How to Make Internet Marketing and Advertising Work in Commercial Brokerage

The commercial listings that you place on the Internet should be carefully considered and crafted to achieve the best inquiry results possible. The online marketing process is becoming a busier and more complex in most towns or cities; your property marketing cannot be ordinary.

(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)

If you want your property to stand out as a valuable and relevant commercial property, then you will need to seriously consider how you promote the property online across a number of portals and marketing activities.  Choices should be made with due regard to the property and the local market.

 

Avoid this problem

So what is the problem? The generic marketing approach doesn’t work in our industry, especially if the town or the city is large. If you are to achieve reasonable levels of enquiry from the quality properties that you advertise online, then it is always a good time to have a look at how you are placing the properties in the portals, and then undertake a review of the wordage and advertising copy that applies to all of your exclusive listings.

 

Direct your Internet marketing effectively

Here are some ideas to help you optimise your Internet based property listings:

  1. Look at the location from the aspect of the tenant or the buyer that you are trying to attract. How will they search a property requirement? That question needs to be addressed in your Internet listing promotional copy.
  2. Use professional photographs to attract the eye of the reader. Given that there will be other listings in the location available for sale or lease, your listing should stand out visibly through the use of better quality professional images.
  3. Use particular keywords in the promotional campaign that focus on the property type and the location. You have some choices relating to suburbs, streets, and property types. Brainstorm the right words as you craft the marketing campaign.
  4. Think about how a tenant or a buyer of property would enter a search request in the search engines. Those words should be central to your keyword choices. They should be woven into the advertising copy, the headlines, and the feature points.
  5. Use the industry portals, and where ever possible and affordable achieve dominant priority placement. Every quality property should be promoted through a priority placement on the portals. There is no point in the listing being lost at the back of the website in and around many other properties for the location. If you have a top-quality property to take to the market, then make sure you have priority placement in the vendor paid marketing costs.
  6. Use some strategies involving social media to push people to your listings online. Through a series of editorials, articles, and social media placements, you can activate more interest back to the property and the campaign.

 

Taking all of these strategies into account, you can start a promotional initiative with more focus and direction. Always track the levels of enquiry that you are achieving with each and every exclusive listing. You will soon know the methods of marketing that are producing the better levels of results for you.

The Key Principals of Push and Pull Marketing in Commercial Real Estate

In commercial real estate brokerage the principles of push and pull marketing are quite special and deliberate. As the broker or the agent working on specialist listings, you need to know exactly how you are pushing people towards your listings and pulling in their interest.  Special strategies apply to sales, leasing, and property management. Understand the outcomes that you are trying to achieve to attract sellers, buyers, tenants, and landlords. The marketing coverage is quite special and unique in each case.

Given these facts, you are working with a particular listing and the target audience relative to that listing. On that basis every property and client situation should be carefully considered to attract the results at you seek from a promotional aspect.

You should also consider your own marketing strategies as a professional in the industry. There are many alternatives of promotion today both online and off-line that relate to both individual and listing marketing. Soon you need a promotional plan to address both of these issues.

Here is an audio recording by John Highman explaining the important facts of push and pull marketing as it relates to commercial real estate brokerage today.

How to Use Keywords in Commercial Real Estate Marketing

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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)