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  • Writer's pictureTom Miller, CCIM

How to Make your Commercial Property Stand Out Online


There are a few specific factors that greatly increase your chances for success, and they need to be carefully considered when it’s time to list your commercial real estate. You’ll want to ask to how many online services does an agency belong, as well as what membership level – basic? Standard? Premium? But the most critical question is what an agency’s own website does to get properties in front of prospects. This is something over which an agency has direct control, and it can have a material and significant impact on locating the right buyer or tenant for your property in a timely manner.

There are a long list of online features that impact the overall performance of a website and with it, the chance for successfully getting your property on the computer screen or mobile device of potential tenants and buyers. What follows is a list of important features your agency’s website should have that will maximize your chances for success.

  1. Hosting listings internally rather than using an outsourced service

Why does it matter? Visitors stay on your property listing, without incentive to browse dozens of similar properties.

  1. Functional, aesthetically-pleasing website design to attract visitors and offer incentives to look around

Why does it matter? An unattractive, confusing or difficult to navigate site will lose visitors much faster.

  1. Calls to actions and offers

Why does it matter? These incentives engage site visitors, sharing valuable information that is fast and free in exchange for specific contact information, which can help move them further along the sales/lease funnel and closer to a property like yours.

  1. High visitor count

Why does it matter? The more visitors to the website, the greater the chance for more views of a given property.

  1. Professional property videos shot on location

Why does it matter? Visitors get a virtual property tour without having to leave their site. If a property looks appealing on a video, it’s likely to make it to the prospect’s short list.

  1. QR codes on marketing materials

Why does it matter? These small codes provide instant access to property information on mobile devices.

  1. How long the site has been around

Why does it matter? A domain that has been around for a long time likely has pages with deep roots, meaning they rank well for specific search terms.

  1. Instant online chat

Why does it matter? Offering visitors access to instant chat means they don’t have to wait to have questions (hopefully about your property) answered.

  1. Property spotlight

Why does it matter? High visibility and prominent placement of featured listings increase exposure to your property.

  1. Ready to print flyers

Why does it matter? Visitors have immediate access to all printed sales material and collateral so they can get all the details about your property when it suits them.

  1. High level of site activity from the agency

Why does it matter? A site that has fresh and updated content will be regularly crawled by search engines, leading to increased visibility in searches. In particular, a regularly updated blog keeps prospects and clients engaged and keeps the agency top of mind.

  1. SEO/SEM

Why does it matter? Property search engine optimization and management keeps a website’s visibility in online search high, putting your property in front of prospects searching for it.

In today’s competitive commercial real estate environment, clients need every advantage their real estate agency can provide. In addition to hard work and dedication to achieving successful results for your real estate needs, a great agency website can be a huge advantage to you. If you’re considering an agency, ask them about their site and how they’ll use their online presence to get your property in front of the right people. And if you can’t get a very specific answer, consider finding an agency capable of providing one.

For examples about free offers designed to engage site visitors, visit our Resources page.

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Miller Industrial Properties, Sparks, Reno, Nevada
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