What letting agents can learn from other industries’ content strategies

In today’s dynamic commercial property market, letting agents face increasing pressure to differentiate themselves. Traditional marketing approaches, while reliable, often fall short of capturing the attention of modern audiences. By drawing inspiration from other industries that excel in creative and engaging content strategies, property agents can unlock new opportunities to stand out and connect with their target audiences.

Let’s explore how letting agents can learn from e-commerce, hospitality, technology, and retail sectors to elevate their content strategies and gain a competitive edge.

Lessons from e-commerce: Data-driven personalisation

The e-commerce sector has perfected the art of speaking directly to individual customers. Platforms like Amazon use advanced algorithms to tailor product recommendations based on browsing history and purchase patterns, creating highly personalised shopping experiences. Similarly, Spotify’s annual Wrapped feature leverages user data to generate engaging, sharable insights that go viral every year.

How letting agents can apply this:

• Segment your audience into clear personas, such as retailers, office occupiers, industrialists, warehouse operators or investors, developers & asset managers, and tailor your messaging accordingly.

• Develop email campaigns that feature properties matching specific operational needs or showcase market trends relevant to their business sector.

• Consider using personalised social media content or newsletters to engage your audience, drawing inspiration from e-commerce platforms' customer-first approach.

Insights from hospitality: Selling experiences, not just products

Hospitality brands know that selling a room or service isn’t enough - they focus on the experiences their customers will enjoy. Marriott’s Travel Brilliantly campaign positioned the brand as an innovator in travel experiences, while Airbnb’s Belong Anywhere initiative transformed the perception of their service from accommodation to a means of building connections and living like a local.

How letting agents can apply this:

• Market properties as more than physical spaces - highlight the experiences and opportunities they enable. For instance, talk about the location, attractions and amenities that are available. Don’t just talk about transport links or the physical details of a property, think about how working there will benefit the occupiers in terms of cultural attractions and staff wellbeing.

• Incorporate human stories into your marketing. Share anecdotes of how tenants have grown their businesses or improved operations after moving into one of your spaces.

Takeaways from technology: The power of thought leadership

In the tech sector, thought leadership is key to building trust and authority. HubSpot, a leader in inbound marketing, has built its reputation by providing free, high-value resources that educate its audience. Similarly, Apple’s product launches don’t just showcase new devices - they create stories of innovation and aspiration.

How letting agents can apply this:

• Share valuable market insights, trends, and expert commentary through blogs, webinars, or white papers. This positions you as a trusted advisor, not just a transaction facilitator.

• Use tools like Realiser to streamline content creation, allowing you to consistently produce high-quality material that showcases your expertise.

Case studies from other industries

Looking at specific campaigns from other industries can inspire agents to adopt fresh and effective content strategies:

• E-commerce:
  ASOS’s #AsSeenOnMe campaign encouraged customers to share photos of themselves wearing ASOS products, turning customers into brand ambassadors.
  Property application: Encourage tenants or clients to share their stories and experiences in new spaces. User-generated content can enhance your social media presence and provide authentic testimonials.

• Hospitality:
  Hilton’s Meet With Purpose campaign highlighted sustainable and wellness-focused meeting spaces, demonstrating how their properties aligned with modern business values.
  Property application: Highlight the unique features of your properties - such as eco-friendly certifications, innovative layouts, or community impact - to appeal to contemporary tenants.

• Technology:
  Microsoft’s Empowering Us All campaign showcased real-world stories of how their technology solved challenges for individuals and businesses.
  Property application: Share stories about how leasing or occupying your properties has transformed a tenant’s business, created jobs, or helped expand operations.

• Retail:
  Nike’s You Can’t Stop Us campaign used a split-screen video to symbolise resilience and unity, resonating with diverse audiences during a challenging time.
  Property application: Develop video or blog content celebrating the resilience of your tenants, showcasing how your properties have supported their growth and adaptability.

How Realiser supports multi-channel content strategies

Adopting creative strategies is easier when you have the right tools. Realiser simplifies content creation by automating the development of high-quality press releases that can be adapted for multiple platforms:

• Use Realiser to generate polished, professional-quality news releases about your transactions.

• Repurpose these stories for blogs, social media posts, or email newsletters, ensuring consistency across channels.

• Focus on delivering compelling narratives while Realiser handles the time-consuming drafting process.

Conclusion: Innovating property marketing

Letting agents don’t need to reinvent the wheel to innovate their content strategies. By learning from other industries and applying those insights creatively, you can build stronger connections with audiences and stand out in a competitive market.

Realiser is here to help simplify the process, enabling you to focus on strategic content that builds your profile and drives results. Why not try it for yourself and see how AI-driven content can transform your marketing approach?