One of the biggest challenges in real estate is finding leads. Beyond websites, the unspoken impact of a company’s offerings comes down to brand. A brand audit of commercial real estate flyers, offering memorandums, and all of your customer touchpoints may be just the thing to keep you ahead of the competition.
Your commercial real estate marketing materials should go beyond your real estate expertise and reflect your company’s unique selling proposition. The power of presence in your community should not be underestimated. Brand recognition increases the effectiveness of real estate lead generation and who will contact your or your company.
Commercial Real Estate Flyers
Real estate flyers are an essential part of connecting with customers. They are easy to deliver and easily placed in locations where customers will pick them up, such as at listed properties. It is also important to have flyers to give to potential buyers after property tours. Flyers can also be posted to online property databases like LoopNet and social media.
Your flyer is often the first contact with a potential customer, so it should reflect your brand positively. According to Zillow, there are three primary business strategies for using flyers – to increase exposure from listings, to build leads from active shoppers, and to stand out as a local expert.
“Consumers still value being able to snag a hard copy flyer of a property…,” says Bret Calltharp, Zillow Group’s industry outreach director. Flyers are a tangible connection that an interested party has with a particular property. They provide additional information that that an investor can reference as needed, but also keep your brand top of mind.
Tyler Kastelberg from Bullpen said, “the offering memo is an investor’s first impression of an investment opportunity and management team. As such, the memo should be comprehensive and paint a full picture of the deal and management team.”
Quality has a dramatic effect on the success of an offering memorandum. If the presentation is lackluster, doesn’t accurately establish your brand as a local expert, or provides quality, useful information, it’s time to revise. Reformulate the content and visuals to tell the story of your brand. Provide appealing visuals to increase interest in the property.
Fieldman Equities commented on the importance of branding in an offering memorandum. They said, “Branding in an offering memorandum helps the seller establish credibility with qualified investors who are seeking exceptional investment opportunities. Incorporating your company logo, brand colors, typefaces and writing style in your OM reinforce your company brand and help differentiate your company from the competition.”
Other Marketing Materials
Your real estate branding should be strong across all marketing materials, including company brochures, tour books, newsletters, real estate maps, email marketing, direct mail, property signs, and even business cards. These marketing materials should keep your brand in front of clients and establish your expertise in the area you serve. Looking at how your brand speaks will help you, your company, and your listings stand out from the crowd.
Branding is a complex business strategy but making adjustments and trying new ideas in your marketing outreach to your target audience can help find new leads and increase your success.