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“The answer to the biggest commercial real estate marketing challenge – how you cut through the clutter to reach your target audience and be heard – is focus.”
Focus on who your clients are and provide them content and information that is focused on their needs and wants.
As discussed, there are two ways of doing this.
1) Make it easy for people to find what they are looking for
2) Deliver something that is relevant and useful to your customer
In this post we’re going to look more closely at point #1.
YOU NEED TO BE FOCUSED BECAUSE YOUR CLIENTS ARE AS WELL
Someone said to me recently, “there are riches in niches.” A cute phrase, but so apropos to today’s online marketing landscape. People’s media and content consumption is shifting – everyone is focusing on what is important, meaningful, and rewarding to them. Because they can.
Due to the proliferation of media, there’s a magazine, TV channel, radio station, and website for every conceivable interest. And not only has the media landscape grown by type, each type has grown exponentially by volume.
So, how does this relate to CRE management, commercial real estate prospecting, and commercial real estate marketing?
REMEMBER, THERE ARE “RICHES IN NICHES”
The fact is, as discussed above, everyone wants what they want (and they generally want it now, but that’s another topic) and they can get exactly what they want because there is someone out there willing to provide it (there are specialty sites for tailgating, for crying out loud).
So you have to provide it to them. And if you market correctly, using best practices, people, your prospects, your clients, will eventually find it online, or it will find them.
By focusing carefully on providing what your prospects need and want, you will be creating quality content expressly for them. As a result, they will eventually gravitate towards and find your content.