I think everyone has taken some kind of seminar or read a few articles that sound like this, “If you want leads, here are 1 billion Internet marketing tactics.” Let’s focus on the nuts-and-bolts of what’s absolutely necessary for commercial real estate agents.
1) Personal website. Never depend on your broker for marketing. A broker’s job is to turn-around listings as fast as possible, not bring in leads. You are responsible for your own leads and web presence. A website is a necessity, even if it’s just your name and contact information. Not ready to build a website? Point the .com at your LinkedIn page. We have website design services for personal and brokerage.
*NOTE: It’s perfectly legal for your competitors or colleagues to purchase your name. If you haven’t purchased YourName.com, consider locking it down sooner than later. I suggest Bluehost.
2) Online Directories. Everyone should be updating their listings into, at least, one directory: LoopNet, CoStar, Xceligent, Property Line or Catylist. Make sure your profile is up-to-date with current contact information. Consider using your photo instead of a logo or generic shadow person. 78% of tenants and investors search for commercial real estate online (source). Make yourself available on the most popular directories in the industry.
3) LinkedIn Profile. Even if you’re not participating in social media, it’s time to get involved with LinkedIn. A static page with your basic contact information and resume will make you searchable online. Your connections and recommendations from former colleagues will show potential clients you’re well-known in the industry.
4) Email marketing strategy. Do you have a plan for stagnant properties? There’s nothing worse than that one listing that won’t budge – and the owner that’s unhappy with the lack of progress. Consider using a commercial real estate email blast company like Catylist. They provide email lists of brokers, investors and tenants in your area. Send an email blast of your problem properties (or even an ad for your services) using Catylist.
Other non-necessary, but helpful Internet strategies
- Social media can heighten web presence and even increase Google rankings.
- Blogging will provide new, original content to up your website’s Google rankings and give you content to produce newsletters and social media posts.
- SEO optimization for your website will help Google search your pages more effectively and up your rankings.
- Email Newsletters keep your clients in-touch.