Property Marketing

Our approach property marketing is not a laundry list of marketing tactics. We have developed a go-to-market system that creates strong demand, a competitive environment and a continuous feedback loop, allowing course corrections throughout the property marketing cycle.

We distinguish our property marketing services from other firms in two ways: we segment your prospects to make the best possible use of marketing resources, and we have a system to drive prospects through a “transaction filter,” taking them from basic awareness of your property through the contract stage.

1. Market segmentation. Most real estate marketing proposals list dozens of tactics—signage, online listings, flyers and tours—but lack strategic segmentation of the potential market to make the best use of available resources.

Our approach is to develop a prospecting hierarchy that defines your best possible tenants or buyers, such as those with the greatest need or those likely to pay the highest price.

  • Primary targeting: We connect with the best prospects through high-touch, personal contact including calls and tours.
  • Secondary targeting: We connect with our database of appropriate targets through direct marketing, such as flyers, mail, email and broker contact.
  • Tertiary targeting: We ensure exposure to every potential target with broadcast tactics, such as advertising, online listings, signs and network exposure.

2. Transaction filtering. It’s not enough for a prospect to simply know about your building’s availability—they need to understand how it can better serve their needs, or else that prospect might dismiss the opportunity before fully appreciating its value to their business.

Our property marketing experts not only generate leads, but also carefully track them as we build the prospect’s knowledge about your property, answer questions and tackle concerns and impediments.

  • Awareness stage: The prospect is aware of the building availability, its location and features.
  • Understanding stage: The prospect sees the value for his or her own business and unique needs.
  • Interaction stage: The prospect tours the building and/or does space planning and a test-fit to determine suitability.
  • Transaction stage: The prospect moves through the negotiation and contract phase.

As a result of this stage tracking, we generate feedback that alerts owners to issues that can be corrected during the property marketing and brokerage process.

For example, when we solicited feedback from prospective tenants and brokers following one property’s tours, we learned that many perceived the building to be too far from the city center’s services. The marketing communications were revised to tackle these concerns by highlighting nearby amenities, access to transit and substantially better parking and freeway access than downtown buildings offered. As a result, leasing was completed at a rate comparable to buildings in the downtown core.

Learn more about our approach to office, industrial, retail, hotel, residential and mixed-use property.

The Boston office of Colliers International provides a team of committed marketing professionals to each project it represents. Each team member brings a specific strength to the collaborative efforts. We are equipped to deliver a professional, innovative marketing plan that will efficiently and effectively reach your target market.

Colliers' Marketing Team leverages the strength of an integrated marketing platform aimed at unifying a variety of mass marketing, one-to-one marketing and direct marketing methods to help achieve the desired results. We will identify objectives and then customize a positioning strategy to fulfill those needs through the creation of world-class marketing collateral, engaging content and creative implementation of tactics. We are continuously monitoring, analyzing, and refining our marketing performance.

OUTBOUND & INBOUND MARKETING

  • Reach beyond traditional "outbound" marketing tactics to engage prospects

  • Engage in "inbound" techniques of content marketing

  • Produce relevant, knowledge-driven content to encourage dialogue with interested prospects

BROKER/REFERRAL MARKETING

  • Colliers database of tenants in the market

  • Local and national listing services

  • Leverage vast network of local and national brokerages

PUBLIC/MEDIA RELATIONS

  • Placement in local, regional, national and trade publications
PRINT MEDIA

  • Customized brochure showcasing buildings

  • Market and demographic information

  • Property photos, site plans and floor plans

  • Maps and Aerials

  • Highlight local amenities

DIGITAL MEDIA

  • Targeted e-campaigns

  • Digital collateral

  • Interactive property tours

SOCIAL MEDIA

  • Leverage valuable LinkedIn, Facebook and Twitter distribution channels

  • Direct marketing to prospective tenants and the brokerage community

National expertise

Need national expertise or specializations? Browse the U.S. practice groups and service lines to learn more.

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