**Fractional CMOs: High-End Real Estate Marketing Expertise Without the High Costs**
In today’s competitive environment, commercial real estate companies must prioritize strategic marketing to stand out. However, small- to mid-sized firms often lack the resources to employ a full-time, experienced marketing executive. Enter the concept of the fractional Chief Marketing Officer (CMO)—a cost-effective solution offering executive-level marketing acumen without the overhead of a full-time hire.
Shannon Bedinger, founder of 7 Rivers Marketing, has been a strong advocate for integrating fractional CMOs into the C-suites of real estate firms. In an exclusive interview, Connect CRE spoke with Bedinger about the benefits, challenges, and misconceptions surrounding fractional CMOs, and how they can drive meaningful impact in the real estate sector.
*Shannon Bedinger*
**Connect CRE: What exactly is a fractional CMO?**
**Shannon Bedinger:** A fractional CMO is part of the broader trend of fractional hiring, in which companies bring in seasoned executive specialists on a part-time or project basis. Whether engaged for 20 hours a week over several months or 40 hours for a longer period, fractional CMOs are embedded leaders who guide marketing strategy at a high level.
**Connect CRE: Isn’t that just another form of freelancing?**
**Shannon Bedinger:** There are similarities—both freelancers and fractional professionals work under independent contracts and typically serve multiple clients. However, freelancers focus more on project execution, while fractional CMOs are strategic leaders. They analyze the business, design executive-level marketing strategies, and oversee implementation. For example, they might direct social media, print, and email campaigns, or build and manage entire marketing teams.
**Connect CRE: Is this a new trend?**
**Shannon Bedinger:** The concept originated in academia and gained traction in technology and financial services. It’s still emerging in real estate. At 7 Rivers Marketing, we’ve applied the fractional CMO model to major Houston projects such as Pennzoil Place, Four Oaks Place, the Watermark District, and the Lone Star District. Our campaigns have generated more than 2 billion impressions and exponentially improved client visibility—all delivered under a fractional engagement.
**Connect CRE: How do commercial real estate companies benefit from hiring a fractional CMO?**
**Shannon Bedinger:** The model allows firms to tap into seasoned marketing expertise without shouldering full-time employment costs. There are no payroll taxes or benefits to manage. Moreover, experienced fractional CMOs understand real estate lingo and market dynamics, so they bring immediate value without a steep learning curve.
Fractional CMOs are especially valuable for startups or companies in growth phases. They can augment in-house teams or bring in missing expertise to sharpen audience targeting, deliver cohesive messaging, and optimize marketing operations.
**Connect CRE: How is the real estate industry responding to this trend?**
**Shannon Bedinger:** Adoption is still in its early stages, and some companies are understandably cautious. Common concerns include confidentiality breaches or divided loyalties due to serving multiple clients. But those fears are unfounded. Trust and integrity are at the heart of what fractional CMOs do. Those with real estate experience know the importance of client confidentiality and are committed to delivering results on every engagement.
**Connect CRE: What due diligence should a firm perform before hiring a fractional CMO?**
**Shannon Bedinger:** Look at the candidate’s track record. What marketing metrics have they improved? Can they demonstrate impact on brand presence, audience reach, or revenue growth? They must also have significant experience in real estate marketing—ideally with a background in senior leadership roles.
Always ask for references. Feedback from past or current clients provides insight into how effective and reliable a fractional CMO will be for your organization.
**Connect CRE: Final thoughts?**
**Shannon Bedinger:** In a marketing landscape driven by budget concerns and intense competition, fractional CMOs can provide targeted, high-level expertise that drives brand awareness and revenue—without inflating personnel expenses. Not every company will need this solution, but firms that struggle with marketing strategy, leadership gaps, or ineffective messaging should seriously consider the power of a fractional CMO.
By bringing in this kind of executive-level guidance, real estate firms can move forward with confidence, strategy, and a clear pathway to growth.
