Understanding the Digital Landscape for Commercial Real Estate Marketing

05/30/2025

Industry Insights Technology

Commercial real estate has entered a digital-first era, fundamentally changing how brokers and agents market properties. A generation ago, deals were driven by personal networks, printed brochures, and MLS books. Today, investors and tenants turn to online platforms and search engines as their first stop. Experienced brokers are asking new questions about how to leverage these digital channels effectively. Google’s “People Also Ask” suggestions reveal common queries like “How do I market a commercial property online?” and “Which listing platforms are best for commercial real estate?” This article tackles these questions and more, with strategic insight into why brokers should seize greater control over their listings and digital presence.

The Evolution of Digital Marketing in CRE

The shift from traditional to digital marketing in commercial real estate (CRE) has been rapid and profound. By 2019, U.S. marketers spent more on digital advertising than on traditional channels for the first time ( Mediaboom ), reflecting a broader trend that’s fully enveloped CRE marketing. Early on, a commercial broker’s toolkit consisted of yard signs, print ads, and cold calls. While those still have a place, the focus has moved to websites, email campaigns, social media, and online marketplaces. Today’s high-net-worth investors and tech-savvy tenants expect to find deals through a quick web search or a curated email blast rather than waiting for a phone call or postcard. As one UK study noted, online searches by commercial tenants accelerated to roughly 90% adoption in the last decade ( Raconteur )– a clear indicator that a strong digital presence is now non-negotiable.

This evolution means brokers must embrace new skills: search engine optimization (SEO) to capture search traffic, content marketing to demonstrate expertise, and data analytics to track engagement. Those who adapt are reaping rewards, as digital marketing opens unprecedented reach. A small brokerage with a savvy online strategy can attract global investors, something unimaginable in the pre-digital era. The playing field is leveling – but only for those willing to evolve. In this landscape, controlling one’s listings and brand online isn’t just wise; it’s essential for staying competitive.

Common Questions (and Answers) About Marketing CRE Properties Online

How Do I Effectively Market a Commercial Property Online?

Effective online marketing for a commercial property means creating maximum visibility among the right audience. Start by ensuring the property is showcased on multiple channels:

Online Listing Marketplaces: Post your listing on leading commercial real estate platforms (more on these below) to reach active investors and tenants.
Search Engine Presence: Optimize your listings and website so they appear in relevant Google searches. Many prospects begin their hunt by querying keywords like “office space for lease in City.” If your listing is optimized for those terms, you become part of their discovery process ( Invideo ).
High-Quality Media: Use professional photos, virtual tours, and even drone footage or video walkthroughs to make your property stand out. Visual appeal increases engagement and inquiry rates.
Targeted Email & Social Media: Don’t underestimate the power of a targeted email campaign to your investor/broker network, or sharing the offering on LinkedIn and industry groups. Tech-savvy brokers leverage these tools to amplify exposure beyond just listing sites.
Digital Collateral: Create a polished online brochure or a dedicated landing page for the property that you can share easily. This lets you control the narrative and branding when you send information directly to interested parties.

The key is to cover all bases. A broker’s goal online is to cast a wide net (to find new leads) while also targeting the most likely buyers or tenants (to generate quality inquiries). This requires blending broad strategies like marketplace listings with focused ones like reaching out to specific investor segments. It’s also critical to keep messaging consistent across channels – the property’s highlights, financials, and unique selling points should resonate whether someone finds it via Google or an email from you. By being comprehensive and strategic, you ensure no potential prospect slips through unnoticed.

Which Listing Platforms Should I Use for Commercial Listings?

The digital marketplace for CRE listings has several major players, each with its own strengths:

CREXi: Brokers praise its strong lead-generation tools and analytics (e.g. detailed lead info, tracking of views) ( Buildout ).
Catylist (and CIE networks): Catylist powers many local Commercial Information Exchanges (CIEs) often run by REALTOR® associations (for example, networks in states like Louisiana and Minnesota) ( Buildout ).
Brevitas is a global marketplace and professional network for commercial real estate, featuring integrated digital marketing tools and an intuitive deal management platform designed to streamline transactions. The platform is recognized for its ease of use, robust community, and targeted engagement capabilities, enabling commercial real estate professionals to effectively showcase their listings to a global audience.

With more than 245,000 registered commercial real estate professionals worldwide, Brevitas facilitates meaningful connections and targeted property exposure, increasing visibility among relevant investors actively seeking specific opportunities.

Key Components:
- Marketplace: A global commercial real estate marketplace focused on delivering targeted property exposure.
- Network: A dynamic professional network fostering connections among commercial real estate brokers, investors, and service providers.
- Marketing Tools: Built-in digital marketing solutions that help listings gain increased visibility, targeted engagement, and better reach qualified buyers.

Why Should Brokers Have More Control Over Their Listings and Digital Presence?

This is perhaps the most crucial question. In the digital age, controlling your listings and online presence means protecting your business’s lifeblood. Your listings are your inventory – and if you depend wholly on third-party platforms or an MLS, you may be ceding too much control over how that inventory is presented and who captures the leads.

There are several reasons savvy brokers are asserting more control:

Protecting the Value of Listing Data: Once a property is online, it’s easy for information (or images) to be copied and reused without permission. Brokers have encountered unauthorized re-postings of their listings or data being sold by aggregators. According to the National Association of REALTORS®, technology has made it “much easier for unauthorized persons to copy, use and profit from listings,” so brokers must actively manage and control their listing content to preserve its value ( NAR ) . By controlling where and how your listings appear (e.g., on your own website or select platforms), you can monitor usage and safeguard your information.
Lead Ownership and Branding: On some large platforms, the inquiry from a prospect might go to a generic sales team or require the prospect to register, adding friction – or the platform may showcase other “similar properties” from competitors next to your listing. When you drive traffic to a broker-controlled landing page or platform, you capture that lead directly and you brand the experience. It keeps you at the center of the communication. High-net-worth clients and serious investors also appreciate dealing directly with the listing broker rather than through layers of platform interfaces.
Flexibility in Marketing Strategy: Having control means you decide how and where to promote a property. For example, some sellers (especially in off-market or private treaty situations) may not want their asset broadly advertised on the open internet. A broker with a strong digital Rolodex might choose to do a quiet email campaign or list the deal on a private network like an exclusive email list or a members-only marketplace. A one-size-fits-all MLS rule or a platform’s terms shouldn’t dictate your every move. Compass’s CEO Robert Reffkin has been a vocal critic of restrictive MLS policies, arguing that brokers and agents should have the option to decide how and where to market their properties without being forced into a single system ( Luxury Presence ). Greater control gives you the freedom to tailor the marketing to the client’s needs and your strategy.
In short, having more control means freedom and security. It doesn’t mean abandoning third-party platforms – it means not being overly reliant on them. The most successful brokers leverage the big marketplaces for what they offer (massive reach), but funnel interested prospects into their own ecosystem where they can nurture the relationship. They maintain their own high-quality website and perhaps even run their own digital advertising or content campaigns to drive traffic. This balanced approach ensures they get the best of both worlds: the visibility of large platforms and the autonomy of their own platform.

How Do SEO and Content Marketing Fit into Commercial Real Estate?

For many years, SEO (Search Engine Optimization) and content marketing were afterthoughts in CRE, but that’s changed dramatically. Now, when brokers ask how to improve their digital presence, SEO and content are a big part of the answer. Here’s why:

SEO for Brokers: Think about the queries potential clients might type into Google: “industrial warehouse for sale Dallas” or “best retail investment opportunities 2025.” If you have content that matches those searches – whether it’s a listing page on your site or an informative blog post – you can capture that traffic. Optimizing your site with relevant keywords, fast mobile-friendly design, and proper metadata can significantly increase your visibility. Unlike paid ads, organic search placement is earned by relevance and quality, which means a smaller brokerage with a great web strategy can outrank a bigger competitor for key searches. Winning these searches brings you highly qualified leads at no direct cost per click.

Content Marketing: This is the art of creating informative, valuable content (articles, reports, videos, infographics) that attracts your target audience. In commercial real estate, trust and expertise are huge factors in winning business. By publishing content that answers common questions or provides market insights, you position yourself as a knowledgeable leader. For instance, you might write a quarterly market trends report, a guide to 1031 exchanges, or a blog post titled “10 Tips for Marketing a Medical Office Property.” When your content addresses the exact questions investors are asking (many of which show up in Google’s People Also Ask suggestions), you not only improve SEO – you also build credibility. As one marketing guide put it, optimizing your website and content helps you “become part of your prospects’ online research process,” essentially letting you meet them at the moment they’re seeking information .

Content marketing also gives you material to share on social media and in newsletters. Rather than just sending out listings, you’re providing value that keeps your network engaged. Over time, a robust library of content on your site (covering financing tips, location spotlights, case studies of successful deals, etc.) creates a magnet for organic traffic and a reason for past clients to keep coming back to your site. Many top brokerage teams now hire content specialists or work with marketing agencies to produce consistent, high-quality content. It’s a long-term play, but it pays dividends in lead generation and brand enhancement.

How Can I Track the Performance of My Online Marketing?

Digital marketing offers the huge advantage of measurability. In the past, a broker might advertise in a magazine and just “hope” it pays off. Now you can track almost every aspect of your marketing funnel. To ensure your efforts are yielding results, you’ll want to monitor key performance indicators (KPIs) and use analytics tools. Here are some approaches and metrics:

Website & Listing Analytics: Use tools like Google Analytics (for your website) or analytics built into listing platforms. Track metrics such as page views, unique visitors, and dwell time on your property pages. If you notice one property flyer page gets hundreds of hits but another similar listing gets only a few, that’s a signal to investigate why (perhaps the latter’s SEO is weaker or it’s not posted on as many platforms).
Lead Tracking: Monitor how many inquiries each listing generates and from which sources.
Conversion Rates: It’s not just about traffic – it’s about turning that interest into action. Calculate conversion rates, such as the percentage of viewers of a listing who actually reach out or schedule a tour. If 100 people view a listing and 5 send an inquiry, that’s a 5% conversion. Comparing conversion rates across listings can highlight which marketing copy or tactics are more effective.
Cost per Lead: If you spend money on promoted listings or online ads (say, a targeted LinkedIn campaign or Google Ads), track how much you spent and how many leads resulted. For instance, if a $200 ad campaign yielded 8 inquiries, your cost per lead is $25. This can inform whether certain paid marketing efforts are worth repeating.
Engagement on Content: If you’re doing content marketing, track metrics like blog page views, time on page, social shares, and comments. See which topics resonate most. High engagement on a particular topic might hint at related investor concerns, suggesting you should do more content (or even a webinar) on that subject. Content engagement is a more indirect metric for deal generation, but it gauges brand building and audience interest.

Ultimately, tracking performance is about accountability and continuous improvement. By presenting clients with data – for example, showing a property owner that your campaign yielded 5000 views and 25 inquiries in the first 60 days – you not only justify your marketing plan, you build trust. You can also adjust strategy in near-real-time: if something’s not working (e.g., few clicks on a banner ad), you can tweak the approach rather than waiting months. Many high-level brokers set aside time each week to review their digital metrics, or use dashboards that consolidate data from all marketing channels. This analytical approach is part of being a “tech-savvy” broker and is increasingly necessary in competitive situations. Remember, what gets measured gets managed.

What Ethical Considerations Should I Keep in Mind?

Marketing commercial properties online isn’t just about effectiveness and reach – it must also be done ethically and professionally. The internet has a long memory and a wide reach, so how you present yourself and your listings can impact your reputation in the industry. Here are key ethical guidelines and best practices:

Honesty and Accuracy: Always represent properties truthfully in your online marketing. This might sound basic, but the pressure to attract clicks can tempt brokers to exaggerate. Don’t. If a building is 20,000 SF of functionally obsolescent space, don’t call it a “state-of-the-art facility.” Overhyping or misrepresenting facts will backfire once prospects do their due diligence. Be compelling in your copy, but always accurate – your credibility is on the line. As one compliance guide notes, misleading claims can not only damage trust but also lead to legal problems ( 360 Training ).
Fair and Non-Discriminatory Marketing: Even though commercial real estate isn’t governed by residential fair housing in the same way, it’s wise (and ethical) to avoid any appearance of discrimination. For instance, if you’re marketing retail space, focus on the property features rather than suggesting “ideal for [only one type of business].” Additionally, if your property is a multifamily or other housing-related asset, ensure you’re compliant with Fair Housing Act regulations in your ads (no exclusionary language). The golden rule is to welcome all potential buyers or tenants who could be qualified – your role is to present the opportunity, not filter the audience beyond lawful criteria .
Respecting Privacy and Confidentiality: Not all sellers or properties want publicity. If a client requests a confidential offering, you must be careful about where and how you market it online. Perhaps you advertise it in a blind manner (“major office opportunity, Southwest market – inquire for details”) or only in password-protected environments. Also, never post another broker’s listing or use their photos without permission. It’s both unethical and often against MLS/association rules to advertise a property you haven’t been authorized to. Always get consent before sharing information on social media or other public forums that goes beyond what’s in the official listing.
Transparency and Disclosure: Make sure viewers know who is behind the listing. Identify yourself and your brokerage clearly on your website and marketing materials. If you have any ownership interest in a property, disclose it as required by law and ethics codes. Transparency extends to how you handle inquiries as well – promptly communicate and don’t hoard information. In the digital realm, promptness and clarity go a long way in building trust. A good rule of thumb: market each property in the same professional manner you’d want someone to market an asset of yours.

By adhering to ethical standards online, you build a solid reputation among clients and peers. Experienced investors can quickly sense when a marketing piece is all flash and no substance, or when a broker is playing fast and loose with facts. On the flip side, if you consistently provide honest, high-quality information, you become a trusted source. In an industry built on relationships, that trust is invaluable. Many top brokers say repeat business and referrals form the bulk of their commissions – and that comes from impressing clients not just with results, but with integrity. Treat your digital marketing as an extension of your professional ethos, and it will pay off in the long run.

Conclusion: The Digital Edge for the Modern CRE Broker

The commercial real estate marketing landscape has transformed, and with transformation comes opportunity. Brokers and agents who master online marketing – while keeping control of their data and brand – are positioning themselves a step ahead of the competition. We’ve moved from an era where information was siloed and brokers guarded listings, to one where information is everywhere and the broker’s value lies in how they curate and leverage it. In this context, taking charge of your digital presence isn’t just a marketing tactic, but a business strategy.

A broker with a strong digital strategy can tap into global investor pools, showcase properties with unprecedented richness (think 3D tours and drone shots), and generate leads around the clock. But with great reach comes the need for great responsibility: to manage your listings thoughtfully, track your results, and uphold the highest standards of professionalism online. As a high-level executive in the industry, I’ve observed firsthand how those brokers who invest in their own platforms – whether that’s building an authoritative website, creating insightful content, or using a modern marketplace like Brevitas to complement their efforts – tend to win more assignments and close deals faster. They aren’t abandoning the traditional relationship-based approach; they’re enhancing it with digital muscle.

Actionable Takeaways for Brokers:

Audit Your Digital Presence: Google yourself and your top listings. Is your website up to date and optimized? Are your listings appearing where they should? Use this as a baseline to improve upon.
Diversify Your Marketing Channels: Don’t put all your properties on one platform. Use a mix of major marketplaces (LoopNet/CREXi/Brevitas), niche platforms, and your own site/newsletters. This multi-channel approach maximizes exposure and safeguards you against platform shifts.
Invest in Content and SEO: Allocate time or budget to create at least one high-value piece of content per quarter (e.g., a market report, an investment guide). Optimize your site for search so that content (and your listings) attract organic traffic. Over time, this builds a pipeline of inbound leads.
Leverage Analytics: Establish a routine for reviewing your marketing metrics. Identify which efforts drive the most inquiries or hits (and double down on those), and which are underperforming (so you can adjust or drop them). Data-driven decision making will sharpen your marketing ROI.
Stay Educated and Adaptable: The digital world evolves quickly – from SEO algorithm changes to new proptech tools. Continuously educate yourself and your team. What worked last year might not be enough now. By staying nimble and informed, you’ll keep your competitive edge.

In conclusion, marketing commercial properties online is both an art and a science. It blends the creative – crafting a story around a property and its potential – with the technical, like optimizing keywords and analyzing click-through rates. It requires big-picture strategy (choosing the right platforms, building your brand) and detail-oriented execution (fine-tuning a listing description or responding to a web inquiry within minutes). For brokers who embrace this challenge, the payoff is clear: more control, more visibility, and ultimately more deals closed in a world where digital savvy meets real estate expertise.