In the real estate world, marketing is essential to connect buyers and sellers. However, residential and commercial real estate marketing requires different approaches due to their unique audiences, goals, and property types. Understanding these differences is crucial for developing tailored, effective marketing strategies to ensure your properties reach the right audience.
Let’s dive into the differences between residential and commercial real estate marketing and the best strategies to effectively market your properties.
Residential Real Estate
Audience
The residential real estate audience is primarily individuals and families looking for homes to live in or vacation homes. Buyers of residential homes have distinct motivations and needs and are often driven by emotional factors, lifestyle changes, and proximity to amenities.
Marketing Focus & Content
Based on the above residential real estate audience, your marketing should highlight the home’s best features, lifestyle appeal, neighborhood feel, and proximity to amenities, schools, parks, and more. Do this by utilizing high-quality photos and video walkthroughs of the home and neighborhood, focusing on neighborhood lifestyle and services. This will allow potential buyers to see everything the home has to offer and envision their life there.
Best Marketing Strategies
- Social Media: Facebook and Instagram
- Listing Websites: MLS, Zillow, Realtor.com
- Email Marketing: To your SOI (including neighborhood reports and market insights)
- Direct Mailing: To the neighborhood your property is located in
Commercial Real Estate
Audience
The commercial real estate audience is typically investors, business owners, developers, and corporations seeking functional business properties. People looking for commercial properties are driven more by data, such as ROI and market trends.
Marketing Focus and Content
Based on the above commercial real estate audience, your marketing should highlight metrics like growth projections and risk assessment. Investors also want to ensure the property will work functionally for what they are buying it for, so including floor plans, property specs, and zoning information is also helpful.
Best Marketing Strategies
- Social Media: Facebook and LinkedIn (and also joining industry groups on these platforms to connect directly with potential clients and investors)
- Industry-Specific Platforms: LoopNet or CoStar
- B2B Advertising: Google Ads and paid articles in business journals
As you can see, not all real estate marketing is created equal. Different properties might require different marketing techniques and strategies to reach the right audience. Have questions on the best marketing practices for your listings? Reach out to us! We would love to provide our expertise and help you create eye-catching marketing content to help showcase your listings!
