The commercial real estate industry is a highly competitive and dynamic space where companies need to stay ahead of the curve to succeed. In today’s digital age, digital marketing has become a game-changer for companies looking to expand their reach, generate more leads, and ultimately grow their business. In this context, let’s explore a case study on how a commercial real estate company leveraged digital marketing to achieve its business goals. We’ll take a closer look at the strategies and tactics used, as well as the results achieved, to understand the benefits of digital marketing for commercial real estate companies.
ABC Commercial Real Estate
ABC Commercial Real Estate is a full-service commercial real estate firm that specialises in office, retail, and industrial properties. The company has been in business for over 20 years and has a team of experienced brokers and agents.
ABC Commercial Real Estate was facing stiff competition in the local market and was struggling to generate enough leads to sustain their business. The company had a website, but it was outdated and not optimised for search engines. They were also not active on social media, and their advertising efforts were limited to print ads in local publications.
ABC Commercial Real Estate partnered with a digital marketing agency to develop a comprehensive digital marketing strategy. The agency recommended the following tactics:
- Website Redesign: The agency worked with ABC Commercial Real Estate to create a modern and user-friendly website. They redesigned the layout, updated the color scheme, and added new visuals to make the site more visually appealing. They also optimised the website for search engines by doing keyword research, ensuring that all pages had proper meta tags and descriptions, and making the site mobile-friendly.
- Social Media Marketing: The agency created social media accounts for ABC Commercial Real Estate on platforms like Facebook and LinkedIn. They created a content calendar that included regular postings of industry news, company updates, and engaging visuals. They also ran targeted advertising campaigns on these platforms to reach potential clients based on demographics, interests, and behaviours.
- Email Marketing: The agency helped ABC Commercial Real Estate build an email list of prospects by offering lead magnets like eBooks, whitepapers, and other valuable resources. They then created a series of email campaigns to nurture leads and promote the company’s services. These campaigns included newsletters, promotional emails, and follow-up emails after a lead had interacted with the company’s website or social media.
- Content Marketing: The agency developed a content marketing strategy for ABC Commercial Real Estate, creating blog posts, whitepapers, and other resources that would appeal to potential clients. They did keyword research to identify popular topics in the industry and created high-quality content that provided value to readers. They also promoted this content through social media and email marketing to increase visibility and attract leads.
The digital marketing campaign had a significant impact on ABC Commercial Real Estate’s business. Here are some of the results:
- Increased Website Traffic: By revamping the website and optimising it for search engines, ABC Commercial Real Estate saw a 50% increase in website traffic in the first three months of the campaign. This increase in traffic was likely due to higher search engine rankings, as well as the improved user experience on the website.
- Improved Search Engine Rankings: As a result of the website optimization and content marketing efforts, ABC Commercial Real Estate’s website started appearing on the first page of search engine results for several relevant keywords. This meant that potential clients were more likely to find the company when searching for commercial real estate services in their area.
- More Leads: The company generated 3x more leads in the first six months of the campaign than they did in the entire previous year. This increase in leads was likely due to a combination of factors, including the higher website traffic, improved search engine rankings, and targeted advertising campaigns on social media platforms.
- Greater Brand Awareness: The company’s social media accounts gained thousands of followers, and their content was shared widely, helping to raise awareness of the company’s services. This increase in brand awareness likely contributed to the increase in website traffic and leads, as more potential clients became aware of the company’s offerings.
Overall, ABC Commercial Real Estate’s digital marketing campaign was successful in achieving its goals of increasing website traffic, improving search engine rankings, generating more leads, and raising brand awareness. By using a comprehensive digital marketing strategy that included website optimization, social media marketing, email marketing, and content marketing, the company was able to overcome their lead generation challenges and grow their business.
Read More: Features Of A Successful Real Estate Website
By leveraging digital marketing tactics like website optimization, social media marketing, email marketing, and content marketing, ABC Commercial Real Estate was able to overcome their lead generation challenges and grow their business. The company’s increased online visibility and brand awareness translated into more leads and ultimately, more sales.
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Frequently asked questions
What is digital marketing, and how can it benefit commercial real estate services?
Digital marketing refers to the use of various digital channels and tactics, such as social media, email marketing, search engine optimization (SEO), and content marketing, to promote products and services online. For commercial real estate services, digital marketing can help them reach a wider audience, generate more leads, and build brand awareness.
What are some digital marketing strategies that commercial real estate services can use?
Commercial real estate services can use a variety of digital marketing strategies, such as search engine optimization (SEO) to improve their website’s ranking on search engines, social media marketing to engage with potential clients, email marketing to nurture leads, and content marketing to establish themselves as thought leaders in their industry.
How can digital marketing help commercial real estate services generate more leads?
Digital marketing can help commercial real estate services generate more leads by increasing their online visibility, driving traffic to their website, and engaging with potential clients through social media, email marketing, and other channels. By creating valuable content and establishing themselves as experts in their field, these services can build trust with potential clients and increase their chances of converting leads into clients.
How can commercial real estate services measure the success of their digital marketing campaigns?
Commercial real estate services can measure the success of their digital marketing campaigns by tracking key performance indicators (KPIs) such as website traffic, lead generation, conversion rates, social media engagement, and email open and click-through rates. By analyzing these metrics, these services can optimize their campaigns and improve their overall performance.
What are some common digital marketing mistakes that commercial real estate services should avoid?
Some common digital marketing mistakes that commercial real estate services should avoid include neglecting their website design and user experience, failing to define their target audience and create personalized content, using irrelevant keywords for SEO, and spamming their email list with irrelevant or overly promotional content.