Commercial real estate (CRE) has been invaluable as a business and investment opportunity, but the way it is marketed has changed dramatically through the years. The real estate industry is now transitioning from a brick-and-mortar model to a digital one. Savvy commercial real estate marketing companies are using online marketing platforms and social media marketing to market their properties and reach a wider audience.
By doing so, they can get their properties in front of more potential tenants and buyers. The old ways of marketing CRE no longer work so real estate agents in the industry need to transition and adapt.
Commercial real estate is a lucrative and competitive industry with only the fittest businesses surviving. But what separates the successful ones from the rest? A brand and marketing agency that specializes in real estate reveals that the answer is marketing.
Real estate marketing agencies explain that marketing commercial real estate means targeting the right audience, positioning your property in the most favorable light, and crafting a persuasive message. While there’s no one-size-fits-all approach to real estate marketing solutions, there are some best practices that all businesses can follow.
What Is Commercial Real Estate Branding?
Commercial real estate branding is the culmination of a commercial real estate marketing company’s marketing strategies and activities. It includes traditional marketing methods such as flyers and outdoor ads, but also digital marketing campaigns through social media, web development through promotions and ads, and email marketing strategies.
Why Is Commercial Real Estate Branding Important For CRE Companies?
Branding is one of the most important aspects of any company, but it’s especially important for CRE companies. Because CRE is such a visual industry, the way your company looks and presents itself is crucial to success.
Successful real estate branding agencies always create a strong brand that will make commercial real estate firms stand out from the competition and help them attract the right tenants and partners.
There are many different aspects of branding, but some of the most important include your logo, website, marketing materials, and customer service. All of these elements should be consistent and reflect your company’s values and mission.
Let’s take a look at some key collaterals that carry your branding:
Your company’s logo is the first impression most people will have of your brand. It’s important that your logo is well designed and looks professional. Find a real estate creative agency that can help you create one that suits your image.
There are a few things to keep in mind when designing your logo. First, make sure it’s simple and easy to remember. Your logo should also be versatile so it can be used in a variety of contexts. It’s also important to make sure your logo reflects your company’s values and mission.
If you need help designing a logo, there are many professional logo design services available online.
Build a Marketing Website
A marketing website is a site that is designed specifically for marketing purposes. It may be used to promote a company, product, or service. It may also be used to gather information about potential customers or to track the results of marketing campaigns.
A marketing website typically contains a great deal of information about the company, its products and services, and its marketing strategy. It may also include case studies, white papers, articles, blog posts, videos, and images. In addition, it often includes a section where potential customers can sign up for email updates or download brochures and other marketing materials.
When it comes to real estate marketing, your website is one of your most valuable assets. It’s where you can showcase your products and services, and it’s also the first place potential customers will go to learn more about you. That’s why it’s so important to make sure that your website is effective and engaging.
Make sure your website is easy to navigate. People shouldn’t have to spend a lot of time trying to find what they’re looking for.
When starting or expanding a CRE company, property branding agencies will insist that a website is essential. Your website will be your online representation and will introduce potential clients to your company and what you do.
You’ll also need social media handles and accounts so you can take advantage of the latest technology to reach your target audience.
You can also include commercials online and on other media such as television. YouTube ads are cheaper to make than TV ads, but they still require the help of professional creative teams. It’s a good idea to look for a real estate media company that can support you with more industry-specific knowledge.
Marketing materials include flyers, brochures, and other print materials that are used for promotion. They should be consistent with a company’s branding and target the right market.
Crafting Your CRE Marketing Strategy
CRE marketing is one of the most complex and challenging fields in marketing. Unlike consumer products which can be marketed through simple slogans and attractive visuals, CRE marketing requires a deep understanding of the product and the target audience.
There are several key elements of a successful CRE marketing campaign:
- The first is to identify your target market and understand its needs and desires.
- The second is to create a clear and differentiated brand identity that resonates with your target market.
- The third is to develop high-quality content that engages and informs your target audience.
- Finally, you need to implement a comprehensive marketing plan that targets your desired audience.
The most successful CRE brands have the following elements:
- They are transparent and honest.
- They focus on building relationships with their clients.
- They are authentic and consistent in their messaging.
- They have a clear vision and mission.
- They are creative and are always looking for new ways to reach their target audience.
The best real estate marketing companies know that crafting a commercial real estate marketing strategy requires all of these. One important way of attaining its strategic goals is to create a unique brand that will make the company stand out from the competition.
Creating a Brand Strategy
Branding is one of the most important aspects of marketing. It’s the process of creating a unique name, term, design, symbol, and other features that identify a product or service that differentiates it from the rest. When done correctly, branding can be incredibly effective in building customer loyalty and driving sales.
There are a few basic steps involved in creating a successful branding strategy. Real estate branding firms encourage companies to first research the competition and identify what makes their product or service unique. Companies must engage in some self-reflection to determine what they want their brand to accomplish.
If you’re in the process of creating your brand strategy, this is the time to ask yourself: What are your goals? What do you want your customers to think and feel when they think of your brand?
Next, you need to create a strong and consistent message that reflects your brand identity. Any property brand agency that’s worth its salt will advise you to develop a positioning statement that communicates your ideas to your target audience.
Finally, you need to roll out your branding strategy so your stakeholders and customers become aware of your presence and unique selling proposition.
Steps in Creating a CRE Marketing Brand Strategy
Creating a brand strategy can be a daunting task but it doesn’t have to be. By following these simple steps, you can create a brand strategy that will help your business achieve its desired results.
1. Define Your Business Goals
Before you can create a brand strategy, you need to know what you want your brand to achieve. What are your business goals? What are your target markets? What are your key messages? Defining these things will help you create a strategy that is tailored to your specific business needs.
2. Research Your Competition
No successful business operates in a vacuum. To understand what makes your company unique, you need to research your competition. This doesn’t mean simply copying them, but it does mean understanding what they do well and how they position themselves in the market.
Competitive analysis can help you understand your target audience, identify growth opportunities, and discover new ways to differentiate your company from the competition. It can also help you develop a marketing strategy that’s more effective and efficient.
3. Identify Your Brand Positioning
Your company’s brand positioning is key to its success. It is what differentiates you from your competitors and tells your customers what you’re all about. Brand positioning should be clear, concise, and consistent across all marketing channels.
Do some research and find out what your target market wants. You can also look at what your competitors are doing and try to differentiate yourself from them. Finally, come up with a unique selling proposition that sets you apart from everyone else.
4. Identify Your Unique Selling Proposition
Your unique selling proposition (USP) is what differentiates you from your competitors. It’s what makes you stand out in the minds of your customers, and it should be at the core of your marketing strategy. Without a compelling USP, it will be difficult to attract and retain customers.
There are many ways to identify your company’s USP. One way is to look at your strengths and weaknesses compared to your competitors. What do you do better than them? What can you offer that they can’t? Consider using a survey to find out what your target market wants.
5. Develop a Messaging Strategy
Real estate branding companies always remind their clients to have a clear message for their audience. Developing a messaging strategy is key to creating a consistent and unified voice that can communicate and resonate with all stakeholders, internal and external. The messaging strategy should be based on the organization’s values as well as its vision and mission.
Once the strategy is in place, it needs to be communicated to everyone who will be involved in its implementation. This includes not only employees but also customers, partners, and other stakeholders. The messaging strategy should be revisited regularly to ensure that it remains relevant and effective.
6. Design Your Company Logo, Name, and Tagline
Your company’s name, logo, and tagline are the foundation of your branding. They set the tone for how consumers will perceive your company and its products. A real estate design agency can help you create a well-designed logo and tagline that you need for a memorable brand.
Your company’s name should be unique and easy to remember; a real estate branding agency can help you come up with one that is relevant to your industry and target audience.
The logo should be simple and easy to understand. It should also be consistent with your company’s name and tagline.
All these elements should be aligned and tied to your commercial property branding.
7. Develop a Content Strategy
Before you can produce great content, you need to develop a content marketing strategy. This involves figuring out who your audience is, what they want to read or hear, and how you can reach them.
Once you know your target market, you can start creating content that appeals to them. This might involve writing blog posts, creating videos, or recording podcasts. You also need to come up with a way to promote your content so that it reaches as many people as possible.
Social media content should also be part of your strategy. This could include posts, articles, blogs, videos, and even images from sites such as Instagram and Pinterest. To become one of the best Facebook marketing commercial real estate companies, you need good, relevant, and accessible content. Since social media is a good way of putting your content on mobile devices, it should be part of your content marketing strategy.
If you can create quality content that resonates with your audience, your content strategy has fulfilled half of your marketing goals. When you use content as lead magnets through proper keyword use and targeted marketing efforts, then it is already doing its job of creating a pipeline of possible leads for your CRE company.
8. Develop Your Website
There are a few key things to keep in mind when developing your website. It should be easy to navigate, visually appealing, and reflect your brand’s personality.
Easy to Navigate
Your website should be easy to navigate. The page layout should be simple and the loading time very short. Visitors shouldn’t have to spend a lot of time trying to find what they’re looking for. Create listings that cover your target market’s locations, and segment your listings in several ways: by rates, area, size, and even specified use. All of these can help make your CRE website easy to navigate and more helpful.
Your website should be attractive and have visual appeal. Hire a professional photographer to capture images that will attract your market. Take pictures that showcase your best listings and provide a general idea of the spaces inside properties.
Use search engine optimization (SEO) to leverage your website and rank highly in search results. This includes using keywords for your local SEO (specific and targeted use of keywords), on-page SEO (using keywords on your website to make it rank highly), and off-page SEO (making other sites link to yours). Employing these tactics will improve your site’s ranking and the number of people who will see your website.
Your website should reflect your brand’s personality, your messaging, and the tagline of your company. All of these must work together to make your brand stand out.
9. Develop Your Marketing Toolkit
There are many ways to build your marketing toolkit. You can start by creating a list of the tools and resources you currently use. This could include anything from your social media accounts to your email marketing software.
Next, research new tools and resources that might be a good fit for your business. There are many great options available so it’s important to find the ones that will work best for you. Consult a real estate marketing company on the kind of digital tech tools you need for your strategy.
Finally, you should test out a few of the new tools and resources to see how they work. This is an important step as it will help you determine if they are the right ones for your brand. Your marketing toolkit should include a variety of tools that can help you with everything from content creation to lead generation. The most important tools include content creation tools such as Canva, WordPress, and lead generation tools.
10. Implement, Track and Adjust Your Marketing Strategy
The last step is the most important when it comes to developing a brand strategy. Once implemented, you need to track the performance of your marketing tools and how your target market is reacting to your strategies. Measure your website’s performance, track the number of visitors, impressions, and clicks, and whether these developed into conversions and leads.
If a strategy isn’t working, make adjustments and review the process. All of these are essential in reaching your marketing goals for your business, especially in commercial real estate.
There is no single blueprint to CRE marketing success. What works for one company might not work for another. However, there are three essential steps that all marketing companies for real estate should take to ensure that their social media campaigns are effective:
- IMPLEMENT a marketing strategy that aligns with your business goals.
- TRACK the performance of your campaigns and analyze the data to see what is and isn’t working.
- ADJUST your strategy accordingly to ensure that you’re getting the most out of your marketing investment.
CRE Marketing Requires Branding for Success
Now that you understand the basics of how to go about marketing your commercial real estate firm, it’s time to get started. Before you do anything, contact a commercial property marketing agency to help you build your CRE brand.
Find a team of dedicated real estate professionals who are experienced in helping businesses just like yours reach their target audiences. Companies like ELK Marketing and Inmotion Real Estate Media can help you develop your brand and take your CRE marketing strategy to the next level.