Posted by Bethany Handy ● August 20, 2014

Why Inbound Marketing Works for the Commercial Real Estate Industry


Unless a commercial real estate website attracts the right kind of traffic, it's essentially worthless to the agent or firm maintaining the site. Anyone is capable of finding a website through a search query but real estate agents dealing with commercial properties don't want just anybody landing on their pages. They want what HubSpot refers to as buyer personasor "holistic ideals" of what lucrative visitors represent. One great way to discover these personas essential to reaching your goals is by developing a competent inbound marketing strategy.

Inbound LInks Mobilize the Troops

Inbound links are hyperlinks placed on third-party web pages that direct people to your site. For example, if your site offers Fort Worth, Texas real estate and is hyperlinked on the Fort Worth, Texas Wikipedia page, chances are you'll receive a lot of traffic from people wanting information about Texas. However, getting a good amount of inbound links on popular, legitimate websites takes time and savvy insights into the esoteric mechanics of search engine optimization.

Inbound marketing is also vital to attracting and converting customers relevant to the commercial real estate industry. Some people who find your website have already decided to purchase, lease or sell a property. However, persuading those visitors who are floating in indecision limbo to take that next big step towards hiring your services and actually completing a real estate transaction is just one reason why the commercial real estate industry needs aggressive inbound marketing strategies.

What Powerful Inbound Real Estate Marketing Strategies Can Do For You

In addition to building client trust by offering informational content, distinguishing you from the competition, enticing your ideal customer (buyer personas) to buy or sell and engaging in lead nurturing (reaching those potential customers that need nudged), inbound marketing also reigns in the cost of running marketing your business. In fact, HubSpot reports that over 40 percent of marketers agree that inbound marketing produces a measurable return of investment (ROI). Moreover nearly 85 percent of regularly blogging marketers experience positive ROIs utilizing inbound marketing techniques.

Tools for Building a Solid Inbound Marketing Strategy

Commercial realtors need to start doing five things to begin attracting those thousands of leads buried under a ton of websites are all vying for the same treasures--active consumers who want to enlist your services. While attraction is only one component of the inbound methodology, it is an important place to get started on right away.


Set your inbound marketing strategy in motion by:

  • BLOGGING! Write at least one or two blogs offering compelling content each week and publish them on your site. Syndicate your blogs by setting up an RSS feed and create a list of resources to include in your blogs (resource lists are attractive to readers who don't want to spend all day searching for information they want). Also, insert links to other blogs in your blogs. Think of blogging as like "working a room"--it involves a lot of cyber-socializing and acknowledging other people's needs, desires and goals.
  • Creating interesting and relevant infographics about your real estate niche. In addition to responsive web design and blogging, infographics are trending as a "must-have" on commercial websites assertively engaging in effective inbound marketing strategies. Infographics are also highly sharable because they are visual yet contain a minimal amount of content.
  • Hiring a professonal press release writer and getting a PR published through PRWeb or one of the many newswires available online.
  • Incorporating social media sites in your inbound marketing plans. Blogs should include a "Tweet This" or "Post to Facebook" button or widget to increase search engine visibility and the opportunity to be referenced by numerous websites.

Optimizing Your Website with Local SEO Techniques.

Commercial real estate agents or firms deal primarily in offering properties that are specific to geographic areas want to get found for key search terms for their area. For example, if you are a real estate agent leasing office space in Fort Worth, Texas, many of your customers will already be searching properties in Fort Worth or somewhere in north Texas. Inserting keywords such as "Fort Worth, TX real estate", "North Texas real estate" or "Texas office space for lease" into your site's content and blog is called "locally optimizing" your website to attract local clients who are more likely to use your services.

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Topics: Real Estate Marketing