Generating Leads through Precision Marketing

Transcription

1 Generating Leads through Precision Marketing A qualitative study on how commercial real estate brokers can generate leads through precision marketing.

2 Commercial Real Estate Marketing is Transforming How commercial real estate brokers market themselves, their services, and brand is shifting from traditional marketing to precision marketing. According to a recent RE:Tech Insight study, 15 percent of US commercial real estate brokers are delivering tailored digital marketing messages to deliver local outcomes. More than 65 percent of today s commercial real estate brokers are focused on e- mail marketing and outreach as the primary form of advertising. As a result, an overwhelming majority of today s commercial real estate brokers are not delivering targeted marketing messages to prospective clients. Commercial Real Estate Target Marketing Strategy Commercial Real Estate Marketing Strategy 15% 10% 20% 85% 5% 65% Targeted Marketing Not Targeted Marketing Social Media Mail Other

3 In today s competitive and complex brokerage environment, how do you evaluate the myriad opportunities available to advance to a more precise marketing model? This simple framework outlines the key areas needed to achieve precision marketing. 1. Understand the who, what and why. The Market: As technology continues to impact the US office leasing market, today s commercial real estate brokers need rich data to accurately qualify prospective clients and tenants while delivering relevant content through personalized target marketing. Challenges: In comparison to previous and current forms of marketing and outreach, 85 percent of commercial real estate brokers use generic or cut and paste marketing or outbound marketing to market real estate related services to prospective clients and tenants. Opportunity: High quality demographic data (the who) helps commercial real estate brokers identify a target client or tenant. After a broker knows who their client/tenant is, funding and employee (human capital) data can help them understand what actual services they would require. Lastly, attitudinal data, while difficult to quantify, may assist in identifying the motivations of a client/tenant. For example, a tech startup has received a sizable funding round. They have been courted via marketing by many commercial real estate brokers. A strategic approach to getting a prospective client/tenant could be to (1) better understand their competitors and how they scaled after receiving a similar round of funding and (2) communicate your findings both in a direct or other forms of communication. It is essential to bring data sets together, at the individual level, to paint the complete picture of a prospective client/tenant.

4 2. Reach companies through smart media delivery How can a commercial real estate broker improve lead generation while simultaneously improving their leadership brand? The Market: Through quickly evolving technology, social media marketing can be targeted to companies across any mobile and web device. Social media marketing, specially Twitter, can improve a commercial real estate broker s marketing technique while simultaneously enhancing their thought leadership. Challenges: While social media marketing isn t a new concept, social marketing and advertising in commercial real estate is still a relative new format. Methodologies used by marketers, such general media sharing marketing - which encompasses a wide variety of variables, does not apply to targeted marketing that is essential for commercial real estate brokers. Opportunity: Once a thoughtful post has occurred and media plans are developed, smart media decisioning is used to reach the right audience with the right messages across devices and ad formats. The end result drives campaign effectiveness through better targeting while reducing wasted impressions. While one consumer may be more receptive on mobile devices, someone else may be checking their tablet. In fact, a recent RE:Tech study, hashtags like startup, tech, and hustle are particularly popular among digital companies and tech startups. Deliver more relevant messages across social media platforms and devices to companies where they consume media. *Disclosure - Social media by itself is not a marketing strategy. As a real estate professional, the objective of leveraging social media is to improve income producing activities via lead generation.

5 3. Measure your results. The last step is to close the loop through measurement. The Market: Many commercial real estate brokers use third party marketing tools to deliver digital marketing communication. to measure or marketing campaign results. Challenges: While nearly all commercial real estate brokers consider marketing the primary source of outbound marketing, nearly 89 percent do not improve campaign performance or qualify result metrics. Opportunity: Knowing how to quantify and qualify marketing data will help you make smart decisions. There are many marketing metric methodologies, however the two marketing metrics a broker should concern themselves with are (1) open rate and (2) click through rate. In the event that a commercial real estate broker leveraged social media marketing (ie:twitter) the two primary metrics that would be valuable would be (1) impressions and (2) engagements. At the end of the day, commercial real estate brokers are challenged to drive growth through income producing activities. Precision marketing can now deliver impact at scale.

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