The Don’ts of Commercial Property Marketing
1. Don’t Overpromise Features
While you want to sell the property’s benefits, avoid exaggerating features that aren’t true. False advertising can lead to disappointed clients and even legal trouble. For example, don’t claim that a property has more parking spaces than it does or that it’s in a particular “trendy” area if that’s not the case.
Example: In some cases, companies like WeWork were criticized for overhyping the features of their shared office spaces, which ultimately hurt their brand’s credibility.
2. Don’t Rely Only on Traditional Advertising
Traditional advertising, such as print ads or billboards, may not reach today’s tech-savvy audience. While these methods can still be effective, combining them with digital marketing strategies will give you a wider reach.
Example: Commercial real estate companies like JBG Smith combine traditional methods with digital marketing campaigns, ensuring they reach a broad audience.
3. Don’t Forget to Know Your Audience
Understanding who you’re marketing to is essential. For example, an industrial warehouse in a suburban area should target businesses in logistics or manufacturing, while a prime downtown office space would be better suited for tech companies or law firms. Tailor your messaging accordingly.
Example: In cities like Austin, which is known for its booming tech scene, commercial property marketing should focus on features that appeal to tech companies, like flexible office layouts and fast internet connectivity.
4. Don’t Ignore the Importance of SEO
Search Engine Optimization (SEO) is a key element in digital marketing. Your listings should be easy to find through search engines like Google. Use relevant keywords such as “commercial property in Dallas” or “office space for rent in LA” in your blog posts and listing descriptions.
Example: Commercial property websites like LoopNet are highly optimized for search engines and attract thousands of visitors daily, making them a dominant player in the real estate space.
Additional Tips for Successful Commercial Property Marketing
1. Emphasize Location Benefits
The location of a commercial property is a huge selling point. Whether it’s near major highways or in a rapidly developing area, make sure to highlight these advantages in your marketing materials.
Example: A commercial property near Silicon Valley’s tech hubs will naturally attract high-tech companies, so be sure to spotlight its location in your listings.
2. Build a Strong Online Presence
Your website should serve as the central hub for all your marketing efforts. Ensure that it’s user-friendly, informative, and up-to-date. Add engaging content like blogs, case studies, and video tours to keep your audience engaged.
Example: Large commercial property companies like Cushman & Wakefield maintain active blogs and resource centers to keep clients informed about the latest market trends and available listings.
Conclusion:
When it comes to commercial property marketing, a balanced approach is key. By focusing on quality visuals, digital strategies, and accurate property descriptions, you can significantly increase the appeal of your listings. Avoid overpromising, relying too heavily on traditional advertising, and neglecting the importance of SEO. With the right techniques, you can attract the right tenants and buyers in today’s competitive market.
