How to Create Compelling Investment Property Marketing Materials and Messages

There are many marketing channels to use in commercial real estate today. Whether you are selling or leasing commercial real estate, many media channels are available. The question is, what are the best promotional channels that will pull in the enquiry?

The heart of your marketing strategy should be crafting a compelling message that captures readers’ attention and prompts them to inquire. Let’s explore some techniques that can help you achieve this goal.

1. Spend the money for results

High-quality marketing strategies in commercial real estate cost money. The generic approach to property marketing does not work and never will.

As more properties are loaded onto the internet, the best properties in good locations must stand out when a buyer inquires on the search engines. The only way to achieve that is through priority listing placement and elite or premium marketing packages.

Property owners who are serious about selling must spend money on marketing and strategy. A campaign of marketing channels and media solutions should be created. If budgeting is an issue, some alternatives to the campaign will give the property owner some ‘comfort’ in making cost choices.

2. Exclusivity is needed

If a property owner is serious about selling, then an exclusive listing is the way to go, coupled with a staged promotional campaign to match. Why is exclusivity so important today? It allows the agent to take a dedicated approach to reaching out to the target market of buyers and comprehensively promoting the property.

3. Have a target marketing plan

It directly follows from the previous point that ‘target marketing’ is a valuable part of any property promotion. Targeting a group of buyers by type and location allows you to do more with the advertising message.

Ultimately, target marketing produces more enquiries. So, who would be the property buyer, and why would they inquire and make a purchase? That question is worth considering as you construct the advertising campaign and select the best media channels.

4. Features and Factors of Attraction

Understand the property’s features, location, and improvements. Certain features of the property will be worth highlighting in the advertising. As you do that, keep all advertisements simple and uncomplicated. Inexperienced agents tend to say too much about the property without highlighting the features for the target audience.

As an essential strategy for this issue, look at the property from the target audience’s perspective and make a list of five features that should be built into the complete campaign and overall marketing message. There will be factors of attraction relevant to the property, the campaign, and the location.

5. Marketing Words and Phrases

Use marketing ‘words’ relevant to the property. Nowadays, we have some extra resources that we can use when writing advertisements about any property and its promotion.

You can use ‘AI’ tools to identify better words and phrases to describe your property. You can also use a thesaurus to select alternative or better words to describe property features, facts, and elements that attract the target audience. You can get a ‘thesaurus’ app for your mobile phone, so it is ready to use when needed.

6. Keep Promotions Simple

Simplicity is important real estate marketing. The property advertising layout should be ‘streamlined’ around simplicity and keywords. A simple paragraph and a list of property features in dot-point form will assist you in getting the message out.

Marketing messages stand out when an advertisement uses plenty of ‘white space’ in the layout. Add professional photographs to that strategy, and you will have a good ad. The keywords for the property should be ‘chosen’ given the location, property type, improvements, and target audience. The real estate keywords can then be inserted into all the variations of media you are using.

7. Keep Promotions Fresh and alive

Change the promotional message every 14 days. To keep the property promotion fresh and ‘alive’, change the advertising wording every 14 days over 3 months. After that time, if the property has not been sold, there is something wrong with other property factors and marketing. Look for results and drive those results over the three months.

A focused marketing campaign should be spread across three months with higher intensity during the first four weeks.

8. Allow for Property Market Conditions

Align the property owner client with the prevailing market conditions. Many agents have been in situations where the property owner’s expectations are far from market conditions. That is why ‘conditioning’ is an essential early part of the property listing and promotion process.

Use market evidence to help clients see the realities of the property market today and where it is headed. Put the client’s property firmly into the location from an enquiry and competitive position.

Its all about Enquiries

Simple points like these allow you to attract more people to your property marketing and encourage more enquiries. Create a compelling property marketing campaign for all your exclusive listings and tap into the people who are your promotional targets locally and regionally.