7 Tips To Build A Better Online Commercial Real Estate Brand

There are tons of branding, blogging, social media, public relations, and web presence sites on line that are full of general advice on “creating your digital brand.” You can pick thru many of the sites and save some general tips. You may also even use some of them to help build your online presence.

But what about YOUR commercial real estate brand?  What should Your Online commercial real estate brand be?

1.Be relevant: As in matter to your community.  I know these sounds simple and basic but, take a look at yourself online.  Do you have any connection to your local market?  Are you telling the real story, not some PR BS?  Better yet, are you talking to the market at all?

2.Reduce the barriers: How are you interacting?  Are you creating conversations and dialogue?  Are you a real person?  Can you communicate beyond the deal?  Authenticity is not a cuss word.

3.Share liberally: You have an incredible base of real estate knowledge. Give it away.  Help your client base and help your non client base.  People will notice.

4.Paint the future: Today’s reality is fine. What is the commercial real estate future going to look like?  Give your point of view.  Are you still hoping the market will go back to the good old days?  Create the future. Help create the market.

5.Provide latitude: Open your mind a little bit.  Not everyone thinks commercial real estate is so great.  Get different points of view. Look at other industries and interact.  Let your clients see that you are open to all sides.

6.Solicit insatiability: Passion, do you really love commercial real estate?  Let the world know why you are in this business.  They will respond to that passion.

7.Offer connection: Is it just a gleaming shot of a sky scraper and two guys shaking hands next to your logo? Is there a Contact Me form that goes to info dot somebody? Just a name, sign and office number?  Is that the only way to connect to your commercial real estate brand?

Relevance, authenticity, sharing, connection, creativity. Does this sound like your online commercial real estate brand?  The market and the clients in commercial real estate think it should. What are you doing today to help create your online commercial real estate brand?

[Duke Long is a guest blogger at CommercialSource.com.  Reach him at his site or at [email protected]]


  • JC Goldenstein

    September 23, 2010

    Great list Duke. If you allow me, I would add:

    About your point #1 “Be relevant”: I’d recommend to focus on key influencers if you can find out who they are and what matters to them

    – About your point #2 “Reduce the barriers”: Your readers may not want to forget that there are lots of prospects out there who don’t read English as well as they like doing business in their own language!

    – About your point#4 “Paint the future”: Clients will most likely be the ones driving necessary changes. Read what they say about your competitors online to differentiate and take market share from them!

    However since many CRE executives tend to be reactive/defensive (remember when they were worried about email?), they may want to start by protecting their brand and managing their online reputation risks. With or without them, prospects, cynical customers, disgruntled employees, competitors and world at large already freely share online their thoughts about their organization…

  • Dave Lewand

    September 25, 2010

    Hilarious photo! Many of the CRE websites that we re-develop/re-launch include very similar photos that define initial launch date – usually the mid- to late-’90s: guys in hardhats staring off into nowhere, a giant handshake with a mirrored office building bachground, a “proactive” team with arms crossed wearing giant headsets – it’s an endless list that shouts “we need to re-think our image”!


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