The best marketing strategy for commercial real estate businesses
The commercial real estate market is worth over $1 trillion in the United States. And there are over 2.1 million commercial real estate companies fighting for a slice of that market.
So how do you ensure that your business stands out amongst your competitors? How to advertise a commercial property to rent or sell and ensure qualified prospects see it?
The key is having a robust marketing strategy in place and a combination of personalization, targeting, automation, and printed advertising material.
Let’s take a look at how this can be achieved.
How to advertise commercial real estate?
Targeting is key.
To execute an effective commercial real estate marketing strategy, it is vital to ensure you have the right commercial real estate marketing tools in place. There is no point in running a number of real estate ads without the tools to measure and track their effectiveness.
Most importantly, you need to understand your target audience and find ways to connect and engage with them directly. It’s essential to tap into the local area and the potential opportunities local business owners and property investors present in purchasing or renting commercial real estate.
Targeted advertising is one of the most cost-effective strategies to reach prospects and convert them into clients. The key is to build and segment a database of targets that receive bespoke communications. The message that is sent to them should be focused and direct, so it seems you are speaking directly to them. People are often bombarded with lots of messages from businesses, and little of it is absorbed as it is impersonal.
Once a database is set up, managing ongoing marketing and advertising campaign can be done via direct automated mail campaigns.
It may sound easy, but many commercial real estate businesses struggle with this.
Deloitte surveyed commercial real estate businesses around the world and found most “struggle defining digital workflows and digitizing key business processes.” Only 38% of North American respondents reported their companies had effective plans in place.
Luckily there are options available to assist commercial real estate businesses in how to advertise commercial property for rent or sale. And ensure that your business isn’t in the 62% segment without an effective plan.
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Where to advertise commercial real estate?
Take it directly to the customer
Traditionally commercial real estate firms looking to promote their properties to sell, or rent have turned to real estate ads. There is no doubt that this can work, but marketing needs more targeted personalization in order to drive qualified leads and sales.
And for that reason, many businesses are turning to direct automated mail campaigns.
Previously running a direct mail campaign for any industry was time-consuming and hard to track. However, Postalytics has devised a system that has turned direct mail into perhaps the best commercial real estate advertising method available. With our customized system, integrated direct mail campaigns literally take minutes rather than weeks to produce.
Direct Mail- the future of commercial real estate advertising
Bringing direct mail into the digital age
Direct mail cuts through the clutter and gets into the hands of prospective clients. People are in a different psychological frame of mind when reading their physical mail than when they are reading emails which are often seen as an annoying interruption.
Think of the difference in the mindset you have when you are bombarded with emails filling your inbox versus receiving a well-produced printed brochure or flyer personally addressed to you.
And now, businesses can access a full range of statistics for their direct mail printed campaign. You can track the delivery and response status of each piece you send. In this way, direct mail campaigns can perfectly complement any digital or email marketing that is being run.
Printed Material
Commercial real estate is usually a high-value proposition, and you want to showcase the quality of the property through the advertising material produced. If clients are to spend millions of dollars, they want to be assured they are dealing with a professional real estate company.
Printed brochures with professional photography will make a strong first impression to prospective clients providing a tangible hard copy that they can review. It represents your brand and offers more than an online advertisement.
Creating brochures need no longer be the sole domain of graphic designers. Using one of the Postalytics brochure templates in our direct mail designer is easy. The intuitive drag-and-drop online editor tools allow you to overlay text onto our tried and tested templates.
To review the wide range of options of real estate brochures, click here.
Of course, it is not always necessary to produce real estate brochures for each campaign. There is a range of direct mail options that allow for personalization. This personalization enables the commercial real estate business to create a connection with people who like to believe the message has been targeted directly to them.
A simple real estate letter, real estate postcard, or real estate flyers can be developed. These can be a holiday message for Thanksgiving or Christmas, a birthday note, or just a message to check in. The automated system allows for a deeper relationship with your customers.
Tracking
Finance managers always want to know the return on investment of every advertising dollar spent. Thankfully the Direct Mail options offered by Postalytics can quickly provide clarity and insight into the impact of every campaign.
Metrics include the delivery status of every piece of mail—whether it is delivered, forwarded, or returned. And our patent-pending direct mail audience tracking provides a detailed understanding of how your audience responds and converts online. This tool is used to analyze the effectiveness of a campaign, assist with remarketing efforts, and renew focus on clients that engage with the campaign.
Your direct mail printed material can have QR codes and personalized URLs added to them that can be measured and tracked and provide remarketing options.
Remarketing
Not every person will respond to a commercial real estate advertising campaign. However, this doesn’t mean your business should forget about them.
The Postalytics system offers an easy way to remarket to clients. Working with a CRM like HubSpot, Salesforce, or Zapier workflows can be set to send postcards, flyers or letters to email non-responders automatically.
Our clients can easily construct multi-channel/multi-touch campaigns by sending triggered emails when mail is delivered or responding to your targets. Personalized notes and letters can be created and included in the sales and marketing process.
This can be an effective way to stay “top of mind” and drive visitors that engaged previously back to your commercial property listing or company website.
It may surprise you that the industry average response rate for digital ad retargeting is 0.5%, while the average response rate for direct mail retargeting is 4%. Thus, direct mail remarketing is 800% more effective than relying on digital.
Level up your commercial real estate business
Stand out from your competitors and enhance your sales strategy with a proven marketing tool. Direct mail campaigns offer targeted, trackable, and personalized marketing. But, most importantly, they deliver results.
Postalytics can set up your business for the best chance of marketing success using our direct automated mail campaigns. Our easy-to-use templates, tracking and remarketing processes, and QR code and personal URLs combine to maximize the results of your commercial real estate advertising.
For more information on the system, options and pricing, sign up below.