More than ever, having an online presence is a necessity for commercial real estate marketing campaigns to be successful.
With 80% of prospective tenants and investors starting their property searches on commercial real estate platforms and search engines, the best way to enhance your listing’s visibility is to create a dedicated property website. Let’s take a closer look at some of the most important benefits of having a property website and how they can directly impact your marketing and sales efforts.
Build a Marketing Foundation Consistent with Your Brand
Your property’s website will become a vital tool in engaging with prospects online and helping transmit credibility and professionalism. Having a well designed, attractive website instantly creates a good impression and memorable experience, increasing user engagement.
As a marketing foundation, a property website helps streamline the presentation and communication process because it not only provides a branded URL that is easy to remember and share across online and offline channels (e.g., business cards, building signage and brochures), but also ensures your information is in one central place that is easy to share with prospects.
Consistency is key, so ensuring your branding is correctly utilized across your entire property offering will further increase trust in your business.
Attract a Larger Percentage of Leads
A property website that is search engine optimized will immediately give you an advantage in gaining organic exposure for your listings. You can continue expanding your online presence by adding the website link to commercial real estate listing sites like QuantumListing, press releases, news articles and blogs, social media posts and even your email signature.
Your prospects can learn about the key property facts at 2am in bed or at 30,000 feet on their phone. When a prospect who isn’t already on your broker team’s radar wants to learn more, a property website can capture contact details so you can reach out and engage those leads. Your website can offer downloadable documents related to the property, requiring a form completion to access them. These form submissions represent new leads your brokers can start working on immediately, filling your pipeline and shortening the sales cycle.
Build Credibility and Trust
A well-built property website achieves two objectives:
- It offers an easy-to-use, interactive interface for potential tenants to learn more about the property when and how they want.
- It highlights your marketing capabilities and builds credibility with prospective clients, showing that you invested additional money on promotion.
In order to meet the above criteria, a property website must have a functional design and meet the current expectations of the industry – load quickly, work seamlessly on all devices, and provide all information needed during the early stages of research.
If it does these things well, it will establish your site as a trustworthy brand that prospective tenants, clients, and investors are willing to further engage.
Property websites provide greater visibility, project a higher degree of professionalism, and help engage with (and convert) a higher number of prospects into leads. In 2019, having a centralized, branded, and streamlined web presence for your listings is not optional: it is an absolute necessity for any CRE professional looking for a way to streamline business and gain an edge over the competition.