CREview Ep. 10
Stop Using Acronyms: Why CRE Audiences Tune Out
Josh and Dylan review a listing weighed down by industry acronyms, arguing that unexplained shorthand alienates anyone outside the immediate industry.
Key Takeaways
Using unexplained industry acronyms in marketing content can alienate potential tenants or buyers unfamiliar with commercial real estate terminology.
Just because a term is common within an industry doesn't mean it's understood by an outside audience, including potential clients from other sectors.
Dense, jargon-heavy copy paired with confusing imagery makes it difficult for readers to understand a listing's actual value.
It's safer to avoid acronyms entirely in external marketing content unless you're certain your full audience will understand them.
Clear, jargon-free language broadens a listing's appeal to a wider range of potential tenants or buyers.
Frequently Asked Questions
Generally no, unexplained acronyms can confuse or alienate potential tenants and buyers who aren't familiar with commercial real estate terminology.
Not everyone reading a listing, including potential tenants from other industries, will understand shorthand that's common within commercial real estate specifically.
Use clear, jargon-free language and explain any necessary technical terms, rather than assuming every reader shares industry-specific knowledge.
Yes, dense jargon paired with unclear imagery makes it difficult for readers to quickly understand a property's actual value or relevance to them.
Potential tenants or buyers from outside the immediate industry, including those unfamiliar with commercial real estate-specific shorthand.
Use clear, plain language and explain any necessary technical terms rather than assuming every reader shares industry-specific knowledge.
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