Commercial Real Estate Marketing: Developing a Strategy that Converts

Like many other fields, commercial real estate has changed a lot over the last decade. In order to create a successful real estate marketing strategy, you now need to deal with much more than just print brochures. Also, attending relevant events may still be useful, but it’s far from enough if you want to attract more clients. To help you understand what a great strategy for your commercial real estate business includes, we’ve selected the following tips that all top experts in the field advocate.

SET GOALS AND IDENTIFY TARGET AUDIENCE

Like in any other line of business, you first need to define your goals and identify your target audience. Once you’ve done that, find out where they spend their time online and how they can be reached. Then compare your findings with the available budget and your potential to create the assets you need. You should also take a look at what your competitors are doing and try to bring in something that would make you stand out.

MAKE A SOUND PLAN

Perfect planning prevents pathetic performance. Your marketing plan should contain your mission, unique selling point(s), target audience, strategy, and metrics you’ll use to measure your performance. Additionally, you need to add your business summary, budget, marketing channels, and any additional material.

CREATE A GREAT WEBSITE

It goes without saying that your website will play a crucial role in the first impression you give a prospective client. As an innovative bachelor’s degree in visual design is teaching us, effective design should be seen as the art of change, one that offers us solutions for transforming and improving the world around us. With this in mind, your site should instill trust and confidence in those browsing it. You definitely need to have a strong digital footprint. An interactive property website is a fantastic way to showcase your commercial property. You can display photos, videos, floor plans, 3D virtual tours, availabilities, and much more to engage and convert visitors more effectively.

CONTENT MARKETING IS THE WAY TO GO

One of the most efficient methods to nurture your prospects until they’re ready to take action and engage is to pay content marketing the attention it deserves. The content you provide should be useful, informative, relevant and entertaining, if possible. This is best achieved through blog posts, studies, infographics and videos. Equally important is to make sure you optimize your website for SEO. This job is best left to professionals who focus on helping small and medium-sized businesses boost their exposure on the web and reach a greater audience.

UTILISE SOCIAL MEDIA

If you’re looking for an inexpensive or even free way to build brand awareness and attract visitors to your website, look no further than social media. They also allow you to establish direct communication with your potential clients and partners. LinkedIn and Twitter and probably the most useful, though we shouldn’t underestimate the power of Instagram and Facebook when it comes to attracting attention for your listings.

PRESS COVERAGE

Every successful company is striving to establish good relationships with influencers, celebrities, journalists and bloggers. While outreach takes time, press mentions can rocket your brand awareness and have a major effect on your marketing efforts.

DISPLAY CAMPAIGNS

Display advertising now comes in various formats and can have a positive impact when it comes to raising your brand awareness. One of the ways is to work with ad networks that can assist you with advertising your commercial real estate. You’ll be able to decide what websites you want your ads to appear on based on very granular targeting provided by ad networks.

ATTENDING EVENTS

One of the things that have remained popular and important when it comes to commercial real estate marketing is to attend events and conferences related to the field. Those are opportunities to build relationships and networks, generate leads and learn what’s happening in the industry. While it’s still vital you attend these events, you still have to have a strong digital presence, because that’s where the real power lies.

These are some of the most important tips you should follow if you want your commercial real estate marketing strategy to be successful. Naturally, once you’ve devised a plan and implemented it, you really have to constantly test your ideas and tactics to see what works and what doesn’t, so that you can adapt. Stay on top of your game and make sure you’re always at least one step ahead of the competitors and you’ll soon be able to reap the benefits of your marketing and other efforts.

Author’s bio: Jennifer Hahn Masterson is a Senior Content Strategist, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena, insisting on long-term sustainability rather than on some questionable get-rich-fast scheme. You can check her out on LinkedIn.