How Social Media Is Changing CRE Marketing for Good

Thanks to social media and available video-making tech, CRE isn’t boring anymore.

But most importantly, it is thanks to these same advancements that the audience map has revealed itself in a more complete manner.

Nowadays, CRE audiences go beyond tenants or buyers.

Investors, architects, tenants, and even casual onlookers become part of a community that finds CRE content relevant and engaging.

This expands the universe of possibilities: Instead of marketing properties, we can market details, experiences, visions, communities.

And today, we’ll analyze how to master this shift.

A new set of rules for CRE marketing

It’s hard not to love this new reality of CRE marketing.

Brochures and static listings have stopped being the only options.

Drone footage, immersive TikTok walkthroughs, and Instagram reels have taken center stage.

And audiences reward creativity, timing, and an eye for detail with attention.

They will eagerly consume content that was not really that available just a decade ago, such as:

• Real-time progress.
• Behind-the-scenes action.
• Interactions with everyone involved, from brokers and architects to decorators and facility managers.

More attractive content + paid and organic social media campaigns is a proven formula to score a few important wins.

Let’s go deeper now, and explore some strategies and examples.

1. Break down single listings into multiple experiences

Static listings feel like relics from another era.

Don’t get us wrong – they’re necessary, but can’t provide the level of immersion and interaction that full or partial video walkthroughs do.

The reason is simple: Video is more flexible and powerful than a collection of pics and copy put together.

Conveying the level of detail of CRE can be challenging when you’re wielding a static listing, but with video it’s a whole different game (plus, social media platforms will throw traffic at you for good video content).

2. Share processes and involve stakeholders

CRE is an ideal setting for those who love to be part of the journey (not just the destination).

In other words, CRE marketing is about finished-and-furnished office space as much as it is about:

The architect studio that designed the building.
The color palette, furniture, and lighting the designer chose.
The challenges solved by a team in charge of a remodeling.

In short: Creativity goes beyond the finished product, makes viewers feel invested and builds community.

3. Influencers? Yes, even in CRE

In CRE, influencers are industry leaders, brokers with large networks, well-known architects, or even influential tenants.

Our advice: Identify these micro-influencers and collaborate to amplify your reach.

4. Attain depth with social proof (case studies, testimonials)

Boring PDFs buried deep in your website, move along.

Now is the time of success stories in punchy formats optimized for social.

You can focus on the technical, and your technical audiences will thank you for content that is not shallow (or that dodges key technical aspects).

On the other hand, case studies can also focus on capturing the energy, satisfaction, and excitement within those who experience a piece of CRE: Tenants, buyers, or developers that chose a building, why they did it, and what they got from it.

5. Don’t forget the numbers game

CRE is heavy on market trends, occupancy rates, demographics, and ROI.

Don’t let these numbers gather dust.

Instead, visualize your data creatively.

An infographic that shows market shifts clearly and quickly is a lot better than a heavy PDF that doesn’t really fit your phone screen right.

LinkedIn carousels and thought leader ads are your friends here.

Common mistakes to avoid

Since CRE is a B2B industry, it is plagued by many of the same problems that affect other B2B companies in their social media marketing efforts.

These include:

• Posting without a strategy: Random updates erode trust.
• One-size-fits-all content: Investors, tenants, and architects all want different things. Tailor your messaging.
• Ignoring video: For reasons we already explained.

On top of this, it’s important to choose channels wisely (LinkedIn is an obvious choice in CRE, but TikTok is equally important and less intuitive).

Content-wise, CRE is a goldmine of episodic content (about a project’s progress, details, opportunities, and so on).

How to know if your CRE marketing team needs help

Wondering if your marketing team is holding you back? Here are the telltale signs:

• Engagement consistently below industry benchmarks.
• Repetitive or outdated content that doesn’t reflect current trends.
• Lack of strategy, experimentation, or original insight (just rinse and repeat).

(If that sounds familiar, maybe it’s time we talk.)

It’s an exciting time to lead the way in social media through organic and paid campaigns that showcase how visually compelling and evocative CRE is.