Marketing Best Practices
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.
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:
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.
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:
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.
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:
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.
Updating social media with fresh and relevant content helps create exposure, increases brand awareness and facilitates connections with the local community and potential tenants.
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.
SharpLaunch is an all-in-one CRE marketing platform to help you streamline your marketing efforts and modernize your digital presence.
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