Too often today, businesses embark on marketing programs without a solid plan in place. A good commercial real estate marketing plan will guide your business’s advertising, promotion, and communications.
According to SuccessWise, “Marketing is what drives your target audience to buy your product or service, bringing in the cash. But without a marketing strategy, it’s like going to war without your weapons.”
A good marketing plan coordinates company goals and objectives, defines the target market and segments within the target market, identifies the mix of marketing methods that will be used, and creates a system to achieve those goals. That includes thinking about things like offering memorandums and real estate flyers. In commercial real estate, getting the entire team on the same page with marketing goals, strategies, and values or ideas helps provide consistency in messaging and allows companies to serve customers and leads better.
Make a Strong First Impression
There are many strategies and possibilities for a successful marketing campaign. One of the most important is to have a strong, professional commercial real estate website to send customers to. A website is often the first contact with potential customers and should present a great first impression.
In an article by Fit Small Business, John Hyman, broker and author at Commercial Real Estate Online, said, “Websites and blogs are a good way of building your professional profile. Write regular articles about property and property changes in your location. Publish those articles on a blog that is designed to support your profile in the market. Soon the search engines will see your activity and rank you higher within your specializations.”
Use Targeted Social Media Marketing
In a blog post by the National Commercial Real Estate Development Association (NAIOP), “It is time for the commercial real estate companies – which are traditionally slow to adopt new technology – to include social media marketing as part of their marketing strategies.”
According to eMarketer’s 2019 U.S. Social Media Users by Generation report, 90.4% of millennials, 77.5% of Gen X, and 48.2% of baby boomers are active social media users. Having a strategy is especially important for social media, as there are so many options. Without a strategy, a lot of hard work could go to waste. Real estate social media marketing needs to be specifically catered to the target audience to see results and to foster community engagement.
Up Your Print Marketing Game
Print marketing is still effective when used correctly. Be creative with real estate flyers. Include excellent visuals that provide potential customers with information to increase their interest in a property, such as aerial maps and information about the location, including nearby businesses and amenities. Other effective print marketing to consider are newsletters, postcards, and property signs.
Have Consistent Branding
It is essential to have a consistent message with all real estate branding efforts. Commercial real estate marketing isn’t just about putting out fliers and having an active social media account. It’s about bringing all marketing efforts together to tell one brand story. Branding should create a cohesive idea based on the company’s story, have brand appeal, and create recognition.
If you need help crafting an effective marketing strategy for 2002, schedule a consultation, and we would be happy to assist.