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By BTS Brands
Every landlord, broker and agent knows that vacancies are bad. Fortunately, over the last five years, the commercial real estate industry has experienced a fairly stable level of vacancies. However, according to research firm REIS, Inc., office vacancy rates have been slowly creeping up since the fourth quarter of 2016. The rates have slowly climbed from 16.2% to 16.5% during this time period as construction has surpassed occupancy growth. While this is hardly an earth shattering change, it does signal a need to be creative about attracting and retaining tenants. In a previous blog post, we talked about using ‘The Big 3’ of social media. (LinkedIn, Twitter, Facebook) to promote your commercial real estate business. Here, we’ll look at a few novel ways that will push the envelope, so to speak, but hopefully make your commercial real estate offerings stand out from the crowd.
Initially built to bring people together, social media has evolved into a progressive tool for commercial real estate companies to reach their audiences with a single click. NAIOP has studied the growing trends of businesses and since 2013 has pointed to the importance of these channels in promoting commercial real estate companies. While numbers vary, one source says that CRE firms ( and most Fortune 500 companies for that matter) have upped usage in the social media world since just 2013. Twitter is up from 77% to 88% today. Facebook groups have grown from 70% to 85%, and LinkedIn leads the pack with businesses, touting a 98% participation rate.
Social media can attract your target audience by employing ‘social proof’, a means by which groups of people are influenced to change behaviors based on the likability of its content. If your content is relevant, it is capable of converting the target, and if it is effective, you can close more clients by gaining their trust as a ‘thought leader’, and building confidence in your brand.
Social media integrates well with other commercial real estate marketing programs like lead generation programs and search engine optimization. Here are five ways your marketing team can make your brand stand out by daring to push the envelope through these platforms.
To set yourself apart from the crowd with your commercial real estate offerings, you want to push the envelope. The most convenient way is to partner with a team that knows how to optimize social media to your advantage. Make sure though that you work with a team that is capable of promoting your brand and boasts a proven track record for success. If you want to make a difference in marketing your offerings, consider letting social media help you go a little farther.
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