Common Mistakes Commercial Real Estate Marketers Make When Switching to Digital Marketing

7 minute read

Common Mistakes Commercial Real Estate Marketers Make When Switching to Digital Marketing


Many commercial real estate marketers are switching from traditional marketing to digital because of the vast amount of content available in the digital world. By targeting audiences and writing carefully crafted content, digital marketing will generate more leads. As a result, commercial real estate marketers are learning that digital is the way to go.   

While understanding the need to change your marketing strategy to digital is important, the implementation isn’t always easy. There are many questions to consider: Who is your audience? What content will you create? How will you distribute your content? With many changes on the horizon place, it can be easy to misstep along the way.

The following mistakes are common, but can be easy to avoid when implementing a digital marketing strategy:

Creating Incorrect Buyer Personas

Digital marketing is all about targeting a specific audience. As consumers now go online to research their purchases, it’s increasingly important that you serve as a resource. You should offer content that informs and educates your audience. Doing so not only helps educate the audience but helps your business in search rankings. If your team is creating content for audiences that aren’t interested, you will receive little return from the campaign.

To figure out who your company’s best target audience is, develop buyer personas. According to HubSpot, “A buyer persona is a semi-fictional representation of your ideal customer.”

To create one, simply conduct research on your current and potential customers. Focus on their demographics, goals, and challenges to find commonalities that can be put together to create a target persona.

For example, if you are a multifamily development, your buyer persona might be a married mother between the ages of 30 and 35. She may have young children, living in a downtown area, and is interested in finding an affordable, spacious property. Directing your content towards this persona will attract the most ideal visitors to your business, generating more promising leads.

Rushing the Process

A lack of vision and planning in digital marketing can lead to the underperformance of a product or service. Often, companies make the mistake of rushing the process, so they end up posting too much on social media. They might use ineffective technology, or even implement marketing without a proper strategy in place. By not practicing patience to develop the best processes, you’ll reach a limited audience, decreasing the impact of your content.

Instead, slow down. Sit down with your team and map out the main goals you would like to achieve with your new digital strategy. Commercial real estate marketers should consider what content interests your future residents. Maybe they’d like to read a blog about things to do in the area or see social media posts about upcoming events.

Make sure to do your research so you know that your content aligns with your target audience. If you take the time, you will see the results.

Optimizing for the Wrong Keywords

common mistakes commercial real estate marketers make

Keywords are what customers use to find your business on search engines. Therefore, it is important for commercial real estate marketers to optimize important, specific keywords.

Companies new to digital marketing often make the mistake of using keywords that are too broad. Although it may generate a lot of traffic, a vague keyword can be very competitive. It can even attract visitors who aren’t interested in your product or service. Another mistake to avoid is using national or global keywords when your company only works locally.

Instead, use specific phrases that are the most likely to guide a searcher to your page. For example, if you are a Dallas property developer focused solely on building apartments, use a phrase like “Dallas multifamily apartment property developer” in your content. By including such specific keywords in your content, your website will be among the first to show up in searches.

Content for Content’s Sake

Commercial real estate marketers commonly make the mistake of over-producing content. Most believe that if they aren’t pumping out information 24/7 they will lose leads and customers. This then causes commercial real estate marketers to create an overflow of content that tends to be less relatable to the target audience.

Rather, focus on what you want to put out there, and create engaging content. It isn’t the end of the world if you don’t post a blog for a few days, or if you miss a post on Instagram. It is more important to have high-quality content than high quantity.

Consider the cocktail party approach. You wouldn’t spend all of your time talking about yourself at a cocktail party, but rather you engage others in conversation, ask about them, and get to know them. It should be the same with your brand. Brands should spend about 80% of their time conversing with others by posting content focused on its audience, and only 20% advertising themselves. That way, they are mixing aggregated and personal content, and aren’t turning off their audiences by talking about themselves too much. For example, instead of promoting your apartment complex with the phrase, “Our apartments have luxury finishes”, say, “Live the life of luxury you’ve always dreamed of.” This draws the customer in without talking about yourself.

Failing to Promote

No one will see your content if you don’t promote it. Commercial real estate marketers often forget to utilize SEO tactics, which increase the chances of their content being found by their target audience.

Remember the keywords we talked about? Make sure to use proper keywords in your title, headings, and content to help readers find your site. Promotion can also be done through social media. However, make sure you alter your content for each social site so it can perform at its best.

Another way to promote is through email. After you have compiled an accurate email list of leads and customers, send them links to blogs and other updated content. Don’t forget to add a ‘share’ button to social media pages to optimize sharing!

Not Utilizing Resources and Tools

Wanting to have the best marketing technology can sometimes outshine the importance of having resourceful employees. Most marketers decide to burden current employees with the task of managing digital channels on these technologies, leading to confused workers and poor-quality content.

By hiring a specific team with the proper skills to execute digital campaigns, you will see a tangible difference in your technological investment. A great place to start organizing your campaign is with the tool Buffer, a software application for web and mobile that manages multiple social media accounts and allows you to schedule posts in advance for Twitter, Facebook, and LinkedIn.

However, make sure you’re not solely fixated on technology. Customer experience is especially reliant on positive human interaction, and no technology can compare with that.

Failing to Organize Your Lists

common mistakes commercial real estate marketers make

List segmentation is a powerful tool used to group your contacts into different segments based on a particular similarity, such as demographics, industry, pageviews, or psychographics. If your company chooses not to segment its lists, you run the risk of sending irrelevant content to all of your contacts. If your contacts repeatedly see content that isn’t relatable, you may lose a lead.

Increase your chances of converting leads to customers by implementing list segmentation before you push out content. Your contacts will find your information much more engaging, and you can increase email click-through rates by 16 percent.

Separating Commercial Real Estate Marketers and Sales Teams

Keeping marketing and sales teams divided on digital campaigns causes them to compete for the same audience and lose out on utilizing each other. It also creates inconsistencies throughout the company.

Rather, include both teams on all projects related to your digital marketing strategy and campaign. By doing this, your teams will be able to work and communicate on the same level so your digital campaign is consistent all the way through. You may even increase the chances of cross-promoting the other team’s work.

Not Consulting the Experts

Trying to control all aspects of digital marketing is a heavy load to carry. Without the right resources or strategy, it is easy to fall behind in such a fast-paced environment. Your finances may also take a hit, as your ROI is dependent on successful digital marketing campaigns.

Don’t be afraid to consult the experts. Professionals trained in digital marketing will help you develop a better marketing campaign, and can give your company a competitive advantage by introducing you to the latest and greatest digital strategies. Not to mention, your ROI will increase and you will attract even more potential customers.

Avoiding these errors when developing a digital marketing strategy will improve your overall lead attraction, ROI, and future digital campaigns.


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