A Guide to Commercial Real Estate Marketing

Mar 22, 2024

Whether you’re a new commercial real estate agent or a seasoned pro, marketing is essential for building your business. The National Association of Realtors found that 41% of buyers first look at properties online, and only 20% first contact an agent. 

While real estate agents remain a vital part of the buying and selling process, maximizing your online presence can help you build an audience and generate more leads. What marketing strategies target commercial real estate sellers and buyers? 

Let’s learn more about commercial real estate marketing and how to use it to grow and nurture your business. 

What Is Commercial Real Estate Marketing? 

Commercial real estate marketing helps promote buying and selling properties, such as office buildings, retail spaces, industrial facilities, and multifamily complexes. Real estate professionals can practice various strategies to attract potential buyers, investors, or tenants to their active listings and make a sale.

A strong marketing strategy requires a thorough understanding of the property, the local market, and the target audience. Utilizing the best practices in the industry can maximize your exposure and draw in more potential clients. 

The Importance of Marketing in Real Estate

Marketing is foundational to the commercial real estate industry. The more people who see a property listing, the higher the chances of finding the right buyer and making a sale. But any marketing plan must be executed strategically for it to be effective. 

Commercial real estate marketing builds brand awareness, helping you establish a stronger presence in the industry and boosting your credibility. You can also generate leads by attracting more people to the property listing, leading to more clients and referrals. Marketing is involved in establishing client relationships, promoting properties, building your brand, and driving sales.

Ways to Market Commercial Properties

Let’s look at commercial real estate marketing solutions and best practices.

Professional Photography and Videography

Photos and videos are must-have marketing tools for commercial real estate listings. High-quality visuals get more views, help sell properties faster, and result in higher sales. They also build your agent portfolio and provide endless opportunities for social media content, making you more credible in the eyes of sellers wanting to list their homes.

3D Virtual Tour

A 3D virtual tour allows interested buyers to explore the property from anywhere. Buyers and sellers enjoy helpful features such as the ability to measure on-screen, zoom in and out, and explore the space as often as they like.

Floor Plans

A detailed floor plan lets potential buyers understand the layout of the space, take accurate measurements, and visualize how they would use it.

How to Get Started With Commercial Real Estate Marketing

While developing and investing in a comprehensive marketing plan may sound daunting to many real estate agents, it doesn’t have to be overwhelming. By implementing a few key steps, you’ll be well on your way to reaching more customers than ever before. 

A great place to start is by taking these essential actions:

  • Understand your local market to identify and target buyers
  • Find your niche within commercial real estate 
  • Outline a basic marketing plan with objectives, strategies, and tactics
  • Invest in professional photography and video production
  • Optimize your website for SEO to improve rankings and attract organic traffic
  • Track and analyze results to evaluate the effectiveness of your strategies

Marketing Solutions With Absolute Altitude

Are you ready to create a marketing strategy for your commercial real estate business? Contact Absolute Altitude to learn how we can take your business to the next level. We provide the highest quality film, photography, and creative solutions to help you do just that.

We plan your shots

Planning is key to capturing effective B-roll. Typically we are following a custom script that details each shot we want to get while we are at the property. 

We do this to make the best use of your time, and to make sure we can get in and out of the shoot efficiently.

We also specialize in the direction we give to the agent or other hired talent. The fact that we have experience in story-telling and directing people on what to do when adds big-time value.

We often identify unique features and architectural details that deserve attention. Consider the story you want to tell about the property – is it modern and sleek, cozy and rustic, or luxurious and opulent? Absolute Altitude will tailor your B-roll shots to align with this narrative.




     A focus on details

    Close-up shots of design elements like doorknobs, light fixtures, backsplash tiles, and unique architectural elements can add significant value. These shots give potential buyers a closer look at the quality and design features that set the property apart. Use a long lens if necessary to capture intricate details clearly.

    To make your video dynamic and engaging, we  vary your shots in terms of angles and movements. Here are a few techniques:

    • Panning: Slowly move the camera from one side to another to reveal a room or a feature.
    • Tilting and Pedestal Movements: Move the camera up and down to show the height and space either using a hinge or pole.
    • Tracking: Move the camera along a path, following a subject or moving through a space.
    • Static Shots: Hold the camera steady on a tripod to focus on specific elements.


    We Use the right equipment

    While a high-quality camera is essential, additional equipment can elevate your B-roll footage. We often get feedback about our price points, and that others are more affordable. We are very transparent about the quality we bring to each project. This means that we use the best equipment to capture high-resolution footage that is in focus, doesn’t shake, and is the appropriate color. We take pride in using the latest tech to make sure our clients and their collateral are captured in cinematic-quality footage.

    Some basic tools we use are (If we listed everything it would be a whole other blog, but here is a short break down of the types of tools that are in the back of our vehicles):

    • Gimbal: For smooth, cinematic shots, especially when moving through spaces.
    • Tripod: For steady, static shots that highlight specific features.
    • Wide-Angle and Prime Lenses: To capture more of the space in a single frame, giving viewers a comprehensive view. Prime lenses have a fixed focal length for tack-sharp images and dreamy depths of field.
    • Specialty lighting: Our lighting kits for high-end shoots are something that you will not find in your average real estate on-site shoot project.
    • Multiple cameras that are specific to the type of scene we are shooting.
    • Drone: For breathtaking aerial shots that showcase the property’s location and surroundings.
    • All the portable power and batteries to power your project!




    Final thoughts

    Capturing compelling B-rolls for real estate videos involves thoughtful planning, attention to detail, and the right equipment. Depending on the project we could have a multi-age script that we have crafted to make sure we create wow-worthy experiences for your portfolio.

     By focusing on the unique aspects of the property and using various shooting techniques, we can create a rich, immersive video that stands out to potential buyers. Remember, the goal of B-roll is to enhance the story you’re telling about the property, making it more appealing and memorable and that is our favorite story to tell.

     Joel Yocca is the man with the plan, the owner & CEO of Absolute Altitude. The A2 team is prepared to provide you with the assets you need to level up in any market.



    B-Roll Basics

    B-Roll Basics

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