How to Create A Winning Commercial Real Estate Marketing Strategy

1. Specify Your Goals and Intended Audience

How you promote a business property mostly depends on your target market and available resources. Therefore, you should begin by establishing your primary objectives and intended audience.

What are the primary characteristics of your ideal clientele?
Who are the buyer personas of these customers?
Where online does your audience spend most of its time?
What strategies will you employ to reach them?
What creative assets must you develop?
What instruments and resources do you require?
What is your price range?
How will success be measured?
Conduct a brief analysis of how your competitors promote themselves and their properties, and then consider how you might differentiate yourself and stand out in comparison.

The foundation for your future marketing messages and materials will be established by defining your value proposition.

 

2. Develop a marketing plan for commercial real estate

What is a marketing plan for real estate, and why do you need one?

A marketing plan provides an all-encompassing summary of your overall objective, unique selling proposition, target audience, strategy, and success measures.

When developing your plan, be sure to incorporate the following:

Target market and audience budget marketing channels marketing material metrics executive summary
A strong commercial real estate marketing plan will have a well-balanced marketing mix and utilize leverage. Earned, Paid and Owned media.

Earned Media – Includes marketing actions that you normally “earn” via brand champions and free channels like SEO and Social Media.

Paid Media — Refers to all performance-based channels and paid advertising, including pay-per-click, banners, retargeting, and paid advertising.

Owned Media — Your personal media assets, such as websites, blogs, social media accounts, and email marketing lists.

This marketing mix should be dispersed throughout multiple channels in order to limit the risk of failure in a particular marketing area.

With this goal in mind, begin outlining the items necessary to achieve your strategy.

Plan the kind of material that will be required to showcase the property based on the asset category and the intended audience. Marketing an industrial property may differ from marketing a multifamily property, and costs for producing the presentation’s content may vary.

 

3. Consider the Required Tools and Software

To implement an effective marketing strategy, you must have the appropriate commercial real estate marketing tools. The array of technologies you employ — commonly referred to as a “marketing stack” — encompasses a wide range of functions and requirements. From contact management to email marketing to listing presentations and beyond.

It is essential to give the technology selection process the attention it needs so that you do not have to continually switch platforms. The cost of migrating from one commercial real estate marketing software to another can restrict your ability to work at full capacity as you handle the change.

There is a higher likelihood of continuous growth and overall success for businesses that streamline and optimize their marketing-related activities.

 

4. Upgrade Your Organization’s Website

Your company’s website is frequently the first impression you make on prospective clients and a crucial part in establishing their trust and confidence.

It can also act as a vital marketing channel, allowing you to publish corporate news, demonstrate thought leadership through blog entries and research projects, and promote your properties using a commercial property search engine.

Before beginning a connection with a commercial real estate marketing business, here is a list of questions that can assist you determine their degree of professionalism and experience.

 

5. Create Property Websites with Numerous Features

Your competitors will eat your lunch in 2020 if you do not have a robust digital footprint for your assets.

Commercial property websites that are interactive are an excellent method to market your properties. Not only do they function as a digital hub for your commercial property marketing activities, but they may also provide “wow” factor to more successfully engage and convert visitors.

High-performing real estate websites incorporate content such as:

Professional property photography and 3D virtual tours
Specifics about availability
Floor plan PDFs
Internet-based maps
Here is a list of the top 40 commercial real estate websites to inspire you.

 

6. Develop and segment targeted email campaigns.

An efficient email marketing plan for commercial real estate is one of the most cost-effective ways to reach prospects, engage them in dialogues, and close sales.

The development and segmentation of a database of potential leads for the purpose of sending targeted email communications is one of the most significant marketing actions you can undertake to support your sales or leasing operations.

Through your website, blogs, and lead capture pages, there are a variety of ways to begin establishing your own. Whether you utilize a commercial real estate CRM, real estate email marketing software, or simply manually maintain your contacts, ensure you have a strategy in place to expand and nurture your user base.

 

7. Add Listings to Commercial Real Estate Websites

Commercial real estate listing services and portals are an efficient method for advertising commercial property for lease or sale since they enable you to gain visibility and target a highly relevant audience.

In addition to Costar and LoopNet, there are numerous more commercial real estate listing websites that should be considered for property promotion and lead generation.

 

8. Create a Google My Business listing

Google My Business is a free service that assists local businesses with web marketing. Instantaneously, searchers can obtain results pertinent to their location and their query.

Creating a Google my Business listing for your property increases its exposure, ensuring that it appears on the first page of Google search results and on Google Maps. Searchers can then locate your home and study the surrounding area before visiting you for more information.

A business profile also allows you to submit images, your most recent offers, and responses to reviews. And you may use it to keep your business information current so that searches can always find you.

 

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