Challenge
Market RTC real estate assets during the savings and loan crisis.
Selected experience / Resolution Trust Corporation
The RTC era.
Marketing real estate through a defining period of change.
The assignment / At a glance
GO’s Role
Advertising, broker outreach, auctions, sales events, and buyer communications.
Idea
“We’ve Removed the Red Tape.”
Execution
Connect campaign materials with targeted buyer outreach and sales events.
Results & Evidence
The archive preserves original ads and the account team; the RTC portfolio value describes program scale, not GO-attributed sales.
Relevance Today
Clear positioning is strongest when it reflects the transaction experience.
The challenge.
The savings and loan crisis left the Resolution Trust Corporation with a vast portfolio of properties and loans to sell. The GO case study describes more than $85 billion in real estate within the RTC’s overall asset liquidation program.
The work.
Led by David Goswick as Account Leader and Creative Director, Goswick & Associates supported RTC asset marketing through advertising, broker networks, auctions and sales events, targeted buyer outreach, and property promotional materials.
The big idea
We’ve Removed
the Red Tape.
The campaign addressed buyers’ frustration with bureaucracy. Its promise connected marketing with a push to simplify the transaction process—a lesson in aligning perception, execution, and accountability.
View the original adsFrom the GO archives / Original advertisements
The campaign
in print.
Strategy / Execution
Reaching the
right buyers.
Marketing & advertising
Campaigns and property materials brought RTC opportunities to potential buyers. Broker networks extended that reach, while targeted outreach connected with institutional investors, developers, and private investors.
Auctions & sales events
Sales events brought buyers together and supported asset disposition. Property information and buyer support helped people evaluate opportunities and move through the process.
A lasting lesson
The RTC era connected government, real estate, finance, and private investment during a period of major market change. For GO, it demonstrates the value of a clear idea supported by relationships and disciplined execution.
Goswick & Associates / RTC account team
The people
behind the work.
- David GoswickAccount Leader & Creative Director
- Richard GoswickAccount Supervisor
- Renee LewisAccount Executive
- David TonerAccount Executive
- Tracy SchmeisserMedia Planning & Buying
- Kimberly GuerreCreative & Graphics
- Mark StousePublic Relations
- Greg BurnsEvents
Source: Goswick Organization’s RTC-era case study and advertising archive.
Let’s GO make an impact
What’s your
next move?
Bring us the opportunity, the challenge, or the big idea. Let’s define the outcome and put the right specialists around it.