When it was announced in September that The Macklenawgs were hiring a digital advisory team to help them guide their global operations, most of us thought it was a pretty good idea.
But then, the following month, the firm posted a video on its website that showed a team of “independent consultants” advising the firm on everything from social media to online marketing to how to set up a website.
The video, entitled The Mack, shows a team working from a conference room and then a digital desk, working in tandem to manage a new digital strategy.
“We have been looking for the right consultants to help us deliver on our vision of digital transformation,” the video’s narrator, David Mackenzie, tells the camera.
“Mackenzie Group has a long history of helping companies in the real estate and finance industries build better, more profitable businesses.
With the Mackensons digital vision, we believe we can be the first to bring that transformation to you.””
Together we will help our clients transform the way they run their businesses.
With the Mackensons digital vision, we believe we can be the first to bring that transformation to you.”
The Mackenzie team was assembled from some of the most prominent global leaders in digital transformation, and has already started to put together a digital strategy for The Mack’s real estate arm.
According to the company, the team is looking to help the company “identify and drive the growth of digital business.”
The team has been given access to a wealth of information, according to a company press release, and is “seeking to help guide their team in this critical and evolving stage.”
This includes “social media and digital marketing,” “online and mobile advertising,” and “brand and digital transformation.”
The team will also be working on “developing a new approach to digital business, one that can enable us to accelerate and deliver results,” the press release continues.
The team will work with Mackenzie’s digital team to create “digital business solutions that can be shared across multiple platforms.”
This strategy, according the press releases, will be “designed around delivering strategic, practical and cost-effective solutions to clients and their partners.”
But in the video, the Mackenzys team isn’t talking about how to build digital business solutions.
They’re talking about what to do with all the data they’ve collected about their real estate business.
“This is a data driven strategy that we’ve created around our company’s mission to accelerate, sustain and transform our real estate operations,” the narrator explains.
“The team is in charge of managing data, ensuring that all the relevant data is being used and shared appropriately.
This is our data, this is our analytics, and this is the data that we want to share with you and with other Mackenzie partners around the world.”
The Mackenzies team also talks about “a global strategic vision,” which they say is “based on our shared values and a commitment to providing solutions that will accelerate growth, deliver value and create opportunities for our clients and our partners.”
In other words, this strategy is about creating digital business models and “services” that help them “become the digital leaders they want to be.”
“We believe that our strategy and our products and services will enable us and our clients to build better real estate, which is a real estate that is the cornerstone of their operations and a real asset for the long-term,” the company says in a press release.
The company’s announcement comes as the real-estate industry continues to be rocked by what some call the “bubble,” with real estate prices continuing to climb faster than inflation and rents still at historic highs.
The housing bubble is also fueling speculation about a new economic recession, which could potentially spark another downturn in the housing market.
The Mackzens have also been heavily criticized for how they’ve been managing their business.
The company’s real-life “digital consultants” have been criticized for “treating their real-world clients like gold-diggers,” the New York Post reported.
They’ve also been criticized over their management of their marketing strategy, with The Mackzis “saying that they are ‘not a marketing company,'” according to the New Yorker.
And in May, the company admitted to having been involved in a $1 million marketing deal with an unknown client.
The Macklenaws’ real-space strategy has also been called into question, as several other real- estate companies have been caught up in the same crisis, including Zillow, the realtor search company that was recently forced to pay $5.5 million to settle charges of misleading home-search data.
The company has also had to take down an online “how-to” video that it had posted in May that described how to do real-time real-property transactions.
The video also had a misleading message that suggested that real estate was a “silver bullet” for