In this technologically advanced and fast-paced world, commercial real estate professionals are facing challenges in achieving and maintaining a strong presence in the digital domain. Enticing potential buyers, sellers, and investors in today’s market can be an uphill struggle, but effective planning, smart strategies, and a great website can help your business thrive.
Online Marketing Is Crucial for Commercial Real Estate
According to NAR report, 51% of potential property buyers turn to the internet for listings. Commercial real estate professionals need to know that optimizing their websites can help them stay ahead of their competitors, increase web traffic, and generate more leads.
While some companies attempt to do this in-house, having the right commercial real estate marketing professionals on your side can be your “ace-in-the-hole” for achieving real results. These professionals understand the industry trends and the ever-changing requirements of the commercial real estate market and can help tweak your website, so it becomes a lead generation machine.
If you are not convinced, here are five ways an outsourced marketing team can make your CRE website a highly effective part of your sales funnel.
1. Tailor Your CRE Website to Enhance Customer Experience
Creating a virtual deal room, where your clients can be immersed in all aspects of a real estate transaction such as reviewing property listings, completing contact forms and reviewing disclaimer agreements will provide more reasons for them to visit and stay on your website. You may even want to create a custom listings database so that you’re not showcasing properties in the same manner as your competitors.
Finally, stylized presentation of properties and creative user environments may not be enough to capture visitor’s attention. Today, customers are more likely to browse on mobile devices rather than computers and laptops. In that case, it is essential to give your potential customers a hassle-free experience when they visit your site from any device. Your virtual marketing team can show you how that’s done using responsive web design.
2. Get Detailed with Your Offerings
Don’t be shy about sharing offering details. This type of information will help boost your SEO rankings, leading to more traffic on your website and more opportunities to convert prospects into customers. Buyers of all kinds today are accustomed to having facts at their fingertips. Make sure that your offerings are detailed enough that prospective buyers, sellers, and investors have all the information they need to make a decision.
3. Let Customer Testimonials Show How Good You Are
Buying decisions today are based on the feedback and recommendations of peers and industry influencers. In particular, prospective customers are highly influenced by what your existing customers say about doing business with you. Recent statistics show that up to 93% of people making purchasing decisions do so after reading the reviews.
Adding your clients’ testimonials to your website will give your potential customers a strong reason to trust in your services. Keep in mind, B2B relations are built on trust. Commercial real estate marketing begins with relationship building, and testimonials are a great way to show that your organization works hard to make that happen.
4. Use Case Studies to Show Case Experience
Going hand-in-hand with testimonials are case studies. Case studies show how your firm assisted real businesses in solving their problems. A tried and true approach to writing these business stories involves using the ‘CART’ (Challenge, Action, Results, and Testimonial) approach. This tact effectively shows how you tackled a problem by first understanding the client’s problem and then taking action. A well-written case study will demonstrate the following:
- Challenges your client faced
- Actions your firm took to address that specific challenge?
- What results your client obtained?
- The client’s feedback or reaction to the outcome
5. Let Potential Clients Get to Know You
Again, it should be emphasized that commercial real estate is an industry founded on relationships. Clients want to know you. Your website’s ‘About Us’ page, when appropriately crafted, can help with that. Commercial property buyers, sellers, or investors usually seek partners that they can relate to. Including a detailed about us page on your website will create a strong business image and build a rapport with your potential customers.
Are there other must-haves? Probably, but these are the ones that, when executed with the help of your virtual marketing team, will set you apart from your competitors. Be sure to contact a CRE marketing professional to assist you in conducting a website audit today.