Goodbye vacancies: The 1x1 of commercial space marketing

Goodbye vacancies: The 1x1 of commercial real estate marketing

Without effective and efficient marketing measures, it will be difficult to survive in today's competitive commercial real estate market in the long term. This includes, among other things, the creation and use of market analyses. By regularly analyzing data such as price fluctuations, vacancy rates and demographic changes, companies can gain valuable insights and derive measures from them. Identifying the ideal tenant for each property based on the surrounding ecosystem and tailoring marketing materials to these groups are crucial steps.

These are just some of the challenges that marketers face on a daily basis. The following blog article describes the current situation around commercial real estate marketing and shows how marketers can reduce the duration of their vacancies

Online marketing

The first factor is almost a nobrainer, the online advertisement. Nowadays, it is essential to advertise properties online on existing marketplaces and portals, as this is where the majority of searchers can be found. Online listings should be comprehensive and include all the important details such as square footage, zoning, price, location and amenities. These are supplemented by professional photography and, in the case of larger properties, aerial photography using drones.

What many forget or neglect, however, is the management and improvement of the online presence. Many companies place their properties online once and leave these advertisements as they are until the property has been let. True to the motto: out of sight, out of mind.

Implementing SEO strategies through the constant optimization of web content with relevant keywords and regular updates can increase visibility and generate more and, above all, high-quality leads.

Technology and innovation

The use of technology can significantly improve the return on marketing efforts. Investing in 360° tours and virtual realities allows potential tenants, especially those who are not on site, to visualize the space without having to take a physical tour. Publishing these images in the online advertisement or making them available when first making contact can reduce costs and resolve misunderstandings at an early stage. Furthermore, there is already a wide range of software available today that can digitize the rental process and automate standardized steps.

Paid advertising

Targeted advertising on platforms such as LinkedIn for B2B marketing addresses ads directly to business owners and decision-makers in specific industries. Pay-per-click (PPC) campaigns on platforms like Google can also be very effective if targeted correctly. Content marketing that develops informative articles on market trends and guides on hiring positions the company as an opinion leader and adds value to its services.

Attractive conditions

Dynamic conditions and negotiable contract details are almost a must nowadays. It is therefore all the more surprising that many real estate management companies still allow little or no leeway when it comes to the rental agreement. Flexibility in lease terms, such as shorter terms, early terminations or scalable spaces that grow with the tenant's needs, together with incentives such as rent-free months or lower rates for the first year, will greatly increase the attractiveness and, above all, the added value for the renting party.

First impressions count!

Many people always talk about it, but very few pay the necessary attention to first impressions when creating an advertisement. The fact is, improving the physical appearance has a considerable influence on tenants' decisions. Renovations, façade improvements and regular maintenance ensure that the foundation for a positive first impression is in place. However, all these aspects are (in most cases) not decisive when it comes to whether a prospective tenant clicks on the advertisement. The visuals, i.e. the images, are responsible for this. These are still neglected or poor quality images are used.

In addition, the invisible processes are also of great importance when it comes to first impressions. Ensuring a quick response to an inquiry through efficient CRM systems and the implementation of tracking systems for interested parties can keep the objects in the mind of the interested party and have a positive influence on perception.