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Real Estate Journal — Commercial Office Properties — November 22 - December 12, 2019 — 13C NAI S ummit
M id A tlantic
By Staci Saeger, NAI Summit Office Marketing 101
E
and more agents are utilizing drones to help showcase their properties as a whole along with video tours to give more detailed insight inside their locations. 4. Signage Signage is still a strong marketing tool to provide more exposure to your prop- erty without any continu- ous effort from you to do so. Keep your signs consistent and easy to read to ensure brand recognition and ease of information. Another area that could benefit from a sign, especially in a building with high foot traffic, is directly in the lobby of the available
office showcasing sizes and interior photos of available suites. 5. Email Campaigns Email campaigns are a great way to reach a large audience with less work and cost than a direct mailing campaign. Maintaining an in- ternal database of Principals, other brokers, and investors that you can directly reach in their inbox can be a highly effective method. Incorporat- ing video into your emails increases the chances of your content being seen. 6. Print and Digital Advertising Subscribers’ of print publi-
cations hold credibility to the magazines and newspapers they read which increases reader loyalty. The readers’ trust that the information provided to them is accurate and reputable in turn adding more trust to your brand. Additionally, studies show that print advertising has much more influence on buy- ing decisions than electronic advertisements. Compared to digital advertising, print also holds the readers’ attention for longer. Print publications offer specific reader demo- graphic information which can benefit you with more precise targeting. The ability
for strategic ad placement heightens your chance as well. Digital advertising has many benefits as well. With- out being restricted to one page, a digital ad can reach multiple channels. Digital advertising also allows you to trace and track metrics which to show a solid return on investment. 7. SEO/Google AdWords Campaigns/Remarketing Paid online advertising can put your brand and content in front of prospective clients at every stage of the real estate process. SEO and Google Ad- words increase your ability continued on page 24C
stablishing a strate- gic marketing plan for your available office
locations is key to suc- cess. Are you covering all your bases? Each mar - keting plan shou l d i n - clude multi- dimensional
Staci Saeger
approaches ranging from traditional marketing strate- gies to digital to ensure the highest level of exposure. Read more below on different strategies and outlets you can use to help you promote your office listings to get deals done faster. 1. Upload to Listing Plat- forms In a sea of listing platforms, it can be difficult to upload your listings to every single one of them. The top listing platforms we use at NAI Sum- mit include CoStar, Loopnet, Realnex, Crexi, CCIM, and MLS. Many of these web- sites then automatically send your listing information to additional websites on your behalf including OfficeSpace. com, 42Floors, and more. Ad- ditionally, a few of these sites, such as Loopnet, Realnex, and Crexi, also offer a property specific webpage that can be shared with your contacts or on your social media. 2. Create Compelling Property Descriptions and Information Sheets What makes your office list- ing different from the others? Does it have a unique lobby or exterior? Does it have a story or any historical background? These are the questions you want to ask yourself when de- veloping your office location’s property description and the property information sheet. Include area amenities, corpo- rate neighbors, demographics, and access to main roads to give the prospective tenant or buyer the whole picture of what the property offers. 3. Imagery is everything! Video Content may be too High-quality photographs of your office location is a criti- cal piece to your marketing strategy. According to various statistics and research, good visuals make a huge impact on interested prospects, help- ing you get your property sold or leased much quicker than a location with poor photos. Beyond photography, more
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