The Ultimate Guide to Developing a Successful Commercial Real Estate Marketing Strategy for 2023

In today's competitive world of commercial real estate, having a successful marketing strategy is crucial to standing out from the crowd and attracting potential clients. With so many different channels and tools available, it can be overwhelming to know where to start.

Here are 16 steps to help you create a winning commercial real estate marketing strategy in 2023:

1. Defining Your Objectives and Target Audience: Before you start marketing your commercial real estate business, it's important to define your goals and target audience. This will help you create a focused and effective marketing plan. Consider what types of properties you specialize in and who your ideal clients are. For example, if you focus on office buildings, your target audience may be business owners or corporate executives.
   
   To effectively market a commercial property, it is important to first define your objectives and target audience. Consider the key criteria of your ideal clients, the specific buyer personas, and where they spend their time online.
   
   Determine the methods you will use to reach them, as well as the creative assets and tools needed. Consider your budget and how you will measure success. Researching your competitors can provide insight into their marketing strategies and help you differentiate and stand out in the market. Clearly defining your value proposition will guide your future marketing efforts.

2. Developing a Commercial Real Estate Marketing Plan: Once you have defined your objectives and target audience, it's time to create a detailed marketing plan. This plan should include specific marketing tactics and strategies, as well as timelines and budgets. Be sure to include a variety of tactics, such as online marketing, social media, and traditional advertising, to reach a wide range of potential clients.

3. Selecting the Right Tools and Software: In order to have a successful marketing strategy, it is crucial to have the right tools and software in place. This collection of tools, known as a "marketing stack," covers a range of uses and needs, such as contact management, email marketing, and listing presentations. It is important to carefully select the technology to avoid the costly and time-consuming process of switching platforms. Streamlining and optimizing marketing processes can lead to sustained growth and success for a company.

4. Modernize Your Company Website: The first impression your company gives to potential clients is often through your website. This key factor can help instill trust and confidence in prospects. In addition to serving as a valuable marketing tool, your website can showcase company news, thought leadership through blog posts and research studies, and promote your properties through a commercial property search engine. Partnering with an experienced commercial real estate marketing agency can turn your ideas into reality. 

5. Segment and Build Targeted Email Campaigns: An effective way to reach potential clients in commercial real estate is through targeted email campaigns. By building and segmenting a database of potential prospects, you can effectively engage with them and convert them into deals. This is a cost-effective marketing strategy that can greatly benefit your sales or leasing efforts. To build your database, you can use your website, blogs, and lead capture pages. It is important to have a plan in place, whether using a commercial real estate CRM or email marketing software, to grow and nurture your contacts.

6. Add Your Listings on Commercial Real Estate Portals: Commercial real estate portals are websites that allow users to search for properties and connect with agents or brokers. These sites can be a valuable source of leads for your business, so be sure to list your properties on popular portals such as LoopNet and CoStar.

7. Setup a Google My Business Page: To increase the visibility of your property, create a Google My Business page. This free service allows local businesses to promote themselves online, making it easier for searchers to find results that are relevant to their location and what they are looking for. In addition to appearing on the first page of Google search results, your property will also appear on Google Maps. This allows potential visitors to see the location of your property and explore the surrounding area before making a decision to visit.
   
   A Google My Business profile also provides you with the opportunity to share photos, special offers, and respond to reviews. You can use this profile to keep your business information up to date, so that searchers always know how to contact you. By creating a Google My Business page, you can increase the visibility of your property and make it easier for potential visitors to find and learn more about your business.

8. Optimize Your Website for SEO: Search engine optimization (SEO) is the practice of improving your website's visibility on search engines such as Google. By optimizing your website for relevant keywords and phrases, you can improve your website's ranking and increase the likelihood of potential clients finding your business.
   
   It is crucial to develop a real estate SEO plan as soon as possible in order to maximize the visibility of your business on search engines. This can greatly benefit your business by attracting tenants, brokers, and investors to your website. Keep in mind that SEO is a long-term process and may take several months to see the full impact of your efforts. Investing in commercial real estate SEO is a worthwhile investment that can pay off in the long run.

9. Setup Lead Nurturing Programs: To stay top of mind and nurture potential clients, commercial real estate companies should focus on nurturing their contacts with high-quality content. However, many may not know where to start or what to do. The key is to create content that is useful, relevant, or entertaining, rather than adding to the noise. This can be achieved through various forms of content, such as blog posts, market studies, infographics, and videos.

10. Share Your Content Across Social Media Platforms: Once you’ve created your content, it’s time to share it with your audience. Social media is an excellent platform for doing this, as it allows you to reach a large number of people quickly and easily. To get started, create accounts on the major social media platforms, such as Facebook, Twitter, and LinkedIn. Then, share your content on these platforms, using hashtags and keywords to help your posts get seen by the right people. You can also use social media to engage with your audience by responding to comments and questions, and sharing relevant industry news and updates.

11. Create a Paid Social Media Advertising Strategy: While organic social media can be effective for reaching your audience, it can also be time-consuming and require a lot of effort to get results. That’s where paid social media advertising comes in. By investing in paid ads, you can reach a targeted audience quickly and easily, and gain more visibility for your content. To create a successful paid social media advertising strategy, start by identifying your target audience and the platforms where they’re most likely to be active. Then, create ads that are specifically tailored to this audience, and track their performance to see which ones are most effective. You can also use paid advertising to promote specific listings or properties, or to drive traffic to your website or landing pages.

12. Publish Press Releases Regularly: To effectively connect with potential press outlets, it is important to regularly publish press releases. Before sending a release, research the publications you want to target and find the person responsible for the commercial real estate section. This ensures that your information is sent to the right person and increases the likelihood of a positive response. Many publications will include their email address on social media or under published articles, indicating that they are interested in receiving content. Over time, you can create a "black book" of influential contacts, which can save money on PR agency fees. It is important to keep sending press releases, as even if the initial response is not significant, one may eventually gain traction. Building relationships with influencers, journalists, and bloggers can be beneficial for your brand and can have a positive impact on your marketing efforts.

13. Creating a Google Keyword Campaign: With over 500 million daily searches on Google, it is likely that potential clients are searching for keywords related to your commercial property or business. Using Google Adwords, you can create effective ads to target these searches and acquire new clients. The cost of real estate keywords can vary depending on your target market, but Adwords allows you to set a budget that fits your comfort level and can be stopped at any time.

14. Set Up Paid Commercial Real Estate Ads Through Display Campaigns: In addition to SEO, paid advertising can be a powerful tool to increase the visibility of your listings. By setting up display campaigns through platforms like Google AdWords or Facebook Ads, you can target potential clients based on their interests, location, and other factors. This will help you reach a wider audience and increase the chances of finding qualified leads.

15. Target Visitors through Remarketing: Remarketing is a powerful tool that allows you to target potential clients who have visited your website or viewed your listings. By using cookies and tracking code, you can show ads to these visitors as they browse other websites, reminding them of your commercial real estate listings and encouraging them to take action. This can be a highly effective way to convert potential clients into paying customers. Attend Industry Events and Conferences: Networking is an essential part of any successful commercial real estate marketing strategy. By attending industry events and conferences, you can meet potential clients and other professionals in the field, build relationships, and stay up-to-date on the latest trends and developments in the commercial real estate market. This can help you stay ahead of the competition and find new opportunities for your business. Advertise on Trade Journals: Trade journals and publications can be a great way to reach potential clients who are interested in commercial real estate. By advertising in these publications, you can showcase your listings and expertise to a targeted audience, increasing the visibility of your business and attracting qualified leads.

16. Measure Your Success: To ensure that your commercial real estate marketing strategy is effective, it's important to measure your success. By using tools like Google Analytics, you can track the number of visitors to your website, the number of leads generated, and the conversion rate of those leads. This will help you identify areas for improvement and adjust your strategy as needed to maximize your success.

In conclusion, a successful commercial real estate marketing strategy is essential for attracting potential clients and closing deals in the competitive world of commercial real estate. By understanding your target audience, creating a strong online presence, utilizing social media and other digital marketing tactics, and constantly evaluating and refining your approach, you can position your business for success in the coming year and beyond. With the right strategy and execution, you can effectively promote your listings and services to the right audience, stand out in a crowded market, and drive leads and sales for your business.