Mastering commercial property marketing in the digital age
In the fast-paced world of commercial real estate, effective marketing strategies are crucial for success. Whether you're an agent, broker, or property owner, mastering the art of marketing your commercial space can significantly impact your business. This brief guide answers key questions to help you navigate the digital landscape of commercial property marketing.
The evolution of commercial property marketing: from printed particulars to AI-driven strategies
From the traditional 'To Let' boards and printed particulars to today's digitally-driven methodologies, commercial property marketing is undergoing a monumental transformation, led by rapid advancements in technology.
Does PR work in the commercial property sector?
The use of PR is core to many successful marketing strategies within the commercial property market. How can it work for your business and is it cost-effective?
Public Relations (PR) and media relations are used in the commercial property sector to promote not only the availability of properties but also to raise the profile of real estate consultants and businesses; highlighting their market knowledge, experience and the services that they provide.
While some PR activities can prove time-consuming and expensive, there are straightforward actions that can be undertaken in isolation or as part of a wider publicity strategy.
How do large property businesses get a disproportionate amount of press coverage?
A question, often asked by small real estate companies and firms of commercial property agents, is why their larger rivals receive such a disproportionate amount of press coverage?
Major property consultants and agency firms dominate the media landscape, receiving high levels of media coverage and exposure in the provincial markets, even when their teams might be based some distance from the properties that they are dealing with.
Commercial property marketing in a difficult market
Recessions and economic downturns are never pleasant for those in the commercial property market, which is seen by many as a bell-weather for the wider economy, being one of the first sectors to feel the impact of recessions and downturns. However, there are positive steps that you can take to keep the wolf from the door. Trust us, we’ve been there
Promoting and marketing commercial property under difficult economic conditions, when fewer businesses are looking to grow, can seem counter-intuitive, but maintaining a high profile in a tough market is even more important in a tough market than it is in times of plenty.
How tech changed commercial property marketing
As a young child learning to read, I remember asking my father what a large 'To Let' board meant outside a shop on the High Street. On reflection, this small incident was my first introduction to commercial property marketing.
In many respects, the methodology of marketing commercial properties has changed very little over the years since - everyone still makes phone calls, letting boards are still placed outside buildings, property particulars and adverts are still created and stories about property deals are still published. The technology used to achieve these things, on the other hand, has changed dramatically.
Common mistakes in commercial property PR
There are a number of mistakes that are commonly made when writing press releases, and they are the sort of thing that can irritate journalists and the sub-editors that they work with. If you can avoid these then you will increase the chances of your story being used and appearing in the media.
How to write press releases and news stories
Writing news stories and press releases about commercial property transactions can help to promote real estate businesses by demonstrating their knowledge and expertise of the market. To maximise the chances of your news stories being used by the media, there are a number of content and style issues that need to be taken into consideration.
Why do some commercial property websites rank better than others on Google?
A website’s ranking on Google can make the difference between its success and failure as a business generation tool - and there is a simple way to make sure that your site does better than a competitor’s.
There are many reasons that some websites focused on the commercial property market have a higher rank on Google Search Engine Results Pages (SERPs) than others, with one of the most important factors being the presence of current, up-to-date and relevant content.
Content and inbound marketing in commercial property
The use of valuable content on a website is a concept that is growing in importance within the commercial real estate market and is seen as a key element of a publicity and communications strategy.
Content marketing, also referred to as inbound marketing, is a popular technique of generating new business opportunities for companies and involves using their websites as publishing platforms for valuable and relevant content which drives and attract visitors and encourages engagement, helping to build relationships.
The importance of transparency in the property market
Why is transparency in the real estate market important? It might seem like a silly question, but the whole industry is built (excuse the pun) on transactions and the information that surrounds them.
Having “transparent information” about the market available to those in the profession allows property owners, asset managers, developer, banks & financiers, investors, public authorities, agents and surveyors to make decisions and give advice with confidence that they know and understand where values are.