CREview Ep. 20 | How to Be More Creative in Real Estate Marketing

Josh and Dylan discuss why CRE marketing lacks creativity, especially in B2B, and propose using metaphors and analogies to make hard-to-grasp concepts easier to understand.

Key Takeaways

B2B commercial real estate marketing is broadly viewed as creatively stagnant, with most companies producing similar, generic content.

Using metaphors and analogies can make a hard-to-grasp B2B concept far more interesting and easier for an audience to understand.

Just because an audience is scrolling on a professional platform like LinkedIn doesn't mean they don't appreciate genuinely creative content.

Company founders often assume their product's value is obvious, when most of the audience doesn't understand the offering without simpler framing.

Applying B2C-style creative thinking, storytelling and emotional connection, within a B2B space can help content stand out.

Frequently Asked Questions

Why is commercial real estate marketing considered boring?

A long history of lead-focused, B2B thinking has led most companies in the space to produce similar, generic content rather than genuinely creative marketing.

How can you make a complex B2B concept easier to understand in marketing content?

Using metaphors and analogies helps translate a difficult, hard-to-grasp concept into something an audience can relate to and understand quickly.

Does a professional platform like LinkedIn limit how creative content can be?

No, audiences on LinkedIn still respond well to genuinely creative, well-crafted content, even though it's often seen as a more formal platform.

Why do B2B companies often struggle to explain their own value clearly?

Founders and business owners frequently assume their offering's value is self-evident, when most of their actual audience doesn't understand it without simpler explanation.

What creative technique can make B2B content more interesting?

Using metaphors and analogies to translate a hard-to-grasp concept into something relatable and easier for an audience to understand.

Why do B2B founders often struggle to market their own products clearly?

They frequently assume their offering's value is self-evident, when most of the actual audience doesn't understand it without simpler framing.

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