Key Website Strategies for Commercial Real Estate Brokers

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Every commercial real estate brokerage should have a successful website.  The Internet is a large and growing part of our real estate business and property marketing activities today.  For this reason, you do need to establish and then promote your website effectively.

In most locations, towns, and cities, there will be an industry portal where you can list your properties.  Those industry portals will have fees and premium services available if the listing is to be given some priority in ranking.  Any priority placement of the client’s property will need to be paid for as part of vendor paid advertising.  Without the premium placement, the listing is likely to be lost in the bulk of generic advertising and other properties in the same location.  It is an unfortunate fact that the industry portals dictate the advertising process at least in the case of location.

So let’s assume that the client will be happy with a premium listing on the industry portal.  That can easily be arranged with the necessary fees being exchanged.  An exclusive listing will help you package the listing into that process.

So let’s return to the fact that every commercial real estate brokerage needs a good and professional website.  In addition to the industry portal, all of your listings should feature on your brokerage website.  For this reason you need to have some well-developed strategies to help the website assist the marketing process.  You need a website that attracts the right type of visitors.

Here are some ideas to help you do that:

  1. Choose a domain name that is relative to your town or city as well as your brand.  Include the town or city name with your business brand name.  This will help with search engine exposure and identification.
  2. Check out the keywords that apply to your industry and location.  You can do a keyword search on the search engines so that you have a list of words that can apply to a website design and creation of property listings.  Those words should be fed selectively into property listings and website content.
  3. The search engines like to list and rank websites that are of high quality and regularly updated.  Whilst you will have property listings on the website, also include a blog structure so that you can regularly update the website with property information, and industry updates, and commentary.  On a weekly basis, write two or three blogs that can be inserted into the website.  Those blogs should each be approximately 200 to 400 words.
  4. You are probably sending out a newsletter now via e-mail to your clients and prospects.  Make sure that the listings and the detail within the newsletter are linked back to your website.  That will help with hit numbers and visitors for the site.
  5. Make your website as interesting and is useful as possible.  Include calculators, town and city information, media releases, property updates, property investment information, and links to other useful services and sites relative to your location.
  6. Register your website with the search engines using the key words relative to your industry.  Include with that the location description and the property types that you serve.  The description tags that you apply and provide to the search engines will be critical when it comes to searching profile.
  7. Use plenty of professionally taken photographs as part of your website design, as well as the property listings.  A visitor to the site needs to see the best images and the best layout.  You want them to stay at the site for as long as possible and look around.  Make it easy for them to search for properties, and get the information that they require.
  8. At the top of the home page, it is wise to have a property of the week as a feature.  In every case the property should be displayed for only one week and should also be an exclusive listing.  The client in each case should have paid a premium for the priority placement.  The listing in question should have all the necessary photographs to enhance presentation.  Choose the best property for this marketing strategy.

Given all of these issues, you can and should integrate your social media activities back into your website.  Your listings, blogs, articles, and market updates should all be cross link between the social media platforms and your website.  Make it easy for people to go back to your website from any social media update.

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