This is the fourth blog post of the five-posts-serial on commercial real estate lead generation.
If you want to read the previous parts here are the links:
- Commercial Real Estate Lead Generation: Is Online Marketing The Smart Way To Go?
- Commercial Real Estate Lead Generation: Skip Cold Calling & Focus On Hot Leads
- Commercial Real Estate Lead Generation Costs – To DIY Or Not
My main focus in this blog post is to explain what you’ll need to build a commercial real estate lead generation.
But, first things first: why doing this by yourself can turn out to be a huge mistake?
Reminder: Why Building A Commercial Real Estate Lead Generation By Yourself Is Not For The Faint Hearted?
We’ve already discussed the multiple possible ways to build a commercial real estate lead generation: in-house marketing, listing sites, and freelancers.
Still, online marketing is extremely difficult to DIY.
First, let me introduce you to some of the categories of online marketing:
- Social Media Marketing
- PPC – Paid Advertising
- Content Marketing
- Email Marketing
- Lead Generation
Have in mind that each one of these requires an immense amount of time to study, to eventually become familiar with different sides of marketing and how to use them for your benefit.
It is not an easy job to achieve.
And certainly not overnight.
Secondly, once you’re done with that, you’ll need to learn how to measure the success of your online marketing strategy. Which means more time to invest in learning about analytics and how to use analytics tools to read the data correctly…
As you can see, this is a complex and ongoing task, that requires constant learning. It is not something that can be done on the side. It needs dedication and competence to build a successful commercial real estate lead generation.
Not to mention that your competitors are also online.
With their own way to build their commercial real estate lead generation.
That implies that you’ll need to find a better way than them to position your brand.
Maybe, just maybe, all of this would be easier if the standards in the online industry were steady as a rock.
Picture this: you learn all of it and that’s it – there are no updates, no changes in the Google algorithms or politics, no latest trends that change how you retarget the audience on Facebook. Now, wouldn’t that be great!
Unfortunately, this is not the case in the online marketing industry.
There are constant updates, and what’s trending today may be history by tomorrow.
This is why online marketing is a difficult, time-consuming and ongoing skill to learn. One needs to be dedicated and constantly follow new trends and strategies.
I hope this painted a clear picture for you how effective online marketing is very difficult to do on your own. And that is the precise reason why every CEO of a CRE agency needs an outside team of experts.
Now that you’re aware of this, let me ask you something:
How Bad Do You Want To Build A Lasting Commercial Real Estate Lead Generation?
I believe there’s only one valuable answer to this question – ‘pretty bad since the success of my business depends on it.’
If we are on the same page, let’s see what it takes to build a lasting commercial real estate lead generation.
1. Create Unique And Valuable Content
Why creating quality content with zero plagiarism is essential to create a commercial real estate lead generation?
Blogs Have Become A Crucial Part Of Any Online Marketing Strategy
To have the ‘Blog’ category on your company’s website is not just about writing something related to your industry or brand; it’s so much more.
For example, having a blog section on your site can increase the chances of indexed pages by any search engine by 434%! Yup, that’s a correct number.
Check out some other stats related to blogging:
Image Source: Blogging Statistics – Infographic
Unique content will show to your commercial real estate lead generation that:
- you’re an expert in what you do,
- your team is constantly learning and improving its knowledge, and
- you’re unselfishly sharing that knowledge with anyone who wants to stay informed in the industry.
Increase Of Trust Among Potential Customers
If you constantly update the blog section on your website for any topic that’s related to your business and industry, you will gain positive feedback.
And in the online world, positive feedback is equal to increased website traffic, social sharing, and increase on the subscribers’ list.
Ultimately, this will lead to building that commercial real estate lead generation list you are after.
Perhaps you have second thoughts on how important blogging is to gain trust?
Well, read these stats first:
Image Source: Blogging Statistics – Infographic
As you can see, these numbers are not to be underestimated.
For example, 70% of potential clients are learning about your business through content, and that is something to consider when creating a content strategy.
Increase Of The Organic Search
The bigger the number of regular users = the bigger organic traffic on your website.
People will get to know a bit more about your brand, and this can open a few doors for making your commercial real estate lead generation a lot easier.
When you are done with organizing your content strategy, it’s time to move on to social media.
2. Increase Your Presence On Social Media
There are multiple social media networks to choose from to build your commercial real estate lead generation. Facebook, Instagram, Twitter, LinkedIn, Pinterest are the most popular ones.
But why should you use social media as part of your online marketing strategy?
Social Media Is The New Word Of Mouth
If you are a brand who is excellent at engaging with your audience on social media, users will like you.
And if you’re bad at it, users will be mean to you.
Nowadays, everything is shared on social media fairly easy.
That’s why it’s extremely important for your social media accounts to be run by someone who knows a thing or two about PR (public relations) on social media.
You can build a commercial real estate lead generation in no time if you know the rules of this so-called social media game.
Reach Your Target Audience On The Social Network
If ‘every social network’ is your goal, your message will not reach that specific audience you are aiming at.
You need to have a team that will do proper research of where exactly your targeted audience is present at; whether Facebook is the most appropriate place or you need to stick on a more professional level through LinkedIn.
This way, every minute your brand spends on social media will pay off because your team will be one step closer to building a lasting commercial real estate lead generation.
Use Retargeting To Get That Commercial Real Estate Lead Generation
Last, but not least: retargeting is a worthy cost-effective solution for generating leads if you know how to use it.
Basically, retargeting is a marketing process where ads are shown to the users who have visited your website previously.
By using cookies, this is pretty easy to do. The numbers for closing the sale using retargeting as a strategy are up to 70% of the users. Now, that is a huge percentage and something with that kind of value shouldn’t be neglected easily.
You can see it this way: on average, social media users are spending 135 minutes per day on social media.
And it would be a waste of time if you don’t have a quality team to use these stats in your brand’s favor.
Social media is a topic so big, it’s impossible to sum it up in a few pages. That is why I mentioned the most important points that any CEO should be aware of and know how to use to increase the overall success of a business.
Next in line: email marketing.
3. Email Marketing, One Of The Most Successful Lead Nurture Strategy
Email marketing is still one of the most effective ways for converting potential prospects into leads, and, eventually, into customers.
Using email to create your commercial real estate lead generation can be a major success for your brand, and for several reasons:
Cost-Effective Solution For Reaching Your Target Audience
Even in 2019, email marketing is still one of the most popular marketing channels that come at a low cost.
There are no print documentation, no advertising costs, no postage costs.
It has an immense amount of ROI of 4000%.
Or, in other words, for every $1 spent there is around $40 return on investment.
Image Source: Marketer email tracker 2018
At the same time, increased ROI means that the conversion rates will increase as well as the open rates.
And those two KPIs are crucial for measuring the success rate of your email marketing strategy.
Measurable And Precise Results
The beauty of email marketing? There are no guesses – everything can be measured starting from these KPIs:
- Numbers of unsubscribers
- Click-Through rate
- Conversion rates
- Bounce rate
- Open rate
These metrics are more than just numbers and percentages; they are insights into your customers’ mindset and behavior.
You can adapt, change, modify, and test your email strategy according to these insights, and increase the success rate of your email strategy.
Finally, users love email marketing since it speaks to them personally.
It’s better when they see their name at the beginning of the mail because:
- It increases the chance of mail being read
- It increases their trust towards the brand, and
- It increases engagement within the content of the mail.
Also, welcome emails are rating pretty good: their open rate is 82%, which is extremely high and successful.
For all these reasons, the personalized approach in email marketing is highly effective for building a commercial real estate lead generation.
Which means now is the best time to start using it.
And the last piece of the puzzle – PPC marketing.
4. Target The Right Audience With Well-Thought-Out PPC Marketing
PPC (Pay-Per-Click) advertising is as equally important as organic traffic.
Sometimes, it can show even better results than organic traffic – if an expert runs the campaign.
Let’s list other reasons why PPC is great for building a commercial real estate lead generation:
A Fast and Effective Way of Raising Brand Awareness
PPC is great if you want to increase your brand awareness in a short time period.
This marketing strategy can increase brand awareness by up to 80%.
So, if you are a start-up company or you are just trying to increase the number of monthly visitors to your site, this is a very effective way to do it.
Adaptable Campaigns in Real Time
PPC is a really good strategy because you can get measurable results in almost no time.
You can see the results from each campaign, but it’s not just that.
You will get insights on how your website is perceived by the audience or which words are the most suitable for your audience.
For example, you have access to landing page experience.
That means that the campaign creator can see what’s the user experience every time they visit the landing page or for every keyword.
There are three levels of landing page experience:
- Below Average
- Above Average
This way, you can do A/B testing on anything in real time, and see how the changes will influence the results.
It’s an easy, yet effective way to see what your commercial real estate lead generation likes the most.
Use PPC to Move Customers Faster Through the Sales Funnel
The last benefit of PPC marketing for your commercial real estate lead generation is the smoother way of moving the potential clients through the sales funnel.
For example, you can use PPC as a retargeting strategy.
This means that you already have some insights on your prospects, but don’t know their next step.
And this is where PPC comes in quite handy. With well-chosen target audience and countries, in combination with the right keywords, you can build commercial real estate generation fairly easy.
If you are not able to do it by yourself, an outsourced agency can help you build it.
We’ll talk about which professionals are the best at doing this for you in the next blog post.
For now, let’s finish up.
Don’t Miss Out!
Building a commercial real estate lead generation is extremely difficult to do by yourself. For this reason, before making this decision consider all the aspects of this strategy and whether you can do it successfully or not.
Bear in mind that there are many aspects to online marketing, from email marketing, SEO, to content marketing. And each marketing strategy requires a certain set of skills and knowledge, preferably by a professional.
What exactly you need to do to create a quality commercial real estate lead generation:
- Make the most of the sales funnel for potential clients using PPC advertising
- Writing great and unique content to increase the trust in your brand
- Posting more often on social media to increase engagement
- Use email marketing to improve conversion rates
Up to this point, we have talked about different ways of how to build this strategy. And the conclusion is that the best way to go about it is to hire an outsourcing agency.
In the next blog post, I’ll talk about one agency whose specialty is building a commercial real estate lead generation with great results.
But, if you don’t want to waste any more time, give us a call today.
Our marketing agency has a proven record of generating CRE leads. Check us out and see what we can do for you.