Knowing how to advertise your listings can be one of the hardest features in the modern CRE landscape to navigate. The tried and true methods of foot canvassing and snail mailing flyers that worked just fine 25 years ago have been completely disrupted by the internet.
Even 10 or 15 years ago, it was much simpler. Yes, things were moving online, but there were way fewer online marketing options to choose between. You just posted listings to your website, sent out a few emails, and maintained the same off-line marketing methods as the good ol’ days.
These days, things are radically different. In the past decade, we’ve seen the CRE industry fundamentally changed by a proliferation of new listing platforms, all kinds of CRM software, and social media. More and more, things are moving online (especially for younger prospective clients), while the number of online options grows in quantity. It can be a lot to wrap your head around.
If you’re looking for some new marketing strategies or want to see a layout of the modern listing landscape, take a look below at some of the best ways to market your listings, both old and new.
Since email came to prominence in the mid-1990s, it’s been one of the most tried and true ways to promote listings. You make a listing flier, write a little message, and email your listing to whoever you think might be interested. Emailing listings is simple and it can be effective, but those emailed listings can easily get lost in the flood of messages that everyone receives every day. It’s useful to keep emailing listings, but it should only be a part of a broader toolkit of strategies.
Online marketing gets so much attention these days, but there are still physical-world strategies that remain useful to CRE. On location signs are one of the best sources of leads. When you get a call or email from someone who saw your sign, you know they’re interested and it’s likely a lead worth pursuing.
3. Trade shows
It’s a fact that real estate people love to talk. Maybe because it has always been a relationship business. When you’re at a CRE trade show, you meet all kinds of people—people you can potentially do a deal with. Trade shows are great for building your network. The International Council of Shopping Centers has dozens of regional and national meetings where you can meet the active players in your region and across the country.
4. Your Website
Your website is like your face for the digital world. You have to make sure it’s looking good. That includes having updated listings on there. While a sophisticated website may sound like a complicated and expensive endeavor, building a beautiful website is actually easier—and cheaper—than ever. There are tons of web designers that you can find online on sites like Upwork and Freelancer. SharpLaunch produces beautiful websites for commercial real estate brokerages, designed to capture and engage your target audience. And, if you feel up to it, you can make your own website pretty easily on platforms like Wix, Weebly, and Wordpress.
Having a good blog can make a dramatic difference for your business. There’s tons of evidence that having a blog is one of the most effective ways to drive online traffic, build your brand, and land clients. In fact, according to TechClient, having a blog increases your business’ chances of ranking highly on search engines by 434 percent! If you want to learn more about the awesome power of having a blog, check out this post, “12 Shocking Facts about Blogging.” Does having a blog interest you, but you don’t have the time to do it yourself? Then, check out The Content Funnel, which creates content for your blog, so you don’t have to.
Whether it is online with LinkedIn or other social media, or in person, real estate is a relationship business. Some of the best deals come from the people you already know, so make sure you know a lot of people!
7. Economic Development Associations and Chambers of Commerce
These business organizations are a great way to network. Their sites also often have a page dedicated to local listings. If you haven’t already, you should try to familiarize yourself with these organizations in your area. You can find a full list of all the Chambers of Commerce in the US here.
8. Social Media
This is 2018. Social media has moved from being the digital revolutionary tool that it was just a few years ago to an established part of our personal and professional lives. Well managed pages on Facebook, Twitter, and LinkedIn, among other social media platforms, have become vital parts of any organization’s online presence. Social media is especially valuable for promoting listings to interested tenants who might not be in the know about the options more specifically oriented to real estate, like listing services and trade shows. Having a robust social media presence also shows the “guru-ness” of your organization and drives consistent engagement.
9. Listing services
As much as it may pain us to admit, there’re other listing services besides QuantumListing. CoStar and LoopNet are the traditional listing service powerhouses. In the past couple years, many new listing services have sprouted up to provide niche services and offer their own unique spins. For a comprehensive look at the options, check out SharpLaunch’s Ultimate Guide to Commercial Real Estate Listing Sites.
Do you have some other ways to get your listings exposure that we didn’t include here? Let us know in the comments!