5 Top Strategies for Marketing Your Commercial Space

20 September 2023, by Verity Editor

empty office with tables, chairs and a writing board

In the competitive world of commercial property real estate, marketing your commercial space is not just a good idea; it’s essential.

Whether you’re a landlord trying to fill vacant properties or a business owner hoping to generate additional income from your workspace, a good marketing strategy helps ensure your commercial space gets the attention it deserves.

Ready to discover which strategies are right for you?

Let’s get started.

The Power of Marketing

Before diving into specific strategies, let’s highlight the significance of marketing for commercial spaces.

Effective marketing can help:

  • Boost occupancy rates (and ensure quality tenants!): With the right marketing approach, you can be more selective about the type of tenants you want to attract. This not only reduces vacancy periods, it also reduces costs associated with relisting your property due to undependable tenants.
  • Enhance property value: Elevating the perceived value of your space will allow you to command higher rental or purchase prices.
  • Strengthen brand image: Showcasing your property and business in the best possible light will help you elevate your reputation in the market.
  • Promote long-term relationships: Giving off the best first impression will help you build a solid foundation for lasting connections with tenants or clients.

Now that you know the benefits of effective marketing for your commercial space, what strategies will help you reap these rewards?

1. Segment Your Target Audience

Before embarking on an effective marketing journey, it’s important to identify your ideal audience. Casting a wide net might seem appealing at first, but focusing on a specific target audience will help ensure you’re drawing in tenants you can rely on long-term.

To help define your ideal tenants, we recommend:

Conducting market research: Begin by researching the local commercial real estate market. Understand the demographics, industries, and businesses that thrive in your area.

Creating tenant personas: Develop detailed tenant personas based on your research. Consider factors like business type, sector, company size, budget, and space requirements. Give your personas names and backstories to make them relatable.

Analysing your property: Evaluate your commercial space’s unique features and advantages. This can include location, amenities, accessibility, and more. Align these features with the needs and preferences of your target audience.

Conducting a competitor analysis: Study your competitors. Who are their tenants, and why do businesses choose them? Identifying gaps or opportunities in the market can help you refine your target audience.

Tip: To ensure a successful marketing strategy, your marketing team’s approach to unique market segments should be flexible. For example, for retail clients, you might want to highlight the square footage of your property, while for corporate clients, you’ll want to advertise the adaptability of office layouts or proximity to business hubs.

2. Build Your Online Presence

While many commercial landlords might think investing in a strong online presence is unnecessary, the reality is that circumstances can change, and tenants can come and go at short notice.

That’s why it’s vital to have somewhere prospective tenants can quickly verify your property’s existence, research key details about its suitability for their needs, and discover the best way to reach you.

To give yourself a sustainable competitive advantage online, we suggest:

Creating a modern website

Think of your website as a digital business card. A well-structured, up-to-date website can be a powerful marketing tool, providing visitors with essential information and helping create a positive first impression.

We recommend developing an attractive, functional website featuring property listings, team profiles, and client testimonials.

Setting up your Google Business Profile

Setting up your Google Business Profile is a fundamental step in enhancing your online visibility.

This valuable tool enables you to manage how your business appears on Google Search and Maps, providing essential information to potential contacts about everything from your opening hours to your contact details.

Leveraging social media and paid ads

Connect with your audience on marketing channels and platforms like LinkedIn, Facebook, Twitter, and Instagram — reaching potential clients where they spend their time online.

Paid ads can also be a great way to boost your visibility with precise targeting that allows you to hone in on specific demographics, industries, or even individuals who match your ideal tenant profile.

Using metrics to inform your marketing decisions

Traditionally, successful marketing strategies are the ones that are consistently optimised to promote customer engagement and are focused on reaching prospective consumers in the most effective and efficient ways possible.

These principles also ring true in the rapidly evolving landscape of commercial real estate. However, it’s vital to remember that as client needs change, so should your marketing goals. This is why monitoring metrics and constantly updating your company’s marketing strategy according to what’s working and what’s not is essential.

3. Create Compelling Visuals

When it comes to marketing your commercial space, your visuals are often what people remember most. From attractive brochure images to striking digital content, compelling visuals can help your property stand out in a crowded market.

Here are some visual elements to consider:

  • Professional photography: Invest in professional photographers who specialise in real estate. They know how to capture your commercial space in the best light, highlighting its unique features and making it look its absolute best.
  • Virtual tours: In today’s digital age, video walkthroughs, virtual tours, and 360-degree photos have become increasingly popular. They provide an immersive experience, allowing potential tenants to explore your space from the comfort of their computer or mobile device.
  • Floor plans: Clear and detailed floor plans can help potential tenants visualise how they can utilise your space.
    Tip: Make sure these plans are accurate and transparent; misinformation can lead to negative word of mouth and complaints about time wasting.
  • Aerial views: Aerial views of the property and its surroundings can provide valuable context to potential tenants. This is because aerial views can showcase nearby amenities, transportation options, and the overall layout of the area.

4. Publish Engaging Content

For retail clients or business owners looking for the perfect property to house their operations, reliability is everything. Setting up a business in a new space takes a lot of effort and planning, so ensuring your tenants feel secure in their relationship with you is essential.

This is where engaging content comes into play. By ensuring your content marketing mix is aimed at educating, informing, and inspiring — you can build trust in your offerings and make committing to a long-term contract more attractive.

Here are some content ideas to consider:

Property guides

Create comprehensive guides that explain the process of leasing or buying commercial space. Provide tips, checklists, and insights to help potential tenants navigate the complexities of real estate transactions.

Blog posts

Establish yourself as an industry expert by sharing regular blog posts covering market insights and property-related tips.

Tip: Blog posts can also be a great way to direct traffic to your website as part of a Search Engine Optimization (SEO) strategy and build awareness of your company.

Client success stories

Showcase success stories of businesses that have thrived in your commercial spaces. Include testimonials and case studies that demonstrate the value and benefits of your properties.

Tenant resources

Offer resources that assist tenants in their decision-making process. This could include guides on setting up utilities, understanding leasing agreements, or tips for optimising office layouts.

Local insights

Share information about the local community, including nearby amenities, public services, and transportation options. Highlighting the advantages of your property’s location can be a significant selling point.

5. Effectively managing your reputation

In an environment where change and uncertainty are so common, it’s vital to seize control of what you can and guarantee your business maintains a stellar reputation. This is why integrating reputation management into your marketing plan can be invaluable for long-term success.

But what type of reputation management should you be focusing on?

In addition to promoting your brand image and highlighting the general safety and protection measures you have in place to safeguard tenant interests, it’s also important to ensure your empty property isn’t running up any unnecessary bills.

How Verity can be of assistance

To effectively manage your fees and costs, you can team up with Verity. Helping you save 100%, Verity helps you navigate the complexities of business rates,providing you with clarity and peace of mind.

From the initial consultation to filing in the last piece of paperwork, we take care of the administrative burden of vacant property costs while you focus your attention on marketing initiatives that attract new tenants!

To learn more about what Verity can do for you as a business or property owner, request a callback from a member of our expert team today.

I have used Verity for several years and I am happy to recommend them. They provide an efficient service in a timely manner.

John Roberts

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