Is This The Best We Can Do?

Is This The Best We Can Do?

Marketing Property.

Imagine that it’s the year 2000(that’s 13 years ago) what do you have in front of you to market your property.

  1. Corporate website.
  2. Personal website ….maybe.
  3. PDF email marketing template.
  4. Local CIE…..maybe.
  5. Co-Star.
  6. Loopnet.

Look at the calendar right now it’s 2013 and your marketing choices are?

  1. Corporate website.
  2. Personal website.
  3. PDF email marketing template.
  4. Local CIE
  5. Co-Star.
  6. Loopnet.
  7. Social Networks.

So after thirteen years we can say that the only advances in property marketing for commercial real estate is a local CIE and social networks.A broker to broker network Twitter Facebook LinkedIn and Pinterest. Really! You have got to be shitting me!

Now it would seem that most all of the above are consumer or client facing. The reality is that the typical client has absolutely no idea what platforms are available to them. Unless of course they are directed there by….a broker.

Distribution.

What if you are a building owner? Do you not want exposure to the potential tenants directly? Are brokers really a priority?

Quick example: Wal-Mart.

They actively market space directly to the end user. Just sit in their booth at ICSC in Las Vegas and watch. Now before Travis and Joe Kay send me exasperated emails I know they value their broker relationships and pursue both with equal professionalism.

But….. how many eyeballs do they want their properties in front of?

How many eyeballs do you want your properties in front of?

Simple answer is as many eyeballs as possible…right?

Residential Model?

You have a house. You want to sell that house. What are your marketing options?

1. Agents website.

2. Agents corporate website.

3. Agents consumer facing MLS website.

4. Agents MLS network distribution vendor. Listhub with 900 real estate search sites.

5. Realtor.com

6. Trullia.

7. Zillow.

8. Social Networks.

Seems somewhat similar does it not? Well no.

Residential faces the user.

Commercial real estate hides from the user.

This is STUPID.

Search.

Google houses for sale in Kansas City.

14 different sites to choose from.

Google office for sale in Kansas City.

4 different sites to choose from.

Loopnet Cityfeet (owned by Loopnet) Building Search (owned by Co-Star) and Craigslist.

So if I want to look at an office build in Kansas City Loopnet Co-Star and Craigslist are my best options.

Not a brokerage not a broker not a building owner not the local CIE and certainly not anyone remotely connected to the Kansas City market.

WOW!

Easy Fix?

Your are where commercial real estate is.

Users are where commercial real estate is not.

Brokers have the best point of contact with the user so far.

Building owners have the best point of contact with the users and don’t realize it….yet.

Data points make it easier to find a user. They are searching for data.

Give them access. Give them the data.

Failing Reality.

2013 and commercial real estate does not know how to face the user.

We do not know how to market property.

We do not provide any kind of user experience.

We do not provide any type of distribution.

We do not know how to provide a valuable marketing service to the building owner.

It’s 2013 and Is This The Best We Can Do?

Thoughts comments and opinions are always appreciated.

Duke Long

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