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Commercial Real Estate Marketing Online 101

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Part One in a Series

The super fast-paced and highly competitive world of commercial real estate can be daunting. With all of the advancements in technology, social media and the Internet, it’s hard to know what to do next or if you’re even spending your marketing time wisely. So, let’s take five minutes to stop, take a breath and make sure you have one of the online basics down pat. In later blogs, we’ll advance to the finer points of successful online marketing as a commercial real estate broker or agent.

A great place to start is to Google your company and/or personal name with your city.  For example, Carson Commercial Real Estate Cleveland.

How do you rank?

Do you rank in the first few pages of Google?

What kind of information comes up about you?

Rankings change all of the time and since they are an essential way for new commercial real estate clients to find you—and prospective clients to find out about you and your reputation—it’s worth your time. What everyone is shooting for is to rank high, rank often and rank positive. That’s done by creating relevant content on your website and posting online as often as possible. (It’s also accomplished by doing great business every day– and delivering the highest customer service possible– but that’s another blog).

The industry standard is to post “optimized” content twice per week. What is meant by “optimized” is that you use keywords in your article, social media posting and blog that prospects will use to find you online. For example, a prospective commercial property owner or tenant may Google “commercial real estate agent Beverly Hills.” Or “Industrial properties Dallas.” Or “Restaurant properties Atlanta.”

You need to develop content around your key service offerings and niche and it’s critical to put your stake in the ground as an expert in a given area of commercial real estate — be it strip malls, retail, warehouses or multi-million dollar corporate spaces. Once you “own” a market segment, write about every aspect of it constantly. That’s the way people will find you online. That’s the way you also establish yourself as an expert. Be mindful, also, to include those keywords on all of your commercial property advertisements online as well.

And if you don’t have a blog yet, no worries. A blog is easy to start and free. Our favorite is WordPress which can easily link back to and from your website. Over time you can fill the blog with regular market updates and commercial property tips.  Do not focus on listings, but do focus on helpful information about the local area, which will capture the interest of all of your commercial real estate prospects. They all want to know what’s happening locally, and it’s smart to position yourself as their number one go-to.

You also want to keep up with your ranking on Google so you can monitor your reputation. People post negative comments about a person or a company and it shows up for the entire world to see when that company name is Googled. This happens more often than people realize– their reputation is undermined online without them even knowing about it. When that happens, there are steps you can take to address the problem and increase your positive presence online. Companies such as Reputation.com (the world’s largest) that can help you out.

So, Googling your business to monitor your ranking, and then creating relevant content on your website and blog is the best place to start. And, as always. rely on BuzzTarget for those essential marketing tools that all commercial real estate professionals need to stay competitive nowadays.

Buzz Target’s unique listing and search functionality quickly customize property listings and email messages to your prospects, providing the optimal platform to reach a targeted audience; announce or receive new listing information; call for or receive offers on listings; search for investment opportunities; find financing or locate space, and get deals done.

Next Up, Part 2 of Your Online Marketing Plan: Social Media and its impact on Commercial Real Estate Marketing.