10 Effective Strategies to Improve Digital Marketing for Commercial Real Estate

John Reinesch

Navigating the digital landscape in commercial real estate can feel like crossing a busy traffic intersection — overwhelming, noisy, and challenging. As a commercial real estate owner or operator, you might be battling ineffective marketing techniques, low-quality leads, and rising costs. You’re constantly asking how to improve digital marketing for commercial real estate to compete effectively, maximize lead generation, and ultimately drive exponential growth for your business.

This article, curated by our seasoned marketing experts at Asset Growth, with over a decade of real world digital marketing experience, will provide ten effective strategies to enhance your digital presence and make your commercial real estate business more valuable using digital marketing.

Grasping how digital marketing works in the commercial real estate space can feel like solving a challenging puzzle. We will help you put the pieces together. Ready to revamp your digital marketing game? Let’s dive right in!

Infographic - Effective Digital Marketing Strategies for Commercial Real Estate - how to improve digital marketing for commercial real estate infographic pillar-4-steps

Understanding the Importance of a Digital Marketing Strategy in Commercial Real Estate

Having a well-defined digital marketing strategy is more than just a nice-to-have—it’s a must-have. The advent of technology has fundamentally changed the way commercial real estate businesses interact with potential tenants and investors. Today, more than 80% of buyers and tenants start their property search online. This clearly underscores the indispensability of a robust digital marketing strategy in today’s highly competitive commercial real estate market.

But what exactly is a digital marketing strategy? Simply put, it is a comprehensive plan that outlines how a business will achieve its marketing objectives through online channels like search engine optimization (SEO), pay-per-click advertising (PPC), social media, email marketing, content marketing, and more.

Now, let’s delve into why a digital marketing strategy is of paramount importance in commercial real estate.

Reach More Potential Clients: A well-executed digital marketing strategy can significantly extend your reach, allowing you to connect with potential tenants and investors who are actively searching for new properties and investment opportunities online. This not only increases your visibility but also makes it easier for potential clients to find and connect with you.

Stand Out from the Competition: In the overcrowded commercial real estate market, standing out from your competitors is crucial. A unique and targeted digital marketing strategy allows you to differentiate your offerings and create a distinctive brand identity that resonates with your target audience.

Drive More Traffic and Generate Leads: A successful digital marketing strategy can increase your website traffic, bringing more potential clients to your door. By leveraging the power of SEO, PPC, social media, and content marketing, you can attract quality leads and increase the chances of conversion.

Increase Efficiency and ROI: Digital marketing strategies are not only cost-effective but also easily measurable. With the right tools and techniques, you can track the performance of your campaigns, identify what’s working and what’s not, and make data-driven decisions to improve efficiency and ROI.

Improve User Experience: Today’s clients demand speed and a frictionless user experience. A well-rounded digital marketing strategy can help you deliver a seamless user experience across all digital touchpoints, thereby enhancing client satisfaction and loyalty.

A well-planned and effectively implemented digital marketing strategy is a powerful tool that can propel your commercial real estate business to new heights. At Asset Growth, we specialize in crafting custom digital marketing strategies that align with your business goals, target audience, and unique selling propositions. We can help transform your digital marketing and drive exponential growth for your business.

Strategy 1: Defining Your Ideal Clients and Setting Marketing Goals

Setting sail in the ocean of digital marketing without a clear destination in mind is akin to drifting aimlessly. To ensure a successful journey, identifying your ideal clients and establishing concrete marketing goals is paramount.

Identify Your Ideal Clients

The first step in our strategy is to define your ideal clients. Are they investors looking for lucrative opportunities or potential tenants seeking the right commercial property? Are they small businesses seeking office space or large corporations looking for industrial properties? Each client category will have distinct needs, preferences, and behaviors.

Understanding your clients’ demographic characteristics, behaviors, and preferences will enable you to craft personalized marketing messages that resonate with them. Additionally, it will guide your decisions on which digital channels to focus on for maximum visibility and engagement. To put it simply, your marketing strategy should focus on the platforms where your target audience spends time online.

Set Clear Marketing Goals

The next step in our strategy involves setting clear and quantifiable marketing goals. Are you looking to increase website traffic, generate quality leads, improve conversion rates, or boost your brand’s online visibility? Each goal will require a different approach and a unique set of tactics.

For example, if your goal is to increase website traffic, you might focus on improving your SEO efforts and creating valuable blog content. On the other hand, if you want to generate quality leads right away, you might leverage paid advertising and email marketing.

Ensure that your goals are SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. This will provide a clear direction for your marketing efforts and a benchmark against which you can measure your progress.

It is critical to use marketing reporting to analyze your results so you can understand what is working and what needs to be improved. A sound reporting process should focus on actionability. Each metric should have a clear next step to be done depending on if that metric is above or below your benchmarks.

Differentiate and Stand Out

In the competitive world of commercial real estate, differentiation is key. Spend time identifying your unique differentiators and use these to stand out from the competition. These could be your superior property features, innovative technology use, exceptional customer service, or your strong track record of returns for investors.

These differentiators should be communicated clearly in all your marketing materials and communications. They should form the bedrock of your brand’s story and the value proposition you offer to your clients.

Defining your ideal clients and setting clear marketing goals forms the foundation of your digital marketing strategy. It provides direction and focus, ensuring that your marketing efforts are targeted and effective. This strategic approach will ultimately drive growth and success for your commercial real estate business.

Strategy 2: Utilizing an Effective SEO Strategy

As we navigate the digital landscape, website optimization continues to be a pivotal aspect of any successful marketing strategy. For commercial real estate, its influence is even more pronounced. Let’s peel back the layers on the role of SEO in your digital marketing strategy.

The Role of SEO in Commercial Real Estate Marketing

Search engine optimization, or more commonly known as SEO, is the compass that guides potential clients to your website. It’s the process of tailoring your website and its content to be easily discovered by search engines, making your business more visible to potential clients. The beauty of SEO is that users are actively searching for and researching your service. We aren’t interrupting what they are doing like social media ads, but rather providing helpful information to them as they are in the market for your solutions.

Optimizing your website for SEO is not just about keywords and phrases. It’s a comprehensive approach that includes fast-loading pages, high-quality content, and a user-friendly interface. As we’ve mentioned in other blog posts, it’s crucial to have distinct location and property pages if your business operates in multiple locations. Each location page should contain specific details, including address, operating hours, and unique selling points. This can significantly boost your visibility in local search results.

Additionally, backlinks play a significant role in how search engines perceive your website. High-quality backlinks from reputable sites signal to search engines that your site is trustworthy and valuable.

The Importance of Mobile Optimization

Potential clients are likely to first encounter your business on a mobile device. A mobile-friendly website not only improves user experience but also contributes to your SEO ranking. Google’s mobile-first indexing policy means that the mobile version of your website is considered the primary version for ranking purposes.

When developing a mobile-friendly site, consider factors such as easy navigation, fast-loading pages, and legible text. Remember, a positive mobile experience can significantly influence a potential client’s perception of your business and their willingness to engage with your services.

SEO and mobile optimization are integral components of your digital marketing strategy. They enhance your online visibility, improve user experience, and ultimately, drive more traffic to your site. By implementing these strategies, you’re well on your way to making a mark in the commercial real estate sector.

Strategy 3: Leveraging Content Marketing to Attract Traffic and Generate Leads

The Power of Content in Commercial Real Estate

In the ever-evolving world of marketing, content is king. And when it comes to digital marketing for commercial real estate, blog production holds a significant position. It’s not only an opportunity to share your expertise and knowledge about the industry, but it also improves your website’s search engine rankings and allows your website to show up when users are searching for information about your industry.

Blogging allows you to provide your audience with informative and engaging content while strategically incorporating keywords relevant to your business. This, in turn, boosts your visibility on search engines and drives organic traffic to your site. Furthermore, regular blog posts position your commercial real estate firm as an industry leader, creating a sense of trust and credibility among potential clients.

At Asset Growth, we have seen firsthand how a well-executed blogging strategy can impact our digital marketing efforts. Our blog contains a range of articles that educate our audience about various aspects of commercial real estate marketing, from local SEO strategies for self-storage facilities to the benefits of digital marketing in commercial real estate.

The Impact of Guest Articles and High-Quality Content

Apart from blogging, guest articles are another effective way to improve digital marketing for commercial real estate. By contributing articles to relevant blogs and magazines in your industry, you can reach a wider audience, drive more referral traffic to your website, and build high-quality backlinks, which are crucial for SEO.

However, merely publishing content isn’t enough. The content must be of high quality, informative, and engaging. High-quality content not only attracts more visitors but also keeps them engaged, increasing the chances of conversion. It also boosts your credibility and reputation in the industry.

For instance, creating comprehensive guides, infographics, and video content are all effective ways of delivering high-quality content (it doesn’t have to only be blog posts).

Lveraging content marketing by focusing on blogging, guest articles, and video content is an effective strategy to improve digital marketing for commercial real estate. Not only does it help attract traffic, but it also assists in building trust and credibility among your audience, ultimately leading to more conversions.

Strategy 4: Utilizing Pay-Per-Click Advertising for Faster Results and Valuable Data

Imagine having a billboard that only charges you when someone takes interest in your advertisement and takes action. That’s essentially how pay-per-click (PPC) advertising works in the realm of commercial real estate. It’s a powerful tool that can produce immediate results, giving your digital marketing strategy a significant boost.

How PPC Works in Commercial Real Estate Marketing

PPC is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. It’s essentially a way of buying visits to your site rather than attempting to earn those visits organically. In the context of commercial real estate, this can be incredibly beneficial, especially when the competition is fierce.

Not all clicks are created equal, though. The key to a successful PPC campaign is ensuring your ads are seen by the right people — those who are actively looking for commercial real estate services like yours. This is where keyword research comes into play. By identifying the terms your target audience uses when searching for properties or services like yours, you can set your PPC campaign to target these specific keywords.

But remember, PPC isn’t just about being seen. It’s also about being compelling and providing users with all of the information they need to make a purchase decision.

The key to successful PPC campaigns are making sure the cost of your ads are justified by the return in revenue that they are driving.

The Benefits of Google Ad Campaigns and Remarketing

If you’re wondering where to run your PPC ads, Google Search Ads are a fantastic platform to start. Google is by far the most used search engine, meaning your ads have the potential to reach an enormous audience.

However, it’s not just about reaching a broad audience. Google Ads also provides a wealth of data that you can use to fine-tune your campaigns and improve your overall marketing strategy. You can track the performance of your ads in real time, make adjustments as needed, and gain insights into who is clicking on your ads and what they do once they reach your site.

Another powerful feature of Google Ads is the ability to run remarketing campaigns. Remarketing lets you show ads to people who have previously visited your website. This is a fantastic way to stay top of mind with people who have already shown interest in your services, increasing the chances of them returning and converting into a lead.

While PPC may require a larger upfront investment than some other marketing strategies, the fast results and valuable data it provides make it a worthwhile component of your digital marketing strategy. We recommend working with a dependable PPC professional to ensure you’re getting the most out of your investment.

Strategy 5: Harnessing Social Media Marketing to Build Brand Awareness

Let’s face it, social media plays a pivotal role in the way we communicate, gather information, and make decisions. For commercial real estate, leveraging the power of social media marketing can significantly boost brand awareness, foster connections with potential customers, and drive traffic to your website.

The Role of LinkedIn in Commercial Real Estate Marketing

As the world’s largest professional network, LinkedIn is a goldmine for commercial real estate marketing. With over 700 million users, LinkedIn offers tremendous potential for networking, lead generation, and brand promotion.

We recommend crafting a compelling company profile that highlights your unique value proposition, showcases your properties, and positions you as a thought leader in the commercial real estate industry. Posting regular updates about your properties, industry trends, and market insights can help to keep your followers engaged and attract new ones.

Moreover, LinkedIn’s advanced targeting options can significantly improve the effectiveness of your advertising campaigns. For instance, if you are leasing a life science property, you can launch a campaign targeting C-level executives in the bioscience industry within a specific geography. This level of precision targeting can lead to high-quality leads, making your marketing efforts more cost-effective and efficient.

The Impact of Twitter/X and Other Social Media Platforms

While LinkedIn is an excellent platform for B2B marketing, other social media platforms like Twitter and Facebook also offer immense potential for commercial real estate marketing. These platforms can help to create a more informal and personal connection with your audience, which can be incredibly beneficial in building brand loyalty and trust.

Twitter/X, with its short, snappy updates, is an excellent platform for sharing quick bites of information, news updates, or teaser images of your properties. Facebook, on the other hand, allows for more in-depth content and is ideal for showcasing property photos, hosting virtual tours, or sharing customer testimonials.

Implementing performance-based advertising campaigns on these platforms can also help to increase your reach and visibility. Like LinkedIn, these platforms offer laser-targeted campaigns, allowing you to control who sees your ads and when.

Remember, successful social media marketing requires consistent and engaging content. So, be sure to keep your audience engaged with regular updates, respond to comments and messages promptly, and always maintain a professional and friendly tone.

Strategy 6: Using Directories and Commercial Real Estate Portals for Increased Visibility

Standing tall in the digital landscape requires more than just a robust website and a social media presence. It’s about extending your digital footprint across numerous platforms, including directories and commercial real estate portals, to achieve maximum visibility.

The Importance of Google Business Page

One of the critical platforms that can significantly bolster your online presence is Google My Business. This free service is a powerful tool that helps local businesses, including commercial real estate owners, to promote themselves online. Creating a Google My Business listing for your property not only ensures additional visibility but also enhances your property’s chances of appearing on the first half of Google search results and on Google Maps. This allows potential clients to easily locate your property, investigate the neighborhood, and reach out for more details.

It is critical to keep this listing updated with regular posts, including photos, latest offers, business updates, and responses to reviews. This not only gives a positive signal to search engines that your business is active but also demonstrates your commitment to customer service. Regular updates on your Google Business profile can significantly impact your local SEO and help your property stand out in a crowded market.

The Role of Commercial Real Estate Portals

On top of Google My Business, commercial real estate listing services and portals are an effective way to advertise commercial property for lease or sale. These platforms allow you to generate exposure and target a highly relevant audience.

Platforms like CoStar and LoopNet are worth considering to promote your properties and drive leads. However, the possibilities don’t stop there. There are numerous other commercial real estate listings sites that you can leverage to optimize your property’s online visibility.

By making optimal use of directories and commercial real estate listing sites, you can ensure that your properties are visible to the right audience at the right time, driving exponential growth for your business.

Strategy 7: Implementing Reputation Management Strategies

Now that you have a clear understanding of the power of directories and commercial real estate listing sites for your business growth, it’s time to delve into an equally vital aspect of your digital marketing strategy – reputation management. Your online reputation can make or break your commercial real estate business. It’s the digital representation of your brand’s credibility and trustworthiness, and it requires continuous nurturing and management.

The Power of Testimonials in Building Trust

Consider this: when was the last time you purchased a product or service without reading online reviews or testimonials? Probably not in recent memory. The same goes for commercial real estate.

Testimonials serve as a form of social proof, showcasing positive experiences from your clients and validating your services. In fact, studies show that a staggering the majority of people read online reviews before making a purchase decision, and the majority of people trust online reviews as much as personal recommendations.

One effective strategy to collect more testimonials is to provide excellent service and then proactively request your clients to share their experiences on platforms like Google Reviews. You can also use email marketing to send a follow-up request for a review.

The Importance of Maintaining a Positive Online Image

While collecting positive testimonials is essential, it’s equally crucial to maintain a positive online image. This includes monitoring your online reviews regularly, responding to both positive and negative feedback promptly, and managing any unfavorable situations proactively.

Response to negative reviews is particularly important. It shows that you value your clients’ feedback and are committed to improving your services. It also provides an opportunity to turn an unhappy client into a satisfied one.

Remember, your online image doesn’t solely rely on what you say about your business, but largely on what others say about it. By implementing effective reputation management strategies, you can enhance your local SEO ranking, improve your online image, and attract more potential clients to your business.

Having a robust reputation management strategy plays a vital role in your commercial real estate digital marketing plan. It not only helps in building trust and credibility but also significantly impacts your SEO rankings and overall online visibility.

Strategy 8: Conducting Competitive Research for Strategic Improvements

In the commercial real estate market, staying ahead of competitors is a challenging task. The competition is fierce, and the market is constantly evolving. But worry not! By conducting competitive research, you can gain a competitive edge and strategize your digital marketing efforts more effectively.

Understanding Your Competitors’ Strategies

The first step in competitive research is understanding your competitors’ strategies. What are they doing right? What are they doing wrong? What unique strategies are they using to attract and retain clients? The answers to these questions can provide valuable insights and help you shape your own digital marketing strategy.

Learning about your competitors tactics can help you come up with innovative strategies of your own. One of our favorite tools for conducting competitor digital marketing research is SEMrush. This tool will show you all of the keywords your competitors website is ranking for organically and the exact keywords your competitors are paying for on Google Ads.

Making Improvements Based on Competitive Research

Once you understand your competitors’ strategies, you can make improvements in your own. If they are excelling in areas where you are lagging, it’s time to step up your game.

For instance, if your competitors are successfully driving traffic to their websites through local SEO, it’s time for you to incorporate local SEO into your commercial real estate marketing. As stated by HubSpot, almost half of Google searches seek local information, and this number could be even higher in the real estate industry. Incorporating specialized keywords and producing local content can drive more leads for your business.

You can also learn from your competitors’ mistakes. If they are failing to generate leads despite having a great social media presence, it might be due to their lack of a clear call-to-action or a poorly optimized website. You can avoid these pitfalls and improve your digital marketing strategy based on these insights.

To sum it up, conducting competitive research is a crucial step in improving your commercial real estate digital marketing strategy. It provides you with valuable insights into the market trends and your competitors’ strategies. So, don’t overlook it. Stay ahead of the curve, and make strategic improvements in your digital marketing efforts based on your findings.

Strategy 9: Combining Online and Offline Marketing Strategies for Maximum Effectiveness

In commercial real estate, it can be all too easy to get swept up in the digital wave and neglect more traditional marketing efforts. However, a truly effective marketing strategy is one that seamlessly blends both online and offline approaches. With that said, let’s dive into the role of traditional media in CRE marketing and the impact of networking events.

The Role of Traditional Media in Commercial Real Estate Marketing

Despite the surge in digital marketing, traditional media still holds a significant place in the commercial real estate sector. Offline marketing methods such as print advertising, direct mail, and even billboards can still have a impact on your marketing efforts if done right.

Print advertising in industry-specific publications can help you reach a targeted audience who are actively seeking commercial real estate opportunities. Similarly, direct mail campaigns can help you connect with potential clients on a more personal level, especially when they’re tailored to meet the recipient’s specific needs and preferences.

Moreover, outdoor advertising like billboards in strategic locations can generate brand awareness among a large audience, especially in high-traffic areas.

Your offline marketing should reflect your online presence to create a cohesive brand image. So, ensure your brand’s voice, message, and visual identity are consistent across all channels.

The Impact of Networking Events and Social Gatherings

In real estate, relationships are everything. Networking events, industry meet-ups, and social gatherings provide an invaluable opportunity to build meaningful relationships with potential clients, investors, and industry peers.

These events give you the chance to showcase your expertise, share insights, and develop trust – all of which are critical in the decision-making process for potential clients. Furthermore, they allow you to stay up-to-date with industry trends, gain insights into your competitors’ strategies, and identify potential opportunities for collaboration.

To maximize the impact of these events, always come prepared. Know who you want to meet, what you want to discuss, and what you hope to achieve. After the event, follow up with the contacts you’ve made to nurture those relationships further.

While digital marketing is indeed crucial in today’s commercial real estate landscape, do not underestimate the power of traditional media and networking events. A well-rounded marketing strategy that combines both online and offline techniques will give you a competitive edge and help you reach your business goals.

Strategy 10: Utilizing Digital Marketing Tools for Enhanced Efficiency

Your marketing toolkit can make or break your commercial real estate marketing strategy. The right tools and software can streamline your marketing efforts, automate repetitive tasks, provide valuable insights, and ultimately, boost your efficiency.

The Benefits of SEMrush, HubSpot, ActiveCampaign, and Other Tools

We, at Asset Growth, are advocates for the smart use of digital marketing tools to enhance the effectiveness of your marketing efforts. Tools like SEMrush, HubSpot, ActiveCampaign, and others can be game-changers.

SEMrush, for instance, is a comprehensive marketing tool that offers a range of features such as keyword research, competitor analysis, and website audits. It’s an incredibly useful tool for keeping an eye on your competitors and optimizing your website. With SEMrush, you can identify the keywords your competitors are ranking for, discover new keyword opportunities, and find ways to enhance your website’s SEO.

On the other hand, HubSpot and ActiveCampaign are all-in-one email marketing, marketing automation, and CRM platforms. They allow you to create targeted email campaigns, landing pages, automate your follow-ups, track your contacts’ behavior, and more.

The combination of these tools can help you gain a better understanding of your digital presence, streamline your workflows, and enhance your marketing efforts.

The Role of 3D Video Walkthroughs and Drone Photography in Property Showcasing

In the commercial real estate industry, showcasing properties in their best light is crucial. Traditional photos and descriptions can only do so much. That’s where 3D video walkthroughs and drone photography come in.

3D video walkthroughs offer a realistic, immersive experience, providing prospects with a virtual tour of your property. They’re more likely to convert into a genuine lead, thanks to this realistic look at the property.

Meanwhile, drone photography provides a unique, bird’s-eye perspective of your property, showcasing its size, layout, and surrounding area in a way that traditional photography simply can’t.

By leveraging these technologies, you can create engaging, informative content that sets your properties apart from the competition and attracts more quality leads.

Digital marketing tools and innovative technologies can drastically improve your commercial real estate marketing efforts. By investing in these resources, you can optimize your marketing strategy, attract more quality leads, and ultimately, drive more sales and growth for your business.

Conclusion

As we have seen throughout this guide, improving digital marketing for commercial real estate is a multifaceted process. It requires a well-planned strategy, accurate targeting, and the effective use of various digital marketing tools. From optimizing your website for SEO and mobile users to leveraging content marketing and social media, each strategy plays an integral role in enhancing your online presence and driving more leads to your business.

At the heart of it all is a thorough understanding of your ideal clients and their needs. By knowing who your audience is and what they are looking for, you can tailor your marketing efforts to resonate with them on a deeper level. This will not only increase the chances of conversion but also foster a sense of trust and loyalty towards your business.

Effective digital marketing in the commercial real estate industry is not just about immediate results. It’s about creating a sustainable growth strategy that can adapt to market changes and trends. To stay ahead of the competition, it’s crucial to monitor your results and continually refine your marketing strategies.

At Asset Growth, we understand the unique challenges faced by commercial real estate businesses. Our team of seasoned marketing strategists are dedicated to helping you overcome these hurdles and drive exponential growth for your business. We provide tailored marketing solutions, including SEO, content marketing, PPC, and much more, to help you maximize your online visibility and generate high-quality leads.

Improving your digital marketing strategy is not an overnight process. It requires time, effort, and a strategic approach. However, with the right strategies in place, you can elevate your commercial real estate business to new heights and enjoy long-term success.

Remember, success in digital marketing doesn’t come from doing one thing right, but from doing many things right. And we’re here to help you do just that. If you’re ready to take your commercial real estate business to the next level, contact us for a free strategy call.

john reinesch

About the author

John's expertise lies in crafting tailor-made marketing strategies for the real estate industry that drive results. Whether it's optimizing Lead Generation funnels, implementing data-driven SEO techniques, or improving advertising campaigns, John will help find the biggest growth lever in your business.

Leave a Comment