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Meet Karla Briceño of BOND groupe in Wynwood

Today we’d like to introduce you to Karla Briceño.

Karla, can you briefly walk us through your story – how you started and how you got to where you are today.
I started my career as a graphic designer at Majestic Properties back in 2006, one of the most successful real estate companies in Miami at the time. I was promoted to Senior Graphic Designer and then to the company’s Art Director. Jeff Morr, the owner of Majestic was ahead of the times and always pushed me to think beyond what the industry was doing, my time there has been an important influence in the way I think as a designer and a marketer. After a six-year tenure at Majestic Properties

I went to Metro 1 Properties as their Creative Director. Around two years of being there, I decided to take a little break from marketing and got my real estate license but quickly realized that being a realtor was not for me hahahaha.

Throughout my young marketing career, I had always looked up to The Jills, who are the number one real estate team in Florida and would always say, “if I worked for them, I would love my job”. I guess manifesting worked because I got a call from them and met Jill Hertzberg who has to be one of my favorite people ever. During the interview with her I could feel myself getting red… I couldn’t believe I was with her, talking to her! She hired me as their Creative Director, and I had the honor of rebranding the iconic duo. Another one of my major achievements there was launching their social media channels, which gained incredible traction, were very successful, and something I truly enjoyed doing. I learned so much about the real estate business with them and until this day, I can say my most precious professional lessons have come from Jill Hertzberg.

After my time with The Jills, I got an incredible professional opportunity to become the Marketing Director for Douglas Elliman in Miami. That was an amazing growth experience and I got to work with another brand I really love. While there, I had the opportunity of launching their social media channels for Florida, which was a big deal because at the time, Elliman just had corporate channels that were managed from their headquarters in New York. The Florida channels were a hit! And my love for social media grew. After two years with Elliman,

I went on to ONE Sotheby’s Realty as their Marketing Director. I loved the idea of working at a company founded by a powerful woman, Mayi de la Vega who’s vision, and energy are contagious and inspired me as a person. But it was only matter of time and shortly after a year there, I knew I had to follow my passion and work doing something I truly love. After 13 years of doing marketing for Real Estate, I decided to take a leap of faith and follow my dream. BOND Groupe, my Social Media Agency, was born! Social Media has become the most powerful marketing tool there is, and I want to continue focusing on that and offer the real estate market something different through my industry expertise. BOND Groupe currently manages the social media channels for some of the most luxurious new developments in town and we are expanding to service the hospitality industry.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I have had ups and downs for sure. My very first client was a very important brand but our visions didn’t align so I had to make a hard decision to not work with them anymore. It is very important for me that every client aligns with my values and vision and that we work as a team towards the same goal. I have learned so much on the business side like having written agreements in place ahead of starting any work and not over-sharing all my knowledge in the first meeting hahahaha.

BOND groupe – what should we know? What do you guys do best? What sets you apart from the competition?
BOND Groupe is a social media agency with a purpose: to create a BOND between brands and people. I think it is so important to humanize the brands on social media so people feel comfortable engaging. It is also very important to make the channels as organic as possible. We definitely specialize in luxury real estate but we are growing and expanding our services to the hospitality industry. What sets us apart is my creative background and marketing expertise in the luxury real estate arena. Social Media is a big component of a marketing strategy, so it is key to understand marketing as a whole, so the brand has a consistent and cohesive voice, look and feel throughout its marketing efforts and that is definitely our expertise. 

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
My biggest supporters are definitely my wife and my mom. My wife was the one who pushed me to follow my dreams. I was very unhappy at my last job and that was affecting my mood and who I am. One of the many days I was venting about my job, she told me to just QUIT!!! and that was an eye-opener. I didn’t expect for her to say that and it made me realize that’s what I needed to do, so I did! and I am so happy with the outcome.  My mom is a huge cheerleader and is always encouraging any entrepreneur crazy ideas I have. My biggest inspiration to just go for it was my son. He was just two years old and I didn’t have any quality time to spend with him because I worked so many hours. Now I probably work more but because it’s on my own terms, I get to take him to pre-school or pick him up, enjoy time with him at home and can continue working when he is sleeping.

Contact Info:

Image Credit:
Dylan Rives

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