March 19, 2024

How to market a commercial property

When taking a commercial property to market, there isn’t a one-size-fits all marketing template that’ll guarantee success. However, there are certain tried and tested techniques you can lean on to help accelerate the process and secure the right lease faster. Remember, the methods you deploy to market your property could be the difference between achieving maximum value and missing out on prospective clients.

A successful marketing campaign isn’t just one that reaches as many people as possible – it’s about drumming up interest from the right audience. In recent years, there’s been more and more emphasis placed on the importance of digital marketing within the real estate industry. And while some investors will still prefer traditional methods, it’s impossible to ignore the benefits of optimising digital listings and your online presence as a whole. This starts with investing in high-quality imagery that can be deployed across your marketing channels.

In this guide, we’ll discuss how to invest in the right images that’ll set you apart from the competition, and explore other popular techniques to consider when looking to market a commercial property.

Investing in high-quality visuals

In the modern market, successful property listings rely heavily on imagery to appeal to prospective customers. But in order to generate the most interest from the right sort of clients, it’s important to invest in the right type of imagery, instead of simply adding as many pictures as possible. Low quality images will be counterproductive, and ultimately waste everyone’s time if they don’t lead to more conversions.

Great visuals begin with still CGIs. As the name suggests, these are computer-generated images that can be edited to change the appearance of a space to suit customer needs and wants. Our team of expert visualisers can turn architectural sketches and specifications into professional computer-generated imagery that can help to set your campaign apart from the competition. Getting a headstart in this way will help you to bring your property to market more quickly, and peak interest early to generate more leads, even before in-person viewings can take place.

Don’t stand still with your imagery

Still CGIs will be the bread and butter for any listing, and have an essential part to play in attracting more eyes to your property. However, investors are now looking for more in-depth, dynamic visuals that can transport them into a space and shine a light on every minute detail.

Developers are investing more heavily in optimising the virtual experience for prospective customers. And, thanks to advanced rendering technology, you no longer have to wait until construction has been completed to generate high-quality imagery to be used as marketing collateral.

Fortunately, this doesn’t require agents to physically walk around a property with a video camera – use 360º virtual tours and flythrough animations to elevate your listing. There’s also a growing trend in the use of VR to support marketing efforts, and research suggests 3D assets can help to boost conversions. In fact, after seeing a 3D virtual tour, buyers are 95% more likely to get in touch with an agent, according to one study.

Use virtual staging to help buyers visualise potential

Empty commercial spaces are full of opportunities. But to the untrained eye, it can be hard to spot a building or room’s potential without some visual prompts. That’s where virtual staging comes in. With the days of relying on inefficient and expensive traditional staging well behind us, modern developers are now turning to the vast capabilities of virtual staging technology. A process that once took days to complete can now be done in a matter of hours – and with the added benefit of offering scope for more variations to meet specific customer needs.

At the click of a button, colour schemes, furniture, layouts and lighting can all be modified to help an interested buyer better visualise how they might make use of any given space. This means virtual staging can be used to cater to a wider audience to optimise the marketing process. This is one way in which virtual staging can help to enhance profits, and the cost-saving benefits to using this technology can further boost your bottom line to maximise the potential of your development.

Relying on traditional methods might help you to appeal to a certain audience, but to secure the best outcome and boost your bottom line, it’s important to invest in a multi-faceted approach to commercial property marketing. If you’re interested to find out more about how property CGI and architectural visualisation could benefit your next marketing campaign, get in touch with our friendly team today.

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