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Commercial Real Estate Marketing - 3 Steps to Success
Promoting commercial properties is not entirely different from marketing a house to residential buyers. Sure, the nature of the property is different, and the price is often higher on a commercial building than a home. But the basic principles of real estate marketing apply equally to both types of properties.
With that being said, here are some marketing tips that are specific to commercial real estate.
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1. Boost Your Internet Visibility
You should start your promotional efforts with known channels, which are covered below. But it doesn't hurt to create your own marketing channel as well, and to gradually increase the visibility of that channel. You can accomplish this by developing a strong Internet presence focused on commercial real estate in your area.
Of course, the question is how. By combining multiple web techniques (such as websites, blogging, search engine marketing, and online PR), you can create a highly visible web presence for your business. You can use this to promote your own properties, and who knows ... you may eventually transform it into the premiere commercial real estate website in your area. There's a lot of potential advertising revenue in that!
2. Leverage Existing Networks
In ever city and major metropolitan area, there is already an existing communication network for listing and promoting commercial properties. In other words, there is probably a newspaper, magazine or website that lists real estate property of this nature. Potential buyers already know that these channels exist, so that's where you want to be ... where the attention lies.
3. Promote the Intangibles
With every commercial structure, there are tangible selling points as well as intangible selling points. The tangibles are things you can see and/or touch. Square footage, recent renovations, new heating and cooling units ... these are the tangible items.
But many brokers forget to mention all of the intangible selling points when marketing commercial property. This might include easy access to parking from the street, proximity to popular lunch spots, a view of a nearby lake, etc. While you can't always measure or quantify these things, they still hold value in the mind of a buyer. So be sure to include them. |
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