Best Practices for Commercial Property Marketing

A strategic guide to promoting commercial properties across the right digital channels for maximum visibility and results.

By Walter Fitzgerald

* A note on the author: At 83 years old, Walter isn’t your typical copywriter — and that’s exactly why we love him. His offbeat take on blogging and colorful storytelling make him a standout voice at ATYPICAL.

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Introduction to Commercial Property Marketing That Actually Works

When it comes to successful commercial property marketing, you need more than just a flyer and a phone. Cold calling still has its place, no doubt about that, but these days, if you want to attract serious buyers or tenants, you also need a strong commercial real estate marketing strategy that works across multiple digital channels.

That means showing up where people are already searching. Think filtered listing pages, tailored email campaigns, paid ads, and social content that actually gets seen.

The key is to make each channel work together, like a well-tuned machine.

In this guide, we’ll walk through the most effective places to promote your property, how to get the most out of each one, and which tools bring real results without burning through your budget.

Let’s get to work.

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Clearly Organize and Optimize Your Listings on Your Website

Your website is the foundation of your commercial property marketing efforts. It’s your digital storefront, and if it’s not set up to guide serious buyers or tenants to the right listings quickly, you’re losing valuable opportunities.

Having high-quality images is a given; however, here are some additional areas that immediately improve the way people find and engage with the listings on your site.

Use Advanced Filters to Guide Visitors

A professional commercial real estate website should let users search with precision. Make sure your listings can be filtered by:

• Property type: Office, retail, industrial, flex, mixed-use, etc.

• Lease type: NNN, gross lease, sale-leaseback, etc.

• Price range and square footage

• Cap Rate

• Location: City, neighborhood, submarket, or region

People know what they’re looking for. Help them find it without jumping through hoops.

Write Rich, Keyword-Optimized Property Descriptions

Each individual property listing should include a clear, specific, and detailed description. This is essential for both search engines and potential buyers.

Include keywords naturally throughout, such as:

• “NNN retail property for sale in Tampa”

• “Warehouse space for lease in Phoenix”

• “Class A office building in downtown Charlotte”

Avoid one-liners or vague copy. More context means more chances to show up in relevant search results.

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Use Commercial Real Estate Listing Platforms Strategically

You wouldn’t go fishin’ without knowing where the fish are bitin’, and the same goes for commercial property marketing.

That’s why listing platforms like LoopNet, CREXi, and others are still essential parts of your strategy. These platforms bring built-in audiences of brokers, investors, and tenants actively looking for properties just like yours.

Post on High-Traffic Marketplaces

Sites like LoopNet, CREXi, and Brevitas attract buyers and tenants who are deep in the funnel. Many start their search right there, which means your listings need to be there too, especially if you’re in a competitive market.

Just remember, not every listing needs to be promoted with paid placements.

Focus your budget on:

• High-value assets

• Trophy properties

• Time-sensitive opportunities

  
  

For everything else, a solid free listing with keyword-rich descriptions and full details can still do the job.

Track and Refresh Listings Regularly

Some of these platforms start to bury stale listings. Make a habit of:

• Updating the listing date

• Swapping out hero images

• Refreshing the description if anything has changed

Keeping your listings active helps boost visibility and signals to viewers that the opportunity is current.

Don’t Rely on Listings Sites Alone

Listing platforms are one tool in your commercial real estate marketing strategy, not the entire toolbox.

You’ll get the best results when you combine these listings with email, social media, and targeted advertising that sends people back to your own filtered property pages.

You want these platforms to generate awareness, but your website should do the heavy lifting when it comes to conversion.

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Use Targeted Email Marketing to Reach the Right Buyers and Tenants

Email, when done right, continues to deliver some of the best results in commercial property marketing . But the key isn’t just sending emails, it’s sending the right emails to the right people at the right time.

Segment Your List Like a Pro

Mass email blasts might feel productive, but they’re more likely to end up in spam folders than inboxes. Instead, segment your list based on what your recipients actually care about and tailor your email accordingly.

Create separate audiences based on:

• Property type: industrial, office, retail, flex, mixed-use

• Lease structure: NNN, gross lease, full-service, sale-leaseback

• Price range or asset class: from value-add investors to institutional buyers

• Geography: local vs. national investors, or market-specific targeting

The more specific your message, the higher your open and conversion rates will be. One-size-fits-all emails just don’t cut it anymore.

Only Email People Who Have Opted In

It might be tempting to load up a list from an old CRM or a stack of business cards from a trade show, but don’t do it unless they’ve given you permission.

If you send to folks who didn’t opt in, you risk hurting your domain reputation, landing in spam, or worse, being blacklisted entirely.

Make sure your database is clean and compliant with opt-in standards. It’s better to have 500 qualified contacts than 5,000 who hit “unsubscribe.”

Watch Your Frequency

If you’re emailing too often, even to the right people, you’ll wear out your welcome. A good rule of thumb is 2 emails per person a week, depending on your pipeline and how active your audience is.

And whatever you do, don’t just email for the sake of it. Make sure every message provides value, whether that’s a new listing, a price drop, or a helpful market insight.

If you have the unfortunate issue of having too many listings, try grouping your listings by a theme, asset type, class, or audience:

• “3 NNN Retail Investments Available Now”

• “Industrial Opportunities in the Inland Empire”

• “Featured Office Listings in Atlanta’s Midtown Market”

Keep it simple, visual, and focused. And always include links back to filtered listing pages on your website for seamless browsing.

Track, Test, and Refine

Email is powerful because it gives you instant feedback. Keep an eye on:

• Open rates

• Click-through rates

• Form fills or OM downloads

• Unsubscribes

If something’s not working, adjust your subject lines, test different content formats, or try new segment combinations. A good commercial real estate email strategy is always evolving.

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Use Organic Social Media to Build Visibility and Engagement

Social media might not close the deal, but it sure helps with visibility. For any well-rounded commercial property marketing strategy, organic social platforms like Instagram, Facebook, LinkedIn, YouTube, and even TikTok can help boost your visibility and keep your properties top of mind.

This is where you show off, connect with your audience, build your community, and build brand trust without spending a dime on ad space.

Focus on Visual-First Platforms

Commercial real estate is a visual game. People want to see the asset before they pick up the phone. Platforms like Instagram, Facebook, and TikTok are ideal for showcasing:

• High-quality photography

• Property video tours and drone footage

• Leasing progress or construction updates

• “Just listed” or “leased” announcement posts

Video, in particular, performs extremely well. Think vertical videos and walk-throughs that show off the property’s best features, amenities, and surrounding area.

Post Consistently Without Overdoing It

The key to organic social is showing up regularly and authentically, not shouting every day. Aim for a consistent cadence, whether that’s two posts a week or three times a week. Don’t just post your listings (people don’t want to be sold to in every post), use other content types to engage your audience, encourage them to follow you, so when you do post listings, they’ll see them in their feeds.

Mix your listings up with:

• Behind-the-scenes content

• Team spotlights

• Industry news and market commentary

• Educational pieces

• Property performance updates

This shows personality and builds connection, not just transactions.

Tailor Content by Platform

Each platform has its own “personality.” Here's how to think about them:

• Instagram: Great for visuals, stories, and video reels. Ideal for showcasing properties and lifestyle.

• Facebook: Useful for community-focused content and reaching small business tenants.

• TikTok: Emerging but high engagement. Think fast, creative tours, and educational snippets.

• LinkedIn: Better for thought leadership and brand-building. Not the best place for individual listing promotion.

• YouTube: Perfect for long-form video tours and detailed walkthroughs. Also excellent for SEO when paired with keyword-rich titles and descriptions.

Drive Traffic Back to Your Listings

Always include a clear next step in your posts. Use strong calls to action like:

• “View the full listing on our site”

• “Download the OM”

• “Schedule a private tour”

And link back to the relevant filtered page or specific property listing. Organic content should lead to real traffic and engagement, not just likes.

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Use Paid Advertising to Generate Qualified Leads

If organic traffic is your slow and steady pickup truck, paid advertising is the turbo-charged engine of your commercial property marketing strategy.

The right ads, shown to the right people, can generate high-intent leads, drive OM downloads, and keep your listings visible in an increasingly competitive market.

But not all ad channels are created equal. Let’s break down which platforms work best and how to use them without burning through your budget.

Google Search Ads: Capture Buyers and Tenants With Intent

Search ads are the highest-converting paid channel in commercial real estate. Why? Because they show up when someone is actively looking.

Use keyword targeting based on:

• Property type: "industrial warehouse for lease in Atlanta", "retail strip center for sale Dallas"

• Lease type: "NNN retail investment in Phoenix", "gross lease office space NYC"

• Location-specific terms: Include cities, submarkets, or neighborhoods

Your ads should link directly to filtered listing pages, not your homepage. If someone searches for NNN properties in Miami, take them straight to that inventory. The fewer clicks, the higher the conversion rate.

Keep your campaigns clean, tightly themed, and regularly reviewed to avoid waste.

Facebook Ads: Best for Driving OM Downloads

Facebook is one of the most cost-effective ways to promote listings and generate leads. We see the highest number of OM downloads, which may be surprising to some but remember, Facebook is the largest social media platform in the world, with 3x more users than LinkedIn.

What makes it so effective?

• Native lead forms: Easy for users to fill out with pre-populated contact info

• Precise targeting: Industry, location, and interest in commercial real estate

• Strong engagement: Especially when paired with video content or carousel ads

Use Facebook to promote individual listings, new availability, or property packages. And always include a clear call to action like “Download OM” or “Schedule a Tour.”

This platform works particularly well for early interest and open-market promotion.

Google Display Ads: Use for Remarketing Only

Display ads are visually engaging and can rack up big impressions, but they’re not ideal for targeting new prospects cold with your listings.

Instead, use Google Display for remarketing. Target people who:

• Have visited your listing pages

• Viewed a specific property

• Downloaded an OM but didn’t inquire

By focusing only on folks who have already shown interest, your display ads stay relevant and avoid feeling spammy. This approach keeps your brand visible during the decision-making window, when deals are warming up.

What to Avoid: LinkedIn Ads for Listings

While LinkedIn is great for building a company’s brand and sharing thought leadership, it’s not the right tool for promoting individual listings.

The cost per click is too high, and the conversions just don’t justify the spend.

You’re better off focusing on LinkedIn for recruiting, market insights, or promoting broader investment strategies, not day-to-day leasing or property sales.

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Focus on Strategy, Not Just Visibility

There’s no shortage of places to promote your properties, but what separates average results from exceptional ones is the strategy behind it all.

Effective commercial property marketing is about more than being seen. It’s about being seen by the right people, at the right time, with the right information.

That means starting with a solid foundation (your website), building trust through email and organic content, and using paid ads to bring qualified leads back to your listings.

Instead of pouring time and money into every available platform, choose the ones that match your property type, target audience, and goals. Track your performance. Refine as you go. And remember, quality always beats quantity.

If you build a smart commercial real estate marketing strategy, the results will follow.

As I always say, “You can shout from the rooftop, but if no one’s listenin’, you’re just scarin’ pigeons.”

As always,

Stay ATYPICAL 😊