When Real Estate Firms Outsource Marketing, They Can Focus on Their Strengths

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Commercial real estate (CRE) leaders have their hands full. From scouting a property, getting financing, identifying tenant leads and retaining high-quality tenants, there are a lot of hats to wear and a lot of balls to juggle. Keeping those balls in the air requires a team of strategic thinkers – and doers – across disciplines.

Including marketing! The marketing mix is complex and dynamic. Direct mail, print and out-of-home advertising, PR, social media, online advertising, SEO, video creation, influencer marketing…we could go on and on! And the thing about each avenue is that best practices for each, and what drives your bottom line – and what does not – tend to change, quickly.

More and more, developers are outsourcing their marketing, and for good reason.

As leaders in digital marketing, our team has had years of experience managing the marketing needs of commercial real estate firms across the country. Our mission for our partners is to do what we do well so that these real estate pros can shine. 

Are you a real estate company considering outsourcing this important role to a firm? If so, here are some elements you may want to consider:

Innovative Leasing Strategies

In the midst of the COVID-19 pandemic, when physical retail leasing was hurting, we worked with a client to launched an innovative pop-up program (“Pop Local”) designed to support small businesses (who won a competition) with 3 months of free rent, marketing support, and funds to build out a brick-and-mortar space. Pop Local presented a unique opportunity for the winning business to test out their products & services in a traditional retail space. All three businesses were so successful that they signed on as tentants.

Creating Community

Post-2020, many of us have felt that push-and-pull: wanting to socialize and get out of our houses, but also relishing the convenience of living that curbside pickup life and attending virtual meetings in our yoga pants.

As business owners, being part of the fabric of a community is essential to any entrepreneur’s success. It’s that sense of community that creates that drive for consumers to turn off Netflix and attend a drive-in movie night down the street. 

When you work with a strategic marketing team like ours, we help you think through how you can bridge those gaps both in-person and online, issue communications in a meaningful way across all types of platforms with the goal of cultivating your own community that includes tenants and consumers.

Cost-Effective Option

When you consider the big question of whether or not to outsource a piece of your business, cost inevitably is a factor. 

We’ve seen companies hire one or two dedicated in-house marketing professionals, and while this approach can work for some smaller-scale companies, it often results in burnout for the employees who can’t reasonably be expected to carry out an effective omnichannel marketing strategy.

What’s more, it’s not necessarily even more cost-effective to hire an internal team. Based on 2020 salary data, the cost of hiring a team of marketing experts internally can easily be upwards of $600,000.

As you’re evaluating this decision from a financial standpoint, consider this too: any reputable marketing firm can and should be clear about their measurement metrics so you can evaluate the success of your investment.

Ready to Talk?

When it comes to finding the right marketing agency, you’ll want to ensure you’re working with a firm with significant experience in the CRE space, and that has a proven track record of helping their commercial real estate clients attain their goals.

At KMG, we view ourselves as an extension of our clients’ team. Your goals, objectives, and budget = our goals, objectives and budget. 

Our team brings deep commercial real estate marketing expertise, and we stay up to date on trends and marketing platforms so that our CRE clients can rely on us as their agency partner to help guide their decisions and investments. We measure our efforts closely and frequently, too, so that if we need to adapt to improve along the way, we will. We like to say it’s marketing you can take to the bank. 

If you are a commercial real estate company looking to amp up your marketing in a meaningful, cost-effective way, contact us! We’d love to share with you our creative approach to how we make our commercial real estate clients glow.

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