Social Media on Commercial Real Estate: How It Helps

As a seasoned professional in the commercial real estate industry, I’ve witnessed firsthand the transformative power of social media in our field. Over the past 18 years, I’ve helped countless business owners and landlords achieve their real estate goals through effective marketing strategies. In this article, I’ll share my insights on how to master effective social media marketing on commercial real estate, so you can connect with your target audience, showcase your properties, and close more deals.

Key Takeaways

• Social media is a powerful tool for commercial real estate professionals to connect with potential clients, showcase properties, and establish thought leadership.
• Developing a clear strategy, creating engaging content, and leveraging the right platforms are crucial for success in CRE social media marketing.
• Measuring ROI, staying adaptable to trends, and collaborating with influencers can help take your CRE social media efforts to the next level.

Mastering Social Media Marketing for Commercial Real Estate: Strategies, Platforms, and Best Practices

Setting Goals and Objectives

Before diving into the world of CRE social media, it’s essential to establish clear goals and objectives. Start by defining your target audience – who are the business owners, investors, or tenants you want to reach? Next, identify the social media platforms where your audience is most active. LinkedIn, for example, is a hub for professional networking, while Instagram is ideal for showcasing visually stunning properties.

Once you’ve pinpointed your audience and platforms, develop a social media strategy that aligns with your overall CRE marketing objectives. Set specific, measurable goals, such as increasing website traffic, generating leads, or building brand awareness. A well-defined plan will keep you focused and help you track your progress.

Key Social Media Platforms for CRE

Now that you have a strategy in place, let’s explore the key and use social media platforms for commercial real estate:

LinkedIn

LinkedIn is a powerhouse for CRE professionals. Share industry insights, market reports, and success stories to establish yourself as a thought leader. Engage with your network by commenting on relevant posts and joining CRE-focused groups. Post consistently, but prioritize quality over quantity.

Instagram

Instagram is perfect for showcasing your properties’ unique features and amenities. High-quality photos and videos, along with compelling captions, can help you attract potential tenants or buyers. Use hashtags strategically to increase your reach, and don’t forget to engage with your followers by responding to comments and messages.

Facebook

Facebook offers a mix of personal and professional networking opportunities. Create a business page to share updates, property listings, and industry news. Join local CRE groups to connect with potential clients and partners. Consider running targeted ads to reach your ideal audience and drive traffic to your website.

Twitter

Twitter is a fast-paced platform where you can share quick updates, industry news, and thought leadership content. Engage with other CRE professionals by retweeting and commenting on relevant posts. Use hashtags to join trending conversations and increase your visibility.

YouTube

Video content is a powerful tool for CRE marketing. Create virtual property tours, testimonial videos, and educational content to showcase your expertise. Optimize your videos with relevant keywords and engaging descriptions to improve your search rankings and attract more views.

Leveraging LinkedIn for Commercial Real Estate Success

LinkedIn, the world’s largest professional networking platform, is a goldmine for commercial real estate professionals. With its vast network of business leaders, decision-makers, and influencers, LinkedIn provides an unparalleled opportunity to connect with potential clients, partners, and industry peers.

To make the most of your LinkedIn presence:

• Optimize your profile:

  • Craft a compelling headline
  • Use a professional headshot
  • Showcase your expertise and achievements in your summary and experience sections
  • Aim for an “All-Star” profile to increase your visibility and credibility

• Create a company page for your CRE business:

  • Serve as a hub for your brand
  • Share updates, showcase properties, and engage with your audience
  • Encourage your employees, clients, and partners to follow your page and share your content to amplify your reach

• Balance educational and promotional content:

  • Share industry insights, market trends, and actionable advice to establish yourself as a thought leader
  • Highlight your latest deals, property listings, and success stories to demonstrate your expertise and value

• Participate in relevant industry groups:

  • Join discussions, share your knowledge, and offer helpful resources to build relationships and establish your authority
  • Be authentic and avoid overt self-promotion to foster genuine connections

• Maintain a consistent posting frequency:

  • Aim to post at least once a week, but ideally, 2-3 times per week to maintain a strong social media presence
  • Experiment with different types of content, such as articles, images, videos, and polls, to see what resonates best with your audience

Content Type	Posting Frequency	Purpose
Educational posts	1-2 times per week	Establish thought leadership, provide value
Promotional posts	1-2 times per week	Showcase properties, highlight success stories
Industry group engagement	3-5 times per week	Build relationships, demonstrate expertise
Sponsored content	As needed	Reach targeted audiences, drive qualified leads

Finally, consider leveraging LinkedIn’s advertising options to target specific demographics, job titles, or industries. Sponsored content, sponsored InMail, and display ads can help you reach decision-makers and drive qualified leads to your website or landing pages.

By implementing these strategies and consistently engaging with your network, you can harness the power of LinkedIn to build your brand, generate leads, and achieve your commercial real estate goals.

Creating Engaging Content for Your Commercial Real Estate Social Media Strategy

Compelling content is the foundation of a successful CRE social media marketing strategy. To start, create a blog on your website where you can share in-depth articles, market analyses, and success stories that provide value to your target audience. When writing blog posts, focus on addressing their pain points, answering common questions, and offering actionable advice. This approach will help you establish your commercial real estate business as a thought leader in the industry.

To expand your reach and grow your audience, consider guest posting on other industry blogs or partnering with influencers to create collaborative content. This tactic allows you to tap into new networks and showcase your expertise to a wider audience. Once you’ve created your content, promote your blog posts across your social media channels to drive traffic back to your website and encourage engagement.

In addition to written content, incorporate visual elements like images, infographics, and videos to make your posts more engaging. People are more likely to share and interact with visually appealing content, so invest time in creating high-quality assets that align with your marketing strategies. By leveraging social media platforms and creating a robust social media presence, you can effectively showcase your commercial property listings and attract potential clients.

Remember, social media marketing for commercial real estate is not a one-size-fits-all approach. Each social platform has its own unique audience and best practices. Tailor your content to the specific platform you’re using, whether it’s LinkedIn, Twitter, Facebook, or Instagram. By understanding the nuances of each social network, you can create a clear strategy for your social media efforts that maximizes your reach and engagement.

When creating content, consider the following tips:

• Use targeted advertising options to reach your ideal audience and promote your content to the right people.
• Incorporate relevant hashtags to increase your visibility and join conversations related to commercial real estate.
• Engage with your followers by responding to comments and messages promptly, fostering a sense of community around your brand.
• Analyze your social media metrics to understand what type of content resonates with your audience and adjust your strategy accordingly.
• Stay up-to-date with the latest social media trends and best practices to ensure your content remains fresh and relevant.

Consistently creating valuable, engaging content and leveraging social media effectively, you can establish your commercial real estate business as a trusted resource in the industry and ultimately drive more leads and sales. Remember, social media marketing is an ongoing process that requires dedication and effort, but the rewards can be significant for those who commit to building a strong online presence.

Unlocking the Power of LinkedIn Groups for Commercial Real Estate Professionals

LinkedIn is home to a thriving community of commercial real estate (CRE) professionals, with numerous private groups designed to facilitate networking, knowledge sharing, and business opportunities. Joining and actively participating in these groups can significantly enhance your outreach efforts and help you distribute your content to a targeted audience.

Here are some of the top LinkedIn groups for CRE professionals:

1. Pete Asmus’ Real Estate Networking Group (Investor Strategies) – This group focuses on creating a global community on LinkedIn, providing networking opportunities for those involved in commercial or residential real estate, including acquisitions, private lending, distressed notes, construction, design, green development, and asset management.
2. Pete Asmus’ Commercial Real Estate Investment, Development, & Property Management – A dedicated group for those structuring or negotiating developments, investments, workouts, and note purchases in the CRE space.
3. International Council of Shopping Centers (ICSC) – With over 70,000 members across 100+ countries, this global trade association brings together shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials.
4. Building Owners and Managers Association International (BOMA) – As the leading trade association for CRE professionals, BOMA has been representing owners, managers, service providers, and other property professionals for more than a century, covering various commercial building types.

By joining these groups and actively contributing to discussions, you can expand your network, gain valuable insights, and showcase your expertise to a highly relevant audience. Remember to engage authentically, share valuable content, and foster meaningful connections to maximize the benefits of your LinkedIn group participation.

Influencer Marketing and Partnerships

Collaborating with influencers in the CRE space can help you reach a wider audience and gain credibility. Identify influencers who align with your brand values and have a strong following among your target audience. Reach out to them with partnership opportunities, such as sponsored content, joint webinars, or social media takeovers.

When working with influencers, set clear goals and expectations for the campaign. Track metrics like engagement, website traffic, and lead generation to measure the success of your collaboration and adjust your strategy accordingly.

Social Media Advertising

Organic reach on social media can be limited, so consider investing in paid advertising to boost your visibility and target specific audiences. Each platform offers unique advertising options, such as sponsored posts, display ads, and video ads.

To create effective ad campaigns:

1. Define your target audience based on demographics, interests, and behaviors.
2. Craft compelling ad copy and visuals that grab attention and communicate your value proposition.
3. Set a clear call-to-action that encourages users to take the desired action, such as visiting your website or scheduling a property tour.
4. Monitor your ad performance regularly and adjust your targeting, budget, and creativity as needed to optimize your ROI.

Social Media Tools and Management

Managing multiple social media accounts can be time-consuming, but there are tools available to help streamline your efforts. Social media management platforms like Hootsuite, Sprout Social, and Buffer allow you to schedule posts in advance, monitor conversations, and analyze your performance across various channels.

To make the most of these tools:

• Create a content calendar to plan and organize your posts in advance.
• Use analytics to track your progress and identify top-performing content.
• Set up alerts to monitor mentions of your brand, properties, or relevant keywords.
• Delegate tasks to your team members to ensure a consistent and timely presence on each platform.

Measuring Success and ROI

To demonstrate the value of your social media efforts to stakeholders, it’s crucial to track and analyze key performance indicators (KPIs). Some important metrics to monitor include:

• Engagement: likes, comments, shares, and click-through rates
• Reach: number of people who see your content
• Website traffic: visits to your site from social media
• Lead generation: number of leads attributed to social media
• Conversion rate: percentage of leads that convert into clients or closed deals

Use the analytics tools provided by each social media platform, as well as Google Analytics, to gather data and create regular reports. Analyze your results to identify areas for improvement and optimize your strategy over time.

Future Trends and Emerging Platforms on Real Estate Social Media

The social media landscape is constantly evolving, so it’s essential to stay adaptable and open to new opportunities. Keep an eye on emerging platforms like TikTok and Clubhouse, which may offer unique ways to connect with your audience and showcase your properties.

Stay up-to-date with the latest CRE social media trends by attending industry conferences, joining online communities, and following thought leaders in the space. By staying ahead of the curve, you can position yourself as an innovator and gain a competitive edge in the market.

FAQs

How often should I post on social media to maximize engagement?

Post consistently, but frequency varies by platform. Aim for 1-2 posts per day on Twitter, 1 post per day on Instagram and Facebook, and 3-5 posts per week on LinkedIn. Focus on quality over quantity.

What are some best practices for writing blog posts that resonate with CRE audiences?

Address your audience’s pain points, provide actionable advice, and use engaging headlines. Incorporate storytelling, case studies, and expert insights to make your content relatable and valuable. Optimize for search engines with relevant keywords and clear structure.

How can I measure the success of my social media efforts in commercial real estate marketing?

Track engagement metrics like likes, comments, and shares. Monitor website traffic from social media, lead generation, and conversion rates. Use platform analytics and Google Analytics to gather data and create reports. Analyze results to optimize your strategy.

What are the most effective ways to advertise on social media for commercial real estate?

Use targeted ads on LinkedIn, Facebook, and Instagram to reach your ideal audience. Create compelling ad copy and visuals, and set clear calls-to-action. Test different ad formats and optimize based on performance. Monitor ROI closely.

How can I stay up-to-date with the latest trends and best practices in CRE social media marketing?

Attend industry conferences and webinars, join online CRE communities, and follow thought leaders on social media. Subscribe to relevant blogs and newsletters. Experiment with new platforms and features, and learn from your own analytics and audience feedback.

How does social media help in promoting commercial properties online?

Social media platforms allow commercial real estate professionals to share property listings, videos, and virtual tours, and engage with potential buyers or tenants directly through messaging features.

What role does social media play in the growth of commercial real estate businesses?

Effective real estate social media can help commercial real estate businesses connect with a broader audience, strengthen brand reputation, increase website traffic, and ultimately drive sales and leasing opportunities.

Conclusion

Social media marketing is a powerful tool for CRE professionals looking to expand their reach, build relationships, and close more deals. By setting clear goals, leveraging the right platforms, creating engaging content, and measuring your success, you can effectively showcase your properties and establish yourself as a trusted expert in the industry.

Remember, social media is an ongoing journey – it requires consistent effort, adaptation, and a willingness to learn and grow. But with the right strategy and mindset, you can unlock the full potential of social media and take your CRE business to new heights.

Are you ready to elevate your commercial real estate marketing game? Schedule a consultation with me today, a real estate agent and let’s develop a tailored social media strategy that will help you connect with your ideal clients, showcase your properties, and achieve your business goals. Together, we can harness the power of social media to take your CRE success to the next level!