Unlocking Creativity in Commercial Real Estate Marketing
How does Red Mountain Group turn challenges into opportunities? We believe in the power of Third Choice Exploration. In a world that often encourages binary thinking, the power of third choice exploration cannot be overstated. When others say, “that’s not possible” we say, “Anything is Possible” and begin searching for those solutions that others just can not see. The inclusion of a third option can fundamentally shift our perspectives, open doors to unforeseen possibilities, and unleash the full extent of our creative potential.
In this series, we have been taking a closer look at what exactly Third Choice Exploration means to our employees. It has been exciting to see the differences and commonalities in their responses! Recently, we sat down with Lisa Gray, Director of Marketing, for Red Mountain Group to chat about Third Choice exploration!
1. What does third choice exploration mean to you?
For me, it’s about unlocking fresh opportunities that we wouldn’t have seen if we only stayed within conventional frameworks.
2. How do you embrace/apply this concept to your own job/life?
In my role, I apply third choice thinking by reframing how we connect with prospective tenants, investors, and the community. In commercial real estate marketing, we often face situations where the choice seems to be “traditional” versus “digital” approaches, or “brand storytelling” versus “data-driven campaigns.” Third choice exploration challenges me to ask, how can we integrate both—or even create something entirely new that positions us ahead of competitors?
3. How do you think Red Mountain Group culture supports/encourages third choice exploration?
Red Mountain Group’s culture values entrepreneurial thinking and adaptability, which naturally supports third choice exploration. We’re encouraged to challenge assumptions, take smart risks, and collaborate across departments. Leadership’s openness to new ideas creates a safe environment to experiment—knowing that innovation, not just tradition, drives growth.
4. In what ways do you think third choice exploration contributes to Red Mountain Group’s success and growth?
Third choice exploration is at the core of how RMG differentiates itself in the marketplace. It allows us to reimagine underperforming properties into vibrant community hubs, position our brand as a national leader rather than just a regional player, and build marketing strategies that are both creative and data driven. By embracing this mindset, we unlock more leasing opportunities, strengthen tenant relationships, and elevate the value of our portfolio. Ultimately, it drives growth because we’re not just solving problems—we’re redefining what’s possible in commercial real estate.
