Decode Ep16: Commercial real estate: Creating an edge

In this episode of the Decode Podcast, Danielle and I are joined by Grant Turner, a commercial property agent at Ray White Commercial CSR in Brisbane.

With nearly two decades of experience spanning residential, commercial, and proptech, Grant helps us decode how commercial real estate differs from residential and how the best commercial agents are using online marketing alongside strong sales relationships to outperform their competitors.

Here’s a summary:

Commercial real estate is evolving

• Commercial real estate is catching up to residential real estate in terms of marketing and brand visibility.
• Commercial property agents are realising that posting updates consistently online builds credibility and strengthens their market position.
• Social media marketing and storytelling are now essential parts of the commercial asset sales process.
• Commercial agents who adapt fastest will attract more opportunities and a stronger prospecting pipeline over the long run.

Visibility gives you a commercial edge

• Brand marketing is no longer optional; visibility drives recognition and authority.
• Commercial real estate agents who post regularly across multiple digital channels become the agent of choice.
• Marketing fills the gaps between commercial property transactions and keeps commercial real estate relationships warm.
• Implement a commercial real estate marketing to fuel opportunities, even in slower commercial markets.

What commercial agents can learn from residential agents

• Residential real estate agents have long mastered staying front-of-mind using regular updates that homeowners in their key areas can follow.
• Commercial real estate agents can apply the same online strategies, but in ways that align with commercial property: specialise in an asset class or a mix of assets within a region, and educate commercial property investors through regular updates.
• Commercial real estate agents are micro-market specialists with on-the-ground insights that can be turned into commercial property market reports demonstrating their knowledge of and authority in their niche.
• Often, commercial sales agents are not given the opportunity to meet every decision-maker during the pitching process. Maintaining a consistent brand presence online helps build familiarity with commercial property prospects and, in turn, helps shorten the sales cycle.

LinkedIn is the platform for commercial agents

• LinkedIn is the leading social media network for commercial real estate agents.
• LinkedIn is where commercial agents can find and connect with key decision makers within a corporation or investment fund.
• Commercial real estate agents can leverage LinkedIn to demonstrate their expertise through thought leadership pieces and client case studies.
• LinkedIn marketing for commercial real estate professionals outperforms Meta for reaching fund managers, investors, property developers and corporations that invest in or lease commercial property.

Data, technology, and differentiation

• The most successful commercial real estate agents make maintaining their contact databases a priority. It’s the most valuable asset in your commercial sales and marketing toolkit.
• Proptech tools in the commercial real estate space are limited, but AI can be used to perfect your pitch in a Commercial Property Information Memorandum and help your team stand out from the competitors.
• Differentiate your commercial real estate services by demonstrating the depth of your team’s knowledge and experience through high-quality marketing content and regular online updates.

Combining marketing and relationships

• Marketing opens doors; relationships close deals.
• Both are needed to build authority and win business in commercial real estate lead generation.
• Ensuring you keep your online messages regular, run advertising campaign and target key prospects in your commercial real estate database ensures you remain front-of-mind between commercial transactions.
• Combining digital reach with personal service creates a powerful edge for your commercial real estate business.

🎧 Listen now to hear the full show and everything that Grant Turner shared about marketing commercial real estate services.

Written by Melanie Hoole

My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.