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Commercial Real Estate Brokers – Ways of Establishing Penetrating Online Marketing

real estate agent using laptop computer
Build your brand comprehensively as a broker or agent online.

If you haven’t worked it out yet, online marketing is taking over commercial real estate advertising and property promotion.  Every year there are new things to do and learn as part of property promotion in both sales and leasing.  It is regrettable that many agents and brokers just do the ‘ordinary stuff’ in commercial real estate marketing.  They don’t ‘step out of the box’ when it comes to property promotion.

If you want to rise to the top of your local property market, you will have to get your property marketing under control and drive it comprehensively online.  Only you can do that.  A system of marketing is required.  Have you got one now?

Here is a challenge for you.  Factor up your online marketing and drive a solid marketing strategy online with all your exclusive listings (open listings really don’t deserve the extra effort).  Penetrate your online marketing activities across your location and property specialty.  Here are some specifics to help you with that:

  • Frequency – The search engines love ‘frequency’ and that means doing something every day online. The thing or things that you do must be tuned to specific keywords relevant to your location and your property type.  Put your name behind and into everything that you do online.  You are part of the promotion, so remember that key element and make it work for you.
  • Blog – Every agent and broker should have a property blog that they professionally write and service. Each day that agent should be posting something about their location or property activity.  Make it interesting and put some good facts into your blogging activity; talk about your town or city, and how property facts are changing and shaping.  You have plenty to talk about when you really think about things.
  • Branding – Your branding online may be something to do with your brokerage, but you should also be promoting yourself online. People do business with those agents that they remember and trust.  Your branding and personal marketing has to position you in that way.  It’s a personal thing.
  • Images – Always use good quality images to pull in the eye and interest of the reader. Take plenty of photographs locally and keep them for placement in your blog and or articles online.  A good image will help your brokerage brand.  First class marketing solutions always include excellent quality images.
  • Advertising Copy – You can get quite good at writing advertising copy and property editorials. There are some good books available that provide marketing ideas to attract readers, words that sell, and phrases that sell.  Get away from the ‘ordinary stuff’ in your property advertising online.  Use words and phrases that pull in the reader’s interest.
  • Headline – A good headline is 50% of the equation in pulling in the reader to any property article or advertisement. Look at how newspapers and magazines use headlines in this way.  You can get plenty of ideas from those sources to help you with headlines.
  • Keywords – You are a broker or agent working in a location and with a property type(s). From those 2 factors you can use specific keywords in all of your marketing and articles online.  Search engines look for keywords when matching property inquiry to search results.
  • Social media – I have deliberately put social media last on the list. That is because you should not start your social media activities in commercial real estate unless you have all the other issues underway and under control.  You can link all of your social media efforts back to your articles, blogs, listings, and noteworthy helpful hints.

From these ideas you can now see how you can and should build your online marketing presence as a commercial real estate agent or broker.  When you do that comprehensively you can penetrate your property market online and put your personal brand forward as the ‘agent of choice’ for the location.  This is not a random process; it is very specific.

(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)

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Marketing Advantage in Commercial Real Estate Brokerage – Use a Blog to Build Your Online Profile

woman with laptop
Build your blog in commercial real estate brokerage.

As a commercial real estate agent or broker, you can use a blog as a professional and personal marketing strategy.  There are plenty of things that you can write about when it comes to your local area, your town or your city.

The blog is something that you can do individually at very low cost.  It is also something that you can do in your spare time or perhaps in the evenings when the pressures of the working day are diminished.

As a special note and as part of the blog marketing process in real estate or commercial property, you should not write about particular property listings and clients.  Leave that marketing strategy to the brokerage websites and the portals where you can and already do promote existing listings and particular properties.

The blog process is all about providing commentary and information or knowledge.  That is why the search engines rank the process so highly when people offer valuable information and insights.  As a real estate agent you can do exactly that and hence the blog strategy can help you greatly when it comes to building an online personal profile.

So what would you write about in the blog and why should you do it?  Consider the territory in which you work and the specialisation or the property knowledge that you can bring to the market; if you are truly the specialised property agent or broker that you claim to be, there will be plenty of things to write about and information to share.  Here are some ideas within those factors to help you get this strategy underway:

  1. Look for the changes in the property market in prices, rents, and future supply.  The changes in the property market and the analysis of history will give you plenty of things to write about.  You can create simple graphs relating to growth in prices or rentals, shifts in yields, or enquiry rates relating to property types.
  2. If you are a specialist in a particular property type you can talk about the future growth and opportunities that apply within the zones or precincts in your town or city.  Property investors will always show an interest in a well-crafted article giving valuable information about recent property trends and predictable changes.  As a case in point and as an example, the retail property segment and particularly that of shopping centre performance stands alone as a specialist part of the property market.  Within that topic there will be plenty of things to talk about when it comes to tenancy mix, rental strategies, vacancy rates, leasing opportunities, customer requirements, franchise tenants, and shopping trends.  I go back to the point that valuable information provided by industry specialists will always be of interest to the players in the property market.
  3. Any upcoming property developments will shift the balance of supply and demand when it comes to particular property types and property occupation.  From that new supply of high quality modern space, you will find that the older properties will become redundant and be potentially ripe for redevelopment.  Consider the changes that apply within a property type with any new developments coming up and write about them in your blog.  Talk about the changes and the investment opportunities or adjustments; look for the strengths that evolve from newer property developments shifting the balance of occupancy and property ownership.

There are plenty of things for you to write about when it comes to the blog and Internet Marketing process.  In this way you can build your online presence as an agent or a broker, and show your expert comprehensive property knowledge and experience to the right people in your town or city.  A good article written around the facts of the market can also be linked to your property newsletter and your client emails.  When something is worth talking about in our industry, it is worth sharing.

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Commercial Real Estate Agency Internet Marketing Ideas and Tips

With the internet today, commercial real estate agents have many tools at their disposal.  They can market not only their properties but also themselves comprehensively and effectively.  If you are struggling with getting your name into the property market as a top agent, this audio recording will give you some ideas and processes to use.

You can get more tips like this in our regular newsletter right here.

Get your computer out and have a listen to the things that you can do on the internet to build your real estate agent profile.