Generating leads and enquiries into your commercial property projects is obviously a vital component of ensuring success and that you see a big ROI. With technology ever-changing and a sea of digital marketing campaigns to compete with, it can be difficult to pinpoint where your marketing may be going wrong, or how you can bring in even more investors or tenants. We’ve put together a guide with a few tips to ensure you get the most out of your property marketing campaigns.
Send targeted emails
This may seem obvious, but many businesses have one email database and send all of their campaigns to the same people time and time again. Chances are, if your opt-out rates are more than 1%, this is down to poor targeting. For example, if you’re an agent looking for tenants, you don’t really want to be targeting those who have already signed up to a long lease – it’s a waste of your time and theirs. You should be reviewing your mailing lists on a regular basis and creating segregated lists depending on who the recipients are and what they want to see – then deliver them relevant campaigns.
So how do you add to that mailing list in the first place? An excellent way to build up your lists is by creating something people want – this is where inbound marketing comes in. Share your expertise in the form of a free downloadable ebook or whitepaper and use a data capture mechanism built in so you can add their email addresses to your database. This will also allow to gain further insights into what exactly is they are interested in so you can segment your lists based on content preference and send more targeted campaigns.
Keep up with trends
Knowing more about what your customer’s purchasing motivations are is in invaluable way to ensure you can target people in the right way and pinpoint when there might be a peak time for renters. Using Google Trends, you are able to check the popularity of certain word searches and identify by region what products or services are in demand. You can then adapt your campaigns accordingly.
Quality photos and visuals
Photos and video play a huge part in commercial property marketing – they will ensure prospective investors, buyers and tenants can see exactly what it is you are offering. Investing in higher quality images should be an essential part of your digital marketing strategy, and it will likely bring in more enquiries.
Building up your online profile via social media is a great way to get more people to see your property. Utilising tools such as the Facebook Pixel, where you can target people who have already shown an interest in your property, will generate more enquiries. Create retargeted ads and make sure you follow those around who have expressed interest so that you can keep reminding them of your property. This can be a great way to turn those interested parties into paying customers.
For more information on how you can improve your commercial property marketing strategy, give us a call on 0121 369 5874, or email firstname.lastname@example.org.