My Philadelphia colleagues invited me to their office last week to speak about social media and technology as tools for leasing. I’ve presented on this topic to various groups but this was the most thought provoking. The audience was comprised entirely of brokers like me.
While I was planning to use Powerpoint, the presentation quickly turned into a lively discussion that went right to the bottom line benefits. Because brokers like to talk, I didn’t even have to finish my own sentences. Here is the first of a few takeaways:
The internet is beginning to move the needle toward a more targeted, analytical approach to marketing real estate as it has for so many other industries. Commercial real estate companies have to stop thinking about marketing as an excuse to create glossy brochures. Rather, it is a way to target prospects and turn them into customers via Twitter, Facebook, LinkedIn, YouTube, blogs, blog comments, and property websites with calls to action. These are all tools that will help salespeople, marketers, and brokers fill the top of their sales funnel.
To effectively manage all of these media, you have to be a marketing machine with a strategy. If your company has a marketing team like ours, they should be developing the strategy and helping you implement it. Marketing isn’t about fancy brochures. It’s all about getting found online.