Stopping Invisibility: Elevating Your CRE Brokerage with Strategic Marketing

This article explores the critical need for CRE brokers to adopt both inbound and outbound marketing strategies. It highlights how integrating these approaches can create sustainable success, establish authority, and generate consistent leads. The article delves into specific channels, with a focus on utilizing LinkedIn to build a personal brand and drive business growth. Additionally, it explains the differences between outbound and inbound marketing and the importance of developing diverse content.

Introduction:

In the fiercely competitive world of commercial real estate, traditional outbound marketing strategies alone are no longer sufficient. To stay ahead and thrive, CRE brokers must embrace a balanced approach that includes both inbound and outbound marketing. This shift not only promises long-term dividends but also positions brokers as authorities in their field.

Why You Need It:

In a market saturated with brokers using outbound tactics, differentiating yourself is crucial. An inbound strategy complements outbound efforts by creating a sustainable flow of leads and establishing a strong online presence.

Frustrations:

• Lack of consistent leads from outbound efforts
• High competition making it hard to stand out
• Limited online presence affecting credibility

Many brokers fear the time investment required for inbound marketing, worrying it might not yield immediate results and could detract from their current efforts.

Wants:

• Sustainable lead generation
• Enhanced personal and professional brand
• Increased market authority

By adopting a balanced marketing approach, brokers can achieve consistent lead generation, establish themselves as industry leaders, and ultimately drive more business growth.

Differences Between Outbound and Inbound Marketing:

Outbound Marketing:

• Definition: Outbound marketing involves proactive outreach to potential clients through direct methods.
• Channels: Cold Calling: Directly contacting potential clients by phone. Email Campaigns: Sending targeted emails to prospects Mail: Sending physical marketing materials to potential clients. Networking Events: Attending industry events to meet potential clients.
• Examples: A broker cold calling a list of potential tenants for a new office space.Sending a direct mail piece highlighting available properties to local businesses.

Inbound Marketing:

• Definition: Inbound marketing focuses on attracting clients through valuable content and online presence.
• Channels: Content Marketing: Creating blogs, articles, videos, and social media posts. SEO: Optimizing content to rank higher in search engine results. Social Media: Engaging with audiences on platforms like LinkedIn, Twitter, and FAcebook. Email Marketing: Sending informative and valuable content to a subscribed audience.
• Examples: A broker writing a blog post about current market trends. Sharing a video tour of a new property on LinkedIn.

What You Need to Know:

Inbound marketing, though initially time-consuming, offers long-term benefits by attracting prospects through valuable content and establishing credibility. Outbound marketing, on the other hand, involves direct outreach to potential clients and can be very time instensive withe low succes rate. Together, these strategies create a powerful synergy.

Context: Left Brain (Models): Inbound marketing leverages SEO, content creation, and social media to draw prospects in, while outbound marketing uses direct methods like cold calling and email campaigns to reach out to potential clients.

Right Brain (Metaphors): Think of outbound marketing as casting a wide net, hoping to catch fish, while inbound marketing is akin to creating a fish pond in your backyard, where fish come to you over time.

Content: Importance of Developing Content: Creating diverse content is essential for engaging your audience and establishing authority. Whether it's through blog posts, articles, short videos, or long-form videos, each format has its unique advantages. Blogs and articles are great for SEO and providing in-depth knowledge, while videos can be more engaging and shareable. Consistent content creation helps build trust and keeps your audience informed and interested.

Statistics: According to HubSpot, businesses that focus on inbound marketing see 54% more leads generated compared to those relying solely on outbound strategies. Additionally, LinkedIn reports that 62% of B2B marketers find LinkedIn to be the most effective platform for lead generation.

Case Study: Consider Sarah, a CRE broker who exclusively relied on outbound marketing. She spent hours cold calling with minimal results. After incorporating an inbound strategy by regularly posting valuable content on LinkedIn and optimizing her profile, she noticed a significant increase in inbound leads. Within six months, her business grew by 30%, with less effort spent on cold outreach.

Quotes:

• "The best marketing doesn't feel like marketing." – Tom Fishburne
• "Inbound marketing is about creating valuable experiences that have a positive impact on people and your business." – Dharmesh Shah

How to Do It:

1. Optimize Your LinkedIn Profile: Treat your LinkedIn profile as your personal website. Ensure it is professional, updated, and highlights your expertise.
2. Content Creation: Start a blog or create LinkedIn articles to share insights and industry knowledge. This positions you as a thought leader.
3. Engage and Network: Regularly engage with your audience by commenting on posts, joining relevant groups, and networking with industry professionals.
4. SEO and Keywords: Use relevant keywords in your content to improve search engine rankings and visibility.
5. Video Content: Create short video updates or property tours to engage your audience visually.

Conclusion:

Embracing both inbound and outbound marketing strategies is essential for CRE brokers aiming to stand out and succeed in a competitive market. By leveraging LinkedIn to build a personal brand and consistently producing valuable content, brokers can generate sustainable leads, establish authority, and drive business growth.