How to Use Keywords in Commercial Real Estate Marketing

Businesswoman eating apple while reading newspaper uid 1179928
Advertising your commercial property listing should be optimized for the reader and your target audience.

 

When you market a commercial property for sale or lease, you should do so from the perspective of the target market or audience, using the right words and phrases that attract interest and inquiry.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)

To do that well you can feed ‘keywords’ into the marketing and editorial content for each and every listing; the internet search engines then pick up on the property more easily.  The listing then potentially has a greater search result and consequently ‘hits’ from interested parties.

Be Specific and not Generic

This says that you should not ‘generically’ advertise a property online; be specific and target market relative.  Think about the property, the improvements, and the location, and then what the buyers or tenants may use as searching criteria in their property search.  Design your property marketing with those factors in mind.

To do something positive with this, take this back a further step.  Where are the inquiries and hits coming from with your properties and listings?  What are or where are the websites that are taking the inquiry?  Usually it is a mixture of the following:

  • Your website
  • The industry portals
  • The main search engines
  • Your blog articles
  • Property editorials

In each of these online sources of activity you can feed into your online marketing strategy.

So What are the Words to Use?

So let’s look at what those keywords could be for your property promotion:

  1. Location – There will be certain suburb names that will be relevant to you and your listing. Those names must be fed into your advertising copy.  Some suburbs or streets will be used by inquiring parties.  Get those location names into your advertising.
  2. Property typeDescribe the property from the aspect of a buyer or tenant. What are the words they would use?  Office, industrial, shop, warehouse, showroom, and retail are the most common.
  3. Property improvements – Think about how you can describe the improvements, such as ‘clear span industrial warehouse’ or ‘high exposure retail showroom’. There are many variations you can use here when you really think about things.  Be different in your description but be relative to the property and its ‘points of difference’.
  4. Lease or Buy? – Ultimately the property will be offered for sale or lease so those base words should be fed into the property headline, so there is no misunderstanding of what is happening with the property.
  5. Size – Many times you hear of or see a buyer or tenant searching for a property by size and location. So those factors will be essential to your property marketing processes and inquiry generation.

You can use these words in the following ways.  Put them into these promotional layouts:

  • Property headline
  • Property sub headline
  • Advertising text
  • Editorial or Blogs
  • Photograph description
  • Alt text for images
  • Dot points in the advertising
  • Anchor text and links

When you get the property marketing formula and advertising copy correctly structured, you can do a lot more with inquiry and your target audience.

Be specific and be real with all your property marketing processes; think the way a buyer or tenant would think.  Design your marketing accordingly.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)

Author: John Highman

Commercial Real Estate Broker, Coach, Speaker, Author, Broadcaster.