Commercial Real Estate Marketing Strategies for 2024

As the year ends, it’s the perfect start thinking about your marketing strategy for 2024.

#1 Specialties.

It’s easier to make offers to a cold audience when you have a specialty. Think about it from your client’s point of view. If you had an industrial complex you wanted to sell, you’d look for an “industrial specialist.” Not a “acquisition and leasing specialist.” If you have a clear title like, “Industrial sales specialist in Phoenix” you’ll get more hits than someone with a generic title.

However, if you’re in a position where it’s difficult to make a switch. Consider using the “dog whistle” tactic to get more of the deals you’re looking for. This means subtle changes to your marketing over time like using more industrial photos on your website, sharing industrial articles on social media, writing and sharing about the industrial market. Subtle changes can bring in the deals you want without turning away the people you currently have.

#2 Aim towards the Right People.

There’s an awesome tool called Reonomy that helps you find info on possible clients. You can be specific, like finding retail owners in a certain area. Multifamily with 6 units and under. Warehouses in a certain district. You can run these searches and get a list of potential clients.

#3 Trust Strategies.

Once you have a list of leads, build trust so they’ll convert from audience to buyer. Trust strategy is a great way to start any marketing plan. You can build trust with email welcome sequence (welcoming someone onto your email list), consistent newsletters, social media, videos, testimonials, and case studies. Consistent branding is a huge way to build trust because people begin to know what to expect from you. A well-branded presence can make your audience feel more secure.

#4 Keep in Touch.

After people visit your website, you can keep in touch with them. Offer them something valuable in exchange for their email, like an eBook or a newsletter. Send them a thank-you message and a monthly newsletter with things they’d like to read.

#5 Old-School and New-School.

Our old ways of doing things may be coming to an end. Due to the increase of privacy laws and interceptors to cold calls / emails / text messages that can kill our cold game. Instead, we’re going to have to start thinking about adding new techniques like Google Display Ads, email marketing, content marketing, and using promos like free webinars and workshops. Find more detailed info on newer strategies here: 7 Profitable Marketing Strategies for Commercial Real Estate

#6 Social Media.

My views on social media have changed over the years. In 2024 I believe giving “all you got” to one social platform is the way to go. Using calendar schedulers to post the same content over all platforms has lost its teeth, as the algorithms push anything “auto scheduled” down to the depths of the feeds, causing extremely low view rates. If you’re going to add social media to your marketing plan next year, consider using one platform and using it consistently.

#7 Let’s Talk SEO.

Check Google My Business and Yelp to make sure your business is on each platform. If you’re on there, but have zero traffic, use an email campaign asking previous clients to write reviews. You can incentivize this with gift cards.

If your website is mobile friendly, it will be a big boost to your local search, as websites that are not responsive are shoved to the bottom.

If you are writing or providing consistent content on your website, make sure to add your city and state to blog and video titles. The more content you have regarding commercial real estate in <City> will be a defining factor in your search results.

#8 Measure Your Success.

Test everything you do and see what works best. Figure out why some social media posts do well and try to do more like that. It’s like solving a puzzle! Don’t forget to check what worked and what didn’t every month, so you can plan for the next one. Also, don’t beat yourself up over failed ventures. This is how we learn, and it’s important to try new things to see what sticks and what’s a dud.

#9 Website.

OK, if you don’t have a website by now, what on earth is holding you back? And if you do have a website but you cringe when someone says they found it, this is long overdue. Websites today can be like lead-making machines, helping you succeed in real estate without breaking the bank.

Websites make sales easier. It’s easy to convince someone you’re the expert when you have the best website in the market.

Let’s attract new clients in 2024 with a lead generating website!

Anyone can create a beautiful website, slap buttons on it and call it “lead generating.”

I’m the only one offering the Ultimate CRE Sales Funnel Masterclass to give you strategies on how to drive traffic to your website, create lead magnets that work, and follow-up with your leads on a larger scale.