Marketing Best Practices
If you find yourself asking the following questions:
“How do I create more visibility for my property listing?”
“What are some effective property marketing strategies?”
“How do I generate more leads for my property?”
Then you’re not alone.
These are questions a lot of commercial real estate professionals have a tough time answering.
The most common mistake CRE professionals make is that they spend a lot of time creating their listings or property websites, and then launch it hoping to get great results.
The truth is that once your property listing is online, you need to actively promote it to help you attract brokers, tenants or investors.
This does not necessarily mean you need to make a large marketing investment, there are plenty of effective strategies help create a steady stream of visitors, new leads and potential clients for free.
Whether you’re looking for marketing ideas for property management, leasing assignments or investments sales, below is a list of tactics you can implement for free or almost no cost.
Add a link to your property website from real estate platforms (Costar, Loopnet, etc.) where you already have the listing up. But also consider increasing your footprint by publishing your property on more commercial real estate websites. There are plenty of free alternatives to consider.
Include a “view details” link on the listing page of your company’s website and make sure it links to your property website.
Make sure any press mentions about your property always include the website URL. If a publication comes out without a link, contact the journalist and ask them to retroactively include it.
Email your tenants and let them know there is a website for the property. Often times, they will share and link to it from their own website to help generate visibility.
Contact the project team (brokers, architect, property management, etc.) to let them know an online presence for the property exists and encourage them to share it.
Add your property website to your email signature for a short while. Ask the same of your colleagues.
Make sure any news items or press release on your company’s own website that mentions your property always includes a link.
If you have a company blog, publish a dedicated a blog post to highlight your property and include the link for your readers to view more details.
Get busy on Twitter (share photos, relevant news, updates, etc.) and always include your property website link.
Publish a post in LinkedIn highlighting interesting market data or updates related to your property and invite people to learn more about your property.
Engage in relevant LinkedIn groups relevant to your market or your client’s target industry and make a mention of your property.
Share status updates on LinkedIn with relevant updates and include your property website link.
Include the property website URL in your LinkedIn profile under “websites”.
Share status updates on Facebook with relevant news and always include your property website link.
Send a targeted email blast to a database of potential prospects with relevant news and include a link to your property website.
Include your property as part of a bigger company newsletter. Keep the property in the spotlight and share updates or key highlights.
Send a personal email to close friends and colleagues and ask them if they could share your property on their social media channels.
Engage in comments section of bloggers, business journals and news sites that are relevant to your market.
Contact local press media and pitch them exclusive news about the property before announcing it yourself.
Ask bloggers if you could write a guest post for them and share your expertise, then include your property website URL in the byline.
Create a Wikipedia page for your property and cite your website as one of the sources.
Get your property verified on Google My Business and make sure you include a phone number and website. Your listing on Google My Business will increase the visibility of your property on three massive platforms used by the vast majority of your potential prospects: Google Search, Google Maps, and Google+.
Create a Facebook Business Page for the property and let your tenants and colleagues know about it and ask them to share it.
Make sure your property’s URL is displayed in all print materials, such as the property brochure, flyer or offering memorandums.
Include your property website URL as part of your “now leasing” building signage.
Ask existing tenants to provide a quick video testimonial about the property. Publish on YouTube and use it across your marketing channels to attract other tenants.
Create a Foursquare profile for the property and encourage anyone that goes to the building to check in.
Create a Yelp profile for the property. This works especially well if you have any retail establishments at the property.
Use your vacant space to host events or temporary “pop up” shops to get people through the door and talking about your building. Platforms like Storefront and thisopenspace can help facilitate this to connect your property to a community of brands looking for pop up space.
There are plenty of ways to generate visibility for your online listing or that don’t require any marketing spend. It just requires some of your time and hustle.
What strategies are you using for marketing your commercial properties? If we’ve missed any ideas, take a second and leave a comment below.
SharpLaunch is an all-in-one CRE marketing platform to help you streamline your marketing efforts and modernize your digital presence.