The way we market commercial real estate properties, brokerages and our personal brands is changing. Gone are the days of sending out a few flyers and waiting for the phone to ring.
The world is going digital and smart brokers and CRE firms are following suit. Yet with countless digital marketing tools and strategies available, the prospect of marketing your properties or services online can be a bit daunting. Where do you begin?
The key is to focus on implementing marketing techniques that add value to the lives of your clients or prospective clients, before making the hard sell. Do this by trying out different marketing channels — social media, video, reports and ebooks, blogging and email marketing — one at a time. Collect data on what resonates with your audience and what doesn’t. When you strike a chord, keep testing and optimizing until you’ve nailed your approach.
To get you started, we’ve scoured the web for examples of killer marketing tactics you can try out today.
No one does social media quite like the king of coworking spaces. The company uses beautiful images to depict days spent working from various locations around the world. Dare we say it? Their skillful approach to social media — via channels including Twitter, Instagram and Facebook — may even make members feel excited to go to work every day.
The outsourced office management company knows how to seize clever social media marketing opportunities. In one example, the brand engaged with customers by creating a Valentine’s Day campaign aimed at poking a little fun at office culture, complete with a custom hashtag: #struckbyQupid
How to implement this: As a broker, you have access to hundreds of spaces few people get to experience, so why not share it with the world? Be sure to post regularly to Twitter, Facebook, LinkedIn, SnapChat and Pinterest.
Pro tip: No one wants to look at dark, blurry images, so take high quality photos or use a photo editing app like PicMonkey.
Reports and ebooks:
The office furniture company compiled insightful, original research into a report on employee engagement at work in their Global Report. The fact that you might not think of a furniture company when researching employee satisfaction, is exactly what sets this innovative company apart. They create tailored content to solve their target customers’ challenges.
We hate to toot our own horn here but...hey, we earned it! We’ve built a library of over 15 ebooks aimed at helping our customers harness the power of technology, utilize cutting edge marketing tactics and close more deals. Our goal is to help our audience make better commercial real estate CRM decisions regardless of whether they choose to work with us.
How to implement this: You’re an expert on your domain, so why not share that knowledge with the world? Examine the data you possess and look for interesting trends. Or, check out Quora for common questions on your field that you might be able to answer in ebook form.
Once you’ve chosen a topic, you can work with your marketing team or a freelance writer to compile and host your content. From there, consider gating your content with a lead form to grow your email list.
Pro tip: No one wants to read page after page of dense text. Liven up your ebooks and reports with colorful images and graphics to make for a better reading experience.
The digital brokerage, SquareFoot, showcases their awesome selection of NYC real estate in a video series titled SquareFootage. They then distribute the content via Forbes and various social media platforms.
Colliers International has been harnessing the power of video marketing for years with their innovative series Building Icons, which they partner with Igloo media to produce. They receive over 600,000 monthly views on these videos by airing them on Qantas flights.
How to implement this: If you’re not already using video to market your services, you are in the minority. According to Hubspot, 96% of b2b businesses are using video in some capacity. Not you? Don’t worry — it’s easier than ever to create high quality video thanks to services like StoryHunter, a site that matches you with freelance content creators. Once you’ve created your video, drive traffic to it by including the link in emails, blog content and social media posts.
Pro tip: If you don’t have the budget or buy-in from leadership to produce professional videos just yet, then start by creating basic videos using your smartphone. Once you’ve proven the concept, try approaching your leadership team with results before asking for a bigger video budget. This is the basis behind agile marketing.
Commercial real estate guru, Jonathan Schultz, has proven himself to be an expert in the field of CRE tech through his blog, where he posts regularly on topics ranging from virtual reality to tech disruption in CRE. Jonathan’s blog gives him a platform from which to market not only his company’s services, but also his personal brand.
The content team at Justworks, an outsourced HR company, understands that business blogging is not just about promoting your services, it’s about adding value to your customer relationships. By posting thoughtful content on topics such as leadership and company culture, Justworks helps their target clientele — business owners — find creative solutions to their challenges.
How to implement this: If your company has a blog, ask the content manager if you can submit a guest post. Chances are, they’re dying for fresh topics to fill the blog. Once you’ve got the green light to write something, think about an experience or piece of information you have learned from that might be useful to others, and create a specific yet digestible post. When the post goes live, share it with your social channels and include the link in your email signature.
Pro tip: If you’re struggling to come up with topics to write about, check out this ultimate list of blog post ideas.
Many of us cringe when thinking about the massive quantity of marketing emails clogging up our inboxes, but Apartment Therapy manages to create daily emails you actually want to open, thanks to their stunning images and catchy headlines.
Mattermark underscores the importance of adding value to customers’ lives before trying to sell a product or service. The data company’s daily email blast is full of trusted advice on entrepreneurship, investing and startup life, compiled in an easy-to-navigate newsletter format.
How to implement this: Start by building your list of contacts. Think networking connections, prospects, leads and clients — anyone who might benefit from receiving your emails. Once you’ve created your list, think carefully about what type of messaging these people might want to receive. This could be helpful blog posts, updates on properties or information on upcoming events.
Pro tip: If a contact has been gracious enough to give you permission to email them, then the last thing you want to do is lose their trust with spammy sales emails. Be sure to include an unsubscribe link in the bottom of your emails — most email service providers such as MailChimp come standard with this feature.
What marketing tactics have worked for you? Tell us about your experience in the comments!