Let’s see if commercial projects could market themselves better

Principal Consultant , David Allison Inc.
  • Jan. 18, 2010

It’s always seemed strange to me that the commercial real estate industry doesn’t use the same marketing tools and techniques as the residential project industry to market the office and industrial space they have to sell or lease.

I wonder why, and I want to issue a challenge.

It’s always bugged me, as a marketer, that the B2B market doesn’t (for the most part) seem to realize that every Vice President or President or CEO of a company is a human being first, and a job title second. As human beings, decision-makers are susceptible to the same marketing practices in their business life as they are in their personal life.

The residential real estate project marketing world has had great success (recessionary times aside) with focusing on the needs and wants of prospects, and devising compelling marketing campaigns to attract attention and create conversion. It’s about three key things: understanding your audience, identifying the most compelling stories to tell them about your offering, and deciding on a brand personality to use as the baseline for a marketing effort. A sales funnel is created, and a campaign devised to bring prospects into play, with the sales team standing by to close the deal.

Conversely, commercial offerings have relied on, largely, templated flyers, old-school websites, and uninspired advertising.

I think there is a huge opportunity for a commercial property developer, or for a leasing/sales company focused on the B2B market, to embrace a higher standard of communications. My bet is that even a half-hearted attempt to learn from the residential project industry and apply those lessons to the task at hand would yield better-than-normal results.

Here’s the challenge. (I know this might come off as a bit self-promotional, but it’s really not my intent. Cut me some slack here, ok? Maybe we can all learn something new.)

My company creates and manages marketing campaigns for residential and resort real estate developers. We know how to do this, and we do it well. I want to find a commercial project, or sales organization, that is interested in applying the techniques we use to sell or lease office or industrial or retail space. You can read about how we work on our website at www.braunallison.com. or read my book, which you can download for free here.

If you are a commercial real estate developer or leasing/sales company, and you want to explore this idea together, I will report on the results here on RENX.ca (with more than 100,000 unique visits to this site each month, that can’t be a bad thing), and we will create a case-study together that we can push out to the world via our social media communities, to let everyone know how it worked. We have tens of thousands of people who follow our posts and blogs and twitter feeds. That’s a lot of publicity for your project.

Furthermore, we will rebate 10% of our regular project fees to you, or to the charity of your choice. Remember, in addition to the rebate offer, we will also help you sell/lease your space faster and for more money than you otherwise might.

So, any takers? Operators are standing by, as they say, waiting for your call. Call me at (604) 739-4295, or email me at david@braunallison.com. Let’s see if we can prove this hypothesis, and find new and better ways for commercial real estate developments to reach out to their customer base.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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