Category: Marketing Best Practices

In the realm of commercial real estate, the integration of innovation and technology is not just a luxury but a strategic necessity. Embracing innovation in this sector can bring substantial benefits, from enhancing efficiency and reducing costs to attracting tenants and optimizing property performance. However, driving innovation and technology adoption requires a complex approach that combines leadership, experimentation, and collaboration.

At the forefront is the recognition that technology is not just a tool but a transformative force capable of reshaping the entire industry. From advanced data analytics and artificial intelligence to virtual reality, the possibilities for innovation are endless. Successful implementation depends on leadership that prioritizes quickness, adaptation, and continuous improvement. By creating an environment that values innovation and embracing emerging technologies, stakeholders in commercial real estate can position themselves to lead industry evolution, driving consistent growth and competitive advantage.

When discussing the role of technology in CRE, many key points can be brought up. Here are six different observations and strategies for technology adoption and optimization:

Full Adoption Driven by End Users

The full adoption of technology in real estate depends significantly on the demands and expectations of end users, particularly tenants. As the primary occupants of commercial spaces, tenants have significant influence over the direction and pace of technological integration within the industry. This influence stems from their increasing expectations for seamless, tech-enabled experiences that enhance not only their productivity but also their overall satisfaction.

Companies like HQ exemplify this trend by pioneering tenant engagement platforms that prioritize personalized experiences and  interaction with property management and amenities. Such platforms not only address the evolving needs of tenants but also serve as a catalyst for broader technological adoption across the real estate ecosystem. By placing a premium on enhancing tenant experience through innovative technologies, landlords and property managers can not only attract and retain tenants but also drive the broader industry towards a future characterized by digital transformation.

Tech Stack Complexity

As the landscape of technological tools continues to evolve and diversify, navigating the selection process for inclusion in a tech stack becomes increasingly complex. The challenge lies not only in identifying the latest innovations but also in deciding which solutions are best suited to meet the specific needs and objectives of commercial real estate stakeholders. Because of this complexity, the importance of aligning technological investments with the ultimate customer’s needs and preferences is undervalued.

Rather than adopting technology for the sake of novelty or industry trends, a customer-centric approach prioritizes solutions that directly address pain points, enhance user experiences, and ultimately deliver tangible value. This emphasis on understanding the unique requirements of end-users serves as a guiding principle in shaping the composition of a tech stack, ensuring that every component contributes meaningfully to driving efficiency, effectiveness, and satisfaction across the commercial real estate ecosystem.

Here are a few areas where your tech stack can be improved:

• Data Analytics and Business Intelligence: Enhancing capabilities for data collection, analysis, and visualization can provide valuable insights into market trends, tenant behavior, and property performance, enabling more informed decision-making.
• Artificial Intelligence and Machine Learning: Utilizing AI and machine learning algorithms can automate routine tasks, such as property valuation and lease management, and provide predictive analytics for risk assessment and investment decision-making.
• Mobile Apps and Tenant Portals: Developing mobile apps and tenant portals can improve communication and engagement with tenants, offering features like rent payments, maintenance requests, and community events notifications.
• Customer Relationship Management (CRM) Systems: Implementing CRM systems tailored to the commercial real estate industry can centralize client information, track leads, and automate marketing campaigns to enhance client relationship management and drive business growth.

Evolution of Real Estate Technology

The trajectory of real estate technology is a result of rapid digital transformation, where traditional practices are being revolutionized by innovations spanning from smart building systems to blockchain-enabled transactions. Embracing these advancements isn’t a matter of convenience but a need to unlock new opportunities, streamline processes, and enhance overall performance metrics.

Failure to adapt to this shifting technological landscape not only risks falling behind competitors but also jeopardizes long-term sustainability in an industry increasingly defined by its capacity for innovation and adaptation. The evolution of real estate technology outlines the critical importance of not only recognizing but actively utilizing the potential of emerging technologies to navigate the complexities of modern real estate markets and thrive in constant change.

Niche Specializations

Niche specializations in commercial real estate represent focal points where innovation and technology converge to revolutionize traditional practices. Within these specialized areas, such as construction tech and logistics, groundbreaking advancements are poised to reshape the industry landscape fundamentally. From modular construction methods to sustainable building materials, the adoption of these technologies not only accelerates project delivery but also fosters environmentally conscious development practices.

Similarly, in logistics, technological innovations like drone surveillance and autonomous vehicles are revolutionizing supply chain management and distribution networks within commercial real estate. These advancements facilitate smarter site selection, optimize warehouse layouts, and expedite last-mile delivery, thereby meeting the evolving demands of modern consumers. As the industry continues to embrace these specialized technologies, the traditional boundaries of commercial real estate are being redefined, unlocking opportunities for growth, efficiency, and sustainability.

Technology Adoption Challenges

The conversion towards technology adoption presents a significant hurdle to realizing the full potential of innovation. Traditionally, the industry has been characterized by old practices and a reluctance to depart from tried-and-tested methods. This often stems from concerns about the perceived risks associated with new technologies, as well as a reluctance to disrupt established workflows. Moreover, the pace of technological advancements can be overwhelming, leaving people uncertain about which innovations to prioritize and invest in.

To overcome these challenges, proactive strategies are essential. One approach involves a deeper understanding of emerging technologies and their potential impact on the industry. This requires ongoing education and engagement, where industry professionals actively seek out opportunities to learn about new technologies through workshops, seminars, and industry conferences. Additionally, cultivating a mindset of curiosity and experimentation can help break down barriers to technology adoption. Encouraging individuals to explore and test new technologies in controlled environments can streamline the process and build confidence in their capabilities. Collaboration and knowledge-sharing within the industry can accelerate adoption by facilitating the exchange of ideas and best practices.

Future Trends

The integration of autonomous technology into transportation systems is poised to revolutionize urban mobility, potentially altering the dynamics of property location preferences and commuting patterns. With the prospect of reduced reliance on personal vehicle ownership and increased efficiency in transportation networks, commercial real estate developers and investors must consider the implications for property value, accessibility, and design. As smart city initiatives gain traction, the convergence of autonomous vehicles with other technologies such as IoT and predictive analytics presents opportunities for innovative urban development strategies that prioritize sustainability, safety, and efficiency.

Despite the advancements of technology and automation, the enduring importance of human interaction in real estate transactions is crucial. While technological advancements undoubtedly streamline processes and enhance efficiency, the complexities inherent in commercial real estate transactions require human negotiation and relationship-building skills. From navigating intricate lease agreements to resolving disputes and fostering tenant relationships, successful real estate professionals understand that interpersonal dynamics play a pivotal role in achieving mutually beneficial outcomes.

Want to learn more? Watch our webinar Driving Innovation and Technology Adoption in CRE with Senior Managing Director of Investment Sales at JLL, Jeremy Neuer, where we go into further detail about innovation and technology in commercial real estate Watch here!

Building a healthy pipeline. Attracting the right investors. In commercial real estate investment sales, the marketing phase plays a critical part in generating interest and elevating your brand. To position yourself at the head of the pack and command attention from your target prospects, you need the right tools and resources.

Success in modern investment sales requires a digital toolkit that helps you stand out from competitors, increase exposure for your properties, and streamline the process to drive more results, faster.

Discover what you should have inside your real estate sales and marketing toolkit. Let’s get started.

In the fast-paced world of commercial real estate investment sales, an Offering Memorandum (OM) serves as a powerful tool to attract serious investors, instill confidence in the opportunity, and ultimately facilitate successful transactions.

In today’s fiercely competitive CRE landscape, the value of a polished offering memorandum cannot be overstated; it’s the catalyst that ignites productive discussions with potential buyers and serves as a direct reflection of your team’s professionalism

Here are 6 indispensable strategies for crafting a winning OM that captivates attention and positions you for success.

1. Hire a professional to design it

Investing in a professional graphic designer to craft your Offering Memorandum is indispensable. There is no substitute. Period. 

Whether you choose to have a designer in-house or outsource the task, prioritizing this aspect is crucial for the success of your investment sales team. A skilled graphic designer can elevate your OM with attention-grabbing visuals, clear layouts, and cohesive branding, thereby enhancing its impact on potential investors. 

By recognizing the value of professional design, you’re making a strategic investment that can significantly contribute to the overall effectiveness and professionalism of your marketing efforts and help speed up your marketing operations.

Where to find high-quality OM designers:

Option 1 – Get your own outsourced graphic designer

• Upwork
• Fiverr

Option 2 – Hire a specialized CRE design agency

• inMotion
• BTS
• CREOP

Option 3 – Work with an on-demand design platform

• Design Pickle
• Flocksy

2. Invest in photography

The photos used to showcase your commercial properties wield significant influence, serving as the initial point of contact that can profoundly affect potential tenants, brokers, or investors. By employing photography best practices, even the most unattractive properties can captivate a broader audience and ignite curiosity. This, in turn, has the potential to elevate engagement levels and drive greater interest in your offerings.

In today’s visually-oriented world, investing in high-quality photography is not just advisable—it’s essential for making a memorable and positive impression in the competitive real estate market.

Buying good photography can actually give you a substantial return on your investment. You may be inclined to go with a less expensive photographer, but consider that the images you show can make a big difference in how long it takes to sell your property and the price that you may get for it.

Ed Wolkis Photography

3. Be clear and concise

Your OM must be meticulously structured to facilitate clear and concise understanding for all readers. Utilizing elements such as bullet points, headings, and subheadings aids in organizing information logically and enhancing readability. 

It’s crucial to steer clear of jargon or overly technical language that could potentially deter or confuse potential investors. Instead, strive for simplicity and clarity in conveying complex information. By presenting the content in a user-friendly format, you can ensure that investors can easily navigate through the document, grasp key points, and make informed decisions. 

Here are some tips to consider:

• Remove unnecessary words like “very” and “really”
• Strengthen adjectives for clarity and impact
• Keep paragraphs concise and focused
• Utilize clear headings and subheadings
• Ensure flawless grammar, spelling, punctuation, and formatting
• Consider hiring a professional copywriter or editor for review
• Edit ruthlessly to eliminate clumsy errors and maintain professionalism

4. Accentuate area amenities

Consider incorporating a custom illustrated map into your offering memorandum to enhance its visual appeal and convey professionalism. By opting for a custom design, you can ensure that the map seamlessly integrates with the overall aesthetic of your document, reinforcing your brand identity. 

Additionally, overlaying labels or call-outs on the map allows you to spotlight key features such as nearby amenities, transportation hubs, and corporate neighbors. This contextual information provides valuable insights for potential stakeholders, helping them better understand the surrounding environment and the strategic positioning of the property. 

A well-crafted illustrated map not only enhances the presentation of your offering memorandum but also adds depth and clarity to your property’s value proposition.

5. Optimize PDF file size

In today’s fast-paced digital CRE world, optimizing file size of your offering memorandum is essential to reduce friction for your buyers. By optimizing settings, you can facilitate fast download speeds, delivering a seamless user experience for investors accessing the document online.

Prioritizing file size optimization not only minimizes barriers for your buyers but also fosters positive impressions and engagement for your investment opportunity.

Here are some tips to remember:

• Compress the PDF file to reduce its size for faster downloading and sharing
• Aim for the file size of your OM to be between 2MB to 10MB
• Test the PDF on various devices and platforms to ensure compatibility

6. Include a clear call-to-action

Guide potential investors towards the next steps with a clear call-to-action at the end of the document. Whether it’s scheduling a viewing or submitting an offer, a well-defined call-to-action encourages forward momentum in the sales cycle.

Here are some tips to remember:

• Include multiple contact options to accommodate different preferences and streamline communication
• Make the call-to-actions (CTAs) prominent and visually appealing to draw attention
• Use persuasive language that conveys a sense of urgency and importance
• Personalize the CTA whenever possible by addressing the specific needs or interests of the target audience

Navigating the ever-evolving landscape of digital marketing in the commercial real estate (CRE) industry requires a deep understanding of the core principles that develop success. When it comes to multifamily properties, ensuring the closest level of perfection you can goes a long way because of the need to stand out. Utilizing as many tools as possible not only streamlines your marketing efforts but also assists with catching more eyes of your audience. 

In this dynamic business where data reigns supreme and trends shift with lightning speed, utilizing analytics, maintaining consistency, and adaptive strategies for all customers is crucial. However, beyond these foundational pillars lie the keys to true mastery – staying informed, and embracing future trends. By diving deeper into each of these elements, professionals in the multifamily sector can not only stay ahead of the curve but also reshape how properties are marketed and experienced.

A variety of key areas stand out when mentioning how to effectively market your multifamily property:

1. Importance of Analytics

Analytics plays a crucial role in the digital marketing world of real estate. Whether it’s tracking website visits, social media engagement, or email click-through rates, analytics help you fine-tune your strategies, understand your audience better, and ultimately drive better results.

Analyzing various types of analytics can provide valuable insights into the effectiveness of your multifamily property marketing efforts. Here are some key types of analytics that can be useful:

• Website Traffic Analytics: Utilize tools like Google Analytics to track website traffic metrics such as total visits, unique visitors, page views, and bounce rate. Analyzing this data can help you understand how many people are visiting your property website and how they are interacting with it.
• Social Media Analytics: Analyze metrics provided by social media platforms such as Facebook Insights, Instagram Insights, and LinkedIn Analytics. Track metrics like engagement rate, reach, impressions, follower growth, and demographics to understand how your social media efforts are performing and which content resonates most with your audience.
• Customer Feedback and Reviews: Monitor online reviews and gather feedback from tenants to understand their satisfaction levels and identify areas for improvement. Positive reviews can also serve as valuable social proof to attract new tenants.

By analyzing these types of analytics, you can gain valuable insights into the effectiveness of your multifamily property marketing efforts and make data-driven decisions to optimize your strategies for better results.

2. Adaptability and Consistency

Consistency is emphasized as a critical factor in digital marketing success. Building a stable online presence across various platforms is essential for effective branding and engagement. In digital marketing, consistency means maintaining a cohesive brand appearance across all channels. Whether it’s your website, social media profiles, or email campaigns, keeping your messaging, visuals, and tone consistent builds trust with your audience and strengthens your brand identity.

3. Strategies for Different Demographics

Strategies need to be tailored based on the diverse audience within all sectors of real estate. To effectively reach different demographics, you need to adjust your marketing strategies. This could mean using different platforms, messaging, or content formats to resonate with your potential customers.

4. Staying Updated with Trends and Tools

Continuous education and staying updated with the latest trends in digital marketing are essential. Resources like webinars, online courses, and industry publications can help professionals stay informed. The more you know, the better equipped you’ll be to navigate the ever-changing landscape of digital marketing.

Here are some examples of marketing tools for your multifamily property:

• Google Ads: Utilize Google’s advertising platform to create targeted ads that appear in Google search results, display network, or on YouTube. You can target specific keywords related to multifamily properties or use location-based targeting to reach potential tenants in the desired area.
• Retargeting Ads: Utilize retargeting ads to reach people who have previously visited your property website but haven’t taken action. This helps keep your property top of mind and encourages them to revisit your website or inquire about leasing options.
• Email Marketing: Build an email list of potential tenants or interested parties and send out regular newsletters or updates about your property. Email marketing can be effective for nurturing leads and keeping them informed about available units or special offers.
• SEO (Search Engine Optimization): Optimize your property website and online listings for search engines to improve your visibility in organic search results. This involves curating your website content, meta tags, and building backlinks from reputable sources.
• PR: Leverage trade publications, sponsored content, marketing partnerships, influencers, and other channels to enhance property visibility.

5. Future Predictions

The future of digital marketing in the CRE industry is expected to see significant advancements, particularly in the way properties are viewed and marketed. Technologies such as AI and immersive experiences like virtual tours are likely to play a more prominent role. These developments have the potential to revolutionize how properties are marketed and experienced, opening up new avenues for engagement and success in the industry.

Final Thoughts

Digital marketing in the CRE industry requires a complex approach that incorporates analytics, adaptability, consistency, demographic targeting, and staying updated with evolving trends and technologies. Understanding your audience and how these tools will lead them to take action will prove to be a major step towards success. 

Want to learn more? Watch our webinar Digital Marketing Strategies for Multifamily Properties with CEO of Connect CRE, Daniel Ceniceros, where we go into further detail about how to transform your marketing processes for your multifamily properties. Watch here!

From building an integrated marketing stack to embracing the accelerated uptake of interactive tools, digital marketing materials, and AI, several trends have begun to establish themselves that will influence how companies approach commercial real estate marketing in 2024.

In this article, we’ll cover six of the most significant marketing trends that will impact the commercial real estate industry and how CRE firms operate as we continue through 2024 and the following years.

Here are 6 marketing trends happening right now that all commercial real estate teams need to consider:

1. Print Collateral Continues to Phase Out

The trajectory is clear: the digital wave is reshaping CRE marketing. Embracing this shift toward digital platforms allows for a more dynamic, cost-effective, and environmentally conscious approach to property promotion. As the industry evolves, the dominance of digital marketing over print collateral in real estate marketing seems inevitable.

The creation of digital assets is now simplified and different marketing platforms allow for fast set up and publishing of high quality property websites, digital presentations, virtual tours and other assets that keep potential clients engaged.

Print collateral, once the cornerstone of property promotion, is steadily making way for its digital counterpart. Here’s why:

• Instant Accessibility: Digital platforms offer instant access to information. Property listings, high-resolution images, virtual tours, and comprehensive details are available at the click of a button. Unlike print materials, which have limitations in space and time, digital avenues allow potential buyers or tenants to explore properties at their convenience, from anywhere in the world.
• Cost-Efficiency: Printing and distributing physical brochures, flyers, or catalogs incur significant costs. On the contrary, digital marketing significantly reduces these expenses. With the proliferation of social media, email marketing, and dedicated property websites, the cost-effectiveness of digital marketing surpasses that of print collateral.
• Enhanced Engagement and Interactivity: Digital marketing allows for dynamic and interactive content. High-quality videos, virtual tours, 3D renderings, and immersive experiences captivate audiences far more effectively than static print materials. The ability to engage potential buyers or tenants on a more personal level amplifies the impact of digital marketing strategies.
• Measurable Analytics and Targeting: Digital platforms provide robust analytics and targeting capabilities. Real-time data on user engagement, website traffic, click-through rates, and demographic information enable marketers to refine strategies, target specific audiences, and optimize marketing campaigns for better results—a feature print collateral cannot offer.
• Environmental Impact: As sustainability becomes a focal point across industries, the reduction in printed materials aligns with eco-friendly practices. Embracing digital platforms minimizes paper usage, reducing the environmental footprint associated with print production and distribution.

2. AI Becomes a Dominant Force

As AI (artificial intelligence) continues to evolve, its role in reshaping the commercial real estate marketing landscape will become increasingly significant. Embracing this technological shift is crucial for industry players aiming to stay ahead in a rapidly changing market environment. AI is not just a trend; it’s a transformative force that will redefine how commercial real estate is marketed, bought, and sold in the years to come.

AI will revolutionize the way commercial properties are marketed, creating efficiencies, enhancing decision-making, and providing a competitive edge. Here are a few use cases:

• Data-Driven Insights: AI algorithms can process vast amounts of data and generate actionable insights. By analyzing market trends, demographics, consumer behavior, and property-specific data, AI empowers marketers to make informed decisions. This data-driven approach enables more targeted and personalized marketing strategies, optimizing the reach and impact of campaigns.
• Enhanced Customer Experience: AI-powered chatbots and virtual assistants are reshaping customer interactions in real estate. These intelligent systems can engage with potential tenants or buyers, providing instant responses to queries, scheduling property viewings, and offering personalized recommendations based on preferences. This not only streamlines the customer experience but also frees up human resources for more complex tasks.
• Predictive Analytics: AI algorithms can forecast market trends and property demand with remarkable accuracy. By analyzing historical data and identifying patterns, AI can predict future property hotspots, investment opportunities, and potential risks. This empowers real estate professionals to make proactive decisions and adapt their strategies accordingly.
• Optimized Marketing Campaigns:  Machine learning algorithms can analyze audience behavior and preferences, optimizing ad placements and content delivery for maximum impact.

3. Further Integration of VR/AR

As we progress through 2024, the prominence of virtual tours and augmented reality in commercial real estate marketing continues to grow.

Their ability to provide immersive experiences, accessibility, and efficiency in property exploration positions them as a transformative tool, shaping the future of how properties are marketed and experienced in the industry.

Here’s why virtual tours continue to become a cornerstone of commercial real estate marketing:

• Immersive Property Exploration: Virtual tours offer a fully immersive experience, allowing potential buyers or tenants to explore properties remotely. From office spaces to retail outlets and industrial complexes, these tours provide a comprehensive view, replicating an on-site visit without physical presence.
• 24/7 Accessibility: Unlike traditional property viewings constrained by time and location, virtual tours are available round the clock. Prospects can access tours at their convenience, eliminating scheduling conflicts and enabling global audiences to explore properties without constraints.
• Enhanced Engagement and Interaction: Interactive elements within virtual tours provide a dynamic experience. Users can navigate through spaces, zoom in on details, and interact with specific features, creating a personalized exploration tailored to their interests.
• Adaptability to Tech-Savvy Audiences: In an era driven by technology, virtual tours cater to the preferences of tech-savvy audiences. They showcase a forward-thinking approach in marketing properties, appealing to a digitally immersed clientele.

4. Adoption of Fully-Integrated Marketing Software

Another trend that commercial real estate is experiencing is the increased use of specialized “all in one” commercial real estate marketing tools and its integration with other tech tools, creating an API-driven tech stack that helps you optimize the marketing processes throughout the property lifecycle.

The ability of integrating distinct technology into one stack has allowed for a streamlined flow of listing data from a CRM to content management systems, enabling listings to be published in seconds, syndicated to listing portals with a click of a button and sent out as an email campaign to clients.

What’s more important this synergy has greatly accelerated the speed of dissemination, ensuring up-to-date information is available 24/7.

Tips:

• Consider adopting marketing tools that offer open integrations with other technology
• Reevaluate your current tech stack considering inefficiencies and tools that don’t play well together
• Improve workflows and processes that work, making your efforts repeatable and scalable

5. Rise of Interactive Tools

The ability to engage, empower, and facilitate informed decision-making through interactive tools will not only enhance the customer experience but also set forward-thinking CRE firms apart in a competitive market. As technology continues to evolve, embracing these interactive tools will be pivotal in shaping the future of commercial real estate marketing.

As we continue through 2024, the integration of interactive tools into marketing strategies is poised to reshape the industry.

There are a range of interactive tools that commercial real estate firms are incorporating into their daily marketing schemes:

• Interactive Property Sites – Replacing brochures and flyers, teams can build interactive listing presentations created for the optimal client digital experience. These sites allow user tracking and visitor reporting as part of a digital suite and can be easily shared on other digital channels to generate visibility.
• Interactive Maps – Instead of visiting a site in person, a client will be able to interact with a base map of the property, exploring and gaining insight without having to leave their home.
• Virtual Tours – Long gone are the days of scheduled tours. Now, a client can navigate through a property on a virtual tour, gaining all the information they need through this digital platform.
• Document Portals – All the information a client will need is in one, easy-to-find location, this interactive element allowing clients to download any documents they may need right onto their device.

The movement to these digital futures is a shift that underpins the majority of commercial real estate marketing trends, allowing clients to access information faster than ever before, browse in their own time, and for CRE firms to streamline virtual communication by using interactive elements.

6. Emphasis on Data Privacy and Security

As the digital landscape continues to expand in the realm of commercial real estate, a trend set to dominate strategies in 2024 is the prioritization of data privacy and security. With increasing reliance on digital tools and data-driven decision-making, safeguarding sensitive information has become paramount for establishing trust and credibility in the industry.

Here’s why data privacy and security will shape marketing endeavors in commercial real estate in the coming year:

1. Evolving Regulatory Landscape: Regulatory frameworks around data protection are continually evolving. Compliance with standards such as GDPR, CCPA, and emerging local regulations is imperative. Marketing strategies will emphasize adherence to these guidelines to build trust among clients and stakeholders.
2. Consumer Expectations: Clients and tenants are becoming more conscious of how their data is handled. They expect transparency, ethical data practices, and assurances of data security. Real estate firms that prioritize and communicate robust data protection measures will gain a competitive edge.
3. Risk Mitigation and Reputation Management: Data breaches and mishandling of sensitive information pose significant risks. Real estate marketers will focus on showcasing stringent security protocols, encryption measures, and data handling procedures to mitigate these risks and safeguard their reputation.
4. Trust as a Competitive Advantage: Trust is a cornerstone of successful business relationships. Highlighting strong data privacy and security measures will be a key differentiator, fostering trust among clients and setting businesses apart in a crowded market.
5. Investment in Cybersecurity Infrastructure: Real estate firms will allocate resources towards robust cybersecurity infrastructure. From encrypted communication channels to secure databases, these investments will not only protect sensitive data but also serve as a marketing point of assurance.

Final Thoughts

As we navigate through 2024 and beyond, the commercial real estate landscape is undergoing significant transformations driven by digital innovation and evolving consumer expectations. From the gradual phasing out of print collateral to the emergence of AI as a dominant force and the integration of interactive tools, the marketing strategies employed by CRE firms are evolving rapidly.

By understanding and focusing on complying with marketing trends, commercial real estate firms are able to deliver exactly what their clients are seeking – no matter how complex.

With 2024 underway, CRE professionals can look forward to new opportunities for networking, honing their skills, and generating leads. Whether you want to attend or be an exhibitor, mark your calendar now.

Here are the top CRE events slated for the coming year complete with links so you can find additional information and register to attend in 2024.

IMN Winter Forum On Real Estate Opportunity & Private Fund Investing

January 17 – 19, 2024, Laguna Beach, US

IMN is excited to once again host the largest event of its kind on the West Coast: 19th Annual Winter Forum On Real Estate Opportunity & Private Fund Investing, January 17-19, 2024, The Montage Resort & Spa, Laguna Beach, CA.

Attracting 1000+ registrants each year this three-day event is renowned for its history of delivering critical market information, strategic insights and unmatched networking opportunities.

Event information

ICSC@WHISTLER

January 21 – 23,  2024, Whistler, British Columbia, Canada

This event provides the best source for high-level interactive discussion of key trends, challenges and opportunities facing the open-air shopping center community, including landlords, retailers, capital market participants, brokers and advisors.

Event information

ICSC@RED RIVER

January 31 – February 2, 2024, Dallas, TX US

Create connections and catalyze deals with the innovators, dealmakers and changemakers driving the marketplaces industry forward in your region. Advance your business goals and experience the latest trends shaping the spaces where consumers shop, dine, work, play, and gather.

Event information

The Multifamily Investor Network Conference

February 17, 2024, Houston, Texas, US

The Multifamily Investor Network Conference (MFIN) is a one-day event for multifamily investors, operators, vendors, and individuals interested in learning more about how to build wealth through real estate.

The goal behind The MFIN is to facilitate an environment that will assist to further educate individuals on multifamily investing from the industry’s top players while helping their attendees build valuable relationships that will propel their success in real estate.

Event information

March 12 – 15, 2024, Cannes, France

ICSC@CAROLINAS

March 19 – 20, 2024, Charlotte, North Carolina, US

At ICSC Carolinas create connections and catalyze deals with the innovators, dealmakers and changemakers driving the marketplaces industry forward in your region. Advance your business goals and experience the latest trends shaping the spaces where consumers shop, dine, work, play and gather.

Event information

ICSC@MONTEREY

March 25-27, 2024, Monterey, California, US

At ICSC Monterey create connections and catalyze deals with the innovators, dealmakers and changemakers driving the marketplaces industry forward in your region. Advance your business goals and experience the latest trends shaping the spaces where consumers shop, dine, work, play and gather.

Event information

RETCON New York City

April 1-3, 2024, New York City, New York, US

RETCON brings together industry leaders, professionals, and enthusiasts alike to explore the latest trends, strategies, and technologies shaping the future of real estate. Located in NYC – the global epicenter of real estate – connect with experts from all over the world to assist your search for success.

You’ll find extensive opportunity in a networking environment and have the chance to learn more about the industry from professional guest speakers. RETCON has all of the tools you’ll need to elevate your game.

 

Event information

CCIM Annual Governance Meetings and Conference

April 14-17, 2024, Nashville, TN, US

CCIM (Certified Commercial Investment Member) Institute’s annual global conference brings top CRE professionals together to shape the future of the industry.

Event information

GlobeSt.com Multifamily

April 18, 2024, Aventura, Florida, US

GlobeSt. MULTIFAMILY SPRING, formerly APARTMENTS, may have a new name, however the high quality networking, deal-making, and insights you have come to expect over the past 30 years will continue, making it one of the most influential events in the US Multifamily real estate market.

Event information

SIOR’s Spring 2024 Event

May 6-9, 2024, Fernandina Beach, FL, US

When you connect with other top commercial real estate professionals from around the world, you create greater possibilities—possibilities that advance your business goals.

SIOR brings leaders from every facet of industrial and office commercial real estate and across the globe together to share tactical knowledge, hear different perspectives on emerging market trends and form strong relationships that facilitate business deals.

Event information

CRETech London

May 8 – 9, 2024, London, UK

Experience the largest trade show, most strategic networking opportunities, and world-class content covering every industry food group including office, multifamily, single-family, construction, retail, logistics, and hospitality in a fast-paced, electric environment.

Event information

NAIOP National Forums Symposium 2024

May 8 – 10, 2024, Minneapolis, MA, US

NAIOP’s National Forums Symposium brings together prominent industry professionals from across North America to share best practices, strengthen relationships with fellow Forums partners, and identify how best to capitalize on business opportunities.

Event information

BOMA International Medical Real Estate Conference

May 13 – 15, 2024, Orlando, FL, US

BOMA International’s Medical Office Buildings & Healthcare Real Estate Conference is the industry’s largest and most respected education and networking event. Each year healthcare real estate executives from across the country come together to discuss current issues and trends in developing, leasing and managing healthcare facilities in the new age of healthcare delivery.

Event information

ICSC 2024 LAS VEGAS

May 19 – 21, 2024, Las Vegas, Nevada, US

ICSC Las Vegas is the premier ICSC event and takes place annually in May. It is a two- to three-day gathering of dealmakers and industry experts, who are driving innovation and evolution in the marketplaces industry.

Event information

I.CON East

June 5 – 6, 2024, Jersey City, New Jersey, US

The premier event exclusively focused on the development, operation and expansion of industrial real estate, I.CON is the nation’s largest gathering of industrial real estate professionals.

Hear the big ideas, trends and new technologies in industrial development from the best in the business, and make new professional contacts in the enthusiastic networking environment.

Event information

WorkX Conference

June 24 – 25, Dallas, Texas, US

WorkXConference combines expertise from corporate and commercial real estate, workplace, and facilities operations, strategies, acquisitions, technology implementations and planning. Whether your goal is to step up your workplace technology, renovate your existing assets, enhance your utilization of space and resources, or design and create environments to maximize employee productivity, Future Offices Winter will connect you with the stakeholders to make it happen.

Event information

BOMA International Conference

July 13-16, 2024, Philadelphia, PA, US

Flexible work practices, incredible innovation and new occupant expectations are changing the form (and function) of commercial properties—and for CRE pros ready to make a difference, the opportunities are endless.

Join the event that is backed by the strength of the leading CRE organization, and let’s open the door to our industry’s next phase.

Event information

CREW Network Convention

September 25 – 27, 2023, Vancouver, BC, Canada

At the CREW Network Convention and Marketplace, attendees will expand their network, be inspired, and hear the latest on what’s happening in commercial real estate.

In addition to a strong lineup of sessions, speakers and learning excursions, the convention also serves as a platform for 1,200+ commercial real estate professionals from all over the world to network.

Event information

Exporeal

October 7 – 9, 2024, Munich, Germany

EXPO REAL is Europe’s largest real estate and investment trade fair. It represents the whole supply chain of the international real estate sector from conception and design through investment and financing, realization and marketing to operation and use.

Event information

NAIOP CRE.Converge

October 8 – 10, 2024, Las Vegas, NV US

There’s no better opportunity for you to touch base with your peers and seize the opportunities you’ll find at our fall conference. More than 1,500 attendees are expected including developers, brokers, owners, investors, architects and engineers.

Event information

2024 CoreNet Global Summit

November 1-3, 2024, Washington D.C

CRE summit that includes over 700 corporate real estate executives with a particular focus on effectiveness and value creation.

Event information

CREtech New York

November 13 – 14, 2024, New York, US

CREtech New York will bring three days of the most exciting in-person event in the world of real estate technology and innovation.
No other event brings together so many landlords, asset managers, brokerages, construction companies, tech startups, venture capitals, thought-leaders, and more all under one massive roof.

Experience the largest trade show, most strategic networking opportunities, and world-class content covering every industry food group including office, multifamily, single-family, construction, retail, logistics, and hospitality in a fast-paced, electric environment.

Event information

MAPIC

November 26-28, 2024, Cannes, France

MAPIC is the leading event to showcase and discover the best of the international retail property market with over 8,600 participants from 78 countries, over 12,000 m² exhibition space and 100+ conference and pitching sessions.

Event information

Bisnow Events

From January through November 2024, national and international locations

Bisnow Commercial Real Estate Events are all about networking and hosting expert speakers who discuss trends in multifamily, office, retail, industrial, mixed-use.

Event information

Connect Conferences

Connect Conferences are part of Connect Commercial Real Estate, your one-stop shop for all things CRE, from daily news, to marketing solutions, live events and more. The Connect Conferences bring together the industry’s most active owners, investors, developers brokers and lenders for half-day afternoon events which combine panel sessions, special presentations, networking, exhibitors, award presentations and a closing cocktail reception.  Make the most of your time and meet with the industry’s best.

Event information

 

One of the prevailing misconceptions about the commercial real estate sector is its resistance to technological change. While it may have been the case in the past, the industry is now witnessing a shift in mindset. Business owners and professionals within the sector are beginning to understand the importance of technology in streamlining operations, enhancing productivity, and staying competitive in the market.

The commercial real estate industry has long been characterized by deals sealed with a handshake or on the back of a napkin. However, in today’s fast-paced and data-driven world, relying solely on traditional methods is no longer sufficient. The need for technological solutions is becoming increasingly evident.

Several key areas stand out when considering the role of technology in commercial real estate:

1. Streamlining the Sales Process:

In Commercial Real Estate (CRE), efficiency is paramount, and technology plays a pivotal role in achieving this. CRE professionals have access to tools that help manage daily tasks, including sales-related activities.

Customer Relationship Management (CRM) systems, such as HubSpot and Salesforce, are particularly valuable. HubSpot’s CRM offers a user-friendly interface, email tracking, and lead nurturing capabilities. Salesforce, a global leader, provides a comprehensive CRM platform with extensive customization options, automation features, and advanced analytics. These CRMs help capture and analyze prospect data, aid in forecasting, and streamline the sales process.

2. Providing Insight into the Business:

In the modern CRE landscape, data-driven decision-making takes precedence over gut feelings or experience. Tools like Microsoft Excel and Power BI are indispensable for data analysis and visualization. Excel, a widely-used tool, offers numerous possibilities for data manipulation. Power BI, on the other hand, presents data in a more easily digestible format, making it accessible to individuals who may not be well-versed in data analysis. These tools are crucial for presenting facts and tracking performance effectively.

3. Document Management:

Effective document management is vital in CRE, especially considering the circulation of confidential agreements. Platforms like SharePoint and Dropbox Business provide secure solutions for storing, sharing, and collaborating on documents. These platforms enable tracking document access, ensuring efficiency in document execution. Additionally, they contribute to environmental conservation by reducing the need for physical paperwork, making it convenient for geographically dispersed teams to access and approve documents.

4. Property Page Customization:

Customizing property pages is a significant aspect of CRE marketing and branding. Tools like Indesign, Webflow, and WordPress are commonly used for this purpose. They allow for easy customization of property pages to align with the desired look and feel. While these tools offer templates, tailoring them to match your brand image enhances professionalism and consistency. Ensuring user-friendliness is critical to technology adoption, as user-friendly platforms simplify tasks and enhance efficiency.

5. All-In-One-Solution:

Final Thoughts

The future of technology in commercial real estate is promising, and it’s expected to bring significant advancements in the years ahead. These advancements will likely encompass integrated solutions that streamline various aspects of the industry.

As technology continues to evolve, the commercial real estate sector will undoubtedly undergo a transformation, offering professionals new opportunities to enhance their operations, improve efficiency, and stay ahead of the curve.

Mastering the intricate dance of commercial real estate email marketing presents a critical challenge: ensuring your meticulously crafted messages reach the coveted inbox of your target recipients. It can be disheartening to witness your carefully crafted emails ending up in spam folders, despite the considerable effort and time you’ve invested.

This guide will provide expert tips provide a distinct pathway to improve your email deliverability, guaranteeing that your carefully curated content finds its home in the recipient’s inbox, bypassing the detours of the spam folder.

What is email deliverability?

Email deliverability refers to the ability of an email message to successfully reach the recipient’s inbox without being filtered out as spam or being bounced back.

What factors contribute to email deliverability?

Several factors contribute to email deliverability, including sender reputation, the quality of the email content, list management practices, and technical considerations like proper authentication (SPF, DKIM, DMARC). A high email deliverability rate ensures that your messages are not only sent but also received and seen by your target audience, maximizing the impact of your email marketing campaigns.

How can you improve your email deliverability?

Improving email deliverability involves implementing a combination of best practices to ensure that your emails reach the intended recipients’ inboxes. Here are some effective strategies:

1. Don’t Use Purchased Lists

When you buy email lists, you often acquire contacts who have not explicitly opted in to receive emails from you. This can result in a higher likelihood of recipients marking your emails as spam or unsubscribing, negatively impacting your sender reputation.

Purchased lists are also more likely to contain outdated or inaccurate information, increasing the likelihood of bounced emails and further damaging your sender reputation.

2. Use the Same Sender

Make sure to use a consistent “From” name and email address for your emails. If your sender name switches all the time, you will increase the possibility of getting flagged by spam filters and make it less likely that your emails will be delivered.

3. Send Consistently

When emails go out in erratic spikes, you might see higher rates of rejection and a lower overall sender score. Sending consistently over time is an important way to avoid this and reduces chances of getting identified as spam.

4. Avoid Spam Trigger Words

Email service providers (ESPs) and spam filters are designed to identify and filter out emails that exhibit characteristics commonly associated with spam. Using words or phrases that are commonly found in spam emails can trigger these filters, leading to your emails being marked as spam or, in some cases, blocked entirely.

• Words that include “discount”, “promotion”, “limited time”, “act now”, etc.
• Using characters in your subject line like “, >,! etc.
• Writing in All CAPS

5. Manage Your Email Lists Effectively

Maintaining list quality is the utmost and most important factor for deliverability. Regular list cleaning contributes to higher deliverability rates and better overall email marketing performance. Here are a few ways to clean your lists:

• Remover Hard Bouncers
  Regularly review your bounce reports and promptly remove hard bouncers from your list. By addressing hard bouncers promptly, you contribute to a cleaner and more accurate email list, which positively influences your sender reputation and, in turn, improves email deliverability.
• Remove Inactive Subscribers
  Identifying and removing subscribers who haven’t engaged with your emails in a long time helps improve engagement rates. Inactive subscribers can contribute to lower open rates, which may signal to email service providers (ESPs) that your content is not relevant.
• Update Contact Information:
  Keep your contact information up-to-date by removing invalid or outdated email addresses. High bounce rates can negatively impact your sender reputation and deliverability.

6. Segment Your Lists

Segmentation strategies allow you create a more personalized and relevant content for your target recipients that positively influences your sender reputation and contributes to improved email deliverability. For CRE emails, you can consider segmenting your list by investment/buying criteria, property types, geography and stages in buyer journey.

7. Authenticate Your Domain with SPF, DKIM, and DMARC

Authenticating your domain with SPF, DKIM, and DMARC significantly helps with email deliverability. These authentication protocols play a crucial role in verifying the legitimacy of your emails and preventing unauthorized parties from sending emails on your behalf.

Luckily, for SharpLaunch customers the platform has a robust email infrastructure with these authentications in place.

8. Make it Easy to Unsubscribe

By including a clear and functional unsubscribe link in your emails, you not only comply with CAN-SPAM regulations but also contribute to a positive sender reputation and maintain a healthy email list.

Are you missing out on potential clients and sales by not effectively capturing leads from your commercial property listing pages?

You’re not alone.

Many CRE teams struggle with effectively capturing leads from their property listing pages. But, what if I told you that by implementing just a few best practices, you could turn those website visitors into valuable leads? Keep reading to learn about the top strategies for capturing leads from your commercial property listing pages and start turning those website visitors into potential clients and sales.

1. Add a prominent CTA above-the-fold

A prominent call-to-action (CTA) above the fold on a commercial property listing page is an effective way to capture more leads because it catches the attention of visitors as soon as they land on the page.

Above the fold refers to the portion of a webpage that is visible without scrolling. Having a CTA above the fold means that it is one of the first things that your potential clients will see when they land on the page, increasing the chances that they will take action.

By making the CTA prominent and above the fold, it can help visitors quickly understand the purpose of the page, and what they should do next. This also makes it clear to help users clearly understand what the next step is (schedule a tour, contact broker, etc.) in the buying process, making the entire listing page more effective.

2. Use clear and compelling CTAs

A clear and compelling CTA is an instruction that is easy to understand and motivates the user to take action. By providing clear, action-oriented and specific instructions, CTAs make it easy for visitors to understand what they can expect when they take action, whether it is scheduling a showing, requesting more information, downloading a brochure or contacting the listing broker.

Here are a few CTAs to consider including on your property listing:

1. Schedule a Showing
2. Request More Information
3. Download the Brochure
4. Find Your Perfect Space
5. View Floor Plans
6. Submit an Offer
7. Schedule a Virtual Walkthrough
8. Request a Property Package
9. Download OM
10. Discover the Property
11. Schedule a Property Visit
12. View Available Space

Note that: These are just examples, and the best CTAs for your commercial property listing page will depend on transaction type, specific target audience, the stage of the customer journey, and the desired outcome.

3. Multiple Contact methods

Including multiple contact methods on your property listing can help increase the chances of capturing leads by making it easy for potential tenants or investors to get in touch in a way that works best for them. Here are a few reasons why:

1. Convenience: Providing multiple contact methods allows potential buyers or renters to choose the method that is most convenient for them. This can increase the likelihood that they will contact you, as it eliminates any barriers or obstacles that may prevent them from getting in touch.
2. Reach: Not everyone may check their emails frequently, providing multiple contact methods such as phone number and social media can increase the chances of reaching potential leads that might not be reachable through a single method.
3. Personal preference: Some people may prefer to call or text, while others may prefer to email or fill out a contact form. By providing multiple contact methods, you can cater to the preferences of different types of potential buyers or renters, which can increase the chances of capturing leads.
4. Flexibility: Different situations may call for different contact methods, providing multiple options can make it easy to adapt to different scenarios and reach potential buyers or renters in the way that works best for them.

When including contact methods on a real estate listing page, it is important to provide a variety of options such as phone number, email, contact form, and social media links to appeal to different types of potential buyers or renters. This can increase the chances of capturing leads by making it easy for them to get in touch and providing a range of communication options.

4. Add at least one lead capture form

A contact form on a commercial property listing page can help capture more leads by providing an easy and convenient way for interested parties to get in touch with the listing broker or property manager.

By filling out the form, potential tenants or investors can request more information about the property, schedule a showing, or ask any questions they may have. This can help increase the number of leads by making it easier for potential buyers to initiate contact and get the information they need to move forward with their search.

Furthermore, the contact form can be integrated with a CRM (ex. Salesforce) or marketing automation platform (ex. HubSpot), which can automate and streamline the lead capture and follow-up process. This can help the listing agent or property owner save time and resources, while also increasing the chances of converting the lead into a sale or rental.

5. Add a link to “View More Properties”

Adding a call-to-action (CTA) for viewing more properties on a commercial property listing page can help capture more leads by encouraging potential buyers or renters to explore other options and consider additional properties.

This can be particularly effective for capturing leads who are in the early stages of their search and are still exploring their options. By providing an easy and convenient way to view more properties, the CTA can encourage potential buyers or renters to remain engaged and continue their search on the website, which can increase the chances of capturing their contact information and qualifying them as a lead. Some examples include:

• “View all properties”
• “View more properties”
• “Back to portfolio”
• “See more properties”

Additionally, this CTA can also help the visitors to have a better understanding of the market and the available options which can help them to make more informed decisions.

Watch the Webinar

Take a deeper dive into action-oriented strategies you can use to capture more commercial real estate leads with your property listing.

Conclusion

By implementing the proven strategies above, you can attract more potential buyers and tenants to your property. Remember to continually analyze and adapt your approach to ensure you are making the most of every opportunity to capture leads. With dedication and effort, you can increase your lead generation and ultimately, your chances of success in the competitive real estate market.

Ready to elevate your commercial real estate marketing game and propel your business to new heights?

In today’s competitive market, a well-crafted marketing strategy is crucial for standing out from the crowd and capturing the attention of potential tenants and investors that are are increasingly demanding speed and frictionless user experiences when searching for new properties and investment opportunities.

Today more than 80% of buyers and tenants begin their property search online. That means that in order to effectively market your property listings and stand out from the competition, it’s vital to establish a commercial real estate marketing plan that extends beyond mere flyers, brochures, and LoopNet listings.

Below are 20 key strategies that’ll show you how to market commercial real estate to expand your digital footprint and grow your business.

1. Set Goals and Identify Your Ideal Audience

Creating a successful commercial real estate marketing strategy requires a clear understanding of your objectives and audience. Without these, it’s difficult to create a plan that resonates with potential clients and drives business growth.

Before diving into next steps, consider answering the following questions:

• What are the key decision making criteria of your best target clients?
• Where does your audience spend its time online?
• What methods will you use to reach them?
• What creative assets do you need to create?
• What tools and resources do you need?
• What is your budget?
• How will you measure success?

Your competitors can provide some ideas, so do a short study on how they’re marketing themselves and their properties, then think about how you can differentiate and stand out in comparison.

Spending the time to clearly define your unique differentiators will help set the foundation for your future marketing communications and materials.

2. Develop a Commercial Real Estate Marketing Plan

What is a real estate marketing plan? And how do you write one?

A marketing plan provides a comprehensive overview of your overall mission, unique selling point, target audience, strategy and metrics you’ll measure success on.

When creating your plan, make sure you include your:

• business summary
• target market and audience
• budget
• marketing channels
• marketing material
• metrics

A healthy commercial real estate marketing strategy should have a well-balanced marketing mix and leverage Earned, Paid and Owned media.

Earned Media – Includes marketing activities that you typically “earn” by advocates of your brand and include free channels such as SEO, Social Media.

Paid Media – Refers to any performance-based channels or paid advertising like cost-per-click, banners, remarketing and paid advertising.

Owned Media – Typically includes your own media assets such as your websites, blogs, social media profiles and email marketing lists.

This marketing mix should be distributed across different channels to help mitigate any downside risk in the case things don’t work in a specific marketing area.

With this plan in mind, start mapping out the elements that will be needed to implement your strategy.

Property marketing will depend on the asset type and the target audience, so plan what kind of content will be needed to showcase them. Marketing industrial property might be different from marketing a multifamily property and the budgets to produce the content for its presentation could vary.

3. Consider the Tools and Software You Need

To execute an effective marketing strategy, you need to make sure you have the right commercial real estate marketing tools in place. The list of tools you use – often referred to as a “marketing stack” – covers a variety of different uses and requirements. Everything from contact management, to email marketing, to listing presentations, and more.

It’s important to give the technology selection process the attention it deserves so you don’t have to keep changing platforms. The switching cost from one commercial real estate marketing software to another can decrease productivity, and hinder your ability to operate at 100% as you manage the transition.

Companies that streamline, and optimize, the various marketing-related processes in their operations are more likely to experience sustained growth and overall success.

4. Upgrade Your Company Website

Your company website is often times the first impression you give a potential client and a key factor to instill trust and confidence to prospects.

It can also serve as an important marketing outlet allowing you to feature company news, demonstrate thought leadership through blog posts and research studies, and promote your properties with the help of a commercial property search engine.

An experienced commercial real estate marketing agency can help turn your ideas intro reality and before you start a relationship with one, here’s a list of questions that will help you gauge their experience and level of professionalism.

5. Create Feature-Rich Property Websites

In 2020, if you don’t have a strong digital footprint for your properties then your competitors are going to eat your lunch.

Interactive property websites are a great way to showcase your commercial properties. Not only do they serve as a digital hub for your commercial property marketing efforts but can also add “wow” factor to help engage and convert visitors much more effectively.

High-performing property sites include feature-rich content such as:

• Professional photography
• Property video
• 3D virtual tours
• Availabilities information
• Floor plan PDFs
• Interactive maps

Here’s a list of 40 best commercial real estate websites for your inspiration.

6. Segment and Build Targeted Email Campaigns

An effective commercial real estate email marketing strategy is one of the most cost effective strategies to reach prospects, engage them in conversations, and convert them into deals.

Building and segmenting a database of potential prospects for sending targeted email communications is one of the single most important marketing activities you can do to help fuel your sales or leasing efforts.

There are plenty of ways to start building yours through your website, blogs and lead capture pages. Whether you use a commercial real estate CRM, a real estate email marketing software or simply store your contacts manually, make sure you have a game plan in place to grow and nurture your user base.

7. Add your Listings on Commercial Real Estate Portals

Commercial real estate listing services and portals are an effective way to advertise commercial property for lease or sale since they allow you to generate exposure and target a highly relevant audience.

Besides Costar and LoopNet there are many other commercial real estate listings sites worth considering to promote your properties and drive leads.

8. Create a Google My Business Page

Google My Business is a free service which helps local businesses promote themselves online. Searchers can instantly find results relevant to their location and what they’re looking for.

Creating a Google my Business listing for your property gives it additional visibility, ensuring your property appears on the first half of Google search as well as on Google Maps. Searchers can then see where your property is, and investigate the neighbourhood, before visiting you for more details.

A business profile also provides an opportunity to post photos, your latest offers, and respond to reviews. And you can use it to keep your business information up to date, so that searchers always know how to contact you.

9. Optimize Your Website for SEO

Make sure you develop a real estate SEO plan as early as possible. Visibility from search engines can have a powerful impact for your business and help drive tenants, brokers and investors to your website.

However, SEO is a long-term process and requires can take months to start seeing impact.

10. Nurture Your Contacts with Useful Content

Nurturing your contacts with content is one of the key tactics to stay top of mind and nurture your prospects until they are ready to actively engage with your business.

However, not many commercial real estate companies know where to start or what to do.

The key to content marketing is this: don’t just be part of the noise.

Create high-quality content that is useful, relevant or entertaining. This can be done in many different ways including blog posts, market studies, infographics and videos.

11. Share Your Content on Social Media

Using social media marketing for commercial real estate is free and an effective way to build brand awareness and drive eyeballs to your website. Savvy commercial real estate professionals are also using social media to spark conversations and facilitate connections with potential customers and partners.

Using LinkedIn for real estate, or even Twitter and Facebook to get more attention for your listings can be a very effective tactic when used properly. The three mentioned social media networks are  most relevant for commercial real estate, and where your company should be most active.

12. Create a Paid Social Media Advertising Strategy

Another way to raise awareness and acquire visits is through performance-based commercial real estate advertising campaigns on LinkedIn, Twitter and Facebook.

These platforms can offer very laser-targeted campaigns, allowing you to select who, when and where your Ads are displayed.

For example, if you are leasing a life science property you could launch a campaign targeting C-level executives in the bioscience industry in a specific geography.

13. Regularly publish press releases

Press releases can be an effective way to connect with people who can add your business’s details to a periodical.

Before sending out a press release, make sure you do some research to find out who’s responsible for the commercial real estate section of the publications you want to target. Sending information to the right people is key to getting the response you want.

Many of them want you to send them content, so they’ll include their email address either on their social media bio, or underneath other commercial real estate articles they’ve published.

Over time, you’ll be able to create your own “black book” of influencers. This can be a key asset which will save you thousands of dollars in PR agency fees, who often spend most of their efforts on outreach.

Your first press release may not get much of a reaction, but keep sending them – you never know which one will get picked up.

Building relationships with influencers, journalists and bloggers can pay off big. Outreach takes time but press mentions can help propel your brand awareness and have a massively positive impact on your marketing efforts.

Having your own “black book” of influencers is a key asset and will save you thousands of dollars in PR agency fees who essentially spend most of their efforts around outreach.

14. Set Up a Google Keyword Campaign

There are 500 million searches on Google every day and chances are that your clients are searching for keywords related to your commercial property or business right now.

Google Adwords is a very powerful acquisition channel to help you set up commercial real estate ads but real estate keywords can be very expensive depending on your target market. However, what’s great about Adwords is that you can specify your Ad budget to whatever you feel comfortable with and stop at anytime.

15. Set Up Paid Commercial Real Estate Ads Through Display Campaigns

Display advertising comes in different formats and can help raise brand awareness and impact thousands (or millions) of people very quickly.

Working with Ad networks like Adwords can help you with advertising your commercial real estate and will provide you with very granular targeting and allow you to decide what websites you want your Ads to appear on.

16. Target Your Visitors through Remarketing

Remarketing goes beyond simple display advertising. When a user visits your website, a cookie is dropped on their computer so you can target them and show relevant Ads when they browse on different websites.

This can be an effective way to stay “top of mind” and drive visitors that engaged previously back to your property listing or company website.

17. Attend Industry Events and Conferences

It goes without saying, commercial real estate events are a great opportunity to network, build relationships, generate leads and expand knowledge about the industry and market trends.

The possibility to build many relationships and in-person interactions in such a short period of time is difficult to achieve through other types of marketing channels. However, it’s critical to have a well-defined event marketing strategy because attendance and participation usually comes with a hefty cost.

18. Advertise on Trade Journals

Commercial real estate trade journals and online publications are read daily by thousands of potential investors, brokers and other industry peers.

Almost all industry journals offer advertising opportunities to help with advertising commercial real estate in front of a large, national audience or a more focused regional segment.

Overall, advertising on trade journals in commercial real estate can help increase visibility, credibility, and lead generation for commercial real estate firms, making it a valuable part of a marketing strategy.

19. Leverage Video for Your Properties

Video is a powerful marketing strategy for commercial real estate because it allows potential buyers or tenants to visualize and experience the property before visiting it in person.

Video tours can showcase the property’s unique features and provide a sense of its size and layout, helping to generate interest and accelerate the decision-making process. In addition, videos and 3D virtual tours can be easily shared on social media and other online platforms, expanding the property’s reach and increasing its visibility to potential clients.

20. Measure Your Success

Always, always remember this basic adage:

The most critical component of a success commercial real estate marketing strategy is measuring the success of your activities. Define key metrics for each of your marketing channels, setup a real estate marketing report, and make data-driven decisions to continuously improve your efforts.

Don’t let your strategy get stale. You should constantly be testing ideas and tactics to see what works and, more importantly, what doesn’t have any impact.

Most importantly, don’t lose sight of how your marketing strategies impact your business objectives. If you can’t quantify the direct or indirect impact on your lease-up, sales or tenant retention efforts (or whatever else) then you need to go back to the drawing board.

Marketing Strategy Template (Bonus)

If you want to create an effective commercial real estate marketing plan, you need a systematic approach and a set of commercial real estate marketing templates that will help define the objectives and key metrics and implement the overall campaign.