How CRE Tech Can Reach Owners and Developers Through Strategic Marketing

Sarah Malcolm
Some of your strategy has a face-to-face component, but with commercial real estate companies putting a hold on non-essential travel and working from home, it’s important to put more of your efforts into digital. Find the keys to getting in with the leadership team using strategic marketing.

Are you getting in front of the mover and shakers? These are the people who are going to pull the trigger on using your commercial real estate technology product. You can try cold calling, but decision-makers typically have gate-keepers blocking your way.

Some of your strategy has a face-to-face component, but with commercial real estate companies putting a hold on non-essential travel and working from home, it’s important to put more of your efforts into digital. Find the keys to getting in with the leadership team using strategic marketing.

Original video content

According to HubSpot, 73% of business-to-business marketers saw a positive return on their investment for video content. People are consuming video at crazy rates, and executives are no exception. Anyone can find time to watch an engaging three-minute video about a solution that could help solve one of their problems.

The key to winning videos is telling great stories. Find ways to make your CRE tech products sound compelling. Think about ways that your product has helped existing customers achieve their goals. Talk about your founding story or your mission. Walk us through why you created a specific feature and how it will help set someone apart in the industry.

Don't be afraid to do something different in your video marketing. It's okay to be funny, humorous, and entertaining. We could all use a laugh. Do something ATYPICAL in the CRE tech industry, like using animated explainer videos or finding someone with a big personality to do your how-to style videos.

Influencer marketing

Social proof through user-generated content is a powerful way to get yourself in front of your target audience. You better believe that company leaders and decision-makers are talking to each other and other experts in their field. When they are looking for technology solutions, they're asking around about what others use.

Partner with the right influencers to get in front of the decision-makers. Start by establishing yourself as a leader in the industry with something important to say. That means creating content about your values, mission, and opinions about the CRE world. Educational content definitely needs to be part of your strategy.

Influencers need to see that you're not just looking for free social media advertising. You've got to create some pretty high-quality content to prove why they should back your product.

In addition, this content will help you locate the influencers who matter. By sharing on social media and in CRE industry groups, you'll find the right people to collaborate with who have access to the movers and shakers you're seeking.

High-value content

It is fun to jump on culture trends and create content that rips off of it. However, the backbone of any strategic marketing plan is creating content of high-value.

There's so much stuff published today. What you say has got to be different and with an eye on creating long-term trust inside the industry. It's not enough to create something with the intent of getting your name out there.

Make the content higher-quality by really digging into your target CRE tech audience. Personalize the type of information the decision-makers might want to see about your product. Think about how these executives would like to consume the information: a white paper, video, or even an infographics.

Be unique

The decision-makers are inundated with people trying to win them over to their CRE tech product. You've got to find a way to make your content unique in its delivery and presentation. Do something that will make them remember you.

Need ideas? ATYPICAL is a leader in the CRE Tech marketing space. Let us help you connect your product with the movers and shakers.

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