Digital Marketing Is Changing the Commercial Real Estate Game

As the commercial real estate (CRE) landscape evolves, so too must the way we market properties. In a market dominated by digital platforms, buyers and tenants expect more than just basic listings—they want immersive experiences, detailed information, and quick access to property tours. CRE firms that embrace data-driven, creative digital marketing strategies are the ones seeing faster lease-ups, more interest from investors, and stronger tenant relationships.

At Harris & Ward, we’ve helped countless CRE clients transform their marketing efforts. By leveraging the latest digital tools and strategies, we’ve consistently increased lead generation, conversions, and property occupancy rates. In this guide, we’ll share actionable insights, real-life examples, and predictions for how to stay ahead of the curve in 2025. We pride ourselves in being an industry leading CRE Marketing Company.

1. Understanding Your Market: Who’s Your Real Target?

The days of casting a wide net with CRE marketing are over. Today, effective marketing means getting hyper-specific about who you’re trying to reach, then tailoring your message to meet their needs. Whether you’re targeting tech startups, high-end retailers, or healthcare providers, narrowing your audience focus is key to success.

Success Story: Finding the Perfect Tenants for a Mixed-Use Development

We worked with a property developer who had built a high-end mixed-use development in Phoenix, but they were having trouble attracting the right tenants. Their original marketing approach was too broad, attempting to appeal to both corporate tenants and boutique retailers without much success. After conducting a detailed demographic analysis, we shifted their marketing focus exclusively to the local tech industry and niche retailers.

We revamped their messaging to emphasize the development’s proximity to tech hubs and creative co-working spaces, while also showcasing its trendy, open-plan retail spaces on social media. Within 6 months, they filled over 80% of their retail spaces and signed leases with two major tech startups.

“Commercial real estate marketing has shifted from a one-size-fits-all approach to a strategy that’s laser-focused on who your tenants are and what they need. The more specific you can get, the more successful your marketing will be.” — Todd Boak, Partner at Harris & Ward

Expanded Do’s and Don’ts:

Do: Conduct a thorough analysis of your target market’s demographics, behaviors, and pain points.
Don’t: Assume that your property will appeal to everyone. Narrow down your focus to one or two key tenant groups.

Example: If you have an industrial property, target industries that prioritize logistics and warehouse space, like e-commerce or manufacturing.

For more insights into defining your target audience, check out this Forbes article.

2. Digital Marketing: A Must for Commercial Real Estate in 2025

Digital marketing has become the foundation of any successful CRE strategy. Whether it’s search engine optimization (SEO), pay-per-click (PPC) advertising, or social media marketing, your digital presence plays a critical role in how quickly you can lease space or sell a property.

SEO Success Story: Moving Up the Search Rankings in a Competitive Market

A client with multiple office spaces in downtown Boston was struggling to compete with larger, more established properties in the area. Their website was outdated, and they weren’t showing up in Google search results. We conducted a complete SEO audit, optimizing their property pages for relevant keywords such as “Boston office space for lease” and “office rentals near Boston tech hub.”

In addition, we focused on creating valuable content around Boston’s growing tech scene and why it’s a prime location for startups. Within a year, the client’s website ranked on the first page for multiple high-value keywords, and they saw a 40% increase in qualified leads.

“Search engines are often the first place people look when searching for commercial properties. If your site isn’t optimized for SEO, you’re essentially invisible.” — Sarah, SEO Specialist at Harris & Ward

Expanded SEO Tips:

Do: Regularly update your site with keyword-rich blog content, including local market reports and industry insights.
Don’t: Rely solely on your property listings to generate traffic. Content marketing plays a crucial role in driving organic search traffic.

Example: Writing a blog post about “The Future of Commercial Real Estate in Boston’s Seaport District” is not only engaging for potential tenants but also helps boost your SEO efforts.

You can learn more about our SEO services and how we help CRE companies rise in the search rankings.

PPC Success Story: Doubling Leads in a Suburban Office Park

Another client had an office park in suburban Houston, far from the city’s bustling downtown core. Organic traffic wasn’t enough to fill their vacancies, so we designed a targeted PPC campaign. We focused on keywords like “affordable suburban office space in Houston” and “office space near Houston.”

By targeting small businesses looking to save on leasing costs while still remaining close to the city, the PPC ads generated over 120 leads in just 3 months. This led to the leasing of over 50,000 square feet of office space in a matter of months.

Expanded PPC Tips:

Do: Use geographic targeting to ensure your ads are seen by the right audience based on location.
Don’t: Neglect mobile optimization for your ads. Mobile searches now account for more than 60% of all real estate-related searches, and your ads should be optimized accordingly.

Example: A PPC campaign that targets businesses looking to relocate out of high-rent downtown areas to more affordable suburban office parks could be a game-changer for the right property.

3. Website Design: Your Digital Front Door

In 2025, your website is more than just a brochure—it’s often the first touchpoint potential tenants or buyers will have with your property. A well-designed, easy-to-navigate, and mobile-friendly website can make the difference between securing a tour and losing a lead.

Success Story: Increasing Engagement Through Mobile Optimization

A commercial real estate client in San Francisco had an outdated, non-responsive website that wasn’t optimized for mobile. Given that a significant portion of their audience was using smartphones to browse properties, this was a huge missed opportunity. We overhauled their site, making it fully mobile-responsive and improving the user experience with faster load times, clear CTAs, and virtual tours for each property.

Within just a few months, mobile traffic increased by 70%, and the number of inquiries generated through the site tripled.

“A website that’s not optimized for mobile users is a website that’s turning away potential clients. Mobile-first design isn’t optional in 2025—it’s essential.” — Michael Thompson, Web Developer at Harris & Ward

Expanded Web Design Do’s and Don’ts:

Do: Use high-quality visuals like drone footage, virtual tours, and 3D walkthroughs to make your property stand out.
Don’t: Neglect the importance of fast loading times—if your site takes too long to load, potential clients will leave.

Example: Adding a 3D tour of a property allows potential tenants to view spaces remotely, which can lead to faster decisions and more inquiries.

For inspiration on creating a top-notch CRE website, check out our web design portfolio.

4. Social Media: More Than Just Pretty Pictures

Social media marketing continues to be a powerful tool for CRE firms, but success in 2025 will come down to more than just sharing pretty pictures of properties. Platforms like Instagram, LinkedIn, and even YouTube provide the opportunity to create engaging, educational content that attracts serious tenants and investors.

Success Story: Building a Brand on Instagram for a Luxury Retail Development

A luxury retail developer in Los Angeles was looking to fill high-end spaces in their new project. We crafted a visually driven Instagram strategy that showcased not only the properties but also the surrounding neighborhood and the lifestyle the development offered. We incorporated stories, live Q&As, and behind-the-scenes videos to create buzz around the project.

This approach attracted a number of high-profile brands, leading to multiple leases signed before construction was even complete.

Expanded Social Media Do’s and Don’ts:

Do: Use Instagram to highlight unique aspects of your property, from architectural details to local amenities.
Don’t: Overlook LinkedIn—CRE firms that engage on LinkedIn with industry updates and thought leadership posts see much higher engagement from potential tenants and investors.

Example: Use Instagram Stories to offer quick tours of properties or run live Q&A sessions to answer potential clients’ questions in real-time.

For more ideas on how to leverage social media in CRE, check out this CRE Hub article.

5. Content Marketing: The Key to Thought Leadership in CRE

In a competitive field like commercial real estate, establishing yourself as a thought leader is key. Content marketing—whether it’s through blog posts, video content, or webinars—can help position your firm as an authority in the industry.

Success Story: Using Market Reports to Build Authority

A client in the Midwest wanted to attract more investors for their commercial property fund. We helped them create quarterly market reports that analyzed trends in their region, from vacancy rates to new construction projects. These reports were shared with their email list and promoted on LinkedIn, resulting in increased engagement from investors.

Within 12 months, they secured $10 million in new investment funding directly attributed to the insights and authority demonstrated in their content.

“Content marketing is the long game. By regularly publishing valuable, insightful content, you’re building trust with your audience—trust that can turn into leads and leases down the line.” — Todd Boak, Partner at Harris & Ward

Expanded Content Marketing Do’s and Don’ts:

Do: Publish regular blog posts, whitepapers, or reports that provide value to your audience, such as market trends or investment tips.
Don’t: Make your content too promotional. The goal is to educate and inform, not to sell directly.

Example: A blog series about “The State of Commercial Real Estate in 2025” could not only attract more site traffic but also build your brand as an industry leader.

Conclusion: The Future of CRE Marketing in 2025 and Beyond

Digital marketing for commercial real estate has become more sophisticated and more essential than ever. The strategies that worked five years ago may no longer be effective. To stay competitive, CRE firms need to embrace data-driven digital marketing, from SEO and PPC to content and social media.

Do: Stay ahead of the curve by continually adapting your marketing strategies based on data and new trends.
Don’t: Ignore the importance of digital tools. Whether it’s optimizing your website for mobile or leveraging social media to engage with your audience, the future of CRE marketing is digital.

At Harris & Ward, we’re ready to help your commercial real estate firm thrive in 2025 and beyond. Contact us today for a complimentary strategy session to see how we can boost your digital presence and fill your vacancies faster.

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