The performance of your commercial real estate listing hinges on the merits of the property as well as your strategy.
Every last detail of your commercial real estate listing matters a great deal. It will certainly help to dedicate a professional property website to your listings. However, this is just one of several strategies that will catalyze interest in your property available for rent or sale. Let’s take a look at some helpful tips that will enhance your commercial real estate listing’s performance.
Mind the Analytics
Tracking key performance indicators (KPIs) really does have the potential to help you improve your commercial real estate listing performance. If you know where your online visitors come from and if you have relevant data to gauge the performance of the listing, you will be able to learn exactly what works well and what does not. Ideally, your property website will feature analytics software that helps you monitor both online traffic and the engagement of your visitors so you can determine if your campaigns and websites are driving considerable traffic to the page.
Even more advanced tools will clue you into what online visitors are inclined to click and the amount of time they spend on specific sections of your website. Analyze this data and make the appropriate alterations to your listing(s) as time progresses.
The size of your digital footprint plays a large part in determining the number of people you reach. Consider connecting the property website to a conventional property portal such as CoStar or LoopNet to ensure the contacts and individuals are current. It will also help to promote the listing across the entirety of your online footprint. This means your Facebook, Twitter, LinkedIn and other social media accounts should at least mention the listing. Include information about the property in your email marketing campaigns, press releases and other announcements and you will maximize interest all the more.
Sweat the Small Stuff of the First Impression
First impressions are of the utmost importance as they shape perception. Ideally, you will have a polished and interactive website that features your property. Such a site legitimizes your business and makes the property look that much more attractive. When in doubt, tap into the power of commercial real estate marketing software to scale and automate the creation of your listings while updating the information by adding the latest data to listing portals and social media platforms.
Focus on the Property’s Strong Points
Take some time to think about the specific merits of the property. Consider what prospective lessees or buyers desire the most in the property. If the listing does not have its own dedicated property site, now is the time to create it. Such a dedicated website highlights the property’s features, shining the spotlight on what tenants are buyers desire the most.
Keep in mind, a large number of interested parties will scroll right on down to the photos of the property while others will make a beeline to the details in the building information section. Play up the property’s most coveted amenities. It will also help to provide a three-dimensional virtual tour that provides interested parties with an immersive experience that ramps up interest all the more. If there are any important amenities nearby, be sure to mention those as well so interested parties are aware of other local features.
Continue to Update the Property Information
No one wants to read through old information from prior listings that are outdated. So don’t rely on the previous listing when the property was last available. Instead, update the listing with all the latest information to ensure the property is advertised in its current condition. Be sure to add the updated contact information for property managers, brokers and other important parties related to the listing.
Make It Easy to Access Important Documents
Some clients will peruse your listing late at night or early in the morning. It is imperative the listing be fully functional and provide easy and direct access to all relevant documents at all hours of the day and night. Do everything in your power to make it easy for interested parties to sign up for document access. Streamline the sharing of these documents and you will find there is that much more interest in the listing.