The Power of Primary Data, First-Hand Insights, and Daring Forecasts in Commercial Real Estate PR

What grabs journalists’ attention and resonates with their knowledge-hungry audiences?

In commercial real estate CRE public relations, the answer is providing unique, data-driven insights that inform and engage. Offering primary data, first-hand insights, and bold forecasts will elevate your PR strategy, setting your firm apart as a thought leader and trusted authority. Let’s explore the significant benefits of these tactics and how they can enhance your PR and brand-building efforts.

The role of primary data in CRE PR

Primary data refers to information collected directly from original sources. In the context of CRE, this  includes surveys, interviews, and proprietary research tailored to uncover specific market trends, client needs, and industry shifts. Using primary data in your PR efforts enhances your credibility and establishes your firm as a knowledgeable authority.

When journalists receive pitches presenting original, scientifically collected data, they see valuable information that can support their stories and provide value to their readers. This data gives them fresh insights and a unique angle, making your pitch more attractive. Additionally, primary data helps you craft compelling narratives relevant to current and evolving market conditions.

For instance, an income-generating property owner or operator could conduct a detailed tenant satisfaction survey across different commercial property types to collect primary data. This data can highlight emerging trends, such as increasing demand for sustainable building features or the impact of remote work on office space requirements. These insights assist journalists in developing engaging stories and position your firm as a thought leader in addressing contemporary issues in CRE. 

Leveraging first-hand insights

First-hand insights come from direct experiences and interactions within the CRE industry. These insights are valuable because they offer a unique perspective that can’t be derived from secondary sources. Sharing your experiences, case studies, and lessons learned provides authenticity and depth to your PR content.

Discussing the challenges and successes of a recent project or transaction can offer practical takeaways for your audience. Journalists appreciate these insights because they add a personal touch and human element to their stories. This type of content resonates well with readers, providing real-world examples and relatable experiences.

To illustrate, if you recently completed a redevelopment project in an urban area, sharing insights about navigating zoning laws, engaging with the community, and implementing sustainable practices provides a rich narrative. Journalists can use these details to create compelling stories that showcase your expertise, innovative approaches, and commitment to the community. 

The impact of daring forecasts

Making brave predictions about future market conditions and industry developments will set you apart as a credible industry insider. While some shy away from making predictions, fearing they might be wrong and face criticism or damage to their reputation, it is important to understand the value they bring to your PR strategy.

Bold, data-supported market outlooks capture attention and generate buzz. They position your firm as forward-thinking and willing to take risks, qualities that are highly valued in the CRE industry. Moreover, daring forecasts can increase recurring media coverage as journalists seek your expert opinion on potential future scenarios.

It’s important to note that making forecasts is acceptable (and welcome), even if they don’t come true. Journalists and industry stakeholders understand projections are based on current data and assumptions — they’re not guarantees but educated guesses. Providing a balanced view, addressing both sides of an issue, and offering strategies and contingency plans enhance the value of your predictions and build trust with your audience.

The use of secondary data

Secondary data, which includes information gathered from existing sources such as industry reports, market analyses, and academic studies, can still be valuable in CRE PR. However, it is generally less impactful than primary data because it lacks the exclusivity and timeliness that primary data offers.

When using secondary data, attribute it correctly and enhance it with your unique insights. Consider referencing a well-known industry report on market trends and providing insights on how these movements might play out in your local market. This blend of secondary data and personal analysis gives journalists a richer, more nuanced story. Your analysis and interpretation of the data add value and demonstrate your expertise. 

Integrating primary data, insights, and forecasts in PR strategies

To maximize the impact of your PR efforts, it’s essential to incorporate primary data, first-hand insights, and daring forecasts into a cohesive strategy. Here are some best practices:

Developing a Comprehensive Strategy

Outline your goals, target audience, and key messages. Determine the primary data you need to collect, the insights you can share, and the forecasts you can confidently make.

Presenting Data Effectively

Use clear visuals such as charts, graphs, and infographics to present your data. Highlight the key takeaways and explain their relevance to the current market.

Engaging with the Media

Tailor your pitches to the interests of individual journalists. Provide them with exclusive access to your data and insights, and offer to share more details through interviews or guest articles.

Using the Right Platforms

Disseminate your findings through multiple channels, including press releases, social media, industry blogs, and webinars. Ensure your content is accessible and engaging across all platforms.

Emphasizing Value Creation

Always focus on how your data and insights provide value to journalists and their audiences. Explain why your findings are significant and how they can be leveraged to inform decisions or spark discussions. 

Other things to watch for

While primary data, first-hand insights, and daring forecasts can significantly enhance your PR strategy, there are challenges to consider:

Ensuring Accuracy

Data collection and analysis must be thorough and precise. Inaccurate data can damage your credibility and trustworthiness.

Building Trust

Transparency is vital. Be open about your data sources, methodologies, and assumptions. Address any limitations or uncertainties in your findings.

Balancing Boldness and Caution

While daring forecasts can generate buzz, balancing bold predictions with tempered perspectives is crucial. Offer strategies and contingency plans to address potential risks and uncertainties. 

A proven PR strategy

Integrating primary data, first-hand insights, and daring forecasts into your CRE PR strategy can significantly enhance your firm’s visibility, credibility, and influence. These elements attract media attention and provide valuable content that resonates with audiences. Embracing thought leadership and data-driven insights positions your company as a trusted authority, drives innovation, and builds lasting relationships with clients and stakeholders.


Your Turn

Share your experiences with primary data and forecasts in the comments. How have these elements impacted your PR efforts?

Join the conversation and connect with industry peers to further enhance your PR strategies.

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Learn how to effectively present your brand, build relationships, and generate leads at commercial real estate trade shows with strategic planning, engaging booth designs, and effective marketing techniques.

Trade shows are a cornerstone of brand building and business development in the commercial real estate industry. These events provide an unparalleled opportunity to connect with potential clients and partners, showcase your brand, and generate valuable leads. A well-executed trade show strategy will significantly enhance your brand’s visibility, establish meaningful relationships, and drive business growth.

Let’s explore strategies to help you present your brand, build relationships, and capture leads at CRE trade shows.

1. Define your goals and objectives

The foundation of a successful trade show presence begins with setting clear goals and objectives. These targets will guide your planning and execution, ensuring your efforts are focused and measurable. Common objectives include generating leads, increasing brand awareness, networking with industry professionals, and showcasing new products or services.

To measure success, establish specific, quantifiable targets. For instance, seek to collect a certain number of leads, schedule a set number of meetings, or achieve a specific level of social media engagement. Clear goals will help you evaluate your performance and identify areas for improvement.

2. Create a captivating booth design

Your booth is the physical representation of your brand at the trade show, making its design crucial to attracting attention and leaving an indelible impression. An eye-catching booth reflects your brand’s identity and values while standing out in a crowded exhibition hall.

Key elements of effective booth design include:

  • Layout: Ensure your booth layout is open and inviting, with designated areas for product displays, seating, and private meetings.
  • Graphics: Use high-quality graphics and signage that clearly communicate your brand message and value proposition.
  • Lighting: Effective lighting will highlight focus areas of your booth and create a welcoming atmosphere.

Consider incorporating interactive elements, such as touchscreens or virtual reality experiences, to engage visitors and provide them with a memorable experience. An attractive, well-organized booth not only draws in attendees but also encourages them to spend more time learning about your offerings.

3. Develop engaging marketing materials

High-quality marketing materials are essential for making a strong impression at trade shows. These materials should be visually appealing and convey your key messages clearly and concisely. Essential marketing materials include:

  • Brochures: Create professional brochures highlighting your services, case studies, and client testimonials. Ensure they are easy to read and visually engaging.
  • Business cards: Design business cards consistent with your brand’s visual identity. Include all necessary contact information and consider using a unique design or finish to make them stand out.
  • Promotional items: Distribute branded giveaways that are useful and memorable, such as pens, notepads, or tote bags. These items keep your brand top of mind even after the event.

Investing in high-quality visuals and impactful copy will help your materials stand out and communicate your brand’s value. 

4. Train your team for effective engagement

Your booth staff is critical in engaging with attendees and conveying your brand’s message. Training your team to be approachable, knowledgeable, and persuasive is essential for creating positive interactions with potential clients.

Key training points include:

  • Approachability: Encourage your team to be friendly and proactive in initiating conversations with attendees.
  • Product knowledge: Ensure your staff is well-versed in your products or services and can confidently answer questions.
  • Consistent messaging: Train your team to communicate your brand’s key messages consistently and clearly.
  • Professionalism: Emphasize the importance of professionalism in dress, behavior, and interactions.

A well-prepared team will create a positive impression and effectively represent your brand. 

5. Utilize technology to enhance your presence

Incorporating technology into your trade show strategy will significantly enhance your booth’s appeal and engagement. Consider using the following tech-driven tools:

  • Digital displays: Use digital screens to showcase videos, presentations, and interactive content highlighting your offerings.
  • Interactive kiosks: Set up kiosks where attendees can explore your products or services at their own pace.
  • Virtual tours: Offer virtual tours of your properties or services to provide a comprehensive and immersive experience.
  • Social media: Use social media platforms to share live updates, engage with attendees, and reach a wider audience beyond the trade show floor.

Leveraging technology will help you attract attention, engage visitors, and create a more dynamic and memorable experience. 

6. Plan your pre-show and post-show strategies

A successful trade show strategy involves effective planning before and after the event. Pre-show marketing is essential for generating interest and ensuring a strong presence at the event.

Pre-show strategies include:

  • Email campaigns: Send targeted email campaigns to your existing contacts, inviting them to visit your booth and highlighting what you will showcase.
  • Social media posts: Use social media platforms to build anticipation and engage with your audience before the event. Share details about your booth location, special promotions, and any scheduled presentations or demonstrations.
  • Appointments: Schedule meetings with key prospects and partners in advance to ensure meaningful interactions during the show.

Post-show follow-up is equally important for maintaining the connections you made and converting leads into clients.

Post-show strategies include:

  • Follow-up emails: Send personalized follow-up emails to the contacts you met, thanking them for visiting your booth and providing additional information about your offerings.
  • Social media engagement: Continue to engage with attendees on social media, sharing highlights from the event and responding to any questions or comments.
  • Lead nurturing: Implement a lead nurturing strategy to stay in touch with prospects and guide them through the sales funnel.

Effective pre-show and post-show strategies will maximize the impact of your trade show participation. 

7. Capture leads: Old-school and tech-driven approaches

Capturing leads is a primary objective at trade shows. Combining traditional and tech-driven approaches will enable you to gather contact information and qualify prospects strategically.

Traditional methods include:

  • Business card exchanges: Encourage attendees to drop their business cards in a bowl or box for a chance to win a prize. This simple method can generate a significant number of leads.
  • Lead capture forms: Use paper forms to collect contact information and specific interests from visitors. Ensure your forms are easy to complete and include essential details.

Modern methods include:

  • QR codes: Place QR codes on your booth materials that link to digital lead capture forms. Attendees can quickly scan the codes with their smartphones to provide their information.
  • Lead retrieval apps: Use lead retrieval apps to scan attendees’ badges and capture their contact details electronically.
  • Digital contact sharing: Equip your team with digital business cards or apps that enable seamless sharing of contact information with attendees.

Combining these approaches ensures you can capture leads quickly and conveniently, catering to attendees’ preferences and enhancing your follow-up efforts. 

8. Build relationships through networking events

Building relationships is critical to long-term success in the CRE industry. Trade shows offer numerous networking opportunities, both at your booth and during scheduled events.

Networking tips include:

  • Attend networking events: Participate in official networking events, receptions, and parties to meet industry professionals and potential clients.
  • Host your own event: Host a private event, such as a breakfast or cocktail hour, to create a more intimate setting for meaningful conversations.
  • Be prepared: Have a clear pitch and conversation starters ready to engage attendees and make a lasting impression.
  • Follow up: After the event, follow up with new contacts to maintain the relationship and explore potential opportunities.

Building strong relationships through networking will lead to valuable partnerships and business opportunities. 

9. Showcase your expertise through presentations and panels

Presenting at trade shows will position your brand as an industry leader and attract more attention to your booth. Participating in speaking engagements, panels, or workshops allows you to share your expertise and connect with a broader audience.

Tips for effective presentations include:

  • Engaging content: Prepare informative presentations addressing current industry trends, challenges, and solutions.
  • Practice: Rehearse your presentation to ensure smooth delivery and confidence.
  • Interactive elements: Incorporate interactive elements, such as Q&A sessions or live demonstrations, to engage the audience.
  • Promotion: Promote your speaking engagement through your marketing channels to attract attendees to your session.

Showcasing your expertise through presentations will enhance your credibility and draw more enthusiastic prospects to your booth. 

10. Collect and analyze feedback

Gathering feedback from trade show attendees is essential for continuous improvement. Understanding what worked well and what areas need enhancement will refine your strategy for future events.

Methods for collecting feedback include:

  • Surveys: Distribute surveys to booth visitors in paper form or digitally to gather their opinions and suggestions.
  • Social media: Monitor social media channels for feedback and comments from attendees about your booth and overall trade show experience.
  • Post-show meetings: Hold debrief meetings with your team to discuss observations and gather their input on what worked and what can be improved.

Analyzing feedback will provide valuable insights to enhance your trade show strategy and achieve better results in the future. 

Maximize your impact

A well-executed trade show strategy will boost your brand’s visibility, build meaningful relationships, and generate valuable leads in the commercial real estate industry. Defining clear goals, creating an engaging booth design, and developing high-quality marketing materials are essential steps to maximize the impact of your trade show participation.

Training your team, utilizing technology, planning pre-show and post-show strategies, capturing leads effectively, networking, showcasing your expertise, and collecting feedback are also imperative. Investing time and resources in meticulous planning and execution will ensure your success at CRE trade shows and support business development and revenue growth.

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Explore the STP marketing model's role in commercial real estate with our comprehensive guide. Learn how segmentation, targeting, and positioning can refine your marketing strategies, attract qualified leads, and drive successful deals in the CRE sector.

In commercial real estate, aligning marketing strategies with business objectives is integral to success. The Segmentation, Targeting, Positioning (STP) marketing model offers a structured approach to identifying the most lucrative segments, focusing efforts on the most promising markets, and crafting messages that resonate with the target audience. This article explores the application of the STP model in the CRE industry, providing a roadmap for professionals looking to launch or refine their marketing strategies.

Understanding the STP Model

The STP marketing model is a strategic approach that breaks down the marketing process into three steps: Segmentation, Targeting, and Positioning. Originating from the broader marketing discipline, STP has evolved to become a cornerstone of strategic marketing, offering a framework for businesses to connect and communicate with their desired audiences more effectively.

Segmenting the CRE Market

Market segmentation involves partitioning a broad market into smaller subsets of consumers with common needs or characteristics. In CRE, effective segmentation can be based on various criteria:

  • Geographic: Location-based segmentation, such as urban vs. rural areas or specific regions.
  • Demographic: Based on company size, type of business, or decision-maker roles.
  • Psychographic: Lifestyle or organizational culture preferences.
  • Behavioral: Past purchasing behavior or property usage patterns.

Tools like market research surveys, industry reports, and analytics platforms are invaluable for identifying and understanding these segments. For instance, a CRE firm can identify a segment of tech startups looking for flexible office spaces in urban centers.

Targeting the Right CRE Segments

After segmenting the market, the next step is targeting, which involves selecting the most valuable segments to focus your marketing efforts on. This decision is based on the segment’s size, growth potential, and the competitive environment. For CRE, targeting can involve focusing on high-growth industries such as technology or healthcare, which typically need office or specialized facilities.

Positioning Your CRE Offerings

Positioning involves defining and influencing how your CRE offerings are perceived by your target audience. This includes developing a unique value proposition highlighting the benefits and differentiators of your properties or services. For a CRE firm specializing in eco-friendly buildings, positioning might emphasize sustainability and energy efficiency as key benefits that align with the values of environmentally conscious businesses.

Implementing the STP Model in CRE Marketing

Applying the STP model in CRE marketing involves several practical steps:

  1. Conduct intensive market research to grasp the needs and preferences of various market segments.
  2. Select target segments based on strategic criteria such as market potential and alignment with your firm’s strengths.
  3. Develop positioning strategies that highlight your unique value in meeting the needs of your target segments.
  4. Craft tailored marketing messages that communicate your positioning effectively to each target segment. This can involve highlighting specific features of your properties, such as location advantages, technological infrastructure, or flexible leasing terms that meet the unique requirements of your target businesses.
  5. Choose the appropriate marketing channels to reach your target segments. Digital marketing tactics, including SEO, content marketing, and social media, are particularly effective in CRE. For example, LinkedIn advertising might target decision-makers in specific industries, while Instagram could showcase properties’ aesthetic and functional aspects to a broader audience.
  6. Implement and monitor your marketing campaigns using analytics tools to measure performance against objectives. This could include tracking website traffic, engagement rates on social media, and conversion rates for inquiries or property viewings. Regular analysis helps refine your approach, ensuring your marketing efforts align with your strategic goals.


Case Study: Successful STP Strategies in CRE

Consider the case study of a CRE firm that successfully implemented the STP model by focusing on the burgeoning tech startup market. The firm targeted emerging tech companies needing flexible, innovative workspace solutions by segmenting the market based on industry and growth stage. Positioning its properties as hubs for innovation and collaboration, the firm developed targeted marketing campaigns featuring virtual tours, tenant testimonials, and flexible lease terms. The result was a significant increase in inquiries and leases from tech startups, demonstrating the effectiveness of a well-executed STP strategy.

Challenges and Considerations

While the STP model offers a robust framework for CRE marketing, professionals may encounter challenges such as accurately identifying and reaching target segments or effectively differentiating their offerings in a crowded market. Ethical considerations also play a role, particularly in ensuring marketing messages accurately reflect the features and benefits of properties or services without overselling or misrepresenting.

Opening a Pathway

The STP marketing model provides a strategic approach to refining marketing efforts in the commercial real estate sector. By effectively segmenting the market, targeting the right segments, and positioning offerings to meet the needs of these segments, CRE professionals enhance their marketing effectiveness, attract more qualified leads, and close more deals. As the CRE landscape continues to evolve, embracing the STP model offers a pathway to achieving business objectives and driving the industry forward.

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Top 10 Commercial Real Estate Marketing Hacks to Grow Your Corporate CRE Business

In the fiercely competitive commercial real estate arena, distinguishing your corporate business is imperative. As the digital landscape evolves and client expectations shift, traditional marketing methods no longer suffice. Today’s CRE professionals must employ innovative, strategic marketing hacks to capture attention and cultivate trust, demonstrate value, and forge meaningful connections. This guide counts down from 10 to 1, starting with essential strategies and culminating with the most impactful approach to elevate your CRE business.

10. Maximize the synergy of media channels

In today’s fragmented media environment, leveraging a mix of owned, earned, and paid media channels is crucial. CRE firms enhance their visibility and engagement across the board by creating content that performs well organically, then amplifying its reach with targeted advertising dollars. This integrated approach ensures that your message resonates with the right audience at the right time, significantly expanding your brand’s reach and awareness.


9. Harness the power of social media engagement

Social media is not just a platform for broadcasting your message; it’s a powerful tool for engagement. Adopting a data-driven approach allows you to understand what resonates with your audience, fostering a community around your brand. Regular, meaningful interaction on these platforms makes your firm accessible and relatable, building a foundation of trust and loyalty with potential clients.


8. Optimize marketing efficiency with external experts

Building an in-house marketing team is a significant investment for many CRE firms, especially startups or those with limited budgets. Partnering with third-party marketing experts offers a cost-effective, efficient alternative — the cost is typically less than hiring one CMO. These partnerships provide access to specialized knowledge and industry insights, enabling you to implement comprehensive marketing campaigns quickly and effectively without the overhead of an entire marketing department.


7. Engage audiences with dynamic video content

Video content, both long-form (like podcasts and webinars) and short-form (such as reels), offers a compelling way to connect with your audience. Videos convey your firm’s personality, expertise, and value proposition in a format that’s engaging and easy to consume. Leveraging video content on social media can also increase your organic reach, helping to build rapport with prospects before you even meet.


6. Craft a conversion-driven website experience

Your website is often the first point of contact between your CRE firm and potential clients. A professional, well-designed website optimized for search engines (SEO) and conversion can make a powerful first impression. By clearly communicating who you are, what you do, who it’s for, and why you’re the best choice, your website will effectively convert visitors into leads, reducing the need for costly PPC advertising.


5. Elevate brand credibility through strategic public relations

Public relations (PR) can significantly boost your firm’s credibility. Being featured in the media, quoted as an expert, or appearing on podcasts positions you as a thought leader in the CRE industry. This increased visibility and credibility can enhance your closing rate as clients feel more confident choosing a firm that’s recognized and respected in the industry.


4. Tailor offerings to meet market demands

Successful CRE marketing hinges on understanding and meeting the real needs of your clients. You can develop offerings that genuinely resonate with your target market by focusing on solutions that address these needs — rather than what you want to sell. This client-centric approach differentiates your firm and builds lasting relationships based on value and trust.


3. Showcase brand uniqueness and ethical commitments

Differentiating your brand in the crowded CRE market involves more than touting your services. It encompasses demonstrating your firm’s unique approach, values, and commitment to corporate social responsibility (CSR), environmental, social, and governance (ESG) principles, and diversity, equity, and inclusion (DEI). By intentionally shaping prospects’ perceptions through effective brand messaging, you underscore your dedication to innovation, transparency, and ethical practices.


2. Align messaging with stakeholder values

Crafting a brand message that aligns with the values of your stakeholders — be they professional, personal, ethical, or environmental — creates a deeper connection with your audience. This alignment enhances your brand’s appeal and fosters a sense of community and shared purpose, making your firm the preferred choice for clients who value more than just the bottom line.


1. Establish authority through thought leadership

At the pinnacle of CRE marketing strategies is creating value through thought leadership. By sharing unique insights, knowledge, and ideas, you help your clients achieve their goals, whether it’s financial growth, a better lifestyle, or both. Thought leadership establishes your firm as an authoritative leader in the CRE industry, attracting clients and opportunities based on the genuine value and expertise you provide.


Elevating your CRE marketing game

Incorporating these top 10 marketing hacks into your strategy can transform your CRE business, setting you apart in a competitive landscape and paving the way for growth and success. Each hack builds upon the last, creating a comprehensive approach that not only meets the market’s current needs but also anticipates future trends. Let’s take this journey together, leveraging these innovative strategies to elevate your CRE marketing game and achieve unparalleled success in the industry.

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Crafting a Resonant Brand Message in Commercial Real Estate | A Guide for CRE Firms

In an environment where every commercial real estate firm is vying for attention, a distinctive brand message does more than communicate — it connects, resonates, and distinguishes your firm as a leader committed to values that matter. This strategic alignment with your target audience’s values, alongside broader societal and industry standards, elevates your firm from a ubiquitous competitor in the CRE industry to a visionary leader championing the causes and values important to your community.

Let’s embark on a journey to refine and articulate a brand message that defines your firm’s identity and forges deeper connections with your audience, laying the foundation for lasting impact and success.

Core values as your foundation

The foundation of a resonant brand message lies in your CRE firm’s core values. These are not just corporate buzzwords but the principles that guide every aspect of your business operations, from client interactions to project selections and community engagements. Identifying these values requires introspection and a commitment to authenticity, ensuring that what you project externally reflects your internal ethos. Engaging with professionals specializing in brand strategy can provide the necessary perspective and expertise to distill these values into a coherent and impactful narrative, ensuring your message resonates with your audience and inspires trust and loyalty.

Effective messaging pillars

Achieving message clarity

Clarity in your brand message avoids jargon and clearly articulates your firm’s mission, vision, and value proposition in terms that your audience can immediately grasp. This clarity is crucial in a complex industry like CRE, where the details matter, and the stakes are high. Professional communicators excel in distilling complex concepts into clear, impactful messages that capture the essence of your brand and make it accessible to all.

Ensuring consistent communication

Consistency is the thread that weaves through every aspect of your brand messaging, ensuring that it always reflects your firm’s core values and identity no matter where or how your message is encountered. Achieving this level of consistency requires a strategic approach to content creation and distribution, which professionals in brand management and PR are uniquely equipped to provide. They understand how to harmonize messaging across diverse platforms and touchpoints, from your website and social media to press releases and internal communications, reinforcing your brand identity at every opportunity.

Fostering emotional connections

Connection with your audience includes building brand recognition and forging an emotional bond that transforms passive observers into active participants and advocates for your firm. This level of connection is achieved through messages that speak to your audience’s hopes, needs, and aspirations, crafted with empathy and insight. Content creators and storytellers specialize in finding the human angle in every story, creating narratives that engage, inform, and inspire, drawing your audience closer with every word.

Standing out in the market

Differentiation in the crowded CRE market highlights your firm’s uniqueness while demonstrating the alignment of your values with those of your clients and the community. This differentiation encompasses both the services offered and your work’s significant impact on the world around you. Professionals in strategic communication and branding can help you identify and articulate these unique selling points, crafting a brand message that sets you apart not just for what you do, but for why you do it and who you are as a company.

Message crafting techniques


Audience identification and understanding

Identifying your audience is a critical step in crafting your brand message. This isn’t just about demographics but understanding the deeper needs, challenges, and aspirations of those you aim to serve. Professional marketers and strategists use a combination of market research, data analysis, and psychological insights to build a comprehensive profile of your target audience, ensuring that your message is seen and felt.

Utilizing storytelling in messaging

The storytelling approach leverages the innate human love for stories to make your brand message memorable and engaging. Compelling storytelling in CRE connects your firm’s values, projects, and successes to the larger narrative of community development, innovation, and sustainability. Professional storytellers and content creators are adept at weaving these threads into a compelling narrative that highlights your firm’s role in shaping the future of real estate and the communities it serves.

Integrating values into your brand

Incorporating ESG and CSR into your brand message is increasingly non-negotiable in today’s market, where clients and investors demand transparency and commitment to sustainable, ethical practices. Articulating how your firm’s operations and projects contribute to environmental sustainability, social responsibility, and ethical governance can be complex. Professionals skilled in ESG and CSR communications can help you navigate this landscape, ensuring that your commitments in these areas are not just known but understood and appreciated, reinforcing your firm’s reputation as a responsible and forward-thinking leader in CRE.

Brand message communication strategies


Optimizing your digital footprint

Digital presence is a dynamic platform for storytelling, engagement, and brand building. In the digital realm, your website, social media profiles, and online content are the primary touchpoints for your audience’s interaction with your brand. Digital strategists and content experts specialize in optimizing these platforms to ensure that your brand message is consistent, clear, engaging, and interactive, providing a seamless user experience that enhances your brand’s appeal and reach.

Leveraging PR and media for amplification

PR and media strategies are essential for amplifying your brand message beyond your immediate network, bringing your narrative to a broader audience through targeted media placements, press releases, and public appearances. Navigating the media landscape requires a nuanced understanding of the channels and formats that best carry your message to the audiences you wish to reach. PR professionals bring a strategic eye to this process, identifying opportunities for visibility and engagement that align with your brand values and messaging goals, ensuring that your voice is heard loud and clear in the conversations that matter.

Aligning your team with your brand

Internal alignment is the final, critical piece of the puzzle, ensuring every team member, from leadership to frontline staff, understands and embodies your brand message in their daily work and interactions. This internal cohesion is vital for delivering a consistent and authentic brand experience to every client and stakeholder. Professionals in internal communications and organizational development can provide the tools and training necessary to embed your brand values and messaging into the fabric of your corporate culture, turning your entire team into brand ambassadors.

Evaluating your brand message’s impact

The objective test of a brand message lies in its impact — on your audience’s perceptions, your firm’s reputation, and your bottom line. Measuring this influence requires a strategic data collection and analysis approach, tracking engagement, sentiment, and behavior across multiple channels and touchpoints. Marketing analytics and brand strategy professionals are skilled in interpreting this data, providing actionable insights that can refine and strengthen your brand message over time, ensuring it continues to resonate and inspire.

Elevating your brand narrative

Crafting a brand message that resonates is a complex but rewarding challenge, requiring a deep understanding of your firm’s values, your audience’s needs, and the broader societal context in which you operate. In the competitive and shifting landscape of commercial real estate, the strategic advantage gained by partnering with professionals in PR, content creation, and thought leadership is the key to not just communicating your brand message but living it — building lasting connections, inspiring action, and achieving success on a foundation of shared values and vision.

As you look to the future, consider the depth of impact that professional expertise can bring to your brand narrative, elevating your firm to new heights of influence and achievement in the commercial real estate community.

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Don't Trust Your CRE Public Relations Content (or Your Brand) to AI

As digital advancements redefine boundaries, artificial intelligence (AI) is taking ground in various sectors, including the commercial real estate industry. While AI offers groundbreaking tools for data analysis and operational efficiency, entrusting it with your public-facing content is a significant risk to your brand, operations, and revenue.

This article digs deeper into why the human element remains indispensable in CRE public relations and copywriting despite the appeal of technological convenience.

The essence of human connection in CRE

In commercial real estate, organizational growth potential lies in developing long-term connections and making well-considered strategic decisions — rather than solely focusing on completing transactions. Human-crafted content brings emotional intelligence, empathy, and an understanding of human needs that AI cannot fully grasp.

Additionally, prospective investors, tenants, and partners look for assurance and a personal touch in communications, a nuance crucial in a sector where stakes and investments are substantial. The emotional undertones in human-written copy can be the deciding factor in building trust and credibility within the CRE community.

Grasping context and nuance

AI, for all its sophistication, often misses the mark when it comes to context and nuance, particularly in intricate or sensitive scenarios characteristic of CRE dealings. Whether it’s navigating the complexities of lease negotiations or presenting investment opportunities, the tone and subtlety of the message matter. Human writers are adept at interpreting these nuances, ensuring the content aligns with the audience’s expectations and speaks to their specific concerns and aspirations — providing a sense of security that algorithms cannot replicate.

Crafting a unique brand identity and voice

A distinct and consistent brand voice is vital in distinguishing your CRE firm in a competitive landscape. AI-generated content might deliver efficiency but fails to convey the unique personality and creative flair essential for reflecting a brand’s true identity. Human copywriters can intricately craft content that embodies the brand’s values, mission, and audience persona, creating a compelling voice that AI tools cannot mimic.

Navigating ethical considerations and accountability

AI-generated content opens a set of ethical concerns, including the accuracy of information and potential misinformation. In CRE, where data accuracy and adherence to ethical standards are paramount, human oversight becomes non-negotiable. Commercial real estate professionals must uphold regulatory compliance, legal accuracy, and ethical conduct — areas where AI’s lack of knowledge, experience, and judgment could lead to detrimental outcomes for a brand’s integrity and client trust.

Embracing adaptability and creativity

The dynamic nature of the CRE market demands content that can pivot with evolving trends, market sentiments, and client needs. AI can process data and generate predictive content but lacks the creative spark and adaptability of human intellect. Human creativity fosters innovative approaches and unique solutions, engaging clients and stakeholders in ways AI cannot foresee or embody.

A tool rather than a crutch

Incorporating AI as a tool in your CRE marketing strategy can enhance efficiency and offer insightful analytics. Yet, it should not overshadow the indispensable role of human creativity, insight, and emotional intelligence in content creation.

The appropriate balance of AI’s analytical prowess and human empathy ensures that your CRE brand communicates effectively, fosters meaningful relationships, and distinguishes itself in a saturated market.

Emphasizing the human touch in your public-facing content, you ensure your messaging reaches and resonates with your audience, reinforcing your position as a leader in the commercial real estate sector.

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Successful marketing strategies for commercial real estate firms increasingly rely on the dual powerhouses of the written word and public relations. In a digital landscape where presence and perception govern success, these elements stand out as vital for differentiating CRE firms, building trust, and establishing a strong brand presence. Let’s dig into why these tools are beneficial and essential for CRE success.

The power of the written word

The written word is the backbone of effective communication in the CRE industry. Through well-crafted content, firms articulate their value proposition and engage their audience.


  1. Establishing authority and expertise

Expertise is a significant currency in the CRE market. Clients gravitate towards firms that not only demonstrate a comprehensive understanding of the market but can also forecast trends and provide actionable insights.

Regularly publishing content highlighting a firm’s knowledge and insights on industry dynamics, regulatory changes, and investment opportunities establishes its authority. When backed by data and analysis, this content reinforces the firm’s expertise and fosters trust among potential clients and partners.


  1. Enhancing visibility and SEO

In today’s digital age, a firm’s online presence is crucial. The strategic use of SEO techniques in content creation can catapult a CRE firm to the top of search engine results, significantly increasing its visibility to potential clients.

Ventures attract a larger audience by incorporating industry-specific keywords, engaging titles, and valuable insights into their content. This improves website traffic and enhances engagement with potential clients, setting the stage for lead conversion and business growth.


  1. Telling a compelling brand story

A compelling brand story is at the heart of effective marketing. Through blogs, case studies, and social media content, CRE firms can share their journey, values, and vision. This narrative approach humanizes the brand, making it more relatable and memorable to clients.

By weaving their ethos and achievements into their content, firms can differentiate themselves in a crowded market, creating a distinct brand identity that resonates with their target audience.

The role of public relations

Public relations is more than media management — it involves shaping perceptions and building a positive brand image through strategic communication.


  1. Building and managing reputation

A sterling reputation is invaluable in the CRE industry. Firms craft a public image that reflects their integrity, professionalism, and success through strategic PR efforts. This involves showcasing achievements and milestones and engaging in community and industry initiatives that reflect the company’s values.

By managing how they are perceived publicly, CRE enterprises build a foundation of trust and credibility, which is essential for attracting clients and partners.


  1. Networking and relationship-building

The value of networking in the CRE industry is immense. PR opens doors to building relationships with key media contacts, industry influencers, and potential clients. Through events, press releases, and social engagement, firms can amplify their achievements, share their insights, and position themselves as leaders in the field.

These connections are not just avenues for publicity but are also critical for fostering partnerships, exploring new opportunities, and driving business development.


  1. Crisis management

No industry is immune to challenges, and how a firm responds to crises can significantly impact its reputation. Effective PR strategies equip CRE companies with the tools to manage adverse situations gracefully and transparently.

Whether addressing client concerns, navigating market downturns, or responding to unforeseen events, a well-crafted PR response can mitigate reputational damage and reassure stakeholders of the firm’s resilience and commitment to excellence.

Synergy for success

Integrating written content with public relations creates a powerful synergy, amplifying a firm’s ability to communicate effectively, engage with its target audience, and build a robust online presence. This holistic approach ensures that every piece of content and every PR activity is aligned with the organization’s strategic objectives, maximizing impact.

A vision for the future

Looking ahead, integrating compelling written content and strategic public relations is the cornerstone of success in commercial real estate. As we navigate an increasingly digital world, these tools offer more than just a competitive edge — they provide a pathway to building enduring relationships, establishing unquestionable authority, and crafting a legacy that transcends the conventional boundaries of the market.

Embracing these strategies, CRE firms position themselves for immediate success, sustainable growth, and influence in an ever-evolving industry. The future belongs to those who communicate effectively, connect authentically, and engage strategically. In commercial real estate, where every transaction begins with trust, the written word and public relations are the keys to unlocking unparalleled success.


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Going the Extra Mile

[00:00:00] What does it mean to go the ‘Extra Mile?’

This is something that I’ve always followed in my business.

Something I learned from Napoleon Hill.

Going the extra mile means putting in more effort than what you get paid for.

What it really comes down to is generating more value than your client expects.

What does this do for you?

[00:00:15] It helps build your brand.

It generates goodwill with your prospects… with your clients.

When you are willing to give more than you get, you’re also building trust, and trust is a crucial element in building that long-term relationship that’s going to allow you to push forward with your clients and maintain [00:00:30] that relationship and grow it and get those referrals that you need to build your business cost-effectively.

Another great thing about going the extra mile is it generates increasing returns, whereas a lot of marketing activities generate linear returns, in other words, you only get out what you put in.

Now, inbound content and thought leadership are some of those strategies that generate increasing returns, but as an underlying business strategy, almost an ethical driver of what you do with your business and your clients is going the extra mile and delivering greater value than is expected.

It comes down to the old saying: “Under Promise, Over Deliver.”

[00:01:01] So how can you go the extra mile?

You can deliver the project sooner than expected. You can go a little bit beyond the scope. You can do a better job than they would ever expect that you could do.

Surprise your clients and delight them.

This is true, regardless of industry: it doesn’t matter whether you’re in real estate, finance, art… any industry.

Going the Extra Mile counts.

How has going beyond expectation help you get to where you are?


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Value-Add Inbound Content for Brand Positioning in the Real Estate Industry

What does your brand represent?

A brand embodies your values and attitudes toward your product and customers – and your prospects’ perceptions.

Your approach to marketing positions your brand as a provider of knowledge, value, and solutions – and has a direct bearing on your ability to attract and convert prospects to clients.

Let’s get into the ‘whys’ and ‘hows’ of improving your brand position through compelling inbound content for your marketing channels in the real estate industry.

Why Inbound Content for the Real Estate Industry?

While there are many ways to connect with your target market, inbound marketing is the most effective and does the most to support your credibility – and generate value.

If your brand were real property, inbound marketing and thought leadership would be your value-add strategies to enhance amenities, optimize expenses, and drive NOI.

Traditional outbound methods such as broadcast, print, cold email, and pay-per-click (conventional by current inbound best practices) may get your message to the public; however, they don’t provide your ideal prospects with substance. Outbound marketing provides linear (and often diminishing returns), while inbound strategies are logarithmic in generating increasing returns.

Inbound strategies bring the leads to you and uniquely position you as a credible provider. Outbound strategies convey neediness that doesn’t command the respect of prospects and doesn’t prompt them to contact you in appreciation of your insights.

For lean marketers (I’m not talking about your figure) – which is everyone in the current market – inbound content marketing is far less expensive. Though a sophisticated, credible piece of content, such as a whitepaper or contributor article, may require time and expense, it provides a one-time expenditure with continuous and increasing returns (with consistent promotion to your web and social channels supported by video).

Effective Real Estate Brand Positioning via TL

The essence of effective brand positioning is thought leadership (TL) via the inbound channels your prospects frequent.

‘Thought Leadership’ is an oft bandied about catchword; however, it’s an aptly named strategy that builds brand value and status through the most valuable asset – knowledge. TL also projects authenticity and transparency – 94% of consumers are loyal to companies with transparent practices, and 91% prefer authentic brands.

While many perceive competition as intense in the real estate and related industries, it’s relatively straightforward to differentiate yourself through TL and inbound content marketing. Surprisingly, the majority of firms are not utilizing these tools or implementing them consistently.

Your competitors may have similar products, services, and solutions that are viable substitutes for your offering; however, they don’t have your unique personal and collective knowledge. Besides, competing firms are likely not leveraging their insights as effectively as you are or will.

Knowledge, above innovative features and benefits, is your intrinsic differentiator and driver of value in a competitive marketplace. Incidentally, 75% of decision-makers attribute their final choice to sign with a company based on the substance of the vendor’s TL, while 70% determine your ability to deliver primarily based on your insights.

Inbound Content Opportunities

What are the most effective inbound content strategies for real estate executives and their enterprises?

The key to effective content that appeals to prospects and investors is offering answers and solutions to the questions and dilemmas they are facing.

For instance, if you’re offering a SaaS solution to help commercial property owners and asset managers track and interpret large volumes of contract data across a portfolio, you can provide content that answers questions such as:

  • How does it simplify operations?
  • How will it help me provide enhanced value to my clients?
  • How does it reduce expenses?
  • How is the software implemented?
  • What type of equipment do I need?
  • Does the service run entirely in the cloud?
  • Are there self-hosting options for greater security and control?
  • Is the solution sustainable in economic, operational, and environmental terms?

Knowing that prospects are seeking answers, what are the best opportunities to connect with high-level prospects – decision-makers – in the real estate industry?

The most popular and highest-value content forms include:

  • Podcast
  • Blog posts
  • Contributor articles
  • Whitepapers
  • Informative and inspiring social videos
  • Live streaming video on LinkedIn, FB, and Instagram


These inbound content forms yield not only leads directly, but also additional media opportunities, including invites for guest/contributor spots on podcasts, blogs, and high domain authority (DA) industry publications.

What are the best channels to distribute your inbound content?

  • Your corporate website
  • LinkedIn (B2B)
  • Facebook and Instagram (B2C)
  • Podcast platforms
  • YouTube, Vimeo
  • High DA publications (Forbes, VentureBeat, Inc, Entrepreneur, etc.)


How do you leverage these channels to generate leads?

  • Supporting your content with video
  • Tagging of people, companies, and groups
  • Sharing to groups and pages
  • Partnering with competitors and affiliated firms
  • Paid or ‘boosted’ posts


Putting it into Action

How do you get started?

These strategies can be overwhelming to consider, but taking the first step is simple:

  1. Create an outline of your ideal prospects’ demographic and psychographic profile, needs, desires, and the questions they’re asking.
  2. Research what channels and platforms they’re most active on and engage with them to understand their questions and language.
  3. Create a content map of all the insights you can share and leverage this to create topic ideas – incorporate SEO research for relevance.
  4. Start writing consistent content or enlist the help of content professionals.
  5. Publish your content, support with video and imagery, and engage with your audience to build your following.

Have more questions? Please leave a comment or contact us directly.

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You can attribute it to many things: tightening environmental regulations, social change, and consumer tastes, but one thing is certain – business and consumer prospects want to see environmentally and socially-conscious messages.

But it goes beyond environmental concerns. Sustainability is about human health, social progress, and the physical and financial prosperity of all stakeholders to the industry and community.

Getting to the Heart of Sustainability in Commercial Real Estate

How can we succinctly describe ‘Sustainability?’ Is it about being ‘green?’

Yes. However, it’s a complex topic that merits a lifetime of devotion and study.

The heart of sustainability is the 3Ps or ‘triple bottom line:’

People, Planet, and Prosperity.

Human progress and innovation in these three respects improve our odds of maintaining a green planet and eliminating conflict due to economic and social strife.

Wasteful and negligent business, investment, and construction practices pollute the environment, contribute to disease, repress social progress, and restrict communities economically.

To illustrate further, let’s look at an example of considerations in sustainability specific to commercial real estate, asset management, property management, and workplace development:


Aspect of Sustainability
Human Health
  • Quality healthcare
  • Excellent education
  • Indoor air quality (IAQ)
  • Water quality
  • Indoor environmental quality (IEQ)
  • Thermal comfort
  • Natural views
  • Ergonomics
  • Functionality (productivity)
  • Daylighting
  • Walkability
  • Transportation
  • Open space
Environmental Health
  • Reduced material consumption (3Rs)
  • Regionally-sourced materials (limits transportation waste and pollution)
  • Efficient water use
  • Reducing the carbon footprint
  • Native and adaptive vegetation
  • Protection of waterways, lakes, oceans, and aquifers
  • Stormwater runoff mitigation
  • Leveraging emerging green technologies
  • Reducing solar heat gain and island effect
  • Brown and greyfield remediation
Economic Health
  • Durable construction materials and methods
  • Use of local labor
  • Energy efficiency and reduced operating expenses
  • Minimized liability for sick building syndrome (SBS)
  • Quality education for a skilled and adaptable workforce
  • Efficient and ergonomic design for productivity
  • Quality public transportation and infrastructure
  • Designs and operations that appeal to incoming industry and capital – regional growth and prosperity


These are all interrelated, and synergies exist in benefits across the components of the 3Ps.

Incidentally, these are pertinent topics and elements to incorporate in your thought leadership messaging strategy. This table is a significantly abridged list – you’ll never run short of content ideas when weaving your sustainable brand position.

Got it. So, how do content marketing and thought leadership mesh with these high-level objectives?

Demonstrating Expertise and Commitment to Innovation

Our primary goal in thought leadership is to advance our brands and build trust. The most practical and effective way to accomplish this is through written content.

Every bit of content you distribute – email to editorial – is an opportunity to show that you know your industry, your prospects’ problems, and how to solve them.

Coincidentally, many of your prospects’ and users’ problems are centered around issues of sustainability, regardless of whether identified as such.

Cash flow issues? Tenant Satisfaction?

Both have causes and remedies involving efficiency, comfort, and long-term functional utility.

Incorporating these topics in your press releases and ghostwritten contributor articles shows that your commitment to values and principles is more profound than to economic profit and social status.

As opposed to formal mission and ethics statements that attempt to convey sustainability consciousness, editorial and informative content provide concrete evidence to the audience of your knowledge and dedication to doing the right thing for people, planet, and prosperity.

Furthermore, talking about sustainability in your thought leadership campaigns positions you and your firm as a conscientious innovator in your field.

Carving Out Your Brand Position and Building Social Goodwill

For pragmatists, this is really about brand positioning. Considering that young and older generations alike are becoming more sustainability-conscious, we need to make it a priority for inclusion in our marketing.

Millennials – now the largest segment of our population – gravitate to sustainable brands and are willing to pay a premium for associated products and services.

But it’s not limited to millennials; 57% of Baby Boomers self-report that they’re more concerned about protecting the environment now than when they were in their 20s, while 68% indicate they’ve changed their practices concerning environmental preservation.

Community support and social goodwill for your venture are paramount. Whether it’s financing, permitting, or leasing, you’ll need the community on your side:

42% of US and UK consumers consider sustainable materials to be the deciding factor in their purchasing decisions, and a third hold brands responsible for environmental health and change. Additionally, two-thirds put more trust in brands that make a public pledge to sustainability.

Become a Sustainable Brand

Commit to pursuing sustainable practices in your commercial real estate projects – and talk about it publicly on a broad spectrum of media.

If you’re not sure exactly where sustainability fits into your business and how to leverage sustainable strategies to grow your practice through efficiency and goodwill, consult with design and content specialists that have an intimate understanding of the topic and how to relate it effectively to your audience in ways they find accessible and appealing.

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