10 Ways to Efficiently Promote Listings in 2022

When it comes to marketing listings, a wide range of initiatives are available in the commercial real estate (CRE) industry — thanks to the ongoing digital innovation and technological advancements that have picked up the pace significantly in recent years.  

But, in order to develop a truly successful marketing strategy that stands out among industry peers, it’s crucial to combine the most effective tools with well-established techniques that amplify reach and generate quality leads. These tactics — when applied skillfully — can drive growth, generate exposure and ensure a frictionless user experience.  

Below are 10 methods that help market your CRE listings efficiently in today’s fast-tracked and tech-savvy environment. 

1. Promote listings on your company website by using a commercial property search engine      

Putting effort into a well-organized and appealing company website is essential, as it often provides the first impression to prospective clients. Consequently, having a user-oriented page dedicated to property listings — where prospects can easily browse your portfolio with the help of a commercial property search engine — not only adds value but also enables you to potentially generate leads directly from your website. 

2. Post listings to CRE platforms & automatically syndicate them across a network of marketplaces 

Using internet listing services to promote properties is beneficial not only because these generate exposure by targeting a highly relevant audience, but also because many such services provide the possibility to syndicate listings to an entire network of online marketplaces, as well as third-party platforms.  

While applying this strategy maximizes listing visibility, it’s also important to select services that ensure full ownership retention of marketing collateral, as well as enable industry professionals to effortlessly manage and update their data in one place.  

3. Develop interactive marketing content 

Incorporating interactive elements into your marketing strategy isn’t a new approach, but these techniques have also advanced significantly lately. To draw in prospects and ensure an immersive experience, property websites should include features such as interactive maps that showcase the location and surrounding neighborhoods, as well as highlight community amenities and demographic information.  

Additionally, self-guided virtual tours with interactive floorplans enable the user to explore and engage with the property without having to be physically on-site. 

4. Deploy email marketing campaigns 

Producing branded email marketing campaigns to establish and consolidate relationships with prospects and clients helps drive business growth and expand reach. And, by leveraging and segmenting an existing contact database through solid CRM software, prospecting timelines can be reduced considerably. Plus, targeting an audience based on specific interests and preferences can maximize exposure and accelerate quality lead generation. 

5. Put video marketing to good use 

Creating elaborate property videos is another established approach, but this marketing technique can certainly be taken to a new level. In fact, this powerful storytelling tool can engage prospects with creative visuals, coupled with unique perspectives and professional execution. For example, by incorporating live-action footage, along with 3D-rendered materials and time-lapse images, a video can provide a captivating experience. 

Likewise, putting together a “best of” list of videos to promote creative property videos on your YouTube channel or blog can also drive major traffic to your website and boost its ranking in search results. 

6. Make SEO a priority 

While search engine optimization (SEO) is a long-term process and requires a lengthy period to yield results, investing in an SEO strategy is a key marketing initiative. Considering that the bulk of online experiences begins with a search engine and most people don’t tend to scroll past the first page of results, ranking high on search engines translates into optimized lead generation and business exposure. 

SEO is also a key source of organic traffic, and a good starting point is to define a strategic keyword plan that encompasses terms that your target audience uses. SEO tools can help in determining these keywords, which should then be strategically deployed across your website to maximize your chances of ranking high in search results and bringing in leads. 

7. Set up a paid search engine advertising strategy 

Investing in paid advertising is another effective way to boost listing visibility on prominent search engines, such as Google. Specifically, this approach helps drive traffic by highlighting listings in a paid ad space, for a predetermined amount of time. However, because this tactic may be expensive, consider it within your company’s marketing budget, as it only provides long-lasting results through ongoing investment. It’s also important to carefully observe your ROI to determine if paid advertising is a feasible option for you. 

8. Recognize the value of social media marketing 

This easily accessible marketing approach is constructive when used correctly for multiple reasons: Social media marketing builds brand awareness and can spark connections with potential partners and customers, which can lead to two-way conversations and human-to-human communication. Platforms such as LinkedIn, Twitter and Facebook are among the most relevant social media networks for CRE, so focusing on platforms where your target audience spends more time and is more likely to engage with a post makes all the difference. 

This tactic — while requiring strategic planning, a great deal of audience engagement and content creation to establish credibility — provides insight into how your target audience perceives your brand and portfolio. For added efficiency, it’s important to post straightforward materials that can be browsed effortlessly while scrolling through social media feeds. 

9. Create a paid social media advertising plan 

Social media platforms are great tools for leveraging connections with a clearly defined audience and raising brand awareness through purposefully curated social media ads ensures quality lead generation. These customized campaigns not only offer the possibility to carefully select your target audience but also provide the opportunity to determine when and where they are shown.  

10. Get the most out of Google Business Profile 

Formerly known as Google My Business, this free tool enables local businesses to increase their visibility across Google services, including Google Search, Google Maps and Google Shopping. Notably, creating a Google Business Profile for a listing provides heightened exposure for the property, thereby securing a high-ranking position for the listing in Google searches. Furthermore, the listing is also displayed on Google Maps, allowing searchers to explore the property’s surroundings.  

This strategy provides the opportunity to highlight your property by posting photos and relevant offers, as well as engaging with your audience through review responses, which is actually highly recommended in this marketing tactic. And, by keeping your business information up-to-date, prospective clients can contact you with confidence. 

With various ways available to promote listings, a successful marketing strategy narrows down the options and zeroes in on the most constructive techniques that yield the best results. While the methods presented earlier are among the most effective ways to promote listings, it remains to be seen what sort of exciting trends the future holds — the rapidly evolving CRE landscape only stands to benefit from consistent innovation that is expected to further accelerate marketing initiatives going forward. 

Timea-Erika Papp

Timea is a senior writer covering CRE marketing, tech and real estate trends, as well as industry news in the U.S. Timea was previously a senior associate editor at Multi-Housing News and Commercial Property Executive and has an academic background in law. She has been working in the real estate industry since 2011. Reach her via email.

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