Imperial Real Estate Agency is a full-service New Jersey based real estate brokerage firm with the largest proprietary listing database in the area. They’re known for their competence, integrity, and dedication.

The problem

Can a small, unknown fish dominate a BIG pond?

First challenge: Shlomo Friedman, partner at Imperial, is personable, genuine, helpful, and a wellspring of professional knowledge. But he was weary of social media. Could we both convince Shlomo of the value of LinkedIn and prove that we could build up his presence from zero to influencer?

Second challenge: Maintaining a competitive advantage in Imperial’s niche means consistently recruiting a large number of top agents. The problem is that many competitors are vying for the same recruits. The local pool of talent is small and the competition fierce. To top it off, Imperial’s brand recognition was low among potential agents. How could they expand with conditions stacked against them?

The solution

New positioning and a two-part content strategy

We developed a two-part content strategy. Initially, we focused on expanding Shlomo’s network, influence, and reach with thought-provoking business, sales, and personal content. (All the while, we showed Shlomo quantifiable evidence of his growing audience to help him overcome his hesitations.)

Three months in, we shifted the focus to:

Within a few months, Shlomo started receiving invitations to present at events with hundreds of attendees in Imperial’s direct target audience. (One event had 800 salespeople in attendance, and another 500 business owners.) This new exposure and positioning has also led to a consistent flow of interested new agents — some unhappy in their current companies, and some looking for a career switch.

The result

Meaningful professional collaborations, strong inbound prospects, and regular invitations to present at major events


Get in front of key players, decision makers, and senior influencers in your industry.

Joel Freund

Founder & CEO

More than just a founding visionary, Joel plays an active role in running Fluex. His natural knack for leadership combined with his business and marketing know-how make him uniquely suited to his post. He empowers both his staff and clients to become great leaders in their own right. His greatest professional joy? Helping business owners overcome their challenges and become independently successful — he’s proudest when they no longer need him!

Playing music, building communities, and donating kidneys. 🙂

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Rachel Grunbaum

CMO & Growth Strategist

Rachel G. is the mastermind behind all things marketing and growth at Fluex. She constantly seeks out new sales and partnership opportunities while refining and tweaking existing channels. Rachel ensures everything Fluex puts into the world is deeply aligned with the company’s mission and values. Her proudest professional accomplishments are (1) raising over £1,000,000 for charity in her previous role as a grant writer, (2) building her own business from $0 to 6 figures in 18 months using LinkedIn, and (3) being entrusted with the emails of a Forbes-listed corporation with 600,000+ subscribers.

Watching a good history documentary while snacking on Darrell Lea pomegranate-flavored licorice. 😋

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Sury Tauber

COO & “Everythingist”

Sury oversees Fluex’s operations to a tee, from the smallest detail to the largest. With her unique blend of people skills, technical capability, and self-motivation, Sury is the quiet but tireless force tending to the millions of moving pieces and behind-the-scenes aspects of Fluex’s famously efficient operations. It’s her relentless dedication that enables Fluex’s robust roster of employees and contractors to focus single-mindedly on doing their best work and delivering the best possible experience and results to clients.

Reading weekly publications, and listening to Beethoven’s 5th. 🎵

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Rachel Friedlander

Director Of Business Development & Brand Voice Specialist

The multi-talented Rachel F. plays a double role at Fluex: She both leads their business development efforts and manages back-end setup of clients’ LinkedIn accounts – spearheading the research stage, creating unique brand voice guidelines, overseeing profile development, and crafting a personalized LinkedIn strategy for each client. Her secret superpowers include translating industry jargon into understandable human terms and capturing a client’s authentic personality in words. Rachel is also a certified copywriter and Codex Persona brand voice specialist with a decade of experience in the business development industry.

Reading. And writing poetry. And reading some more. 📚

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Shlomo Friedman


A former social media skeptic, Shlomo converted after experiencing tremendous success on LinkedIn with Fluex – before it even had a name! – and soon joined the company as a partner. Shlomo is the big-picture thinker at Fluex, using his extensive business experience and contagious enthusiasm to drive sustainable growth. His passion and vision continue to shape Fluex into an agile, fast-growing, and highly-regarded company that is pioneering a new approach to personal branding for executives.

Traveling, trying new things, or engaged in spirited debate with anyone about anything. 🙂

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