When marketing your commercial real estate business, there is no a “one size fits all” approach. Instead, creating your CRE (commercial real estate) marketing strategy is unique to you and your local market—not to mention your target audience.
Creating the most effective marketing game plan for your CRE business doesn’t have to be complicated. Read on to learn the best tips for creating your CRE marketing strategy.
1. Identify target audience for your CRE marketing strategy
If you try to appeal to everybody, you’ll appeal to nobody. As a commercial real estate professional, it is important to be clear about the persona of your ideal customer. For example, are you looking for tenants or property owners? Do you specialize in industrial properties or office properties? What cities and state(s) do you serve? When you narrow your focus, you will be able to target your marketing strategy to reach your preferred audience. Take a few minutes to write down a list of what you specialize in and the type of clients you prefer to work with. For example, your focus might be something like “I specialize in working with industrial tenants who are looking to lease space in the Essex County area.”
Once you know your target audience, you can leverage technology and specific strategies to identify potential new clients.
2. Create your CRE website
One of the most important aspects of your CRE marketing strategy is having an up-to-date, functional website. Your website gives you a space on the internet that you are fully in control of, which should be used to effectively market your commercial real estate business. You can (and should) include information about you, your background, and what makes you unique compared to your competition. It is also a great idea to include information about your team, a detailed list of properties, a highlighted list of your notable recent transactions, as well as short reviews and testimonials from your previous clients. You are in control of the content, so use your website to your advantage! It may be the first form of interaction that a potential client has with you, so use your website to make a great first impression.
3. Include a blog on your website
Hosting a blog on your website is a great way to market your commercial real estate business. When blogs first became popular, they were more of an “online diary.” Now, they are an essential part of your business marketing strategy. Each blog post gives you the opportunity to share your knowledge and expertise with your readers. It is a great way to provide valuable information to your current and prospective clients. Plus, it helps to distinguish you as a leader in your market. Writing a blog post on a consistent basis also gives you fresh content to share on your social media accounts, and in your email marketing campaigns.
4. Create an email marketing plan
Email marketing is one of the best ways to connect with your warm leads. Whether they are a previous client or a new contact you met at a networking event, using email is a useful way to stay connected. Include a monthly email newsletter in your marketing strategy, and send out useful information to your contact list. Keeping your name at the top of someone’s mind is essential to getting their business when they are in need of your CRE services.
5. Utilize social media
Love it or hate it, your prospective clients are using social media, and you should be too. Either your clients are connecting with you on social media, or they are connecting with another commercial real estate professional. The best way to use social media to your advantage is to pick 2-3 platforms that you can post consistently on. The most popular platforms for the CRE industry are LinkedIn, Facebook, Twitter, and Instagram. If you are new to using social media, start with one platform, and then add another once you feel comfortable with using it. Your social media platforms give you the opportunity to connect directly with your followers by commenting on their posts, answering their questions, and even giving them a behind-the-scenes look at your business.
6. Create a personal connection
When your potential clients are researching CRE services, they are not just looking for an expert. They are also looking for someone who they can trust to have their best interest in mind. To help convey that, you should look to build a personal connection with your prospects. Be genuine and show the real you, give your prospects an idea of what it would be like to work with you, be friendly and relatable. People connect with people, not logos or business names, so adding a personal touch to your marketing strategy will go a long way. Most people choose who they work with based on who they feel the most comfortable with.
7. Measure success of your CRE marketing strategy
A key element of a good commercial real estate marketing strategy is analysis. Measuring your results is important because it helps you understand which elements of your marketing strategy are generating the most leads, while also showcasing the aspects you need to revise.
For instance, audience behavior on your website, clickthrough rates from emails, and tools like Google Analytics help you measure your online activity and determine which elements were worthwhile in your marketing strategy – and which were sub-optimal.
8. Adapt your marketing strategy
Once you have the metrics in front of you, tweak your marketing strategy. Understand and adapt to the demands of your target audience to increase your success rate. Fine-tune your CRE marketing efforts to make the most of your strategy and lead a successful marketing campaign that will benefit your business in the long run.
By following these steps, you can ensure your commercial real estate marketing strategy nets you more valuable leads, while also increasing your industry reputation and making you stand out in the industry.
Are you ready to take your marketing to the next level ?
The Dakers Group specializes in simplifying your marketing initiatives and streamline operations to help you gain more visibility.
If you haven’t seen what The Dakers Group can do for you and your team, get in touch with us.
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