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Case Study: How 101 Marietta Increased Visibility by +1342%

Today we’re going to show you how a successful digital marketing effort can drastically generate visibility for your property and help attract new tenants.

More importantly, this can be done without the need for a large (if any) marketing budget.

Just continued effort and time.

The 6-Step Marketing Strategy 101 Marietta Used to Boost Visibility

101 Marietta Street, one of Atlanta’s most recognizable class A office buildings, is a 650k SF office tower located in the center of the city’s business and entertainment district.

The property is owned and operated by the Dilweg Companies who purchased the property in October of 2015 and quickly implemented major renovations and revitalized the building’s brand with a comprehensive online marketing strategy.

Within 36 months, they increased online visibility by +1342% and successfully expanded the digital footprint of the property.

Let’s break down how they did that:

1. Feature-Rich Property Website

Soon after the acquisition, the Dilweg Companies launched the 101 Marietta property website to create a foundation for online marketing activities and an easy-to-access hub for better tenant communications.

The property website includes building information, image gallery, interactive maps, floor plans, a leasing section, property management service contacts and direct access to the tenant portal where tenants can submit service requests and communicate with the property managers.

2. Strong Visibility from Google (Search Engine Optimization)

Dilweg purchased a unique domain name to match the name of the property (101marietta.com),  generated multiple high-quality backlinks and created an SEO friendly website with unique content and materials.

The website ranks number 1 for a multitude of relevant keywords on Google:

  • 101 Marietta Street
  • Centennial Tower Atlanta
  • 101 Marietta Street Atlanta ga
  • Marietta Street
  • 101 Marietta Street Atlanta
  • Centennial Building Atlanta

3. Wikipedia Page with Link to the Property Website

The property has its own Wikipedia page that includes key facts about the property and a list of references that also link to the property page.

Wikipedia.org has a high domain authority and linking the Wikipedia entry to the property website sends strong signals to Google that the 101marietta.com is a highly relevant website and key source for information.

4. Local News Sites Links to the Property Website

The property was featured in several news sites with articles related to new tenant announcements and renovations at 101 Marietta. This helps boost SEO performance in Google search rankings and also generates traffic from relevant websites.

The property website has been included in different local directories and news portals including:

5. Company Website Linking to the Property Website

The Dilweg Company portfolio section contains links to their properties including 101 Marietta. Linking from their owned digital assets (like company website or company news section) is an easy way to send additional traffic to the property website and improve SEO rankings.

6. Active Promotion on Social Media

The Dilweg team created a strong social media presence for the property with its own unique Twitter handle and Facebook page with continuous activity and links to the property website.

Updating social media with fresh and relevant content helps create exposure, increases brand awareness and facilitates connections with the local community and potential tenants.

Need more ideas to promote your property online?

Today, over 86% of tenants and investors reportedly use online tools for finding information about commercial real estate, so a strong digital strategy is crucial to increasing the visibility and awareness of your properties.

Here are 40 additional ideas to extend the digital footprint for your properties you can start using today.

Most Expensive Commercial Real Estate Keywords [2020]

In 2019, Google accounted for more than 38% of the US digital ad marketshare and it is expected to grow to more than 80% of all search ad market in 2020.

That means Google Adwords is still the top digital advertising platform and can be a great option to bring awareness and generate leads for your property or company.

So, just how expensive is it to advertise commercial real estate on Google?

We did an analysis of the most expensive commercial real estate keywords in 2019 ranked by the highest cost per click (CPC) estimate.

1. Office Keywords

Below is a compiled list of the 20 most expensive office-related keywords ranked by highest cost per click. These results are estimates based on Google Adwords data from SEMRush and close duplicates have been removed.

#1 office space for rent nyc $74.49
#2 office space for rent manhattan $57.60
#3 office space rent fairfax va $57.04
#4 office space for rent brooklyn $49.67
#5 office space for rent chicago $40.14
#6 office space for rent nashville $38.90
#7 office space for rent in dc $37.76
#8 office space for rent washington dc $34.86
#9 office space for rent boston $34.85
#10 seattle office space for rent $31.97
#11 office space for rent denver $30.08
#12 office space for rent in philadelphia $29.38
#13 office space for rent san diego $28.42
#14 chelsea office space for rent $28.22
#15 office space for rent houston $24.69
#16 office space for rent san francisco $24.39
#17 hoboken office space for rent $24.20
#18 office space for rent los angeles $21.30
#19 office space for rent dallas $20.59
#20 office space for rent glendale $20.54

2. Retail Keywords

Below is a list of the 20 most expensive retail-related keywords ranked by highest cost per click. These results are estimates based on Google Adwords data from SEMRush and close duplicates have been removed.

#1 retail space for rent williamsburg brooklyn $16.88
#2 retail space for rent in boston $15.82
#3 retail space for rent in dc $14.33
#4 small retail space for rent houston $14.04
#5 retail space for rent in soho nyc $12.32
#6 retail space for rent charlotte nc $7.70
#7 retail space for lease park city utah $7.48
#8 retail space for lease savannah ga $7.04
#9 cedar park retail space lease $6.95
#10 brentwood tn retail space for lease $6.71
#11 retail space for rent coconut creek fl $5.21
#12 retail space for lease in chicago $5.20
#13 irvine retail space for lease $5.16
#14 retail space for lease waldorf md $5.09
#15 retail space for lease in portsmouth va $4.66
#16 burlington retail space $4.35
#17 retail space for lease west palm beach $4.22
#18 retail space for rent durham nc $4.17
#19 retail space for lease in berkeley ca $4.16
#20 retail space for rent san francisco $4.09

3. Generic CRE Keywords

Below is a list of the 20 most expensive generic commercial real estate keywords ranked by highest cost per click. These results are estimates based on Google Adwords data from SEMRush and close duplicates have been removed.

#1 commercial real estate market $61.09
#2 capital commercial real estate group $53.73
#3 new york city commercial real estate for lease $44.13
#4 best commercial real estate crm $42.20
#5 top commercial real estate companies austin $41.12
#6 commercial real estate crm software reviews $40.61
#7 commercial real estate software $39.94
#8 commercial real estate law firm $35.99
#9 commercial real estate appraisal software reviews $34.69
#10 commercial real estate investment analysis software $34.29
#11 california commercial real estate law $32.17
#12 best commercial real estate insurance $30.03
#13 commercial real estate portfolio management software $29.90
#14 citibank commercial real estate lending $29.83
#15 houghton lake commercial real estate $29.41
#16 international commercial real estate lenders $29.32
#17 commercial real estate email blast $28.00
#18 commercial real estate loans chase $27.00
#19 commercial real estate masters programs $26.71
#20 getting a commercial real estate loan $25.99

Conclusion

Although running an advertising campaign on Adwords can be an effective way to turn up your lead generation, you will need to have a healthy Ad budget if you want to target any of the above keywords. Typically the higher the cost per click for a keyword, means the greater the competition.

This also means your SEO efforts for expensive keywords like above will be much more of a challenge and is indicative of competitive landscape for gaining organic visibility in search engine results.

However, it is important to think about this in terms of both costs and value.

The economics of advertising for competitive keywords could make a lot of sense as a marketing investment if the value of your leads significantly outweighs the costs.

Top picks: CRE Tech News of 2018

Increasing appetite for CRE technology coupled with significant capital raises continued to fuel the momentum of the CRE Tech industry in 2018. Many positive signals seen in the real estate tech space this past year validate the growing confidence in the sector’s digital transformation.

Below is a round up of some of the most exciting headlines that made news in the CRE tech sector in 2018.

Colliers Launches Real Estate Tech Accelerator With Techstars

January 2018

Colliers has teamed up with Techstars to launch a program to mentor startups developing industry-disrupting technologies in the real estate industry. The Colliers Proptech Accelerator powered by Techstars will be an intensive 13-week program hosted at Colliers’ global headquarters in Toronto. Selected startups for the program will focus on the development and acceleration of technology-driven solutions.

Read full article by Ian Johnston on Bisnow

Construction startup Katerra gets $865M in Softbank’s latest mega-round

January 2018

There’s another big financing round led by Softbank’s mammoth vision fund today, with the firm this time pouring $865 million into a construction startup called Katerra that’s a one-stop shop for getting a building up off the ground.

Katerra is creating a full-stack provider for, well, buildings. The company runs the process of getting a building up and people inside it from the architectural design components all the way through labor management and renovation. So it’s a one-stop shop for companies that are looking to construct new buildings without having to piece together a full process from disparate architectural firms, construction companies, and so on. Companies don’t have to use all of Katerra’s services, but the whole life cycle is there.

Read full article by Matthew Lynley on Techrunch

Why Commercial Brokerages Are Aggressively Launching New Tech Services

February 2018

Technology plays a huge role in powering the $2 trillion machine that is commercial real estate, and major commercial brokerages are scrambling for a piece of that pie. Brokerages such as CBRE, Colliers International, Cushman & Wakefield, JLL and Newmark Group have been heating up their tech infrastructure and investment as of late.

“I think it’s probably the biggest underlying trend that we’re seeing in the marketplace,” CRETech.com CEO Michael Beckerman said. “The brokerage firms, in particular the big five I would say, have all now aligned themselves with either a VC accelerator [or] hired their own in-house tech talent. Brokerage firms are waking up to the opportunities that CRE tech offers them.”

Read full article by Champaign Williams on Bisnow

CRE data startup Reonomy raises new venture round, partners with Newmark

February 2018

Real estate research and data startup Reonomy raised $16 million in its latest funding round, about three years after last raising venture capital. The company, founded in 2013, has now picked up just under $40 million from investors, making it one of the deeper-pocketed startups to tackle the burgeoning market for commercial real estate intelligence.

Read full article by Hiten Samtani on The Real Deal

How Are Fintech And Proptech Changing The Real Estate Industry In 2018?

February 2018

Buying a home in 2018 is much different than, say, 15-20 years ago. The antiquated ways of the real estate market have paved the way for proptech and its experience-based applications. It is now possible for a buyer to purchase a home without ever leaving their couch by using a wide array of online tools to view and assess the property of their dreams in one sitting.

Adding to the accessibility is the use of fintech on the finance side to push home loans through and make it easier than ever for a buyer to get financing and interface with their lender. The two technologies are making the process of buying a home more intuitive and convenient. ç

Read full article on Forbes

Venture Capitalists’ Real Estate Tech Investments Plummet 74%

March 2018

Venture capitalists invested $192M in real estate tech startups in February, down 74% from $751M in January, according to a report from RETech — an affiliate of investment sales market data provider Falkon Inc.

Among the largest recipients of capital in the U.S. last month was New York-based national commercial real estate data provider Reonomy. Co-founded by CEO Richard Sarkis, the startup completed a $16M funding round earlier this month, led by private equity firm Bain Capital. Investors poured $25M into online mortgage processor Roostify and $15.5M into San Francisco based Lyric, a short-term rental operator.

Read full article by Champaign Williams on Bisnow

Physical Retail Isn’t Dead. Boring Retail Is.

March 2018

While retail is going through vast disruption causing many stores to close — and quite a few malls to undergo radical transformation or bulldozing — the reality is that, at least in the U.S., shopping in physical stores continues to grow, albeit at a far slower pace than online. An inconvenient truth to those pushing the “retail apocalypse” narrative, physical store openings actually grew by more than 50% year over year. Much of this is driven by the hypergrowth of dollar stores and the off-price channel, but there is also significant growth on the part of decidedly more upscale specialty stores and the move of digitally-native brands like Warby Parker and Bonobos into brick and mortar.

Read full article by Steve Dennis on Forbes

WeWork rival Knotel is now valued at $500M

April 2018

Knotel closed a $70 million in a Series B funding round on Tuesday, with plans to expand rapidly and muster a serious challenge to industry leader WeWork.

The flexible office space startup led by Amol Sarva has now raised $100 million between two seed rounds, and is valued at $500 million, according to research firm Pitchbook.

Read full article by David Jeans on The Real Deal

Softbank’s Futuristic Vision Fund Takes On The Real (Estate) World

April 2018

In the last two months Michael Marks has turned down a dozen offers to make keynote speeches at conferences. His company, construction startup Katerra, is three years old, but the attention surge is very recent. “Construction technology has gotten kinda buzzy,” he says.

That may be. But more likely, interest in Katerra has spiked because in January, the company landed an astounding $867 million in venture funding led by the SoftBank Vision Fund. A deal of that size, led by the venture industry’s most talked-about fund, will put a company on the map overnight. Marks had been planning to raise around $500 million, but in a pattern that’s become familiar, once SoftBank got involved, everything got bigger.

Read full article by Erin Griffith on Wired

Fifth Wall raising another $200M for retail tech startups

May 2018

Real estate tech startups may have a busy summer ahead if they are looking to seize more venture capital money.

Fifth Wall Ventures, the Los Angeles-based venture capital firm that has pooled money for real estate tech firms Industrious and Airbnb rival AJJK, has already raised $60 million from two unnamed investors, according to an SEC filing issued this month.

The fund, aptly named Fifth Wall Ventures Retail Fund, L.P., could suggest where the money is headed this year: retail real estate tech. The firm has previously invested in retail startups, such as Appear Here, an online marketplace for retail space.

Read full article by David Jeans on The Real Deal

JLL Debuts $100M Fund Focused On Real Estate Tech Startups

June 2018

Last summer, real estate giant Jones Lang LaSalle launched a new unit—dubbed JLL Spark—to promote the development of tech-driven real estate services.

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Now that unit has announced the creation of JLL Spark Global Venture Fund, which plans to invest up to $100 million in startups focused on leveraging technology to improve real estate development, management, leasing, investing, and the tenant experience.

JLL joins a growing list of real estate companies entering the venture space. In April, I wrote about Redaptive Inc closing on a $20 million funding round led by commercial real estate services and investment firm CBRE.

Read full article by Mary Ann Azevedo on Crunchbase

RXR Realty is raising $50M for real estate tech fund

June 2018

Commercial real estate developer RXR Realty is launching a $50 million real estate tech fund, according to a Bloomberg report.

The firm, which acts as a leading real estate brokerage in the tristate area, manages both commercial and residential properties but mostly focuses on major office and event buildings such as 75 Rockefeller Plaza in New York.

RXR Realty’s fund, which the firm launched in a bid to raise $50 million to finance up-and-coming tech startups and bring more technology features to the properties they manage, is slated to be ready by the end of 2018. Investors who participate will also be able to put in as much as $100 million in extra capital outside the fund.

Read full article by Veronika Bondarenko on Inman

WeWork Rival Convene Raises $152 Million to Fuel Its Expansion

July 2018

Convene, a New York-based real estate startup that specializes in flexible meeting and working space, has raised $152 million from investors including Revolution Growth, Brookfield Property Partners LP and the Durst Organization, its co-founders said.

The Series D round values the company at more than $500 million, according to a person with knowledge of the matter who asked not to be named. Revolution, RXR Realty, David Rubenstein’s Declaration Capital and QuadReal Property Group are among the company’s new investors, while existing investor ArrowMark Partners led the round and was joined by other earlier Convene investors including Brookfield, Durst, Conversion Venture Capital LLC and Elysium Management.

Read full article by Gillian Tan on Bloomberg

Search and destroy: How CoStar became a $15B juggernaut

September 2018

Just before 8 a.m. on Dec. 13, 2016, two teams of sheriffs descended upon narrow streets lined with cinder block buildings in Laoag, a city in northern Philippines. They stormed a pair of office buildings, leading some onlookers to think brawls had broken out. In fact, the target was Avion BPO, a call center and research facility with U.S. clients.

A group of panicked Avion researchers locked themselves in a room. Other employees, including two pregnant women, were held for hours until they divulged their computer passwords. Flanked by armed security guards, Curtis Ricketts, then a top executive at CoStar Group, the publicly traded U.S. commercial real estate data giant, watched as hundreds of computers were seized and shuttled away in waiting vans.

Read the full article by Konrad Putzier, David Jeans and Christian Bautista on The Real Deal

Compass raises $400M from SoftBank, QIA; brokerage now valued at $4.4B

September 2018

Compass, the New York startup that has built a tech-first platform to take on the antiquated market of real estate, is building up its own house today. To double down on domestic growth, build out its tech, and to finally open up for business outside the US, the company has raised another $400 million of funding.

Jointly led by SoftBank’s Vision Fund and the Qatar Investment Authority, this Series F — likely to be the last before it goes public — now values Compass at a whopping $4.4 billion.

(Other investors in this round include Wellington, IVP and Fidelity, with the total raised by Compass now at $1.2 billion to date.)

Compass has been on nothing less than a funding roll. (Part of a wider one for the real estate startup market: today SoftBank also led a $400 million round into Opendoor, and last week Zumper raised $46 million.)

Read full article by Ingrid Lunden on Techcrunch

Real Estate Turns to Tech in Time of Transition, ULI Study Finds

October 2018

At a time of uncertainty and flux, commercial real estate practitioners are increasingly turning to tech solutions, according to the Urban Land Institute’s annual “Emerging Trends in Real Estate 2019,” released during the organization’s fall meeting in Boston last week.

The research, conducted by a joint venture between ULI and PwC and based on a survey of 1,630 individuals from the commercial real estate sector and follow-up interviews with 750 of them, tracked leading trends to watch in the coming year as well as an overview of the market. This year participants pointed to a particularly complex landscape, in which slowdowns in overall economic growth and productivity has led to a more cautionary investment approach and an increased interest in high-tech solutions.

Read full article by Alison Stateman on Commercial Observer

US real estate giant CoStar buys UK commercial property portal

October 2018

A two-year-old UK start-up that provides a Rightmove-like portal service for commercial properties has been bought by the US real estate data giant CoStar.

Nasdaq-listed CoStar said on Friday it had acquired Realla, which currently carries 90,000 listings, in a bet that offices, stores and other commercial properties will follow the market for homes in moving to online portals. The price was not disclosed.

Andrew Florance, chief executive of CoStar, said his company had conducted research with Google demonstrating that 95 per cent of US commercial real estate searches are at least partly conducted online. The use of web portals was much less developed in the UK, he added.

Read full article by Judith Evans on Financial Times

Amazon picks NYC and northern Virginia as HQ2 winners

November 2018

After a year of hype and anticipation, Amazon picked not one, but two locations for its HQ2 project.

The world’s largest online retailer on Tuesday selected Long Island City in New York City’s Queens borough and National Landing (a new name for the Crystal City neighborhood) in Arlington, Virginia, outside Washington, DC. The picks, which were already widely anticipated for the past week, are expected to each land 25,000 well-paid jobs.

“These two locations will allow us to attract world-class talent that will help us to continue inventing for customers for years to come,” Amazon CEO Jeff Bezos said in a statement.

Read full article by Ben Fox Rubin on CNet

How VTS’s Nick Romito Sees Brokers Fitting Into Its New Lease Marketplace

December 2018

Last week some very big news came out in the commercial property leasing world. The leading leasing and asset management platform VTS announced its newest product, a lease marketplace. The media reporting the news latched onto the idea that this could theoretically replace brokers, since landlords could post their spaces directly. But when I started doing some digging it seemed like this was more about buzzy headlines than making a well analyzed prediction.

VTS has become a mainstay of the commercial real estate leasing industry, especially after its merger with its biggest rival Hightower. In a recent interview VTS co-founder and CEO Nick Romito told me that one out of every three office buildings in the U.S. is on the VTS platform. Since then he has told me that he thinks that percentage is actually much higher. So when a platform as prolific as VTS creates a way for lessor and lessees to connect, you can understand why some might think that landlords might start listing their spaces themselves and cut out the middle man.

Read full article by Franco Faraudo on Propmodo

Cushman & Wakefield Teams With Startup Accelerator To Fuel PropTech Innovation

December 2018

Cushman & Wakefield has formed a partnership with startup accelerator Plug and Play. The real estate services giant is now a founding partner of the Plug and Play Real Estate & Construction program.

Established in 2006, Plug and Play oversees industry-specific accelerator programs. It launched the Plug and Play Real Estate & Construction program earlier this year as a spinoff from one of the company’s oldest programs, which is focused on the Internet of Things. As a founding partner, Cushman & Wakefield will work with Plug and Play startups to place bets with early stage PropTech companies, later-stage tech investments and thought leaders in both CRE and technology, Cushman & Wakefield Chief Digital Officer Adam Stanley said.

Read full article by Dees Stribling on Bisnow

Over 1,000 Professionals Attend CREtech New York Venture Conference on December 6

December 2018

CREtech (cretech.com), the leading event, content and connectivity platform for the commercial real estate industry returned to New York City on December 6 for the largest gathering of commercial real estate tech investors ever assembled by hosting its “CREtech New York Venture Conference”.

Held at Terminal 5 in Hell’s Kitchen at one of NYC’s most premier music venues, CREtech hosted approximately 1,000 industry professionals at its 6th Annual NYC event.

This was the largest event ever in the commercial real estate tech sector with professionals attending from around the globe. Commercial real estate owners, developers, brokers, property managers, tenants, landlords, startups and more filled the room, in addition to the largest gathering of commercial real estate tech investors ever assembled at one event.

Read full article on CREtech

 

SharpLaunch Announces Listing Syndication Partnership with Brevitas

We’re excited to announce a new listing syndication partnership with commercial real estate marketplace, Brevitas.com.

The partnership provides SharpLaunch customers additional opportunities to expand visibility of their listings with Brevitas’ extensive network of principals, brokers, and tenants who demand the most efficient technology to aid in property acquisitions or finding new space.

Any SharpLaunch customer can opt-in to have their sales and lease listings automatically display in the Brevitas marketplace free of charge. The process is done through API integrations that enable customers to benefit from wider distribution without the hassle of having to manage and update listings from multiple platforms.

“We are thrilled to collaborate with Brevitas, a fast-growing CRE platform with a nationwide footprint. This is another step in our strategy to bring value to our clients by leveraging technology integrations that help streamline the marketing phase of their properties.” – Bob Samii, CEO of SharpLaunch

“At Brevitas we are always trying to find ways to save our users time. The redundancy of entering and updating listing information on multiple platforms is a waste of valuable time. By partnering with SharpLaunch we receive a real time data sync that will always keep our users listing information correct and up to date.” – Ardian Zagari, Co-founder of Brevitas

About Brevitas
Brevitas is a comprehensive commercial real estate sales platform built on collaboration, automation, and intuitive design. Their marketplace uses a powerful algorithm to connect brokers with motivated, purchase-ready investors and tenants from their database.

SharpLaunch Announces New Integration With Salesforce CRM

SharpLaunch, all-in-one digital marketing platform for commercial properties announces a new integration with Salesforce, the world’s #1 Customer Relationship Management (CRM) platform.

The new integration will enable SharpLaunch users to sync data in real time between the platforms and automatically import leads generated through the Document Portal and Contact Forms on the SharpLaunch property sites directly to their Salesforce accounts.

This will radically reduce data entry and help streamline contact management for any SharpLaunch client using Salesforce.

About Salesforce

Salesforce is the Customer Success Platform. Their social and mobile cloud technologies – including the flagship sales and CRM applications – help companies connect with customers, partners, and employees in entirely new ways.

About SharpLaunch
SharpLaunch is an all-in-one digital marketing platform for commercial properties. It provides an easy-to-use suite of marketing tools specifically built for CRE building owners, asset managers, and brokers who want to improve asset visibility, streamline marketing activities and save time.

SharpLaunch Partners with Quantum Listing to Expand Listing Exposure

We’re excited to have teamed up with nationwide commercial real estate listing platform Quantum Listing to give SharpLaunch clients the possibility to syndicate their listings to the new nationwide commercial real estate listings portal.

The new partnership will enable SharpLaunch clients to expand the digital footprint of their properties by syndicating their commercial real estate availabilities to the nationwide CRE listings portal that accommodate all major asset types including: Office, Retail, Industrial, Multifamily, Medical and Land.

QuantumListing does not have a paywall for searching listings, so everyone is welcome to find the information need to contact the listing agents and owners to do deals more efficiently.

“The syndication partnership with SharpLaunch is another important step toward our goal of making QuantumListing the go to solution for marketing and searching commercial real estate online. The relationship between SharpLaunch and QuantumListing benefits not only the two companies’ customers, but everyone in the commercial real estate community, including tenants and investors, by making more listings freely available through our rapidly growing service,” said David Perlmutter, Founder of Jeomark LLC, QuantumListing’s parent company.

“We are pleased to partner with Quantum Listings and through our integration help SharpLaunch customers extend the visibility of their listings on a growing, nationwide CRE platform.” Bob Samii, CEO of SharpLaunch.

About QuantumListing
QuantumListing is a full-feature, value-priced, nationwide commercial real estate listing platform that provides a clean, easy-to-use interface on its website and iOS and Android apps. QuantumListing membership also includes a streamlined social media sharing interface, serves its members’ listings to their company websites, and adds each member to a geographically based network, making it easy for them to stay up to date on changes in their market. All of these services are for the competitive price of $79.99 per year, with the first three months free.

Why You Need HTTPS For Your Website

If you own a commercial real estate website, you’ve likely heard about the importance of HTTPS in recent years.

What was once an optional upgrade – necessary for eCommerce sites that processed credit card payments – is now a must for almost every website.

Why is HTTPS so important and why do you need an SSL certificate to ensure your website is secure?

Going back as far as 2014, Google announced that HTTPS would be a ranking factor for websites in their search algorithm, and at the end of 2017, they started showing “not secure” notices in the Chrome browser.

Today, it’s believed that non-HTTPS sites are likely to suffer in search rankings if their issues are not addressed. So, making sure you website is compatible is increasingly important.

Let’s take a closer look at why it’s important to secure your website with a SSL certificate and how to get it.

What is an SSL Certificate?

An SSL (Secure Socket Layer) certificate is a security protocol upgrade that ensures the server where your website is hosted communicates securely with the web browsers that access it.

The data that passes between browser and server is encrypted through the use of these certificates, which can cost anywhere from $10/month to $200 depending on the types of data your website processes.

For most commercial real estate websites, designed to showcase property information and collect visitor data through contact forms, a Positive SSL certificate or Domain Validation SSL should be enough.

Why Do I Need an SSL Certificate?

For years, we’ve known that SSL certificates were a valuable upgrade for any website that collects user data, but the value has become even more pronounced in recent years with the rise in data breaches and theft on almost every type of website.

But it’s Google’s recent crackdown in their browser and search engine that have pushed most businesses to finally bite the bullet and install an SSL certificate.

In addition to meeting Google’s basic requirements, here are some of the other major benefits of installing an SSL certificate on your site:

  • Increase Trust with Your Visitors – An SSL certificate and the corresponding “lock” icon in the address bar and trust icon on your page are hugely important to building trust with your visitors. In fact, more than half of all website visitors admit dropping a transaction because they don’t see these logos or icons.
  • Improve Ranking in Google – Starting in 2014, Google indicated that HTTPS encryption was a positive ranking factor for search engine results. Having and SSL certificate installed that enables HTTPS can help you rank better in Google’s listings against those sites that do not have it turned on yet
  • Browser Notifications – Not only are websites without HTTPS activated labeled as such in most web browsers, but it can actually block people from accessing your site if the information being collected is deemed personally identifiable and there is no SSL installed. This can greatly impact your traffic.
  • Future Proof Your Website – Google continues to emphasize just how important HTTPS is in their ranking factors, and technology is constantly growing more intricate. Being prepared for what comes next by installing an SSL now and activating HTTPS can ensure your site meets not only today’s best practices but the security expectations of the future.

To put it simply, if your website collects any data from your users – whether through a contact form, chat box, or tracking code, SSL is highly recommended.

How to Get an SSL Certificate?

Getting an SSL certificate is fairly simple, though, due to the technical nature of the installation, you may want to retain the services of a web developer or your hosting company to help.

Installation involves:

  • Purchasing an SSL certificate – You can purchase a certificate from most hosting providers and several third parties that specialize in SSL. Be careful not to be tricked into an overpriced option, however, that your website doesn’t need. SSL certificates come in four major types: single domain, wildcard (for subdomains as well), multi-domain, and extended validation for sites with high levels of data interaction.
  • Installing the SSL certificate – Once purchased, the certificate needs to be set up. This involves generation of an SSL certificate and signing request in your Web Host Manager or cPanel, creation of a Private Key and Signing Request, and integration with the host of the certificate.
  • Upgrading to HTTPS – Just having an SSL certificate installed isn’t enough. Your website now needs to be upgraded. Not only must the server be updated to show HTTPS content, but all links in your website need to redirect to HTTPS versions of your pages. A developer can help to implement this more efficiently.

Where to Get Your SSL Certificate

If you’re ready to make a move and upgrade your website’s security, there are several options through which to do so, including:

  • GoDaddy.com – If you already host your website or domain names with GoDaddy, you can purchase a single domain SSL directly through them relatively easily.
  • NameCheap.com and SSLs.com – NameCheap offers PositiveSSL for a single domain for less than $10/year.
  • Let’s Encrypt – A free, automated, and open Certificate Authority.
  • Your Host – Your own hosting company may offer an SSL option (some even provide it for free if you have a high enough hosting plan). They can also help with the installation process.

The bottom line is that an SSL certificate is quickly becoming a necessity for any business that does business online through their own website.

Take the time to research your options and get yours started today.

21 Ideas to Tweet About Your CRE Business

Twitter is one of the key social media platforms commercial real estate companies can leverage to create awareness, help build relationships, and stay top of mind with prospects and clients.

With its quick-to-digest format (limited to 280 characters), there are many ways to increase visibility and create an online following for your CRE brand if you have the right strategy in place.

Don’t know what to tweet about?

We already created the guide on how to set up your social media marketing strategy on Twitter and in this article we provide a list of tried-and-tested things you can tweet when you’re stuck on ideas.

Here are the top 20 ideas to tweet about your CRE business:

1. Company updates

Reinforce your company’s unique selling points and highlight awards or special achievements. This will help establish a level of trust and credibility for your company and your service.

2. New property listings

Post new opportunities to let your followers know about any property listings you’ve put on the market. It’s an easy way to keep your contacts informed and show that you are active.

3. Recent sales

Mention recent sales to keep prospects and clients informed about progress and wins. Consider highlighting how much the property sold for, who was involved and key property info.

4. Recent acquisitions

Post about your recent acquisitions and keep your contacts informed about new holdings in your portfolio.

5. New construction

Tweet about new construction projects and tag your partners to keep your community informed about the progress. Also add hashtags with the property’s location to gain more exposure in the local market.

6. Property mentions

Share mentions of your property in other publications.

7. Market reports

Share market reports, summarize market trends, and providing context for important data/statistics to help establish you as an expert in your market.

8. Industry news

Similar to sharing market reports, posting industry news also positions you as someone who is up-to-date with happenings in the industry.

9. Your blog content

Every blog post you publish should be distributed on Twitter and should be a big part of your promotion strategy to hep increase awareness and drive visits to your blog.

10. Event attendance

Let your followers know about the tradeshows, conferences and industry events you will be attending. This gives your contacts a chance to connect in person.

11. Local market news

Establish yourself as an expert in your local market or engage with your local network by tweeting about market-specific news or trends from your local trade area.

Sharing your insight or articles on trending topics that affect your industry shows you’re aware and informed about what’s going on in the industry.

Using a hashtag with current Twitter trends is a great way to join in on popular conversations, reach a wider audience and increase engagement with your brand.

14. Employee recognition

Welcome new hires or give a shout out to your team members to engage with them on Twitter to give your brand more exposure.

15. Job openings

Share job postings to reach a wider network of potential candidates and also show your company is growing.

16. Vertical industry updates

Share news and updates from vertical industries that form a part of your expertise (like business, marketing, sales, etc.), to show you’ve got your finger on the pulse of the new developments that help support your business.

17. Retweet other users’ tweets

Sharing other user’s tweets helps you build connections with them and show appreciation of the content they’re sharing. This can provide valuable pay back in the future.

18. Ask questions

Questions are a good way to communicate directly with your followers and increase engagement by receiving direct feedback.

Take the opportunity to show your company culture and creativity by tweeting about major holidays or seasons.

20. Testimonials

Tag your customers or partners and share their positive feedback about your business.

21. Quotes

Find a quote that represents the values of your company or your current mood.

Managing CRE Marketing Projects: Tips from the Pros

Managing deadline-driven marketing projects in commercial real estate requires laser-focused planning and execution.

Unlike marketing projects in other industries, commercial real estate marketing is fast-paced and strongly impacts the overall success of a transaction, whether for a lease-up effort or investment sales.

We asked 3 marketing leaders from top commercial real estate firms around the world for tips on planning and managing commercial real estate marketing projects.

 

What tip would you give to someone managing the marketing phase of a commercial real estate project?

Understand the scope of the project and match it with your team capabilities. Once you clearly establish schedule, budget, deliverables for each channel, you will be able to asses if your team is ready to meet the expectations or if you will need to staff additional resources.

Always keep in mind: Schedule, budget and quality as main aspects of your marketing strategy.


Anna Solorzano
Marketing & Communications Director
Cushman & Wakefield Mexico

Know your audience and don’t be afraid of social media. Some marketing campaigns allow your design and approach to be playful yet professional, while others should be clean and concise.  Push the envelope when possible to keep your creativity on point. Build a social media presence for your brokers and team by starting with one platform. (Twitter, LinkedIn, Instagram, etc.)  Incorporate this into your primary marketing source and publish campaign information that will engage current and prospective investors.


Stacy Hodges
Marketing Coordinator
Cushman & Wakefield Denver

Understand the targetWhen you first get briefed in, make sure everyone slows down just a bit to ask questions and understand core messaging. Too often I see teams jumping into building tactics, without deeply understanding the target market’s desires and how the asset is best positioned to meet them.


Lex Perry
Vice President, Marketing and Communications
Colliers Canada

Everything You Need to Know About Driverless Cars and Real Estate

Driverless cars are quickly becoming a reality and even though it’s still years before they dominate the roads, the profound impact it is poised to have on the real estate market should be considered.

The rapid innovation and technology development of autonomous vehicles is forcing real estate owners, operators, investors and other professionals to consider how their properties need to adapt to this new reality.

We’ve selected a list of 10 articles on how driverless cars will impact real estate to help you better understand its industry-shifting implications.

How Driverless Cars Could Disrupt The Real Estate Industry

Driverless cars could become a regular feature of the roads as early as April – at least in California, which has decided to allow fully autonomous vehicles to be tested on the roads (none of those pesky humans who have been present in test drives so far). Arizona has already become a fair-weather center for testing driverless vehicles, thanks in large part to the governor’s support, and Uber announced last week that it has finished testing its self-driving trucks in Arizona and is now beginning to use them to move goods across the state.

Read the full article by Ely Razin on Forbes

How Self-driving Cars Could Completely Reshape the Housing Market

Prime real estate will be unlocked for new home construction as parking lots, auto dealerships and gas stations become obsolete. Additional supply in historically supply constrained locations will likely dampen home price appreciation and alleviate housing shortages in many cities. Due to increased housing supply in good locations, there will initially be less demand for outlying locations, even though commutes will be easier.

Read the full article by Wolf Richter

My Thoughts On The Massive Impact Autonomous Cars Will Have On Real Estate

Autonomous cars will be pervasive in the next 5-10 years. They will be safer and more efficient than human drivers and they’ll all be electronic.

There’s no doubt autonomous cars are coming soon and the impact on the real estate industry will be massive. However, very few in the real estate industry is talking about it and even less are preparing for the impact it could have on their business.

Read the full post by Joe Stampone

Driverless Cars Will Open the Door to a Building Spree

It’s far from clear how long it will be before fully autonomous vehicles are ready to rule the road, or how governments will choose to regulate them. The 25 biggest U.S. cities generated a combined $5 billion last year from parking tickets, vehicle registrations, and other related revenue, according to data compiled by Governing magazine. Governments will also have to grapple with the likelihood that as the cost of the vehicles comes down, fleet companies may overburden roads with them.

Read the full article by Patrick Clark on Bloomberg

How Autonomous Vehicles Will Steer Toward A Building Boom

Urban development is not the only thing expected to experience a major change as self-driving cars become more commonplace. Suburbs are also likely to see an infusion of development as people become more willing to live farther away from their workplace because they no longer have to drive themselves to and from the office, Bloomberg reports.

Read the full article by Lara O’Keefe on Bisnow

A Driverless Future Threatens the Laws of Real Estate

The link between property and transport has been perhaps the most durable in human history.

Since the ancients, few things have delivered higher land values with more certainty than advances in transport, from roads to canals, railways to highways.

It’s still “a no-brainer” in the 21st century, says Bridget Buxton. She bought a fixer-upper with her husband in a scruffy part of east London in 2016 because it’s a short walk to the high-speed crosstown rail line due to open this year. Prices are up 90 percent in the past five years for homes like hers, far outpacing the whole city.

Read the full article by Jack Sidders and Jess Shankleman on Bloomberg

The Sad Truth About Self-Driving Cars? Give Them at Least 10 More Years

A recent crash that killed a pedestrian, setbacks with Tesla and others, delays in building out the infrastructure–it’s hard to stay positive when you’ve been waiting more than a decade, and when you do believe that there is some possibility that cars will drive on their own without any mishaps. Way back in 2007, the experts envisioned a future scenario that involved daily autonomous driving, as though it was second-nature. In that same article, the idea of building highways for autonomous cars still seemed like a distant dream.

Read the full article by John Brandon on Inc

The Future, Now – Autonomous Vehicles Will Force the Adaptation of Commercial Real Estate

July 2018

The rapid evolution of autonomous vehicle technology has forced real estate investors and developers to consider how their investments, both new and old, may need to adapt. Long an awe-inspiring element of science fiction, driverless cars soon will become more than just Hollywood’s picture of the future – they will be picking us up, dropping us off, and parked in our garages.

Read the full article by Ben Hittman on CCIM

The Game-changer For Future Cities: Driverless Cars

Most experts agree that the automobile as we know it will be largely obsolete by 2030. In its place will be fleets of driverless cars that shuttle people safely and efficiently through our city streets. But it’s the broader impacts of this technology that are a game-changer for the future of our cities and the human experience. The opportunity is not only to create new places that accommodate driverless cars, but to reshape our existing cities and towns into the kind of amenity-rich, vibrant places that we all enjoy.

Read the full post by Andy Cohen

Driving Into The Future: Self-driving Cars And CRE

Ten years ago, what would you think if someone told you that in the year 2020, people would be chauffeured around the city by self-driving cars? It would probably sound like something that came straight out of a movie, and you’d probably be worried about machines becoming sentient and forming an uprising against mankind. The good news is that we’re safe from a real-life Terminator scenario for now and that automobiles are going to be driving themselves in the not-so-distant future.

Read the full post by Jon Schultz