flux branding

Commercial Real Estate Branding: 10 Best Practices

There’s no need to waste time explaining the current financial situation. Chances are, you already know that tale all too well – which makes commercial real estate branding even more crucial.

Team brainstorming branding ideas for a commercial real estate client

Smart businesses are weathering the economic storm through strategic communications that forge a deep sense of connection with their customers. It’s no secret the web is one way to do this, but many real estate developers think that it’s enough to have any presence on the internet—a web page, advertising, or even social networking profiles.

The truth is that like any portfolio investment, your internet assets must be carefully maintained, leveraged, and monitored to realize their true potential. Here are 10 best practices to keep in mind as a real estate developer looking to leverage your brand.

10 online best practices for commercial real estate branding

Real estate branding is tricky, and commercial real estate branding is especially so. You have to be strategic, which starts with knowing who you are as a company, and who you’re trying to connect with.

Your brand needs to communicate the kind of space you can create for your clients, from the moment your client first hears of your brand.

In an increasingly busy online world, the little things matter. As an experienced real estate branding agency, here are our top tips for making the most of your presence online.

1. Make emotional connections

Olive DTLA Artist in Residence campaign

The exceptional amenities or construction details may seem like the obvious platform to push on your project, but in reality, you need consumers to connect with you on an emotional level.

Commercial real estate branding isn’t all about which buildings are open, but about the dreams people can build and the goals they can achieve in that space.

Engage them with something interesting. Focus on lifestyle rather than price per square foot, and watch them fall in love with your brand.

2. Leverage social media

Your customers typically won’t stumble onto your site, especially in such a saturated marketplace. People are now spending more time on social media sites than ever and a strong commercial real estate branding strategy will account for that.

The best real estate brands connect with their customers where they’re at – through regular e-blasts, tweeting, Instagram, and good, old-fashioned word-of-mouth marketing.

3. Keep an eye on traffic

Where does the majority of your web traffic come from? What are your top referring sites? How many people visited your web page in the last week? The last day? If you don’t know the answers to these questions, you don’t know who to go after.

Install analytics on your site ASAP and watch them closely. Successful commercial real estate branding strategies get their power from knowing exactly who to target and where they’re finding you.

4. Keep your websites and pages up to date

Respara commercial real estate branding—a project of Flux Branding

Respara Branding

You put up a web page a couple of years ago. Now, you change out the names of key employees when necessary and add new projects. That’s a great start, but you can’t stop there. Stale content chokes your site and prevents you from getting the views you deserve.

Like a stagnant pond, the stench of a stale site repels leads. The same goes for your social media. If your page is a ghost town, leads don’t have the information or emotional connection they need to reach out.

5. Offer self-service options

Leaving some vital facts about your property off your website, and thinking that a potential customer will come to you directly for the information is outdated. Life is moving faster than ever, and if someone is interested in your project they want information, and they want it 5 minutes ago.

Powerful commercial real estate branding can increase that sense of urgency even more. When your leads are ready to buy, don’t make them wait to call. Think of it this way: Your sales office isn’t open 24/7, but your website is. The more self-service, the better.

6. Make your online presence a priority

You wouldn’t ask an architect to build you a house without reviewing his plans in detail during construction. Since you’ll be living in that building, it’s critical to engage regularly in the process. The same is true with your online communications.

The marketing department might be responsible for building and maintaining your website, but everyone must play a participating role in keeping it fresh. Everybody needs to be involved, and that means you.

7. Be transparent

MOD = Mail Order District's commercial real estate branding created by Flux

The Mail Order District Branding

Along with all of its strengths, the web is also a source of checks and balances. Honesty and authenticity are crucial when using the internet as a communications platform. Access to information is instant, rapidly revealing attempts to twist the truth, misrepresent, or pretend to be something you aren’t.

Even when you don’t intend to mislead someone, things can quickly get out of control. Every commercial real estate branding strategy should have a damage control plan built in, but prevention is the best medicine.

8. Stay up to date

You know how to relate sales strategies to the season, and the same goes for your communications strategies. You need to know what’s going on in the world when setting your tone so that your corporate voice will resonate with the online world today.

9. Keep your designs fresh

Commercial real estate branding for DTLA designed by Flux Branding

DTLA Branding

Technology has come unbelievably far in the last 10 years, and along with it interface and design have crossed a new threshold. Expectations for a seamless user experience instantly are unprecedented, and meeting them is key.

Commercial real estate branding isn’t one-and-done but should evolve over time. Even when a full rebrand isn’t necessary, a brand refresh is one of the most helpful (if overlooked) branding agency services for injecting fresh life into your brand.

10. Maximize SEO

Do an internet search for real estate developers in your area. Who pops up? Chances are it’s not you on that first page. Getting on that first page means all the work you put into your commercial real estate branding can reach the right eyes.

Optimize your search engine results by looking at your metadata and keyword-rich content.

Check out your competitors for real estate branding ideas to use in your content. What are your competitors saying? What aren’t they saying? How can you reach your customers in a way no one else is?

Strengthen your position online for success in any economy

Excellent commercial real estate branding doesn’t depend on a specific economic climate. Strong brands thrive even when times are tough, while brands that are undefined struggle. Showing up online is only one piece of a brand’s strategy, but it’s one of the most important.

Creating a brand that can weather any economic storm is tough, but it’s not impossible. Bringing in an outside perspective can help you find the weak spots in your brand and fortify them.

Flux is an experienced branding agency in Los Angeles that has helped real estate brands ranging from vibrant motels to historic renovation projects.

Reach out today to see how we can work together.

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