There’s no doubt that commercial real estate is a highly competitive field, so it’s important for businesses and professionals in the industry to differentiate themselves from the rest. Whether selling, buying or leasing retail, industrial, office, hotel, medical, self-storage or professional office spaces, it is critical to have a marketing strategy in place to stand out. At Fort Lauderdale and Aspen-based public relations agency Durée & Company, we work closely with CRE brokerages, investors and developers to tailor a marketing strategy that best fits their goals and to promote their brand and properties.
Here are five marketing strategies that we use to generate awareness for commercial real estate companies:
- Public Relations
Using public relations to market commercial real estate adds credibility and promotes brand awareness. Our team of public relations professionals create press releases for listings, sales, leases, new developments, groundbreakings, grand openings and more, to help a company or individual gain traction. Public relations experts know the type of news that media outlets are looking for and how to tailor pitches to each specific outlet and reporter, which can lead to earned media coverage, ranging from online stories to business profiles. Editorial articles that are secured through PR efforts are also good for organic Search Engine Optimization (SEO), which can help the company, individual or project rank higher on Google. News articles also make great content for social media and eblasts.
- Social Media
Social media has become a top real estate marketing tool as people and businesses can connect with a large audience, including potential clients, all in one place. Whether it’s through informative organic posts or targeted ads, social media can extend a company’s reach. Video content has been shown to be the most effective way to make an impact. Since the pandemic, real estate has become more reliant on using videos and virtual tours to reach potential clients from all over the world. And statistics show this tool works – according to the National Association of Realtors, 80% of consumers watch online videos every week and half of them are influenced to make a purchase. According to an article from The Motley Fool, Facebook videos receive 135% more engagement than static photos.
- Content Creation/SEO
Search engine optimization (SEO) is crucial for a website to have a high ranking on Google so that a company’s website is displayed as a search result when users do their own organic searches. While there are many factors that can help a website increase its SEO ranking, content creation remains one of the most important to increase visibility. Google must see that the website is being updated with new content on a regular basis to show that it is active. Drafting weekly, monthly or quarterly blogs is a great way to keep a website active to help boost SEO.
- Media Opportunities
There are various types of media opportunities that can help get a business or individual out in front of new audiences to broaden the reach. Podcasts are a great way to showcase a CRE professional’s knowledge and experience in the industry. At Durée & Company, we have tools so we can research and dive into podcasts’ reach and audience to see if it’s a fit for the client. In addition, podcasts also create content for the business or individual to share on social media, newsletters and more. Podcasts are extremely popular these days, so future clients could always be listening!
Applying for awards and being recognized is another way to promote a CRE company or individual. There are many local, regional and national awards that can help boost a company or individual’s credibility and create recognition. Each award opportunity has its own set of guidelines and requirements, so just be sure to read all the instructions before starting on the nomination form. There are award opportunities for both businesses and individuals within the company.
For those who are comfortable with public speaking, participating in a panel with other industry professionals is a great way to position company leaders as experts in the commercial real estate industry. Audience members see these individuals as the go-to sources for industry insight, so being featured on panels can help build credibility.
- Email Marketing
Email marketing is an optimal way to stay connected to your database. It’s an easy and effective way to keep old, new and potential clients abreast with the company or individual’s latest news. Whether it’s a monthly or quarterly newsletter, this marketing tool can serve as a reminder to contacts of what the company or individual has been up to while sharing some successes and highlights.
These five marketing tools all work together to strengthen a brand. Using just one tool might not give the desired results, so maintaining an all-in strategy is important to yield desired results and leave a lasting impact.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR.
