Commercial Real Estate marketing isn’t just about generating leads. You need to stand out first before you can pull in customers. Find out how below.
By Amy Catterson || August 18, 2022
Like your grandmother’s favorite poncho, or yours,(no judgment here) marketing is not one size fits all. You need to be innovative, creative, and different, and yes this does apply B2B marketing. Gone are the days of B2B…oring. Well, at least for us.
The evolving audience
Whether you want to admit it or not, millennials are taking over, workplace cultures are evolving and millennials now constitute the majority of the workforce. They’ve grown up online. So, the simple see, feel and touch of marketing does not excite them as much as other generations; there is a whole new audience who expects the world from your marketing.
We’ve seen it time and time again, the buttoned-up, "just the facts" corporate tone associated with B2B is no longer as effective. It’s no longer just about leads; it’s about awareness and engagement too.
It’s time to step up
B2B let’s be more creative; people don’t want boring posts and they don’t want to have to sift through those boring posts to get to the gold. Just because your audience is on LinkedIn doesn’t mean that they aren’t looking to see something more creative or that they do not have a sense of humor.
Take this campaign from Upwork for example; for Upwork to make its first hire on the platform, it had to overcome target companies' skepticism about the gig economy, and it did just that using a beautiful creative campaign. Check it out!
It’s time we all got more creative and Commercial Real Estate, you’re invited to join in!
How do I make my marketing more exciting?
The CRE space is ready for some spice, in fact, it is begging for it. Gone is the time when one could rely on the usual small splash of salt and pepper to zhoosh’ up one's marketing. Today’s CRE space needs flavor, peri-peri, and your best-marinated BBQ sauce.
What do we mean by this?
It’s simple, take your message and use a metaphor or analogy to spice it up and make it easier to understand. Nobody wants to be left confused after seeing your marketing efforts, confusion means your audience walks away.
Jargon getting you down?
The CRE space can get heavily bogged down with jargon and terminology that is hard for people to grasp, meaning you risk losing your audience at the first (and only) chance you get. The acronyms and the drawn-out financial terms can make one’s marketing unresponsive. So, we’re suggesting you be creative in the way you tell your story.
Make your marketing more relatable and you’ll start to see an uptick in your engagement. Being slightly more literal in sharing how your product or service works is also going to help. B2B purchase decisions are made by a person or team of people, which means you’re still marketing and selling to people. That’s important.
Go forth and prosper
So, our advice is to try and market a B2C way in a B2B space. Meaning, bring the flair, the creativity, and be different. Traditionally, business-to-business (B2B) marketing has been seen as the dull aunt to business-to-consumer (B2C) marketing. No more, we say!
Until next week,
Stay ATYPICAL 😉
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