How do you target a specific lifestyle with commercial real estate marketing?

Understanding your audience is paramount in commercial real estate marketing. By delving into their demographics, psychographics, and behaviours, you gain insights that allow you to craft compelling messages. If you're promoting a co- working space, knowing your potential members' age, income, and work patterns is vital. You can then align your marketing to their values and aspirations, addressing their specific pain points. This tailored approach ensures your marketing resonates with their lifestyle, increasing the chances of engagement and conversions.

Define Target Lifestyle: Identify the specific lifestyle (e.g., urban, luxury, eco-friendly) you want to target. Market Research: Understand the preferences and demographics of your target lifestyle group. Tailored Property Features: Customize property amenities to cater to the chosen lifestyle. Location Selection: Choose a location that aligns with the desired lifestyle. Engaging Content: Develop compelling marketing content showcasing lifestyle compatibility. Targeted Advertising: Use online ads tailored to the lifestyle group's interests. Social Media Presence: Maintain an active social media presence with lifestyle-related content. Influencer Marketing: Partner with lifestyle influencers to connect with the target audience.

Infographics in real estate help convey complex property data and statistics in a visually engaging format, making it easier for buyers to understand and compare options. They can highlight property features, neighborhood amenities, and market trends, providing valuable insights to potential buyers, and leading to better-informed decisions. Infographics can enhance a real estate agent's marketing efforts by attracting more online traffic and social media engagement, ultimately driving potential leads and clients. In a competitive real estate market, well-designed infographics set a property listing apart, increasing its visibility and potential for a faster sale at a favorable price.

To market your space you have to know your audience. You should ask as many questions about them as possible to really understand what they're looking for. Without knowing what they want, you can't position your property to fit their exact needs, and attract them. Some keys to understand are: income level, aspirations for themselves/their business & what problems keep them up at night. Then tailor your marketing to fit exactly what they're looking for

A highly curated mixture of qualitative and quantitative analysis should be done to determine the type of people that may be considered your target market. Be data driven to a degree and ensure the data you're using is truly reflective of the sentiment on the ground. Foot traffic data can be very useful, but it's important that this data is intelligently corroborated to demographic and psychographic profiles in a meaningful and actionable way. Try to look at the shifting trends over the course of a period of time and understand if an area is prone to change, or is showing signs of change - this will help you get ahead of the curve and preempt the shifting dynamics of the local economy.

Segmenting your audience is the next crucial step in lifestyle-focused commercial real estate marketing. This involves categorising them based on various lifestyle characteristics, including location, income, interests, values, and activities. When marketing a multifamily property, consider segmenting your audience into distinct groups like young professionals, empty nesters, families, students, and retirees. This segmentation empowers you to tailor your marketing efforts for each group, resulting in more personalised and relevant campaigns that resonate with their unique needs and preferences.

Segmenting the target audience begins based on the real estate product up for sale (newly constructed). Psychometric profiling - is an added advantage for high-end luxury real estate. To stand apart from the heavy competition, always rely on data and plan the digital campaigns and sales process (calling script, brochure, what's app interactions etc) based on the user end experience.

Define your target audience into specific groups based on demographics, interests, and behaviors. Create distinct marketing strategies and content tailored to the unique needs and preferences of each segment. Consider factors like age, income, location, and buying motivations when segmenting your audience. Effective audience segmentation can lead to more personalized and impactful marketing campaigns, resulting in higher engagement and conversion rates.

Once you have identified the broad, macro environment of the neighborhood you're researching, it's essential that you're aligning the areas amenities with the the demographics that are growing. Check the popularity of certain local venues and see what types of places are resonating with the current local visitor base. It's important to differentiate between the daytime and nighttime economies, too.

When marketing to seniors, it’s important to recognize they are not a homogeneous group. Segment your audience by criteria like age and ability levels, previous residences, interests, financial situations and family involvement. Target marketing to independent seniors (Active adult or IL) in their 60s and 70s focused on amenities like fitness, dining and entertainment. Appeal to those needing more assistance in their 80s and 90s by highlighting healthcare services (AL and MC). Consider veterans who may respond to patriotic gestures and messaging. Get to know if audiences are coming from homes, apartments or existing care facilities. Adjust messaging accordingly, using segmentation to make your marketing more precise.

Positioning your property as a lifestyle solution is the third essential step in commercial real estate marketing. Emphasize the features and benefits of your property that align with your audience's lifestyle needs and desires. If you're promoting a retail property, highlight its location, accessibility, visibility, traffic, amenities, design, and tenant mix to cater to your audience's lifestyle preferences and habits. Effective positioning sets your property apart from competitors, drawing in more qualified leads who resonate with the lifestyle your property offers.

Experiential selling is the new advantage in digital mediums. Depending on the real estate providing, choose the right medium to convey the desired position of the property.

Position your senior living community as an ideal solution for your audience’s lifestyle priorities. Showcase features like communal dining, social activities, maintenance-free living, and convenient amenities tailored specifically for seniors. Highlight specialized programming, partnerships with healthcare providers, accessibility accommodations, and person-centered care. Differentiate by emphasizing how your property supports engagement, fosters a sense of community, enables independence, and provides security - aligning with the lifestyle needs of seniors. Promote your location’s accessibility for visiting families

Determine the unique selling points (USPs) of your property, such as location, features, and amenities. Research the local real estate market to understand competition and pricing trends. Develop a compelling property description and marketing strategy that highlights its strengths. Emphasize the property's value and appeal through photography, staging, and virtual tours to attract potential buyers or renters.

Crafting a compelling narrative is the fourth crucial step in commercial real estate marketing to target a specific lifestyle. Utilize storytelling techniques, including imagery, video, testimonials, case studies, and social proof, to connect your property with your audience's lifestyle aspirations and emotions. For example, when promoting an office property, tell a story that illustrates how your property can boost productivity, creativity, collaboration, and well-being. A well-crafted story engages your audience and motivates them to take action.

A compelling story has the power to captivate customers, igniting their emotions and desires. It weaves a narrative that resonates with their dreams and aspirations, making them envision how your property fits perfectly into their ideal lifestyle. This connection fosters a deep emotional bond, increasing the likelihood of customer engagement and action. Through storytelling, you don't just sell a property; you sell a vision and an experience that becomes an integral part of their lives.

Using ERSI's Tapestry segments will help you decide on the best channels to communicate. I know with some clients, I am going to use email marketing because that is most effective, where as others may be social media and others are phone calls. Many times agents and investors will throw up a sign, add it to an online portal and just wait. Taking that next step to find the right target market and the correct channels will lease or sell space quicker.

electing the right channels is pivotal in reaching your target audience effectively. By understanding where your customers spend their time and tailoring your marketing efforts accordingly, you can ensure your message reaches them at the right place and time. This strategic approach maximizes engagement and conversion, ultimately connecting your property with their lifestyle aspirations and emotions. The right channels are your bridge to creating that emotional connection and inspiring action.

Opt for channels that are most trusted and frequently used by your target audience, such as websites, social media platforms, email, blogs, podcasts, webinars, or events. Additionally, ensure that these channels are optimised for search engines, mobile devices, and user experience. For instance, when marketing an industrial property to manufacturers, distributors, or logistics providers, focus on the channels that hold significance for this specific audience. Making the right channel choices will enable you to effectively reach your audience, driving increased traffic and leads.

When promoting senior living, leverage direct mail as a key channel, targeting adult children who often influence decisions. Printed materials sent directly to local households enable you to reach traditional seniors and their family members. Focus mail pieces on topics like downsizing benefits, loan options, and health services to capture interest. Send postcards inviting prospects to in-person tours and seminars. While also utilizing websites, email, and social media, don't underestimate traditional direct mail when marketing to this demographic. Track response rates and customize campaigns based on what resonates most with your senior prospects and their adult children advising on care.

There is a saying in Tamil - even if you want to put anything in a river, measure it first. Perfectly applicable for marketing budgets in real estate. Having the right tools can give your revenue reports, cost per site visit, revisit, etc Set it right the first time!!

Measuring and optimizing senior living marketing can be difficult due to low technology adoption and data spread across various platforms. Unlike other sectors, traditional methods like direct mail and in-person tours make detailed attribution a challenge. Residents often have limited digital footprints, so target them offline but leverage online ads to reach younger decision-makers. Though tracking response rates and rankings in local search can provide some insights. Survey incoming residents on how they heard about the community. Coordinate with sales to gather leads sources and analyze occupancy by campaign. While metrics may be imperfect, aim to identify the platforms resonating most with your audiences proves to be effective

If you are targeting MILLENIALS, you might want to focus on marketing your commercial real estate properties as being located in walkable and bikeable neighbourhoods with close access to restaurants, bars, and cultural attractions. If you are targeting FAMILIES with young children, you might want to market your commercial real estate properties as being located in safe and family-friendly neighborhoods with good schools and parks. If you are targeting RETIREES, you might want to market your commercial real estate properties as being located in communities with amenities such as golf courses, clubhouses, and fitness centers.

Define Target Lifestyle: Identify the specific lifestyle (e.g., urban, luxury, eco-friendly) you want to target. Market Research: Understand the preferences and demographics of your target lifestyle group. Tailored Property Features: Customize property amenities to cater to the chosen lifestyle. Location Selection: Choose a location that aligns with the desired lifestyle. Engaging Content: Develop compelling marketing content showcasing lifestyle compatibility. Targeted Advertising: Use online ads tailored to the lifestyle group's interests. Social Media Presence: Maintain an active social media presence with lifestyle-related content. Influencer Marketing: Partner with lifestyle influencers to connect with the target audience.