Plan and implement a comprehensive strategy for relevant, meaningful, and effective commercial real estate marketing.
While residential real estate takes up much of the bandwidth when it comes to marketing initiatives related to real estate, commercial real estate marketing requires a far more comprehensive plan and more sophisticated platforms to reach its target audience. Whether you are promoting multi-family high rises in a downtown setting or suburban retail and multi-use space, appealing to potential customers and selling them on your location and amenities is essential.
Start with a clear identity then develop a variety of channels for communicating your message and focusing your marketing efforts on stakeholders both within your area and beyond. Remember, that commercial retail space could be perfect for a local mom-and-pop outfit or a nationally recognized chain store. It takes a robust commercial real estate marketing plan to reach out to both.
Before you begin marketing yourself and your commercial real estate business, you'll need to have a clear idea of who you are and how to convey that to potential customers. That process is called branding.
Your first step in branding your company is defining your brand identity. Are your locations more city sophisticated or bright and beachy? Do you specialize in sprawling multi-family residential complexes or chic boutiques? Do you have years in the commercial real estate industry or are you an edgy start-up? Clearly identifying your brand and its unique value proposition (UVP) is an essential starting point.
Once you know what your brand is, you need to figure out how to convey it in written, graphic, and video form. Put together language that conveys the messages you want to share with potential customers, clients, developers, and collaborators. This is where strong Mission, Value, and Purpose Statements can pay big dividends.
Once you have defined your brand, you will want to create a look for all of the elements you use, both on your digital marketing platforms and in printed communications. You may choose to use this look across all of the properties you represent as well, or brand each property individually. In order to create a unified look for your brand, you will want to define all of the following elements:
Printed materials like brochures, flyers, and postcards
Once you have clearly defined your brand, you'll need to define your market and the people and businesses to whom you will direct your commercial real estate marketing. At the corporate level, you will be targeting developers, builders, buyers, and the owners of existing commercial properties who need real estate representation for acquisitions, sales, management, and leasing.
At the property level, you may be reaching out to apartment renters, local retailers, and site acquisition specialists at the corporate level of large chain retailers in order to fill vacancies in your commercial buildings. Whether you choose to focus on a narrow niche or represent a broad variety of project types, it is important to know who you are trying to reach so that you can clarify your marketing strategy.
You will need a variety of digital platforms in order to get the word out about your commercial real estate services and the properties you represent.
A robust website with valuable information for potential clients and collaborators is the home base for much of your online marketing. It should be informative, attractive, and search engine optimized for high ranking in online searches.
A variety of branded social media platforms will help you connect with interested stakeholders in your market and beyond. Make sure that you integrate consistent social media management so that your platforms are always up-to-date and engaging.
Create your own original content to share through your social media and other distribution channels. Great, organic content shows your expertise, grows your influence in the industry, and helps bring in warm leads who want to work with you because they love your work.
Sometimes called Google AdWords, these paid placements can help you rank high for specific, targeted keywords and searches on the Google platform. This type of paid advertising is an affordable way to ensure you are reaching the people your platforms and message are meant for.
Email campaigns are a great way to distribute your original content, tell people about your current property offerings, and promote your business and services. Consistent lead gen and information capture helps you to grow your email list over time, while smart segmentation and autoresponders help you stay in touch.
You will need additional websites, social media platforms, and other digital marketing elements for each of the commercial properties you represent. Capture contact information for those who visit these sites so that you can follow up with a phone call or personalized email touch.
Among the most engaging content on social media channels today is video, so a robust video content strategy is a must. Host videos on a branded YouTube channel, while also sharing through your various distribution channels and embedding professional property tour videos on each property website.
Don't limit yourself to digital marketing initiatives. Integrate real-world, tactile marketing materials and in-person outreach for a
Implement direct mail marketing campaigns that complement your digital marketing efforts. Use contact Information differentiated for your various mailings in order to track engagement and conversions.
Whether it's a massive grand opening or open house for the rollout of a new apartment complex or a sponsored charitable event to raise brand awareness, event planning is an important element of commercial real estate marketing. The scale of most commercial development requires a big, splashy event; work with a local event planner to ensure everything goes smoothly.
Don't let those marketing efforts go to waste. Work with the local media to draw attention to a new commercial development, a large-scale event, or a grand opening (or re-opening). Check with a local radio station for coverage at your event or to co-host a charitable drive. Work with print and television community editors to frame a story that will engage their readers.
Keep track of conversions and find out which marketing efforts are paying dividends -- and which are not. It will give you a better idea of where to double down for your future marketing campaigns in order to optimize your efforts.Back to blog