Commercial Real Estate Lead Generation: 5 Proven Tactics to Get More Leads

Stop Chasing Cold Leads. Start Building a Smarter, Scalable CRE Pipeline. 

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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What are top-performing CRE marketers doing to get better leads? 

There’s no shortage of ways to scare up leads in commercial real estate. 

Cold calls, email blasts, listing sites, even pounding the pavement still have their charm. But in a market where attention’s as scarce as a parking spot in Manhattan, every move’s got to pull its weight. 

Today’s prospects aren’t just kicking tires, they’re doing their homework. They’re digital, they’re discerning, and they’ve seen every sales trick in the book. 

Whether you’re filling space in a national portfolio, trying to get eyeballs on your shiny new platform, or just looking to win a few more deals before quarter-end, one thing’s clear: lead gen can’t be left to chance. 

The silver lining? You don’t need to reinvent the wheel. You just need to know which ones still roll. 

In this blog, we’ll dig into five lead generation tactics that are delivering the goods for brokerages, owners, operators, and CRE tech firms in 2025. 

Backed by fresh data from ATYPICAL’s latest Commercial Real Estate Digital Advertising Benchmarks Report, these aren’t fads or flavor-of-the-month fixes, they’re the solid, well-oiled tools that get the job done. 

And if you’re wondering whether this blog’s another puff piece full of marketing mumbo jumbo, fear not. I’ve got one foot in the analog world and the other in digital, and I still know a good lead from a goose chase. 

We’ll cover: 

• The ad platforms giving the best bang for your buck 

• How to meet prospects earlier in their search 

• What your website might be missing (and how to fix it) 

• And what kind of ROI should you actually expect from your lead gen budget 

If you’re looking to sharpen your digital approach and get more of the right kinds of leads this year, you’re in the right place. 

Let’s get into it.  ______

Tactic 1: Digital Advertising Designed for CRE Lead Generation 

Whether you're promoting a listing, launching a fund, or trying to get in front of decision-makers before lease renewals roll around, digital advertising (paid ads) can be one of the most effective ways to generate qualified commercial real estate leads if you know where (and how) to spend. 

Here’s what’s performing right now, based on real results from ATYPICAL’s 2025 Benchmark Report: 

Google Search Ads: Capture Demand When It’s Hot 

When someone’s actively searching for “retail space in Austin” or “best GIS tool,” there’s real intent behind that query. Google Search Ads continue to be a top driver for high-quality lead conversions in commercial real estate. 

What We’re Seeing: 

Search ads consistently deliver the highest number of completed goals, whether that’s form submissions, contact requests, or resource downloads. According to ATYPICAL’s 2025 data, Google remains the top platform for capturing bottom-funnel leads with clear purchase or leasing intent. 

Best For: 

• Listing promotion: 

  Get your available spaces in front of people who are actively searching (no need to wave a flag on the corner). 

• Investment offerings: 

  Capture attention from investors who are already poking around online for their next opportunity. 

• Competitor-branded keywords: 

  Show up first on Google when someone searches for a competitor. 

• Location-based tenant or buyer demand: 

  Target people looking for space, services, or solutions in a specific area, because “office space in Miami” or “CRE data tools” aren’t just search terms, they’re smoke signals from prospects ready to talk. 

LinkedIn Ads: Reach the Right People, Not Just More People 

LinkedIn remains one of the most effective channels for reaching brokers, investors, developers, and execs in CRE tech and REITs. The platform’s targeting tools make it possible to zero in on job titles, companies, regions, and even asset types.

What the Data Says: 

• More people are clicking on LinkedIn ads this year than last. 

• It’s also getting a bit cheaper to advertise there (although still higher than other platforms), which means better value for your budget. 

• Leads cost a bit more here, but the quality is often worth it, especially when you’re going after large deals or strategic partnerships. 

Good For: 

• Promoting your brand or expertise 

• Reaching high-level decision-makers 

• Building relationships beyond just listings 

Facebook Lead Forms: A Simple, Low-Friction Way to Capture Interest 

This one might surprise you: Facebook is still delivering strong results for commercial real estate, especially when you use it to promote listings or downloadable content. 

And the key? Don’t send people to your website, keep them on Facebook. 

Using Facebook’s built-in forms, people can express interest, book a tour, or request more info without ever leaving the app. It’s quick, it’s easy, and it works. 

Why it Works: 

• When people don’t have to click away to a separate site, they’re much more likely to fill out a form. 

• We’ve seen these ads drive high volumes of leads for property listings and OM downloads. 

Good For: 

• Listing promotion 

• Downloadable resources 

______ Tactic 2: LinkedIn Outreach - A Smarter Way to Start Conversations 

Most people in commercial real estate already have a LinkedIn profile. Some even post now and then. But very few are using the platform to consistently spark real business conversations. 

If you’re a broker looking to build relationships, a leasing director trying to fill space, or a tech founder aiming to connect with property owners, LinkedIn can do a lot more than host your resume. 

Used well, it’s one of the most efficient and scalable tools for lead generation in CRE. 

Start With the Right Kind of Content 

One of the biggest missed opportunities we see? People wait until they need something to start posting. 

By sharing short updates, project insights, or industry observations, without immediately asking for anything in return, you start building recognition and trust. 

Over time, that’s what makes people more likely to take your call or reply to your message. 

You don’t need to write essays. A quick update on a new leasing win, a trend you’re seeing in your market, or a comment on a recent transaction can go a long way. 

Use Search to Build a Focused List 

LinkedIn’s search tools (and Sales Navigator, if you’re using it) let you find exactly the people you want to reach. You can filter by job title, location, company size, and more. 

Let’s say you’re leasing retail space in Dallas. You can quickly find retail real estate directors, tenant reps, and expansion managers in that area and start building a smart outreach list. 

This saves time, keeps your outreach focused, and avoids wasting energy on the wrong contacts. 

Send Messages That Don’t Feel Like Spam 

The best outreach messages feel personal and relevant. 

That doesn’t mean writing a novel; it means showing you’ve done your homework. Reference a recent deal, a mutual connection, or something specific about their role. Ask a clear question or invite a quick call. 

Avoid the “Hi, here’s my entire pitch deck” message. It rarely works. 

Better message examples: 

• “Saw your team just opened a new location downtown, are you still expanding in the area?” 

• “I work with a few regional REITs, curious if you’re open to a quick conversation on leasing strategy?” 

• “I noticed you’re in acquisitions, are you still looking in secondary markets this year?” 

• Small effort, big difference. 

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Tactic 3: Search Engine Optimization (SEO) and Content Marketing - Turning Traffic into Long-Term Leads 

For most commercial real estate firms, the website is the digital front door. The problem? Too many of those front doors are locked unless someone’s ready to ask about a specific listing. And that’s a missed opportunity. Not every visitor is ready to inquire today. Some are doing early research, looking for a market update, or just sizing up your firm. If your website only gives them one option (“contact us about this property”), you’re letting good leads walk away. That’s where content and SEO come in. 

Get Found with Content That Answers Real Questions 

Most commercial real estate searches start with Google. People are looking for things like “life science space in San Diego,” “office vacancy trends in Charlotte,” or “how to find property owner information.” 

When you create helpful content around those kinds of topics (blogs, market summaries, even FAQs), you show up earlier in their journey. That means you’re not just competing, you’re earning trust and influencing their decision-making. 

Offer a Way to Stay Connected (Without Pushing Too Hard) 

Not everyone is ready to fill out a contact form. That doesn’t mean they’re not valuable. You just need to offer a softer way for them to stay in the loop. 

This could be: 

• A “CRE Insights” newsletter with market commentary, property news, or tech updates 

• An email alert for new listings, platform updates, or space availability 

• A case study or report that helps them think differently about how they lease, invest, or manage assets 

The key is to provide something useful without asking for too much in return. If your only ask is “Talk to Sales,” you’re skipping over 80% of visitors who are just browsing. Give them something they’ll actually want. When they’re ready, they’ll come to you. 

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Tactic 4: Email Marketing - Stay in Their Inbox (Without Getting Sent to Spam) 

So someone visits your site. Maybe they read a blog, downloaded an OM, checked out a property, or signed up for updates. Now what? This is where email marketing comes in. It’s not about flooding inboxes with promotions, it’s about building consistent, useful touchpoints that turn curiosity into conversation. 

Whether you’re marketing a platform, managing a portfolio, or chasing new deals, email is still one of the most effective tools in your lead generation strategy (if you use it right). 

Segment First, Send Second 

Not everyone on your list wants the same thing. Some are looking for retail space. Others want to hear about your latest multifamily investment. And some just want product updates or insights from your team. 

If you’re sending the same message to everyone, you’re doing it wrong. 

What to do instead: 

• Group your list by interest (retail, industrial, office, tech, investment, etc.) 

• Tailor your emails based on how people signed up and what they’ve interacted with 

• Respect their preferences. If they opted in for news, don’t hammer them with listings 

This kind of simple segmentation helps you send better messages to the right people and keeps unsubscribe rates low. 

Cadence Matters More Than You Think 

You don’t need to send five emails a week. In fact, please don’t. 

Too many messages, especially with no clear value, are the fastest way to get ignored or worse, marked as spam. What works better? A consistent, intentional rhythm. 

What we recommend: 

1–3 emails per week, max 

• Balance between value and ask (don’t only send “book a demo” or “schedule a tour” emails) 

• Vary your content: market insights, new listings, platform updates, recent wins, client stories 

If someone hears from you too often, they tune out. If they never hear from you, they forget you exist. Email works best when it feels like a steady presence, not a pushy pitch. 

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Tactic 5: Better Prospect Lists and Smarter Data - Quality Over Quantity 

If your outreach isn’t landing, the problem might not be your pitch—it might be your list. Having the right contacts in your pipeline is half the battle. It doesn’t matter how sharp your marketing is if you’re reaching out to the wrong people, or worse, no one at all. Whether you’re trying to sell/lease space, fundraise, or demo your platform, it starts with having clean, targeted data. 

Build Smarter Lists with the Right Tools (or the Right Help) 

You can absolutely build lists yourself. Many do. Start with county property records, public business directories, or even LinkedIn search. But it’s time-consuming and often requires a little know-how (and a lot of patience). 

That’s why many commercial real estate teams are turning to specialized tools or data providers to speed things up. 

Platforms like AlphaMap, CREXi, ProspectNow, or Lead411 can help identify principals, properties, or firms based on your target criteria. The best results often come from combining first-party data (like your past contacts, inbound leads, or event lists) with third-party tools to fill in the gaps. 

Prioritize Accuracy Over Volume 

Let’s be honest, having 10,000 contacts in a spreadsheet feels great. But if none of them answer your emails or pick up your calls, it’s just noise. Smaller, more targeted lists tend to perform better. It’s easier to personalize your outreach, and the response rate is almost always higher. 

Reddit anecdote, meet reality: 

In one story shared by a commercial broker on r/commercialrealestate, who had two similar lists, one cheap and unverified, the other expensive but high-quality, delivered dramatically different results. The smaller, cleaner list resulted in 11x more closed deals, even though it cost more upfront. That’s the power of good data. 

Good data is like good real estate: location matters, timing matters, but quality always wins. Don’t just buy bulk and hope for the best. Focus on the right people, not just more people. 

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Walter’s Wrap-Up: Lead Gen That Works Isn’t Magic. It’s a Strategy. 

If you’re still relying on the same tactics you used five years ago and wondering why your pipeline feels slower, you’re not alone. The landscape is more digital, more competitive, and more nuanced than ever. But the opportunities? Still huge—if you’re intentional. 

Let’s recap what we covered: 

• Digital advertising (paid ads) work when you use the right channels for the right goals 

• LinkedIn isn’t just for job changes; it’s where real CRE conversations can start 

• Your website should help you capture interest, not just push listings 

• Email works best when it’s thoughtful, consistent, and respectful of people’s time 

• Better data beats bigger list every single time 

You don’t need to do it all at once. Start with one tactic. Test, improve, repeat. But don’t sit still. Because in this market, attention is a currency, and the teams who show up smart will always beat the ones who just show up. 

And if you need a team that lives and breathes this stuff every day? 

Well, that’s what we do. 

As always, 

Stay ATYPICAL 😊