Marketing for real estate is tedious and highly important. The tactics you employ as either a developer, landlord, or agent can mean the difference between a successful and complete failure. This is doubly true when you’re marketing a commercial office space.
Many different factors contribute to the overall success of an office park including pricing, quality, and amenities. Each factor has a major impact on how well your property performs when it’s on the market. Even if you price the property at the perfect bracket for your location and make improvements with modern renovations and upgrades, there’s only one thing that will make the office park a success. Signed leases.
At Red Egg we have extensive experience marketing within the real estate and property development industry. We’re a team of marketing professionals dedicated to promoting our clients’ properties and generating new leads. Thanks to innovative marketing efforts, extensive industry experience, and a trustworthy reputation, our team is able to produce results that allow clients to keep doing what they love – developing and managing properties.
The golden question: how do we do it? You’re in luck. Our team collected our top 5 tips to marketing a commercial property.
First: The Discovery Stage
In order for people to start showing interest in your property, they need to know that there is space to be filled. This one should feel a little self-explanatory, but when you drive by an office park, potential tenants won’t necessarily know about availability.
Discovery is a very important ingredient to getting your marketing strategy started off right. Of course, you could use flyers, signage, and personal contacts to market your commercial property – we’ve seen great success using this classic strategy. However, you need to be sure that you’re making the most of your online exposure opportunities. Optimize online listings on sites like Craigslist, CoStar, Loopnet, PropertyShark, and even your Google listing. Make sure you are utilizing targeting tools to bring in leads from the correct geographic location.
Discovery is an integral step to filling available space.
Many people think of commercial office space and immediately think of drab walls, terrible lighting, and isolated cubicles. Anyone in the business knows that commercial space does not have to be boring!
When listing your available space, you have the opportunity to set yourself apart from the competition by highlighting what makes your space different. At Red Egg, we help determine which qualities to highlight to attract the right kind of tenants. A lot of this is branding: we want to be sure tenants realize they’re in good hands with a company who believes in maintaining excellence.
Next: Create a Community
A big part of marketing is creating a community around a brand. People with one central interest or passion, or in this case, a work environment. It’s much more impactful to market a fun, active, working community than just an empty office on the third floor.
You want to deliver on these promises, too. Whether it means sharing tenant successes on social media or hosting coffee socials or networking events in a common room, make sure the community you’re marketing really delivers.
Creating a brand and a culture that expands beyond just a commercial property will attract new tenants and ensure current ones want to stay.
After That: Get Social
Social media is more important today than ever, and there are plenty of ways to get social in the commercial real estate marketplace.
At Red Egg, we’ve employed a variety of social media marketing strategies to help spread the word and build hype about commercial assets. If you’re just getting started, consider using YouTube, Facebook, Twitter, Instagram and even LinkedIn.
As an example, our team was engaged to devise a marketing plan for a five-building collection of office/industrial spaces. We created the brand for the property, developed the website, and designed and implemented a marketing strategy for lease up. Promoting this brand through email marketing and social media boosted the property’s popularity and hype. As a result of our real estate marketing strategies, the property was 70% leased up before construction completed and 100% leased up soon after. Lead flow was consistent throughout the lease up period and demand continues to be strong.
Finally: Stay in Touch
Commercial real estate leases don’t magically get signed overnight. It may take some time for this strategy to come to fruition. However, with some research, planning, and diligence, you can position yourself to implement a marketing strategy that can scale and drive solid leads.
Don’t be disheartened if the process requires some trial and error. Try using tools like social media, email marketing, and old-fashioned public relations to continually reach out to your target audience to ensure your brand stays top of mind. There is a lot to consider when it comes to commercial real estate marketing, so if you’re interested in hearing how the experienced team at Red Egg Marketing can help, give us a call. We’d love to add to your growth.