Digital Marketing For Commercial real Estate agencies
COLD EMAILS ARE DEAD.
IT'S TIME TO ADDRESS THE MODERN CLIENT WHO RELIES ON RESEARCH.
Many aspects of the commercial real estate business are out of your control: the market, the clients, and available listings. One aspect within your control is the way you position yourself against competitors to capture potential clients.
Any broker knows that cultivating clients is a relationship-building game. Why can't the same tactics be applied when approaching your commercial real estate company's marketing strategy?
Our Experience IN COMMERCIAL REAL ESTATE
McMillan & Phillips has worked with commercial real estate companies to expand their digital visibility through listing optimizations within real estate CRMs like BuildOut & Crexi.
Our most notable deliverable is our ability to create live data dashboards for each broker within the company to provide insights into how each listing is performing. In addition to providing leadership with a birds-eye view of market share.
Common Commercial Real Estate Marketing Questions
WHAT ARE THE BEST MARKETING SERVICES FOR COMMERICAL REAL ESTATE?
It's called the "web" for a reason. Website, search marketing, social media, content, and PR all work together to create a robust experience for potential clients.
While each platform serves its own purpose, the foundational piece of a good digital marketing strategy for commercial real estate firms is a robust, high-performing website. Just like any highrise, the foundation is the most important piece for longevity.
DO I NEED A MARKETING AGENCY THAT SPECIALIZES IN COMMERCIAL REAL ESTATE?
While some marketing agencies specialize in commercial real estate, it's not necessary to hire an agency that works exclusively with CRE firms.
Often, it's even better to work with an agency that has a wide range of industry experience. While the general agency may not be in the know of the nitty-gritty details of the industry, they are well-tuned to the algorithms that run search engines and social media. Knowing the digital landscape is far more important than understanding the commercial market trends when it comes to gaining brand visibility & leads.
DO REAL ESTATE BROKERS NEED THEIR OWN DIGITAL MARKETING STRATEGY
Brokers who have an intricate understanding of digital marketing far outperform those who solely rely on networking and personal connections.
However, it's vital to coordinate overall brand strategy with individual brokers to align on messaging and ideal clients that lead to revenue. Our job as an agency is to push brand marketing forward and allow that message to trickle down to the individual brokers, who can leverage our tactics for gaining leads into company revenue.
WHAT IS THE NEXT PHASE OF MARKETING FOR COMMERCIAL REAL ESTATE?
Often, commercial real estate firms focus on providing easy access to available listings. This direct availability approach is quickly becoming antiquated to the savvy investor or business owner looking to lease.
The best CRE firms create a robust content plan that relays insights and research from the market onto their website and social channels. This tactic allows users who are doing research to find your brand through general, question-based searches.
Establishing your brand as the authority within your target market will pull in potential clients early in their search cycle. So, when they're ready to move, the client is already familiar with your brand and much more likely to choose your team over competitors.
CAN A MARKETING AGENCY WORK WITH MY IN-HOUSE MARKETING TEAM?
Of course, we can! Modern marketing strategies are so robust that they often take a combination of in-house and external marketing teams to create a complete marketing campaign.
Our team at M&P works to supplement the efforts your in-house team delivers. Whether that's consistent content, a new website, SEO & SEM strategies, or simply web analytics insights, we often pair sweetly with teams of marketers that are solely focused on your commercial real estate company.
TOP 3 COMMERCIAL REAL ESTATE
A fast, elegant website is the new beautiful office space. Your commercial real estate website will often be the first introduction between your company and a potential client.
While CRE firms used to showcase their brand style by inviting clients into their elegant offices, the times have changed.
If your company is looking to attract high-end clients, your website needs to be an extension of your brand and provide the curated experience your clients are looking for when investing.
Branding & Photography
Think about any time you look at a property listing page: do you read the details of the listing or do you click through the pictures of the property?
We all know the answer. Client's interest will only be piqued if your properties have high-quality, compelling imagery to complement the price, details, and broker information.
Property pictures are supplemented with brand messaging and aesthetics. When branding and high-quality photography work harmoniously, commercial real estate brands thrive.
Web Analytics & Audience Collection
No matter what city you're providing your property listings, there are two consistent challenges: your potential client list is small and your broker's time is limited.
Audience collection helps build a tailored list of potential clients either in your market or looking to invest in your market.
Web analytics help refine your broker's time to focus on the highest converting channels of sales.
When combining both, your commercial real estate firm becomes an unstoppable force.
M&P Commercial Real Estate
Recently, M&P partnered with the boutique Chicago commercial real estate company, Cawley Real Estate.
Our goal was to optimize their website to increase organic traffic from Google in order to boost property requests from their CRM platform, BuildOut.
Below is some key insights we've gained from working closely with their in-house marketing team.
Marketing Case Study
Providing Chicago Commercial Real Estate Market Insights
Our team set out to capture potential clients early in their market research cycle. To execute this strategy, our team developed a page on the Cawley Chicago website that is updated quarterly with top construction projects, top leasing deals, and market cap rates within the Chicago market.
The page, linked below, quickly became the website's highest-visited page and led to a sharp increase in branded searches for the company when potential clients started to look for brokers in the Chicago metro area.
Optimization of Commercial Real Estate Property Listing Platform
Cawley Chicago utilized the popular listing CRM, BuildOut. Our team at M&P integrated with the team at BuildOut to optimize the delivery of each individual property listing. This included writing metadata for each page in order to capture searches for any building name or address. In addition, our team utilized data APIs to sync BuildOut interactions with website interactions from Google Analytics.
As a result, the Cawley team had a sharp increase in users discovering new listings through search engines, and landing directly on the page. This direct line of customer journey led to increased leads from property information requests on the website.
Creation of Live Broker Data Reports
While working on the overall website, our team also helped deliver Cawley brokers with detailed insights into how their listings were performing on the website.
Based on these reports, our team was able to recommend when to send out requests, what properties needed more information or new pictures, and what channels were performing the best for each broker - optimizing their time spent building relationships with potential clients.