Marketing Tips for Commercial Real Estate

When you work as a real estate agent in commercial real estate sales or leasing, the marketing of the property is a critical issue to create the right amount of interest from qualified buyers or tenants as the case may be. This says that every property should be uniquely marketed based on the unique attributes of the property such as:

  • Location of the property
  • Tenancy mix
  • Anchor tenants
  • History of the property
  • Special improvements and features within the property
  • The notable property owner that may also generate interest
  • Future opportunity from redevelopment or rezoning
  • Cash flow or rental income opportunity

When these factors are individually looked at, they allow the property owner and the real estate agent to make some critical observations and raise some key questions. The answers that you create will allow you to position the marketing campaign correctly, hence attracting the right target audience in the sale timeframes required. It makes the sale a lot easier.

These are some of the key questions that should be answered in or through the marketing campaign structure:

  1. Exactly what is the target market that you are attempting to reach for that property? Why is that different than any other property in the area?
  2. What are the key attributes that the target market is looking for today in an investment or commercial property?
  3. What is the size of the target market given the unique attributes of the property?
  4. What are the key factors that will likely attract enquiry for the property as opposed to any other competing property in the local area?
  5. What story do you want conveyed to the target audience about the property?
  6. What channels of media will produce the best levels of enquiry and how much money should be spent in those various channels?
  7. How long should the campaign be active and at what time of year should you start?
  8. Precisely how are you going to measure the results from the campaign so that adjustments can be made as necessary and when appropriate?

These questions should essentially be answered in every comprehensive marketing proposal put to a property owner or landlord. That proposal will help you significantly towards a successful level of enquiry from qualified property purchasers. In this market, that is a useful process. You can get some more free tips for real estate agents at

By John Highman

John Highman is an International Commercial Real Estate Author, Conference Speaker, and Broadcaster living in Australia, who shares property investment ideas and information to online audiences Worldwide.