Marketing in commercial real estate has to be more than just sending out a few emails now and then and posting your listings on LoopNet. This strategy won’t set you apart from competitors, because your competitors are doing the same things—the monthly newsletter, the listings on LoopNet, the social media post now and then…the list goes on.
In an industry like CRE, you need to make sure you are where your clients are in order to increase your presence and opportunity to close deals.
Make sure you have a professional website. And we mean professional.
With so many people turning to the web as their initial resource, your website is often the first impression potential clients may have of you, so you need to ensure you have a professional and up to date website. Your website can also serve as a solid marketing platform for you to feature news, demonstrate thought leadership via blog posts and research material, and is a place to promote your listings.
It may sound like a no-brainer, but many brokerages have outdated websites that don’t do much to impress potential clients—and may even turn them away. But having a professional website can do wonders for your brand. So check out Squarespace, hire a photographer to redo headshots and take quality photos, and enlist a good copywriter to get your website up to par!
Send targeted email campaigns to the people most likely to need your services.
Email marketing is one of the most effective ways to reach prospects and start the conversation. Build a database of potential prospects using your CRM and send targeted emails to fuel selling and leasing efforts. Your CRM can help you create email marketing campaigns and can store your contacts so that you have a solid email marketing plan.
Anyone can send emails, but categorizing your contacts and grouping them systematically can help set you apart.
Create property websites.
A strong digital footprint is a must in today’s technology-driven world. This can be done by creating a property website for all of your listings, which is a step up from a listing page features on a company website or CRE portal. This is a great digital hub for your property marketing efforts and can help prospects engage better with the property.
As an extra bonus, try getting some drone footage of the building and surrounding area. And like your brokerage website, this one should be professional.
Create and share useful content.
A great way to nurture and gain new prospects is content marketing. The key to content marketing isn’t to be white noise, but to share high-quality and resourceful content that is relevant and useful for your network. You can do this through blog posts, videos, and even just sharing articles that feature info on CRE trends. The next step is to share this content on your Twitter and LinkedIn pages so that you can be top-of-mind for all of your prospects and clients.
What better marketing is there than to be quoted in your local business journal or popular news station that all of your clients are exposed to? Work with a public relations team to help get your deals mentioned or to work on press releases about your deals. The more you appear in popular publications, the more prospects will be receptive because they know you can close deals.