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Fall 2011



In this, our second issue of In the Newzz, we discuss some of the innovative marketing programs we’ve implemented. While being innovative is important, the basics are just as critical to our success.


Websites, signage, collateral packages, merchandising and communications are all important to overall marketing success, whether you are in the corporate office selling our services to a client, leasing an apartment to a prospective resident, or selling to a customer looking for a new home. All of these elements should be reviewed often, especially your website, as it is the most important marketing tool we have.


If you need additional marketing expertise or have any suggestions, let us know… we’re here to help.

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Sheryl McKibben

We are pleased to announce that Sheryl McKibben has joined Bozzuto Management Company as Vice President of Marketing.

Sheryl brings more than 20 years of marketing and management experience in the real estate industry. She was previously the principal of her own firm, Sheryl McKibben Associates, and prior to that served as vice president of marketing for BRE Properties, Inc., a publicly-held, multi-family REIT.  She has also held senior level marketing positions at Essex Property Trust, Woodmont Real Estate Services, and Prometheus Real Estate Group, Inc., all California-based real estate companies.

Please join us in welcoming Sheryl to Bozzuto Management.  Stop by and say hello!  Her office is located on the fourth floor of the corporate office next to Jamie’s.

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It is fitting that Tom Bozzuto is at the helm of our company’s first blog. Tom jumped into the worldwide conversation last month with the successful launch, in which he provides insight into and thoughts regarding The Bozzuto Group, its employees and the broader real estate industry. And if you know Tom, you know to expect the unexpected. And if you don’t know him, make sure to sign up for alerts to follow this successful businessman and dynamic personality.  And now that the blog is available on smartphones, it’s never been easier!

So far, folks in the industry have shown keen interest. The blog has received over 1,000 website visitors and 100 subscribers.  Visit today and join the conversation!

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Awards Corner

From late spring through early fall, awards season is upon us. We submit entries for our strongest work to award programs put on by our industry’s associations and publications, and hope that our hard work will be acknowledged by our peers. As you’ll see below, 2011 has been a banner year so far.  Congratulations!

2011 Multi-Housing News Excellence Awards

  • Winner, Property Management Company of the Year: Bozzuto Management Company
  • Winner, Marketing Program of the Year: The Fitzgerald
  • Finalist, Multi-Housing Community of the Year: The Fitzgerald
  • Finalist, Best New Development/Mid-Rise: The Fitzgerald

2011 Multifamily Executive Magazine Awards

  • Winner, Editor’s Choice: The Fitzgerald
  • Winner, Project of the Year: Mid-Rise: The Fitzgerald
  • Winner, Marketing & Advertising: The Fitzgerald
  • Finalist, Project of the Year: Green: The Fitzgerald
  • Finalist, Project of the Year: Best Reuse of Land: The Fitzgerald

2011 ULI Baltimore Wavemaker Awards

  • Winner, The Fitzgerald

2011 American Institute of Architects Award for Excellence in Design

  • Winner, The Fitzgerald

2011 Home Builder’s Association of Maryland Land Development Awards

  • Winner, Shipley’s Grant

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McHenry Row

1500 Woodall Street, Baltimore, MD

Located in the historic Baltimore neighborhood of Locust Point, McHenry Row offers an urban living environment for those seeking a brand new, spacious apartment home close to downtown and seconds from I-95. Located in a revitalized business community with offices, dining and shopping, McHenry Row includes the area's first Harris Teeter grocery store.  

Interestingly, there doesn’t seem to be a specific type of individual that has been drawn to McHenry Row – current residents range from young urban professionals to empty nesters downsizing from the suburbs, but they all have one thing in common – a desire to be in a new development within the vibrant Locus Point community.

In developing a marketing campaign to reach this broad audience, one thing was for sure – involving the surrounding community was important.  The development was introduced to local businesses and retailers through collateral materials and outreach efforts.  In addition, corporate outreach has been crucial due to the development’s proximity to Under Armor and other national companies with Baltimore headquarters.

Given its location and proximity to employment and entertainment options, the convenient lifestyle afforded by McHenry Row is stressed in everything from the Web site and collateral materials to the large billboard that will soon be visible from Key Highway.

Open only since August 28th, the 250-unit community is already experiencing significant traffic a strong leasing pace.

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"What's Your Insider Secret"

You may have noticed a lot of activity on our Live Bozzuto Facebook page lately! That’s because we’ve launched a series of sweepstakes titled, “What’s Your Insider Secret?” to target the five major cities where most of our properties are located. As an added incentive, we are offering a $500 Amazon gift card to the property which receives the most entries. Our first two winners for the Baltimore and New York sweepstakes were The Fitzgerald and Bank Street Commons, respectively. Upcoming sweepstakes will be located in Philadelphia, Boston, and Washington, D.C.  We can’t wait to “sweep” your city!

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Launching New Marketing Stratagies

Bozzuto Homes recently implemented a new, highly-targeted media strategy that uses online networks to automatically serve up BHI advertising based upon prospects’ online behavior, and increases the effectiveness of our keyword search efforts.  With this new strategy, a consumer’s online behavior shows the propensity to buy a home (by using mortgage calculators and spending time on real estate websites, for example) BHI ads will be spontaneously served to them.  If they visit pages with editorial content about real estate and home buying, or have visited any of our homes sites and not yet registered, our ads are shown.
These contextual and behavioral initiatives are geo-targeted to maximize efficiency and eliminate wasted impressions.  This encourages our prospects’ to come back and creates the impression of a widely distributed brand in their minds.  

Another significant marketing initiative recently launched by BHI is related to our CRM (customer relationship management) strategy.  Lasso, Bozzuto Homes’ CRM system, has been re-programmed to empower our sales team to choose the best message for our prospects at the best time.  The team now has a “toolkit” of many messages in varied designs to keep communication fresh and relevant.  The goal is to build stronger relationships with our prospects, which will eventually lead to stronger sales. 

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Bozzuto Photography Gets A Facelift

We’ve been hard at work to improve our photography across all of our companies, and have expanded our list of preferred photographers to choose from.  This means that regardless of your budget, we can now recommend a photographer for you to work with.

We’ve just completed two great photo shoots – a Bozzuto Management shoot at the Residences on The Avenue, near GWU in Washington, D.C. (photographed by Eric Taylor) and a Bozzuto Construction shoot at vPoint in Clarendon, VA (photographed by Skip Brown).

If you are interested in obtaining new photography, please contact Monica Davis at

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