Updated: Dec 23, 2022
When it comes to commercial real estate marketing, it’s important to have the right strategies in place that will help you maximize visibility and stand out from all the noise.
In order to capture the most opportunity, you must develop a multi-channel approach to marketing and advertising strategies that help drive interest for your properties, create trust for your brand and maximize your revenue potential.
Here are 28 commercial real estate marketing and advertising ideas to help you stand out in 2022.
1. Segment Your Target Audience
The way that you’ll market your company and your properties depends very much on your target audience and how you approach them. Spend some time to define who they are and what makes them tick to help craft your messaging and marketing plan. This is an arena in which your competitors can provide some ideas, so take a look at what type of marketing your peers are doing for themselves and their properties in order to get started. Then think about how you can further segment your audience based on shared characteristics like geography, buyer type, buying criteria, etc.
2. Maintain an Active Blog
A company blog is a great marketing tool that can have massive impact for search engines, social media visibility, and a great place to begin dialogue with your potential client base. Educate your clients with tips and advice, highlight lease transactions, key company updates, and discuss relevant industry and local market news. As an expert in your field, this is your chance to demonstrate your knowledge and position yourself as an authority – and invite comments and suggestions from your readers, of course.
3. Update Your Company News
If a blog is too resource-intensive, you could consider creating a news section on your site to feature important company updates, relevant transactions and recent press. This will give your clients (and search engines) a positive signal that your company is active and growing — a valuable and important trust factor. Also, a new section typically requires less commitment on your part and will be easier to maintain.
4. Automate Your Property Marketing
Leverage cloud-based property marketing platforms like Hootsuite to help better streamline your property marketing activities to save you time. Such platforms can help you create a process-oriented approach to greatly reduce production time so you can stay organized and move faster.
5. Get Active on LinkedIn
In recent years, LinkedIn has become the ‘de facto’ platform for professionals to network. Its +500 million user base consists of just about every professional in the commercial real estate, finance, investing, or legal fields you could want to meet, and it offers a powerful engagement platform with content posts, group discussion boards, and search functions. Combined with ultra targeted advertising, LinkedIn is an important focus for any business in 2022.
6. Implement a SEO (Search Engine Optimization) Strategy
Make sure your real estate website ticks off the right boxes in terms of SEO (Search Engine Optimization). An effective SEO strategy can help generate massive “free” traffic from Google and other search engines, and help you generate visibility for targeted keyword terms related to your business. More and more potential tenants and investors are using online searches to research properties, don’t be left out of the game.
Your SEO strategy should include a detailed plan comprising of foundational pillars including content strategy, link building, user experience and technical SEO. If you can afford it, it is wise to hire a SEO expert or an agency to ensure your site is truly optimized to maximize your visibility. A marketing package for commercial real estate is also a good option for those looking for an omnichannel solution.
7. Track & Report Your Results
At a minimum, make sure you are running Google Analytics on your website to track marketing performance and make sure you look at results at least once a month. This will help you make better, informed marketing decisions and enable you to understand if your website is having any significant impact. If your website is not generating prospects for your company or property, it’s time to revisit and take action.
8. Build a Company Newsletter
Email remains one of the most effective forms of communication for any CRE firm in 2022 with a higher response rate than almost any other online format. Not only does a regular company newsletter allow you to stay in touch with your most valuable prospects and customers, it provides a means to showcase the activity of your company, offer valuable free information, and build a relationship that transcends the anonymity of your website.
9. Make Yourself Easy to Contact
Nothing is worse than making it difficult for clients or prospects get in touch with you. Make sure your contact information (phone, email, address) is easily accessible on your website, on print collateral, business cards, and email signature. Consider creating an impressive contact form on your website to better meet your users’ needs and grab their attention.
10. Run Targeted Ad Campaigns with Google
Google AdWords offers a fast, efficient and scalable way to target potential tenants and investors online. Programmatic advertising allows you to showcase your services or offers in specific locations in search results, or with display and retargeted ads for people visiting your website or those of your competitors. To put it simply, this is the fastest way to get in front of your most likely prospects.
11. Run a Remarketing Campaign
Remarketing allows you to recapture traffic on your website, showing ultra-targeted ads only to people who have already visited or performed a specific action on your website. Because more than 90% of your web traffic won’t take an action when they visit, you need to increase return rates – retargeting allows you to do just that.
12. Contribute Guest Articles
There are plenty of online new sites, blogs and trade journals where you can contribute an article and share your expertise. This tactic is effective for two reasons: 1) gives you exposure on large websites that your target market trusts that you may not be able to gain on your own website and 2) you get a powerful link to your website that has important SEO value and can improve your ranking in search engines.
13. Get Professional Photos
One of the most effective ways to create “wow” factor for your properties is by purchasing high-quality professional photographs. Your property’s photos are the crucial first impression and one of the most important marketing investments you make that impact many different touch points (listings, brochures, presentations, OMs, etc.).
If nothing else, invest in professional photography!
14. Get Busy On Twitter
Besides publishing updates (tweets), Twitter offers several marketing tools, including the ability to showcase specific content from your site, embed multiple images in a tweet, and even capture email addresses directly from an ad you run on twitter. Use these tools to share new ideas, events, and property updates with your customers and prospects and to continue growing your network in 2022.
15. Create and Publish High Quality Content
High quality content is one of the most valuable currencies on the Internet today. “Okay” isn’t good enough. You need to produce exceptional, well-written blog posts, informative articles, high quality HD videos, market study PDFs showcasing interesting data, and other educational content that can capture attention from prospects when they visit your website. Good content helps you build an audience, create trust, and allow you to leverage the other distribution tactics listed above as well.
16. Launch a Video Marketing Campaign
Video is one of the highest engagement rate mediums in digital marketing. People like video and it is more accessible than ever before. By producing high quality marketing videos of your properties, publishing interviews, or creating high quality videos that showcase your company, you can drive traffic from YouTube, Facebook, and Vimeo. All three platforms offer incredibly targeted advertising as well to increase your online reach.
17. Create 3D Video Walkthroughs
Video walkthroughs offer more realistic insight into how a property is represented, and in these health-conscious times, offering up the opportunity to view a property from the comfort and safety of one’s home (and phone) is more appreciated than ever before. Of course you’ll want to ensure that any videos you create are at the appropriate professional level, which is easily achieved by using a tool such as Matterport.
18. Create a Strong Company Presentation
A good presentation can be an incredibly effective way to convey your value propositions and communicate your services to prospective clients. But it needs to be of the highest possible quality if you want to make a lasting impression. Invest in a professionally-produced presentation that is engaging, on target with your audience, and tells a compelling story of why anyone should work with you.
19. Update Your Print Collateral
The quality of the print collateral you send to your clients, says a lot about you as a company. If it’s been some time since you last updated this or you still don’t have professional graphic design for your marketing materials, consider investing in new collateral in 2022, updating any contact information, social media links, website links, and imagery to match your online presentation.
20. Support a Local Charity or Organization
There is nothing more fulfilling than working with a local organization or charity that you feel strongly about. It’s a great way to give back to the community, and it happens to get your name out there and allow you to engage with people in ways that aren’t possible from a strictly business perspective. Make sure to choose an organization that matches both your brand and business goal – it should be one you feel strongly about.
21. Buy Media in Traditional Outlets
While advertising dollars continue to shift online, there are still plenty of affordable and effective options offline in trade journals, newspapers, and local print media. If your goal is to increase reach, build your brand, and make sure locals recognize you and your property, this is still one of the best ways to do so. Just make sure to test your efforts to see what drives the most interest. Consider making custom website URLs you can drive people to from these ads to measure which is most effective.
22. Invest in a Professional Website
Make sure you have an up-to-date, professional website to create a strong first impression and build a powerful foundation for all of your digital marketing efforts. A joint study by Google and Loopnet has shown that almost +80% of tenants and investors use the internet to make lease and purchase decisions. This means your website is critical to help you gain brand visibility, acquire new prospects, and drive sales and lease-up efforts. Moreover, your ability to reach and attract more potential tenants, brokers and investors (and banks) increasingly hinges on the user experience of the website displayed on their device, although sometimes that might not be enough. Hire a service that includes full-rounded commercial real estate marketing packages could serve to give the final push to get more traffic, visibility and leads.
23. Impress with Drone Photography
Over the past two years drone photography and videography has become much more accessible and affordable allowing real estate marketers to capture beautiful imagery of their real estate assets. Consider upgrading your images with HD drone photos to give your marketing collateral a much bigger “wow” factor.
24. Ask for Referrals
It doesn’t get any simpler or more effective than this. Word-of-mouth marketing can help you drive a significant increase in inquiries without having to spend heavily on marketing materials or advertising. The key is to actually ask. Create a referral request program with potential partners, maintain close relationships with previous clients, and follow up frequently to ensure you’re tapping every potential source.
25. Nurture Your Relationships
Commercial real estate is one of the most relationship-driven industries in the world but it’s easy to forget to maintain relationships of existing clients when you’re constantly chasing new deals. Take time on a consistent basis (weekly, monthly, quarterly) to reach out and stay on top of your clients. You can share your knowledge, give them access to your network, and use social media to keep in touch (interactions on Twitter, Linkedin, etc.).
26. Publish Market Studies
A valuable real estate marketing idea is to create local market reports for the markets your operate in. This is not just a great nurturing tool, but also helps to educate your clients and potential prospects. You can pull data from sources like Costar and summarize vacancy, average rent prices, averages sales prices, absorption rates and any significant transactions. Highlight it on your website as a monthly (or quarterly) feature and you will surely generate more eyeballs and interested readers.
27. Outsource When Needed
There are many marketing activities that are better served by an external partner than trying to do it in-house. Besides access to more expertise and reducing HR costs, there are many reasons to outsource your marketing that can help give your company a competitive advantage.
28. Organize Your Own Webinar
Hosted events — like meetups, seminars, or broker events — have always been popular, drawing people from across the spectrum of your industry, giving your properties much needed exposure, and allowing you to meet new people. However, just because face to face events such as these are (and should be) off the table for the foreseeable future, doesn’t mean there aren’t other options! Hosting your own webinar will allow you to engage with people and build relationships in ways you may not be able to otherwise.