Whether you’re a property owner or broker, having an established, professional online presence to engage with prospects and successfully conduct business is no longer an option in 2021, but rather a necessity to remain relevant and navigate the difficulties presented in today’s environment.
More than 80% of commercial real estate investors and tenants begin their property searches online and this figure has increased substantially since the coronavirus pandemic hit.
To effectively market assets and stand-out amid ample competition, establishing a marketing foundation that extends beyond mere flyers, brochures and LoopNet listings is absolutely vital.
A professional property website in particular is a great foundation to expand your digital footprint and engage both potential and existing tenants.
Let’s have a look at the 6 ways a property website can help maximize your listing’s performance.
1. Make a Powerful First Impression
In the fast-moving CRE industry, your prospects expect your property to have a high-quality, authoritative web presence.
A well-designed, interactive property website in line with your corporate branding is essential to establishing trust and credibility while maintaining consistency across your portfolio, thus making a great first impression among valued prospects.
33 Arch Street by CBRE New England
A full-feature commercial real estate marketing software can help automate and scale the creation of listing websites and keep the information online up-to-date by feeding data to other listing portals and social media channels.
2. You Control the Information
Among the most frustrating challenges for prospects scouring the web for available listings is the headache of sifting through old, outdated property information on commercial real estate listing sites and social media channels.
It is possible they do not reflect the property as it currently stands nor provide accurate, up-to-date contact information for the brokers and property managers overseeing the asset.
Having a dedicated commercial real estate landing page for your listing allows you to always maintain up-to-date property information and complete control over what is published online. Your building information, availabilities, price and contact information can be updated in minutes.
You are also making sure your prospects are focused on your listing alone and not distracted by other listings typically presented on CRE listing sites.
As a property owner or property manager you can create an property management website to help your existing tenants access building information, tenant manuals, rules and regulations or emergency procedures.
3. Show Off Your Great Content
Your website is the ultimate showroom to display all relevant creative assets you’ve created for your properties and you can put your valuable content to good use, showing investors and potential tenants everything they need from anywhere in the world—and from the comfort of their desk or mobile phone.
By creating a dedicated property website for each listing you can accentuate key property features you wish to highlight to a prospective buyer or tenant.
According to our recent analysis we saw that the majority of visitors scroll directly to the photo gallery, building information and floor plans sections.
Brokerages and owners can focus on a few key elements that will capture the attention of interested tenants and present their properties in the best light by doing the following:
- Play up your assets’ most valuable amenities and highlight the key characteristics of each opportunity with your images and descriptions.
- Provide 3D virtual tours to give prospects an immersive digital experience of the property to generate interest before having to schedule an onsite tour.
- Supply updated information on current availabilities and include detailed floor plans that are easy to download.
- Display awards and certifications that provide instant recognition for your building, enhances your brand, and differentiates your property.
- Highlight surrounding amenities and other points of interests such as local businesses and corporate neighbors.
- Add contact information for property management and service teams.
4. Provide Direct Access to Key Documents
Your property website never sleeps. In the current climate, it’s important to be accessible anytime day or night, 24/7 and with a platform that can provide access to key marketing and sales documents to make sure you’re capturing interest and not losing opportunities.
By including an area on your property website where prospects can sign up to access documents you’re not only providing a streamlined communication and document sharing process, but also enabling a quick way to identify and qualify leads.
Imagine saving hours of time spent on sending PDF attachments back and forth and instead sharing one unique URL where all this information lives and track exactly who accessed it and at what time.
5. Measure Engagement
Do you have insights into your website analytics? Do you know where your visitors come from? If you don’t have relevant data to measure your listing presentation’s performance, you can’t learn what works and what doesn’t.
Traditional methods to attract tenants and investors can be difficult to measure and determine the ROI. Printed flyers? Direct mail? A conversation over a networking lunch? Signage? Local sponsorships? It’s difficult to measure the effectiveness of the typical methods to get the word out, but your property website is different.
A property website, outfitted with analytics software, can track your traffic and visitor engagement and tell you which websites and campaigns drive the most traffic to your website without you having to lift a finger.
With more advanced tools, you can do some pretty amazing things, like learn what people are most likely to click or how much time they spend on specific areas of your website. This data becomes actionable, and helps you make future marketing investments based on what works.
6. Promote Across Multiple Channels
Expanding your digital footprint can help you reach a much larger number of potential investors or tenants than with traditional tactics. So, defining an effective commercial real estate marketing strategy to promote your listings depends largely on having the foundation that all your efforts will link to.
Your property website can be connected to traditional property portals like LoopNet and CoStar to make sure all the information and contact people are up-to-date.
In addition, in can serve as a centralized digital hub for your marketing and advertising campaigns on:
- Social media networks (LinkedIn, Twitter, Facebook)
- Email marketing campaigns
- Google Ad campaigns
- PR and news coverage
- Press releases or announcements
Why a property website matters now more than ever
By investing in a dedicated commercial real estate property website, owners and brokers can gain an edge over their competition while simultaneously streamlining their processes and provide greater visibility to their properties across multiple channels.