In 2022, the traditional offline channels for marketing real estate ads are no longer enough. While flyers and brochures can be helpful, you need to do more to maintain a competitive edge. Today’s consumers, both tenants and investors, tend to educate themselves before contacting a broker.
Since today’s consumers want a way to appraise your property from their phone, tablet or computer, you need a way to digitally showcase everything your listing has to offer, from key features to the conveniences of the region. By leveraging digital tools like a real estate website, you can not only let people know about your available spaces, but also showcase the best features of those spaces in a way that stays in the minds of potential tenants.
To get the most out of how you present your real estate listings in the digital realm this year, consider these three action items:
1. Build an optimized commercial real estate website
Today’s consumer expects to have everything at their fingertips. CRE tenants are no exception. By creating an optimized commercial real estate website, you give them a way to get all the information they need to make an informed decision about your available properties. The website serves as an essential marketing tool to provide all relevant information in one place and streamline communication.
Your commercial real estate website design should include:
- Descriptions of the specific property being offered and, if applicable, its building
- Beautiful images accessible in an easy-to-use photo gallery
- Interactive maps showing area amenities
- A team section so they know who to contact – and how to contact them – if they are interested in the property
- An easy to navigate menu
These are all features your website should offer, but don’t stop there. You also need to think about the overall performance of the site itself. You want it to load quickly with a responsive design, which means it will look great on desktops, tablets, and mobile devices.
Moreover, a truly optimized CRE website also requires search engine optimization (SEO). It’s basically your way of making sure people can find your website when they search for available commercial properties. Consider SEO on your website page, such as title tags, meta descriptions, and alt tags for your photos. As a rule of thumb, it’s generally a good idea to include the property’s address in all of these features.
2. Make your property listing shareable
A good CRE website design is just the first piece of the property listing marketing puzzle. Once you lay that foundation, you can build on it. Specifically, this means making your ad known by sharing it.
To help you here, you can create a custom URL for your property listing, giving you a recognizable and easy-to-remember tool that you can leverage. Once you set up this URL, you have a digital asset that you can easily connect to other promotional channels.
When creating this custom domain, pay special attention to optimizing your website’s title tag, meta description, and featured images. Most promotional channels, including social media, will automatically embed them in your post.
Think of the snippet you might see on Facebook or Twitter, for example, with a title, a little blurb and a photo. Your title tag will show as the headline, your meta description as a small blurb, and your featured image as the post photo. Go through all of these pieces and do a test run on one of your social media platforms to make sure everything is showing up the way you want it to.
Once you’re set up, you can use your custom URL to promote your property listing wherever you want by simply copying and pasting the link or even onto the print item as an easy-to-remember URL address.
3. Harness the potential of rich media
If you really want to pique people’s interest with your real estate listing, go beyond the simple photo-description combo. Immerse yourself in rich media like audio and video, including video presentations, to give people a better sense of the space. This helps improve engagement and build trust with your potential tenants.
Virtual tours are a great example. Giving people the ability to “walk through” the space from the comfort of their office or home can be key to setting your listing apart from other available properties.
Ultimately, there are a few steps you can take to capitalize on the potential offered by digital property listing presentations. To market your available space, create a real estate listings website, make sure it’s shareable, and enhance it with engaging media types. By doing so, you will set yourself up for success in 2022.