Your CRE Tech is Efficient. Shouldn’t Your Digital Marketing Be the Same?

Sarah Malcolm
Technology’s big sell is it’s supposed to make our life easier. Think about the big motivator behind CRE tech products. While they deliver many benefits, efficiency is usually involved in the pitch for adoption. We want to make how we manage and engage our built environment easier. Now, what about our marketing behind the product? Shouldn't digital marketing be equally efficient?

Technology’s big sell is it’s supposed to make our life easier. Think about the big motivator behind CRE tech products. While they deliver many benefits, efficiency is usually involved in the pitch for adoption. We want to make how we manage and engage our built environment easier. Now, what about our marketing behind the product? Shouldn't digital marketing be equally efficient?

By adopting the right marketing tech tools,digital marketing for your CRE tech becomes more efficient thanks to:

1- Application of marketing best practices

Know what works for B2B and B2C marketing in the CREtech space. TikTok videos are cute, but they’re not going to work here.

CRE itself is incredibly diverse. Just because white papers seem to generate leads for a tech servicing brokerage doesn’t mean that strategy works for grocery-anchored shopping center owners.

Know where the industry’s players operate online, what messages resonate with them, and how to get their attention. Do what works in your niche and do it well with the latest data from the marketing industry. For example, personalized messaging is crucial for generating returns from your marketing strategy.

If you’re just winging it or trying every trend under the sun, then product marketing will start wasting your time and budget.

2- Automated processes

Efficient marketing connects the dots between sales, marketing, and customer service in a way that makes sense. Automation and choosing the right marketing stack enable internal collaboration and better customer messaging.

Mindfully select an integrated marketing tech stack. Tools must work with other systems, whether it’s using Zapier to integrate or some other API. Think about it: when CRM coordinates with an email tool and social lead generation, you’re able to capture a lead and instantly start a drip campaign in motion with no action on your part. When the tech is working for you and not you working for it, you’re saving time and getting results.

3- Testing and learning

Only leverage the marketing strategies and messages that work for you. There’s a loose “80/20” rule where 80 percent of what you do is the stuff you know creates results and 20 percent is experimenting.

The best marketers track what happens in every facet of their strategy and use the data to make informed decisions. They’re weeding out the practices that simply don’t work.

Marketing’s automated systems increasingly allow for better A/B testing. In turn, this improves customized marketing materials and pinpoints your personalized best practices.

4- Aligning with branding

Stop reinventing the wheel. Efficient marketing creates a brand guideline with rules for the look and voice. Then it uses that guideline! Cohesive messaging is critical to efficient marketing.

Forward-looking businesses need an efficient marketing tech stack that supports their growth. It supports your brand delivering the right messaging at the right time without extra work.

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