New York, NY The New York Real Estate Journal recently sat down with its executive of the month, Zoë Hutzler Natalicchio, chief marketing officer of Outsource Consultants, for a question and answer session.
Q: How’d you get started in marketing?
A: Being born and raised in New York City, I was no stranger to branding and marketing. It was all around me. On the subway, busses, cabs I was exposed 24/7. “Have a Coke and a Smile,” “Watch the Soul Train Awards,” “Newport – Alive with Pleasure,” and of course – the “World’s Greatest Coffee” sold at every diner in the entire city. I began promoting social events when I was young, honing my ability to bring people together. I loved being social and the hustle of it all, however it was in the corporate arena, TPG Architecture to be exact, where I truly began my marketing career.
Q: Why and how did you get into the real estate industry?
A: Honestly, it was a fluke. I interviewed with Fred Strauss of TPG Architecture, for his passion project at the time. This was when it took millions of dollars to program, design and get anything moving on the web (am I dating myself yet?) Unfortunately, the project did not make it to market; however, there was a job opening a short time afterwards at TPG, and Fred thought to bring me in. It was there that I learned the ins and outs of the A/E/C world.
Q: What is Mantis Marketing?
A: Mantis Marketing is the full-service marketing agency I founded in 2006. As founding principal, I have personally had the privilege of working with over 125 companies within the real estate industry. Together, we have created brands, voices, messaging, strategies and amazing events.
Q: What is it about Outsource Consultants that attracted you to them?
A: Outsource has been one of my long-time clients. I’ve watched them create technologies and applications for years, then Outsource created an opportunity for me that I couldn’t refuse.
They asked if they could be my primary focus, work with them strategically, and bring their years of ideation to market. Their offer was compelling and exciting. I respect them, their values and work ethic match my own. And I am attracted to the diverse culture of hard working individuals that come together as one formidable team to offer best-in-class services to our clients.
Q: What will happen to Mantis Marketing now that you are at Outsource Consultants?
A: Mantis Marketing will still keep rocking and rolling. As the market has changed since its inception in 2006, our focus is on social media, web and all strategic digital offerings.
Q: What have you learned from being an entrepreneur?
A: Well, what haven’t I learned? Each day I learn something new which is thrilling to say the least. Lessons have and continue to be both amazing and difficult.
But I will say having the experience running a successful business for 12 years, through one of the craziest recessions we have ever seen, has made me focus, learn to “lean in” with grace, don a thick skin, and breath through day to day stressors.
Q: How have you seen the roles women evolve in this industry?
A: I have strong opinions about the roles in our industry. We are tough, hardworking, intelligent go-getters that aren’t afraid of a challenge. Every day I see the women in this industry excelling. I see them achieving higher positions, breaking barriers, and being innovative leaders. It’s an exciting time, and there is still heavy lifting to do, but it’s pretty amazing to watch a new generation of women striving for and achieving new levels of success every day.
Q: What about the importance of MWDBE firms?
A: As Outsource is a MBE firm, Mantis is a WBE firm, so you could say I am a strong proponent of the importance of certification and the use of all MWDBE firms.
Q: What will you apply from servicing clients at your agency to your new role as chief marketing officer within an organization?
A: Essentially it is the same role, however I now have the benefits of working within the framework of a large organization with experts in each of the departments and an amazing support team.
My drivers have always been to be results oriented and knock things out of the park, to be a great listener but never a “yes” person, but of equal importance to me has been to retain my humility. I don’t believe bravado has ever won the real race. Taking a genuine interest in clients and people is so much more fulfilling and makes servicing people that much better.
Q: What are your next steps at Outsource?
A: There are a number of initiatives we plan to fulfill. Among them, talking transparency about the changes in the building department, and our plans to evolve with it. Expanding nationally. Launching BuildingOwl, our proprietary full-service compliance software for the NYC real estate, architectural, engineering and general contracting community. And planning an exciting year of celebration for the 25th anniversary of the firm. The future is upon us. And it’s thrilling to look forward to the next 25 years, shoulder-to-shoulder with the amazing individuals that make up Outsource.