The main commercial real estate marketing challenge faced by brokerage owners today is, how to cut through the clutter to not only reach your target audience but be heard?
But before we get to the answer, first, as the saying goes, there is good news and there is bad news.
The good news is 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 the 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.
The challenge for CRE management, then, is…
how do you not only cut through the clutter to reach your target audience but 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 they want. There are two ways of doing this.
Make it easy for people to find what it is they are looking for
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. And, 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, and the different segments that exist, and target them with content that they find beneficial, valuable, and helpful, because if you don’t, your competitor will.