’s journey, or we can work with your existing team, adding in support and skillsets where needed.
Our clients call us extremely innovative and fun. Our top priority is delivering a high level of customer service and care. The highest compliment is being called a pleasure to work with and winning recommendations.
After all, we’re not unique, we are ATYPICAL.