Every experienced CRE pro knows how you promote your listing will significantly impact your success—regardless of market trends or which segment you're targeting. By creating an informative, captivating, and useful property website, you’ll increase demand and, inevitably, boost competition between tenants or buyers. But if you treat your listing like an afterthought or inadvertently leave out essential details, you’ll limit your potential.
To help ensure you’re doing everything possible to optimize your listing, maximize your engagement, and generate more leads, we’re sharing a few tips for creating an irresistible property listing.
When preparing to promote a new real estate listing, there are seven things you’ll need to keep in mind:
1. Select the right photos
Remember: most buyers scroll through property photos before reading the details. And because the primary image you select is the first impression potential buyers will have of your listing, it’s crucial you choose something high quality, well lit, and inviting. Additional photos will help tell the property's story and get people excited about its potential.
For office space, it’s a good idea to use photos that showcase the lobby, common areas, natural light, and window views. For manufacturing facilities, you may want to include wide-angle images that illustrate the magnitude of the space, plus shots of existing infrastructure or technology that could sweeten the deal.
2. Ensure you’re covering key details
Missing even one key detail could impact your listing’s performance. Here are six things you can’t forget to include:
3. Consider how you’ll collect leads
Most brokers know you need a form to collect lead information, but it’s also essential you consider the process as a whole.
First, you need to encourage viewers to fill out the form by giving them something in return. For example, while you may provide basic details to anyone who visits your listing site, you may want to keep a few documents behind a form—especially if you need visitors to electronically sign a confidentiality form to view it.
Then, you need to ensure the data you’re collecting is automatically synced with your CRM so you can quickly contact leads and guide them onto the next phase of the process.
4. Provide contact information
In some cases, prospects may be ready to act immediately and not interested in waiting for a call back—especially if they’re in a competitive market and prepared to make a deal. For those instances, it’s important you include your brokers' names, email addresses, and phone numbers so potential buyers can reach them immediately.
Even if you don’t anticipate prospective tenants or buyers reaching out, including contact information will give prospects insight into who they can expect to hear from should they fill out a lead form, or who they can contact about similar listings.
5. Take advantage of branding opportunities
A property website provides you with the ability to brand your listings, which can help you build brand recognition within your market and ensure there’s no mistake about which broker or firm owns the listing.
Just make sure you include your logo and brand colors to keep a cohesive experience between your property listings and your primary website.
6. Remember, location is critical
As you already know, buyers care a lot about location. Including a map on your listing will make certain prospects are well aware of the neighborhood and can easily find the spot when they’re ready for a tour. Plus, it prevents potential buyers from navigating away from the listing to plug the address into Google.
7. Highlight what makes your listing unique
Make it clear to prospects why your listing is different from similar options on the market, and what they’ll enjoy from your property that they may not be able to find elsewhere. Robust content can tell a story that resonates with your prospects and encourages them to take the next step.
Here is a sample checklist you can use to make sure you don’t miss anything when creating your next listing.
Basic details
Photos
Lead form
Content to be gated (i.e., confidential documents)
CRM integration
Contact Information
Branding
Location
For busy CRE pros, the idea of building and publishing a professional-looking website can be daunting. That’s why it’s a good idea to identify ways to automate the process.
With Buildout Marketing, you can create beautiful, branded, easy-to-edit commercial property listing websites that are automatically populated with all the property details you’ve collected. And each website has its own unique URL within your website, which will help boost your site higher in search engine results and help you beat your competition. Plus, you can rest assured all lead details will land in your CRM so you can spend your time doing what you do best: satisfying customers and making deals.
Contact us to learn how Buildout’s marketing platform can help you instantly create property websites that stand out, generate leads, and streamline your deal process.
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