CREview Ep. 41 | How To Plan Your CRE Marketing Strategy for 2024

Josh and Dylan walk through building a CRE marketing plan for the new year, starting with an honest audit of what actually worked the year before.

Key Takeaways

Start planning by honestly reviewing this year's objectives and channel performance—you can't improve on something you haven't measured.

Reallocate budget based on actual data, not hope—move spend toward channels with proven ROI and cut underperforming ones.

Map out a full-year calendar of campaigns, industry events, and content initiatives tied directly to business objectives like recruiting or leasing.

Honestly assess whether your current team or agency has the skill level to execute next year's marketing trends and tactics.

Gather direct feedback from clients and internal stakeholders like brokers about how your marketing has actually helped them, not just internal assumptions.

Frequently Asked Questions

How do you plan a commercial real estate marketing strategy for the new year?

Start with an honest review of the previous year's objectives and channel performance, then reallocate budget based on actual data, map out a full-year content and events calendar, and assess whether your team has the skills to execute it.

How should marketing budget be reallocated for a new year?

Based on actual performance data, increasing spend on channels with proven ROI and cutting or rethinking underperforming ones, rather than keeping the same budget split by default.

What should a yearly marketing calendar include?

Major campaigns, industry events and conferences, and content initiatives, all mapped directly against specific business objectives like recruiting or leasing targets.

How do you know if your marketing team can execute next year's plan?

Honestly assess their skill level against what the plan requires, such as video production, SEO, and paid media, and consider whether outside help or additional hires are needed.

Why does client feedback matter when planning marketing strategy?

Understanding how existing clients actually found and perceived your marketing reveals where to focus spend and effort going forward, rather than relying on internal assumptions alone.

Why is a full-year marketing calendar useful?

It maps major campaigns, industry events, and content initiatives directly against specific business objectives, making progress easier to track.

Get smarter CRE marketing insights in your inbox

Sign up for practical CRE marketing insights, tools and updates from our team. No fluff, no spam, just useful thinking to help you market smarter.