5 Mistakes to Avoid in Commercial Real Estate Marketing
Pay attention to these common mistakes in commercial real estate marketing!
Commercial real estate marketing is a competitive field that requires precision, strategy, and adaptability. Nowadays, excelling in your marketing game also means excelling in distinguishing yourself from other brokers or agents in the marketing and dominating top of mind for your potential clients. Avoiding common pitfalls can significantly enhance your success rate. Here are five mistakes to steer clear of:
1. B2B Marketing Is Not B2C
One of the most critical errors in commercial real estate marketing is failing to understand your audience. B2B (Business to Business) companies require a completely different strategy in marketing compared to regular B2C (Business to Customer) marketing, which we’re more likely to encounter in everyday life. Generic strategies often miss the mark because they don’t address the specific needs and behaviors of commercial real estate clientele. Conducting thorough market research, analyzing client data, and using surveys or focus groups can help you tailor your approach to reach and communicate with your potential clients effectively.
2. Commercial Real Estate Is Not Residential
Yes, commercial real estate is not “Selling Sunset”. As popular as residential real estate agents may be as social media influencers or reality show stars, we adopt a different set of principles and protocols when it comes to commercials. From financial analysis to business plan examination, you need to communicate your expertise as a CRE agent in your marketing. You also need to put effort in finding your audience via newsletters, press releases, LinkedIn, rather than funny or “aesthetic” TikToks.
3. Falling Behind on Marketing Trends
In today’s digital-first world, ignoring trends such as video marketing, SEO, and retargeting tools can be detrimental. For example, video content helps listings stand out, while retargeting ensures you stay on prospects' radar even after they leave your website. Leveraging these tools is crucial for modern campaigns. Reach your prospects today in the cyber wild west!
4. Losing Focus on Conversion & Retention
Yes, you had fun making TikToks or posting on Instagram stories. But for commercial real estate professionals, it’s vital to connect your marketing channel to your CRM to ensure seamless client conversion and retention. Remember to include CTA (call-to-action) in your real estate marketing materials for lead generation. For example, add your phone number and prompt your views to “call now!” in your videos.
Generating leads is only half the battle; neglecting follow-ups can result in lost opportunities. Many agents fail to maintain consistent communication due to lack of organization or overwhelm. Automate reminders and nurture campaigns to ensure regular touchpoints with prospects.
5. Lack of Brand Consistency
Brand inconsistency across platforms can confuse potential clients and dilute your message. Your website, social media profiles, and offline materials should reflect a unified brand identity that communicates professionalism and trustworthiness. From small details such as colors you use, to major aspects such as your content pillars, keep everything aligned and in place to reinforce your professional image.
Conclusion
Avoiding these common mistakes can elevate your commercial real estate marketing efforts and drive better results. By implementing strategic solutions tailored to these challenges, you’ll position yourself as a leader in the industry. Enjoy marketing!