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What are the most effective ways to market commercial properties in a less desirable location?

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Marketing commercial properties in a less desirable location can be challenging, but not impossible. You need to highlight the unique features, benefits, and opportunities that your property offers, and target the right audience with the right message. In this article, you will learn some of the most effective ways to market commercial properties in a less desirable location, and how to overcome the common objections and barriers that buyers and tenants may have.

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Javier Andrés Soler

Consultor y Mentor | Desarrollo de negocio e inversores de BRASIL y LATAM en los mercados de ESPA?A | Más de 15 a?os de…
Hassnain C.

Dynamic Finance Professional | Finance Leader Pivoting to Commercial Business Finance | CFA Level 2 Candidate | ACCA…
Daniel Cruz López

Abogado inmobiliario

1 Know your market

Before you start marketing your property, you need to understand who your potential buyers or tenants are, what they are looking for, and what they are willing to pay. Research the demographics, preferences, needs, and pain points of your target market, and identify the segments that are most likely to be interested in your property. For example, if your property is in an industrial area, you may want to focus on manufacturing, logistics, or warehousing businesses. If your property is in a rural area, you may want to target agricultural, environmental, or recreational businesses.

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Javier Andrés Soler

Consultor y Mentor | Desarrollo de negocio e inversores de BRASIL y LATAM en los mercados de ESPA?A | Más de 15 a?os de experiencia ayudando a empresas e inversores en su expansión internacional.
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Las ubicaciones aparentemente menos deseables de un bien inmueble, suelen ser grandes oportunidades de inversión siempre que sean correcta y profesionalmente analizadas. Además, suelen tener menos demanda y competencia. Por ello sufrirán, potencialmente, menos sobrevaloración o especulación en su precio. Para mí 3 informaciones, y su análisis, son imprescindibles entender para tomar una decisión en estas inversiones: 1- El entorno economico donde se ubica: qué sectores son los referentes en ese ámbito territorial específico. 2- La Red de infraestructuras y comunicaciones que conectan el entorno, y sus posibles mejoras a medio plazo. 3- Las características socio demográfica de su entorno. Entendiéndolas optimizaremos nuestra inversión.

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Hassnain C.

Dynamic Finance Professional | Finance Leader Pivoting to Commercial Business Finance | CFA Level 2 Candidate | ACCA Member
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Effectively market commercial properties in a less desirable location by highlighting unique selling points, targeting niche audiences, offering incentives, utilizing digital marketing channels, and emphasizing potential growth opportunities.

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Mariana Alejandra Ramírez

Marketing Inmobiliario | Marca personal para profesionales inmobiliarios | Ventas |
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Pon el foco en las fortalezas de la propiedad Resalta el precio como una ventaja significativa frente a propiedades en ubicaciones más deseadas. Las características únicas de la propiedad, como espacio, dise?o, o potencial de desarrollo. Muestra el potencial de crecimiento del área o las oportunidades de negocio específicas para el tipo de propiedad.

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Mohammed Afzal ??

Brand Marketing Expert | 7+ Years Revolutionizing Retail, FMCG, and Real Estate Sectors | Let's Connect!!
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In my opinion, effectively market commercial properties in less desirable locations, start by understanding your target audience's needs and preferences. Highlight the unique value propositions of the property, such as affordability or future development potential. Use engaging storytelling to overcome location challenges and showcase the property's strengths. Utilize various marketing channels, including online platforms and local advertisements, to reach a wider audience and increase visibility. Address objections proactively to build trust and attract potential buyers or tenants.

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2 Emphasize the value proposition

Once you know your market, you need to craft a compelling value proposition that showcases the benefits and advantages of your property, and how it can solve the problems or fulfill the goals of your target market. For example, you can highlight the low cost, the spaciousness, the accessibility, the flexibility, or the potential for growth or improvement of your property. You can also emphasize any incentives, discounts, or financing options that you offer to make your property more attractive and affordable.

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3 Use creative storytelling

Another way to market your property is to use creative storytelling to capture the attention and imagination of your audience. You can create a story that illustrates the history, the vision, the purpose, or the impact of your property, and how it can help your potential buyers or tenants achieve their desired outcomes. You can also use testimonials, case studies, or success stories to demonstrate the value and credibility of your property, and how it has helped other businesses or individuals in similar situations.

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Kirky Galt

?? Helping CRE Leaders Accelerate Growth with Thought Leadership Marketing, PR & Content | Marketing Consultant & Business Coach
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Marketing CRE properties in less desirable locations calls for storytelling to highlight their hidden value. Start by diving into the history of the property and its neighborhood, bringing to life the stories and potential that others might overlook. Paint a vivid picture of what the future could hold for both the property and the surrounding community if the right investor steps in. Emphasize how investing in this asset isn't just a financial decision but a chance to make a real difference, transforming challenges into opportunities for growth and revitalization. Show potential buyers the broader impact of their investment, illustrating how an improved property can breathe new life into the community, fostering development and prosperity.

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Mohammed Afzal ??

Brand Marketing Expert | 7+ Years Revolutionizing Retail, FMCG, and Real Estate Sectors | Let's Connect!!
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In my opinion, Utilize creative storytelling to engage your audience and pique their curiosity about the property, capturing attention effectively. Appeal to the emotions and aspirations of potential buyers or tenants by illustrating how the property can help them achieve their desired outcomes, fostering a strong emotional connection. Use storytelling as a tool to differentiate your property from competitors and leave a lasting impression on your audience, effectively highlighting its unique features and benefits.

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4 Leverage multiple channels

To reach a wider and more diverse audience, you need to leverage multiple channels to market your property. You can use online platforms such as websites, social media, email, video, or podcasts to showcase your property and engage with your audience. You can also use offline methods such as signs, flyers, brochures, or direct mail to generate interest and awareness. You can also network with local organizations, associations, or influencers to spread the word and get referrals.

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5 Address the objections

Finally, you need to address the common objections and barriers that your potential buyers or tenants may have about your property, and how to overcome them. You need to anticipate the questions, concerns, or doubts that your audience may have, and provide clear and honest answers, solutions, or alternatives. For example, you can explain how your property meets the safety, security, or environmental standards, how it offers convenient transportation or amenities, or how it can be customized or renovated to suit their needs.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Daniel Cruz López

Abogado inmobiliario
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Vender algo tal y como es, está bien. Pero si tu propiedad ahora mismo tiene opciones de mejorar, ofrece la visión a tu cliente de esas potenciales mejoras. Céntrate en ello, haz que tu cliente sienta esas grandes oportunidades que puede ofrecer la propiedad. Por ejemplo: una zona que debido a la dejadez del ayuntamiento, se encuentra sucia y ello lleva a que haya decaído. Ofrece a tu cliente las posibilidades que hay si se soluciona ese problema, cómo incrementará el valor de la propiedad y qué debe hacer para solucionar el problema.

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Mariana Alejandra Ramírez

Marketing Inmobiliario | Marca personal para profesionales inmobiliarios | Ventas |
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Para todo hay un comprador. No juzgues el valor o potencial de una propiedad por una de sus caracteristicas. Enfócate en resaltar las fortalezas y comunicarlas estratégicamente para llegar a tu publico objetivo. Para cada propiedad hazte la pregunta: ?A quien le puede interesarle un inmueble con estas caracteristicas? ?Qué uso puede darle? Adapta tu estrategia a tu público objetivo.

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What are the most effective ways to market commercial properties in a less desirable location?

1

2

3

4

5

6

1 Know your market

2 Emphasize the value proposition

3 Use creative storytelling

4 Leverage multiple channels

5 Address the objections

6 Here’s what else to consider

Commercial Real Estate

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What are the most effective ways to market commercial properties in a less desirable location?

1

2

3

4

5

6

1 Know your market

2 Emphasize the value proposition

3 Use creative storytelling

4 Leverage multiple channels

5 Address the objections

6 Here’s what else to consider

Commercial Real Estate

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