Five Tips For Using Digital Marketing Wisely In Commercial Real Estate Right Now
Human engagement is the basic principle of commercial real estate. Retail centers, offices, hotels, medical buildings – these are the places for entertainment, work and our needs.
Now businesses are closed, events have been canceled, and social distancing could be the trend for the foreseeable future. However, we all still need to ensure that our businesses can survive and thrive when the restrictions are lifted.
Digital marketing could be the best way for businesses to survive right now. For years, I’ve pondered the importance of a digital strategy in all industries, including commercial real estate. What the COVID-19 pandemic shows is the value of a responsive digital marketing strategy. What can commercial real estate companies, from brokers to malls to retailers, do with digital marketing to support their business right now?
1. Stop selling
Don’t do this all about yourself; Instead, talk about how you can help. In the past few weeks I’ve seen people and brands misuse the crisis. Who hasn’t got an email with the message “Stuck at home? There’s a sale here!” Receive.
Many Americans are rightly concerned about their cash flow and livelihoods. Millions have no idea how long their work will be reduced or interrupted. A sales pitch is the last thing you need.
But some brands get it right. They talk about what they do for their co-workers and their communities.
The commercial real estate companies that are the most successful digital marketers right now are pushing relevant content that can help people. Once life returns to a new normal, people will be more likely to remember the companies that focused on their human relationships rather than the dollar signs.
2. Use social media to connect with your community
Go back to the roots of social media. Do you remember how Facebook started? It was up to the students to connect with others in their community.
Now is the time to start building those connections in your community. No social distancing is required in the digital world. People are turning to social media to create the human connections we crave.
So get back to basics. Retailers, ask your community how you can help and support them. Ask commercial real estate tech brands what retail, hospitality, etc. need. The medical industry also needs our support.
Write personalized responses to online comments on your social platforms. Let people know that there is a real person listening there.
Use your social media to update your existing social network. For grocery stores anchored in grocery stores, we make sure they get help communicating through targeted ads on Facebook when their stores are equipped with the essentials their community needs.
3. Deliver quality content
The backbone of digital marketing is to offer quality content that will interest your target audience. Many commercial real estate companies need guidance and guidance to bring consumers back to their physical location. Small businesses are the bedrock of many commercial real estate companies. No doubt many are struggling and will have difficulty getting back on their feet. Some may be thinking about how social distancing will affect their business models in the future.
Think about what people in your industry need to know now and over the next six months. Offer your opinions and guidance. Don’t do everything about you here either. Instead, share how you can help.
4. Try new approaches
As more companies rely on digital marketing to drive business, competition for eyeballs has increased. Now is the time to experiment with your messages.
Of course, you can continue with current digital marketing strategies, but try something new. See the current space as an opportunity to use your creativity.
Offer online meetups with services like Zoom or GoToMeeting. Use live streaming on social media to host special events like the Cincinnati Zoo does with its live home safaris. Try a new feature on a social platform your brand already has. Use Instagram Stories to share how your commercial real estate brand is helping the community at large.
5. Get Super Targeted
Don’t just rely on organic traffic. As I said, the competition for eyeballs is tough. Now is the time to invest in your targeted digital advertising across all platforms. The commercial real estate industry is heavily invested in LinkedIn. Add targeted ads for your quality content on this platform.
With events being canceled and not having face-to-face meetings, digital marketing may be the best answer to keep a business going in the moment. Remember to always come from a place of support. In these hectic times, we all need it.