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My
fear - when I started blogging in 2010 - was only two people would read my
ramblings - my wife and me! Turned out - I was ahead of the content marketing
curve - before content marketing was a thing. Now, I’m known nationally - in my
industry - as one of the early adopters of social media to distribute the
content I create. Doubt what I say? Perform a Google search for Allen C.
Buchanan and see for yourself. What few of us anticipated? Many owners and
occupants of commercial real estate would seek on-line counsel for their
commercial real estate issues. If properly crafted - blogs, videos, white papers
- can address questions that arise through owning and occupying commercial
space.
Recently,
I opined: “We must - as commercial real estate professionals - appeal to the
on-line searcher. A common mis-conception is we simply use the modern
media sources - FaceBook, Twitter, YouTube, Instagram - as a way to advertise
available properties. Unfortunately - these ads get deleted like that cable
subscription. What pulls a building shopper to us these days is content.
Content that portrays us as experts in our field - not simply a name on a sign.
Content that inspires to action, entertains, or educates as a means of
demonstrating our knowledge. Good content - videos, “how-to” articles, thought
pieces - serve as a large net for existing and future buyers. Advertising
buildings for sale only appeals to folks in the market today - a very small
slice of the population.”
Chances
are - if you’re an avid reader of this column - you’ve some stake in commercial
real estate. You own it or occupy it. Therefore - when a need arises - a
vacancy to fill, more space for your operation, it’s time to buy or sell - what
will you do?
I’m
guessing one of several things.
You’ll contact the agent you’ve known for years. Ok. No web
search needed. However, if your go-to agent has not embraced content as a means
of finding you a tenant or buyer or sourcing additional space - are you being
short changed?
You’ll ask a friend for a referral. Absent a
relationship with someone in our business - you’ll probably see if that
referral has a web presence or check out LinkedIn for some color. By the time
you meet - you’ll have a pretty good understanding of his background,
expertise, focus, and clientele.
You’ll scoop out those mailings you’ve received from active
neighborhood pros and call one. By the way - if you’ve not
investigated the service provider - you should - before you call! Client
testimonials, case studies, years in the trade, experience with your particular
requirement - all should be vetted. Yep. On-line.
You’ll perform an on-line search for the need you have. Bingo! In
your browser - you might type “How do I choose a commercial real estate agent?”
“What should I avoid when marketing my building?” “Considerations when leasing
a commercial space.” Those search results pull you toward an expert who
produced the thought piece. You get a sense of her knowledge without ever
meeting her. Determined? Whether you want more and if you will engage her.
Does
commercial real estate content matter? Absolutely! Just ask Siri.
Allen
C. Buchanan, SIOR, is
a principal with Lee & Associates Commercial Real Estate Services in Orange.
He can be reached at abuchanan@lee-associates.com
or 714.564.7104. His website is allencbuchanan.com.
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