How to Leverage Online Marketing Channels in Commercial Real Estate
Online website portals are not just a part of but a driving force in the commercial real estate market. They attract many enquiries from potential buyers or leasers, making their incorporation into property marketing campaigns necessary for agents and investors.
This comprehensive integration carefully considers media choices, campaign strategies, advertising layout, and promotional messages.
Understanding the distinction between online portals and social media platforms in real estate regarding effectiveness is crucial. Social media, while a valuable tool, operates in a lower marketing class and typically doesn’t generate high volumes of enquiries.
People Monitor the Online Portals
On the other hand, property-interested people and investors closely monitor and track online portals. A real estate promotional campaign utilising these portals can significantly boost property enquiries, making them a more potent marketing tool.
When a newly listed property is effectively marketed on online portals, it has the potential to attract and significantly increase the number of enquiries from the targeted audience. This is a powerful testament to the potential of online marketing channels in commercial real estate.
Strategies to think about
To fully exploit this potential, it’s essential to consider and implement the following strategies:
1. Priority Paid Listings
If your property is of quality, the keywords you feature in the advert are critical to generating enquiry. Choose the real estate keywords that people would search for, such as location, property type, price range, improvements, and method of sale.
Think like a buyer when writing the advert and including the keywords. When the advert is ready for placement, use the elite or priority listing approach to achieve a higher level of exposure for the property.
2. Property Analytics and performance
As a property campaign commences online, there will be tracking numbers to watch. That will mainly be the number of hits, property detail downloads, and the email or online enquiries the listing creates.
The tracking numbers always decline from the initial property release. Eventually, the online ‘hits’ will be pretty low. This means that the most effective time for getting a property sale result or more enquiries from a marketing campaign will always be from the earliest promotion time.
The first two months of promotion are the busiest. After the first two months, it is wise to ‘reframe’ the property’s promotional material and all adverts.
3. Professional Photos and Videos
All exclusive listings should feature professional images and videos that cover and show the property comprehensively. By contrast, open listings do not utilise a serious sale method, and it is questionable why any agent would take on an open listing.
The owners of openly listed properties are not serious about selling and typically treat the real estate marketing process as an experiment to test the market or seek an inflated and unrealistic price. As a result, their property will usually stay on the market for a longer time and become ‘stale’.
4. Choose the right Target Audience
Choose and tap into the target audience: There is no point in ‘generically’ marketing a property today; too many other listings are available for consideration in most locations. Target marketing is required, where the agent can add value to a sales marketing campaign.
Understand the property for what it is and where it is. Choose the target audience likely to seek a location or premises that match your listing. Build a promotional campaign around the target audience. Merge your database of qualified and connected people into that strategy.
Reaching the Right People
So, the message here is that you can do plenty of things to market commercial property today and reach out to an audience of key people who could want to purchase a commercial or retail property for occupancy or investment.
