Marketing Commercial Real Estate Online


Online Marketing Software

Listing a property is just one of several ways to market commercial real estate. In order to get the best price possible in the least amount of time, you need to develop a successful marketing plan and strategy. A key element of your approach is marketing and promoting your property online.

One of the best ways to a successful plan is creating a high quality marketing package that is available online and offline. This package should be distinctive and showcase the positive aspects of the property. The goal should be to engage potential clients and entice them to request more information and schedule a viewing. While a generic marketing package will save time at the start of the selling or leasing process, it will rarely make a listing stand out. The package should showcase features that make the property unique from others. This might include heritage features in a converted property or stunning views of a city skyline or waterfront. High resolution photos should also be part of the package.

In addition to having a traditional marketing package, there are a number of ways of promoting a property online. Building an online listing for your commercial real estate is one of the best methods of making information about your property easily accessible to a large pool of potential buyers and tenants. Nearly 80 per cent of tenants and investors looking for commercial real estate do so online, according to a study by Loopnet and Google. The online listing could be on your company or personal website, or on a real estate site. Commercial real estate listings are available through Offices.net, LoopNet, the Commercial Brokers Association, the Commercial Investment Multiple Listing Service and many others. If you have commercial properties in multiple locations such as Manhattan or DC, be sure to list it with local brokers and agents.

Another option is to build a dedicated website for the property. This provides you with a one-stop place to direct potential buyers and tenants as well as other brokers. Using a dedicated website also allows you to leverage Google Analytics to find out how many people view the listing and other helpful metrics. To generate traffic, the site must maximize Search Engine Optimization (SEO) with targeted keyword terms that are used by search engines when generating search results. Your website should be optimized for mobile and desktop devices. It should also be accessible using various platforms (that is, iOS, Android, Windows) and browsers (for example, Safari, Internet Explorer, Firefox). The website should include information about the location and neighborhood, the building, unit layouts and other important features. Maintaining a blog on the website or another site is also a good way of providing up-to-date information while maximizing your ability to use search engines and social media to draw in visitors to the site. Allowing visitors to sign-up for email updates or a newsletter will also allow you to build a database of potential tenants or buyers.

Marketing a listing is also important in generating interest in your property. One option for this is with email marketing. You can promote your property through email using your own database of brokers and potential buyers and tenants. Several third-party services also help with send out listings by email, including through a local Certified Commercial Investment Member (CCIM) chapter. Posting online ads in another effective marketing tool. If you have a dedicated website, you can use your address to create a Google Adwords campaign to attract targeted traffic to the page. LinkedIn and Facebook also allow you to create targeted online ads. With more than 300 million users, LinkedIn allows you to network directly with other real estate professionals as well as companies that may be looking to buy or lease commercial real estate. Sharing information on group discussion boards and blogging about the property using your own profile are good ways of promoting the property.

Regardless of which route you take to create an online presence for your commercial property, the rules of building a traditional marketing package still apply. Your listing should be compelling and highlight the distinct features of the property so that it encourages potential tenants and buyers to seek out more information and schedule a viewing. At the same time, the listing needs to include just the right amount of information without being too vague with not enough information or overwhelming with too many details. At a minimum, the listing should mention the unique characteristics of the property and have high resolution photos. Photographs should be bright and be taken by a professional photographer since they are crucial in creating a first impression. Many potential buyers and tenants disregard a listing if the photographs are dark or of poor quality. You may also want to create videos to market the property to provide prospective tenants or buyers with another perspective of the property. Videos can also be posted on YouTube, Facebook, Twitter and other platforms that you might use to promote the listing.

Creating an effective marketing campaign for your commercial property is just one part of your strategy. In order to maximize your chance of selling or leasing quickly at a good price, you still need to network and promote the listing through traditional routes. This might include cold calling potential buyers or tenants, networking with other brokers, putting ads in real estate publications and newspapers, or placing signs outside of the property.