Measurabl
How we established Measurabl as the global thought leader for a new way of looking at sustainability reporting in real estate.
Measurabl is the world’s most widely adopted sustainability data platform for real estate. More than 1,000 customers across 100 countries representing more than 18 billion square feet of real estate, use Measurabl to measure, manage, report and act on ESG. They're the infrastructure behind sustainability decisions that truly matter.
The proposed elimination of ENERGY STAR under the U.S. administration’s FY2026 budget was largely seen as a consumer story about blue stickers on fridges. Measurabl knew it was much more than that. The dismantling of ENERGY STAR had the potential to completely reshape real estate’s relationship to sustainability. More than that, Measurabl was the organisation that could take a lead in that process.
But getting journalists to prioritise the story and ensuring competitors didn’t steal a march? That was no easy thing.
15
pieces of organic press
6
guest columns
7
interviews
1
article in Bloomberg
Rather than make this a hard sell for Measurabl as a potential replacement, we worked really closely with Measurabl’s leadership team to interrogate what ENERGY STAR being shut down could mean for commercial real estate.
We locked into the numbers - 25% of commercial properties across the US impacted; 60+ state and local building energy performance standards left in the lurch; green loan programs from HUD to Fannie Mae unable to measure performance.
We knew that that level of impact would grab journalists. We positioned the future of ESTAR as a major inflection point for the industry, pushing real estate to contemplate its energy and sustainability future like never before.
But we knew we couldn’t just name the problem, we had to propose a solution. Setting out some core principles for any future benchmarking platform, we positioned Measurabl as the global thought leader and champion in the development of a new system. We also argued that this was a global issue that went far beyond the US.
What resulted was a clear narrative arc for the media: a national issue, with industry-wide impact, and a potentially global solution.
Spell it out
Everyone thought ENERGY STAR was about blue stickers on fridges. We knew it was much more, but we researched hard to show its relevancy across the US commercial real estate market. That meant collating statistics to demonstrate impact at every level: judicial, industry, financial and federal.
Building a narrative arc
Yes, Measurabl is the private market solution to ESTAR, but the press wouldn’t stomach a hard sell. We worked hard to create an engaging, non-sales-led narrative. We spelt out the scale of what was at stake with ESTAR being dismantled, proposed a clear framework for a future benchmarking system, and highlighted the benefits of a new way forward. We kept sales messaging to a minimum, instead letting Measurabl’s expertise lead the way and build credibility and interest.
Pitch perfect
Once the narrative was established, we set out compelling pitches for different media types: national, industry and non-US. Then we hit the phones. If we were serious about this story, the press needed to hear it in our voices - not through yet another email in their inbox. We were succinct, passionate and helpful, getting press to understand why they needed to cover this story. They did.
We landed a series of interviews for Matt Ellis, Measurabl’s CEO, with media including Business Insider, Bloomberg and GlobeSt. This helped journalists further understand the relevancy and impact of this story.
But knowing how time poor many journalists are, we also offered (and landed) guest columns with IPE Real Assets, Commercial Observer, ESG Today, Multifamily Executive, Facilities Dive, Propmodo, and Mann Report.
In total, we secured 15 pieces of coverage from the West Coast to Europe and beyond, achieving global brand presence for Measurabl and establishing their reputation as the thought leader on ENERGY STAR.
Putting Measurabl at the forefront of the conversation about the future of ENERGY STAR was critical. We challenged Bloxspring to make that happen and the results were phenomenal. Within a month, we were across all major industry titles, as well as key national titles like Bloomberg and NPR too. Their hustle, understanding, and skill are the reasons they’re our agency.
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