Does Marketing Work in Commercial Real Estate?

If you're a commercial real estate (CRE) professional, you've likely asked yourself, "Is marketing really worth the time and effort?" With properties to lease, tenants to manage, and deals to close, it can be tempting to focus solely on the transactional side of the business. But here's the truth—marketing isn’t just helpful; it’s essential. Done right, it positions you as a leader, builds trust, and creates opportunities that wouldn’t otherwise exist.

At its core, commercial real estate thrives on trust and relationships, and guess what? Marketing amplifies both. Whether you're looking to attract high-value tenants, brokers, or investors, your marketing strategy is your modern-day handshake—it sets the tone and opens the door.

This guide dives deep into why marketing works in commercial real estate and how to position yourself as an authority while generating measurable results.

Marketing in CRE: More Than Just Listings

When you think of marketing in real estate, what comes to mind? Listings, maybe a billboard or two, and perhaps a few social media posts? While those are foundational, marketing in CRE goes far beyond snapping property photos and uploading them to a few websites.

Marketing for commercial real estate serves to:

• Build your personal or company brand.

• Position you as a key opinion leader in the industry.

• Create a consistent stream of high-quality leads.

• Establish trust among prospects, tenants, and investors.

Picture this: You’re a commercial landlord with office spaces to lease. Without marketing, you're relying on luck—waiting for the right tenant to stumble upon your listing. With effective marketing, you’re actively attracting those tenants, showcasing your property's potential, and addressing their needs—even before they pick up the phone to chat with you.

Why You Need to Be Seen as an Industry Authority

Trust is the currency of commercial real estate. High-net-worth individuals, major corporations, and institutional investors aren’t signing long-term leases or multi-million-dollar deals with just anyone. They want to work with industry leaders—professionals who exude confidence, expertise, and reliability.

Marketing = Thought Leadership

Here’s the kicker—being the best-kept secret in your market won’t cut it. The goal is to ensure that when someone thinks "top broker in logistics warehouses" or "go-to office space expert," your name immediately comes to mind. You achieve this by building thought leadership in your space.

What does this look like in practice?

• Publish educational content (like blogs, LinkedIn posts, or podcasts) that tackle industry-specific pain points.

• Post market insights and trends regularly, showcasing your knowledge of the region or asset class.

• Create guides for tenants or investors, such as "10 Questions to Ask Before Leasing Industrial Space" or "How to Add Value to Underperforming Retail Assets."

These efforts not only differentiate you but also build trust and credibility. People do business with people they see as leaders in their field—it's as simple as that.

Marketing Shortens the Sales Cycle

When marketing positions you as an authority, potential clients come to you pre-sold. They’ve read your reports, seen your predictions play out in real-time, or resonated with your authenticity. Rather than explaining why you know your stuff, you’ll find yourself answering questions about how you can get started together.

Key Marketing Strategies For CRE Professionals

Now that we've established why marketing in CRE matters, let's break down the "how." Implementing these strategies can help you maximize results.

1. Invest in Professional Branding

Your brand is more than a logo; it's the experience and impression people have of you or your firm. Ask yourself:

• Does your website communicate professionalism and expertise?

• Are your marketing materials clean, modern, and easy to digest?

• Is your LinkedIn profile optimized with updates on deals, market trends, and thought leadership content?

A polished brand positions you as a serious player in a crowded market. Remember, you're not just selling properties—you’re selling your expertise.

2. Leverage Content Marketing

When done right, content marketing turns you into a trusted resource rather than just another salesperson. Think beyond your property listings and write or produce content that speaks to your audience’s pain points.

Ideas include:

• Blog posts on trends like "Why Flexible Office Spaces Are Booming in 2024"

• Market reports that discuss localized real estate performance

• Thoughtful LinkedIn posts with actionable insights for tenants and investors.

Bonus tip? Personalized videos work wonders. A simple video walk-through with commentary can engage potential clients far better than generic photos alone.

3. Use Paid Ads to Target Decision-Makers

Google Ads, LinkedIn Ads, or even Facebook's targeting options can position your services and properties in front of your ideal audience. For instance:

• Use search ads to target businesses looking for office spaces in specific regions.

• Leverage LinkedIn’s precise targeting to reach CFOs, CEOs, or real estate decision-makers for industrial warehouses.

• Retarget website visitors who engaged with your property pages using dynamic display ads.

4. Engage Through Email Marketing

CRE marketing is a long game, so staying top-of-mind is critical. Email newsletters help you stay visible to past tenants, investors, and prospects. Share your latest properties, market updates, and deals closed. But avoid overly promotional content—provide REAL value.

Emails aren’t dead—they're personal, and for a high-value audience like HNWIs or C-suite executives, that personal touch goes a long way.

5. Build Relationships Through Networking Events

This one may seem old school, but real estate is—and always will be—a relationship-driven industry. Marketing includes the in-person experience, so don’t underestimate conferences, speaking engagements, or hosting personalized dinners for key clients.

Marketing is most impactful when it creates multiple touchpoints across various platforms and real-life encounters.

Measuring Success

Like any investment, marketing needs ROI. Make sure you’re consistently tracking metrics like:

• Inquiry volumes from your ads or content.

• Conversion rates from web traffic to emails or appointments.

• The size and quality of your social media audience.

Tracking these helps you double down on what’s working and refine what’s not.

Be Bold, Stand Out

Half-hearted marketing campaigns filled with recycled industry jargon don’t drive results or build trust. Bold, authentic, and value-driven marketing strategies do. At the end of the day, marketing in commercial real estate works because, at its core, it’s about building relationships and showcasing expertise—and that’s the very foundation of the industry.

If you're ready to level up your marketing or want tailored strategies, start thinking beyond properties; think about how you're positioning yourself. Remember, successful marketing marks the difference between being a solid choice and the only choice.