How to Market Your Commercial Property

When it comes to commercial real estate marketing, there are dozens of routes you can take. Listing platforms? Sure. Networking events and Chamber of Commerce meetings? Another great idea. Social media? That works, too.

These are all solid strategies, but the best one for your property depends on what category it falls into, as well as the clients it serves. After all, successful marketing is largely about catering to your target audience — reaching them at the right time, at the right place, with just the right messaging. If you’re not sure what marketing strategy is best for your corner of the commercial real estate industry, use this guide to shed some light.

Commercial real estate marketing for multifamily

In the current landscape (hello, COVID-19), the bulk of your new multifamily tenants will find you online. That means putting an emphasis on your online presence, as well as delivering the look and feel of your development virtually. This could include:

  • Creating virtual, 3D, and video tours (or even augmented reality/virtual reality experiences) that allow potential tenants to “walk through” the community from anywhere.
  • Beefing up your social media presence, leveraging your current tenants as influencers and maybe even advertising on these platforms.
  • Optimizing your website for SEO, largely focusing on geo-specific keywords and phrases.
  • Investing in high-quality photography and videography
  • Listing your units on a variety of platforms (, Zumper, Zillow (NASDAQ: Z) (NASDAQ: ZG),, etc.)

Outside of the digital world, creating incentives is a smart way to differentiate yourself from the pack. This might mean offering a free month’s rate, free movers, waived application fees, or any other concession tenants might find valuable.

Finally, partner up with community organizations. Have your local coffee shop set up a table out front and give away free coffee each Thursday. Put your name on the back of your local Little League team’s shirts, or hang some marketing material on a nearby sandwich shop’s bulletin board. These are all opportunities to get your name out there, raise brand awareness, and get tagged in social media as well.

Commercial real estate marketing for retail

If you’ve got retail properties, you have a unique leg up in your marketing efforts: Your current tenants, who can help.

Let’s say you own property like strip malls or small shopping centers. When your current retailers grow, so does your visibility — and your chances of filling those vacancies.

For these reasons, it helps to not just market your business but also those of your clients. You can do that in a number of ways, but here are some of the more effective ideas:

  • Hosting regular events and market days, especially around the holidays and other celebratory times.
  • Building a search-optimized website with a detailed directory of all your shops and retailers.
  • Leveraging social media marketing, sharing your retailer’s posts, tagging them in photos, and…

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