Human engagement is the underlying principle of commercial real estate. Retail centers, offices, hotels, medical buildings — these are the places for entertainment, work and our necessities.
Now, businesses are closed, events have been canceled and social distancing could be the trend for the foreseeable future. However, we all still need to make sure our businesses survive and can thrive once restrictions are lifted.
Digital marketing could be the best way for businesses to survive right now. I’ve pitched for years how important a digital strategy is in all industries, including commercial real estate. What the COVID-19 pandemic is illustrating is the value of having a responsive digital marketing strategy. What can commercial real estate ventures, from brokers to shopping centers to retailers, do with digital marketing to help their business right now?
1. Stop Selling
Don’t make this all about you; instead, make it about how you can help. In the past few weeks, I’ve seen people and brands leveraging the crisis incorrectly. Who hasn’t received an email with a message like “Stuck at home? Here’s a sale!”
Many Americans are rightfully concerned about their cash flow and their livelihoods. Millions have no idea how long their work will be reduced or interrupted. A sales pitch is the last thing they need.
But some brands are doing it right. They are talking about what they’re doing for their employees and their communities.
The commercial real estate businesses that are the most successful digital marketers right now are pushing relevant content that can help people. Once life starts to return to a new normal, people will be more likely to remember the businesses that focused on their human relationships and not the dollar signs.
2. Use Social Media To Connect With Your Community
Get back to the roots of social media. Remember how Facebook started? It was for college students to make connections to others in their community.
Now is the time to build those connections in your community. There’s no social distancing needed in the digital world. People are turning to social media to make those human connections we crave.
So get back to basics. Retailers, ask your community how you can help and support them. Commercial real estate tech brands, ask what the retail industry, the hospitality industry, etc., need. Even the medical industry needs our support.
Throw your efforts into writing personalized responses to online comments on your social platforms. Let people know that there’s a real person there listening.
Use your social media to update your existing social network. Something we’re doing for grocery-anchored shopping centers is making sure they have support in communicating via targeted ads on Facebook when their stores are stocked up with the essentials their communities need.
3. Provide High-Value Content
The backbone of digital marketing is offering high-value content that your target audience cares about. Many commercial real estate businesses are going to need guidance and direction on winning back consumers to their physical locations. Small businesses are the foundation of many commercial real estate ventures; no doubt many are struggling and will struggle to get back on their feet. Some may be thinking about how social distancing will impact their business models going forward.
Think about what people in your industry circle need to know now and in the next six months. Offer your opinions and your guidance. Again, don’t make the content all about you; instead, share how you can help.
4. Try New Approaches
Since more businesses must rely on digital marketing to drive business, the competition for eyeballs has increased. Now is your chance to experiment with your messaging.
Of course, you can continue with current digital marketing strategies, but try something new. See the current space as an opportunity to embrace your creativity.
Offer online meetups using services like Zoom or GoToMeeting. Use live streaming on social media to host special events, like the Cincinnati Zoo is doing with its live home safaris. Try a new feature on a social platform your brand already has. Why not use Instagram Stories to share how your commercial real estate brand is helping the community at large?
5. Get Super Targeted
Do not rely on organic traffic alone. As I said, the competition for eyeballs is fierce. Now is the time to invest in your targeted digital advertising across all platforms. The commercial real estate industry is heavily invested in LinkedIn; add targeted ads for your high-value content on this platform.
With events canceled and no face-to-face meetings, digital marketing might be the best answer to sustaining a business right now. Remember to always come from a place of support. In these hectic times, we all need it.
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