BY GUEST BLOGGER, GREG SCHRAFF OF DIGETRY.COM

The main Commercial Real Estate marketing challenge faced by brokerage owners and agents today is how to cut through the clutter and (not only) reach your target audience, but actually be heard.

Before we get to the answer, as the saying goes — there is good news and there is bad news.

The good news is that there are tools and social media platforms today that democratize commercial real estate marketing. Small and medium sized brokerages can create an online presence as impressive as the larger corporate brands. Even individuals can become significant publishers.

The bad news is that those same tools and platforms that serve to even the playing field, have contributed to an explosion of information and content — particularly with respect to the increasing volume of commercial real estate marketing.

Simply put — there is more and more stuff out there to discover, consider, consume, and be distracted by.

So, back to the original question — how do you cut through the clutter and (not only) reach your target audience, but actually be heard??

THE ANSWER . . . FOCUS!

Focus your audience. Focus your message. Focus your offering. In short, focus your commercial real estate marketing lense.

Here is the key: Because there is so much competing for our time and attention, it is paramount that you proactively provide your customers and prospects what it is that they want. There are two ways of doing this.

1. Make it easy for people to find what it is they are looking for

2. Deliver something that is relevant and useful to your customer

Simple enough, you say, but how do you do this?

The answer is, as we said before…Focus! In this case, focus on your customer. Understand your customers so well that you know which message resonates with them at the various touch points along the sales cycle, and send the message successfully via the online channel they are using at that moment. You also want to understand your customer so well that you are creating content that speaks directly to their needs and wants, making it easier for them to find you.

Your customers are being proactive in looking for what they want – it’s commonly known that approximately 60% of business decision are made before your customer actually has direct contact with the vendor.

If you aren’t in a position to be found, then your competitor will fill that void. Furthermore, if you can cut through the clutter to reach your customer, it reduces the chance that they’ll even find your competitor in the first place.

Get to know your customers. Understand precisely who they are, the different segments that exist, and target them with content that they find beneficial, valuable, and helpful. If you don’t, your competitor will.


A Free Gift for You! The 3-Step method used by Hollywood to pitch movies to studios — it works brilliantly for Commercial Real Estate too. Learn the simple, 3-part method for delivering your one-liner value proposition…and watch it connect every time! Click Here to download the FREE PDF!

Recent Posts

RECon 2018 Review – 3 Glaring Negatives

This week I made my annual trek to Las Vegas for the greatest commercial real estate show on earth. ICSC’s RECon 2018 had all the pomp and circumstance as the last 7 years (my consecutive attendance streak), including: the big booths, extravagant parties (shout out to...

The 5 Pillars to Grow a Great CRE Business

When I was running my own commercial real estate firm, I was busy. I would characterize most days as chaotic. Even when I did have a plan for the day, distractions, interruptions, and opportunities would appear from nowhere and knock me off course. I had bought into...

A Simple Yet Powerful CRE Marketing Tool

The following blog post is from HBS Resources President and Massimo Group coach, Blaine Strickland. I am thrilled to share that Blaine has just launched his first book, Thrive: Ten Prescriptions for Exceptional Performance as a Commercial Real Estate Agent. In today’s...

How to Find Your Specialty with 3 Questions

I am continually surprised by Commercial Real Estate brokers who lack a specialty. All top performers in CRE have a specialty. Yet, those mired in mediocrity refuse to hone in on what they can be awesome at doing. In fact, business owners of all kinds often have this...

4 Ways To Make Telephone Prospecting Easy

I once worked with a commercial real estate brokerage manager who said there were two types of people in the world – those that didn’t like to cold call, and those that lie about liking cold calling. He might have overstated his point a bit, but he does have a point....

Here’s My Weekly Plan for Maximum Results

With our coaching clients, we implement a productivity program - appropriately termed I.P.A.I.D.™. This process allows them to look back at every day and answer “yes” to the question: “Was I paid today?” I also use this approach in planning for my week. Every Sunday...