Commercial Real Estate Marketing Plans That Work

A solid commercial real estate marketing plan can help you stand out from other developments, a job that’s getting more and more difficult to pull off.

That’s because now more than ever, dynamic storytelling mediums are a marketer’s best friend. Previously sold separately, today promotions and content are being served on the same plate. With so many marketers and messages, the commercial real estate industry may be starting to feel crowded.

But it will always be a seller’s market for the commercial real estate advertiser who knows their audience. To help you get to know yours, here are some tips for selling your story.

They remember how you made them feel.

The mark of a great brand is, well, a great mark. So, choose a logo for your property development that embodies its “personality”. Your audience won’t forget the way you made them feel. While their thoughts make important points, their feelings make all the important decisions.

Share real moments with them.

To have and to hold folks’ attention, you have to be sincere. And to be sincere, you have to be brave. It’s especially true when you’re marketing to an oversaturated audience. But done right, you’ll exceed their expectations and delight them enough they’ll expect a similar surprise the next time you interact. Experts use that rhythm of anticipation-then-payoff to bring life and excitement to all marketing materials — even e-blasts.

Creative lives on every corner.

It’s amazing how many uses you can find for a single well-made piece of marketing. Tenant presentation videos get sliced, diced and edited into promo videos. If you shot stills, those photos could be great material for engaging social posts. Even the interactive map on your site makes a wonderful backdrop for presentations.

Not a pro at this? Hire one.

While tempting, try not to tackle creative projects solo. Hiring a professional yields far better results. You wouldn’t hire a cinematographer to update the plumbing infrastructure of your building, right? So, make sure the person designing is, in fact, a designer. Like showing a great piece of real estate, the audience is a stickler for details.

Tell your story, or they’ll remember a different one.

We recall events and information in story format. So, it makes sense to package your marketing message with a beginning, middle and end, and to tell it with that cadence consistently across platforms. That way, every piece is part of one linear story that starts to tell itself. And all that’s left is narrating it with a friendly voice.


For content, bite-sized works best.

Everyone loves free samples at the grocery store. It’s a free, fast treat that enhances your experience, all without interrupting the errand that brought you in. Things work the same way with non-food forms of marketing. To whet an audience’s appetite — or to avoid getting overlooked — keep it quick. Serve content that’s tasty and digestible for your prospects to enjoy on the fly.

In the spirit of that advice, we now return to your regularly scheduled web surfing. If you’d like to hear more tips for creating a real estate marketing plan that sets you apart, feel free to drop us a line.

Like What You See?

Interested in learning more about how video content marketing can positively impact your commercial real estate marketing, communication, presentation, or leasing strategy? Give us a call or send us an email. We’d love to hear from you!

About the Author

Lori Dowd

Lori Dowd is an award-winning filmmaker and founder of StoryTrack Studio. For over 20 years, she has directed and produced programming for a range of corporate, non-profit, online and broadcast partner/client.