This guest post is part of a series on the topic of online lead generation for CRE brokers and firms. It is written by Greg Schraff, Managing Director, digetry, LLC –  digital strategy and marketing company.  The Massimo Group has had much success working with digetry related to their digital strategies.


It’s well documented, with more studies coming out every day, that roughly 70% of customers make their buying decisions before they talk with someone in an organization.

[Tweet “70% of customers make a buying decision before they speak with someone in an organization.”]

What this means is that your customers are getting the information they need to make a business decision before reaching out to you directly.  And most of where they are getting their information is online.

So, if you aren’t answering your customers’ questions through your online marketing there’s a pretty good chance that your competitor is, which means you’re not even a part of the original consideration set.

In order to tailor your marketing to address the questions your clients are looking for online, you have to first know what the questions are. To do this, you must create customer-focused marketing by concentrating on these three elements of your business: your Target Market, your Offer, and your Services. Let’s look at each of these elements in more detail and why they are important.

3 Most Important Elements of Your CRE Online Marketing Strategy

  1. Target Market: Focusing on your Target Market allows you to understand who your customer is. Make sure you can answer these questions without hesitation: What is it that your prospects are looking for online? What keeps your prospects up at night? What specific questions are your prospects looking to have answered?
  1. Offer: Once you have these answers in place, you are in a position to create an Offer that addresses your prospects’ questions. Aligning your offer with your prospects’ needs and wants allows you to communicate with them in a way they understand, so they clearly see the unique value you provide.
  1. Services: Finally, be sure that the services you are leading with are aligned with what your Target Market is looking for and what you are Offering.

As a CRE firm or individual broker, your need to ‘focus’ is key to your success, especially for those of us selling high-fee services.

[Tweet “Your need to focus is key to your success.”]

Having laser-like focus on these three areas means that both you and your prospects are always crystal clear about what makes your business valuable, unique, and worth the fees you charge.

Unfortunately, the most common mistake I see are websites that promote a laundry list of services to deliver on a vague offering for a wide range of target markets.

It’s easy to understand why this happens: some feel it’s necessary to cast a wide net in order to catch the most fish, and that by focusing you will be losing out on business.

But, by not having a focused approach to your marketing you are already losing out on business – your prospects don’t see what they are looking for because your offer is too generic, and as a result they move on.

By concentrating on these three core elements of your business, you can better reach your target audience, appeal to their specific needs, attract them as visitors, and eventually convert them to CRE leads.


To learn more about lead generation for your commercial real estate business, join us for a free webinar on September 30th. During this free session, we will explore the 15 marketing activities you must take to better reach your target audience, attract them as visitors, and convert them to commercial real estate leads.

commercial real estate marketing webinar

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