CREview Ep. 11
Big Firms, Low Engagement: What CBRE’s Content Gets Wrong
Josh and Dylan review CBRE's LinkedIn content, acknowledging it's polished but critiquing its low engagement rate relative to its nearly one million followers.
Key Takeaways
Even major commercial real estate companies with huge follower counts can see surprisingly low engagement rates relative to audience size.
Low engagement across the industry may reflect content that's overly corporate and information-heavy rather than genuinely engaging.
Marketers shouldn't feel discouraged by low organic engagement, since even the biggest companies in the industry face the same challenge.
Boosting content with paid spend is often necessary to meaningfully increase engagement, given low organic engagement industry-wide.
Clean, well-designed, informative content can still create a positive impression even without high engagement numbers.
Frequently Asked Questions
Not necessarily; even companies with nearly a million followers can see surprisingly low engagement rates relative to their audience size.
Content across the industry tends to be overly corporate and information-heavy, which may explain the generally low engagement rates seen even among major players.
No, low organic engagement is common across the industry, even for the biggest, most well-resourced companies, so it shouldn't be seen as failure.
Yes, paid promotion is often necessary to meaningfully increase reach and engagement, given how low organic engagement tends to be industry-wide.
No, even companies with nearly a million followers can see surprisingly low engagement rates relative to their audience size.
Low organic engagement is common across the industry, even for the biggest, most well-resourced companies, so it isn't necessarily a sign of failure.
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