Written by Lauren Peaks, Marketing Director @ Nomad

Because building a product is just the beginning.

One of the best parts of working in startup environments is the energy. The speed. The raw ambition. But in all that sprinting, something often gets sidelined, or at least underplayed: marketing.

Here’s the thing no one tells you early enough: marketing isn’t just something you add after you build. It’s something that can shape how you build, who you build for, and how fast you grow.

Marketing Helps You Get Closer to the People You’re Building For

Startups love talking about “customer obsession.” But marketing is how you actually get there. It’s how you test assumptions, find out what really resonates, and understand how people are feeling, not just what they’re doing.

Sometimes, it’s as simple as testing content formats. For example, on social media, you might not know if your audience prefers quick videos or easy-to-read graphics, so you post both. Watch what gets more engagement, shares, or clicks. That small experiment can tell you a lot about how your audience wants to consume information, which helps you tailor your messaging moving forward.

This kind of clarity is gold, and it often comes faster through messaging and content than through code.

It Builds a Brand That People Can Rally Around

When marketing is intentional from the start, your brand becomes something people believe in, not just buy from. That includes your customers, your team, and even future hires or investors.

It’s more than a logo or color palette, it’s about voice, values, and vibe!

With Nomad, we wanted to visually represent the different services we offer in a way that felt cohesive and flexible, so our branding team started experimenting with distinct shapes tied to each part of the business. That simple creative decision ended up unlocking something bigger… It led us to our tagline: “Where vision takes shape.” Now, that line is embedded into everything we do, from pitch decks to signage to how we speak about our work. It’s not just a phrase, it’s a promise. And it’s helped shape how we show up both internally and out in the world.

It Gives You Momentum That Feels Real

There’s a distinct magic in the moment something clicks! Whether that’s a campaign that lands, a message that spreads, or a content piece that gets shared way beyond your initial reach.

Marketing helps you build those moments. It takes your vision and turns it into movement. And the best part? You don’t need a huge budget to make an impact. You just need clarity and a little creativity.

When we put together our rebrand post for Nomad, we were intentional about showcasing not just what we do but who we are. Our culture, our values, our energy. That post outperformed all our expectations and really helped us gain traction. To build on that, we shared a video from a team outing, an authentic, unscripted moment of connection filled with team bonding. That moment helped underscore our mission: to bring a more human, culture-driven lens to commercial real estate, where space is a catalyst for community. True authenticity resonated and made our brand feel more approachable, relatable, and most importantly real.

Those two pieces together built real momentum, not because it was perfect, but because it was Nomad. And that made people want to be part of what we’re building.

It Makes You Discoverable to the People Who Matter Most

Whether you’re hiring, raising, or scaling; marketing isn’t just how people find you. It’s how they decide if you’re worth remembering. It’s often the first impression, and when done right, it opens doors.

By consistently posting high-quality content, we’ve been able to get more eyes on our pages and website. Reaching more people regularly means more opportunities for new clients, partners, or collaborators who resonate with what we do.

But visibility alone isn’t enough, it’s about what people see when they find you. In today’s world, attention is earned through substance, not noise. The more clearly you communicate your values, your differentiators, and your personality, the more magnetic your brand becomes. It’s not just about being seen, it’s about being understood, and being remembered for the right reasons. That’s the kind of discovery that leads to meaningful relationships, not just clicks.

It Turns Customers Into a Community

This is where the magic really happens. When marketing creates space for people to feel seen, understood, and inspired, they start to stick around. They engage. They bring their friends.

And just like that, you’re not just building a product, you’re building something that matters to people. You’re shaping a real sense of community and shared purpose.

We began creating client-focused videos that shared their stories and highlighted their businesses. Not only has this helped our clients feel valued and celebrated, but it’s also strengthened our relationships and expanded our community organically. Every time we hit “record,” it’s not about us, it’s about our clients. These videos turn the spotlight onto their brands, celebrating their passion, their grit, and their vision. They’ve sparked connections that feel real because they are. They’re a powerful reminder of why we do what we do, to amplify the voices of those building something with purpose. It’s an honor to contribute to the growth of these companies, and we’re deeply grateful for the chance to work alongside such passionate, visionary clients.

The Nomad Effect, Streamlining How Landlords Engage Tenants

Our marketing efforts have done more than just help us curate a better tenant experience, they’ve also created a frictionless, seamless process for landlords. While most brokerages disengage after lease execution, the reality is that significant work remains to get a space fully operational. That’s where Nomad differentiates itself.

We’ve partnered with landlords committed to redefining the standard for best-in-class tenant experiences. A standout example is our work with Justin Management. When we took over their portfolio in 2021, occupancy had fallen to 61%, a reflection of COVID-19’s impact. It was clear that a forward-looking, value-driven approach was critical to turning things around. What we proposed wasn’t easy to hear: even with low occupancy, meaningful capital investment was essential. Upgrading lobbies, corridors, restrooms, and furnishings wasn’t optional, it was critical to attracting and retaining quality tenants. Pair that with a strong marketing strategy, and momentum follows.

Justin Management embraced this approach, recognizing that succeeding in a post-COVID market demanded bold action. As a result, by August 2025, their 1.5 million square foot portfolio is 98% occupied.

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The truth is, you don’t build without marketing. The best startups know it’s not a tradeoff, it’s a multiplier.

If you’re a founder, a creative, or a team of one trying to make things happen, keep building. But make sure people know what you’re building, why it matters, and who it’s for.

That’s what marketing does, and it shapes everything!