Marketing a commercial property is very different from marketing a single-family home. Larger multifamily buildings, retail centers, and office spaces need a strategy that speaks to investors rather than individual buyers. The audience is narrower, but the tools we use are designed to reach them directly and effectively.
Here’s how commercial listings are marketed to maximize exposure and value.
Commercial-Only Listing Platforms
At one point or another, we’ve all gotten lost in the sea of houses on consumer websites. Fortunately, commercial real estate has its own ecosystem of platforms, designed specifically for investors, that prevents that from happening.
Websites like LoopNet, Crexi, and CoStar are among the most widely used. CoStar, for example, requires a subscription – meaning the people viewing those listings are serious investors or real estate professionals. Other tools like BuildOut and the commercial property subcategories within MLS also help to ensure the right buyers are seeing the property.
By using these targeted platforms, we cut through the noise and get properties in front of the people who are actively looking for commercial investments.
Email Marketing
Most commercial brokers maintain a deep database of investor contacts. These are people who own property already and are constantly evaluating new opportunities to invest in.
When we market a multifamily property, for example, we send email blasts directly to our investor list. This audience is already qualified, engaged, and often waiting for the right property in specific markets. Unlike general advertising, these emails go to people who are ready to make a move.
Postcards
It may sound old-fashioned, but postcards remain one of the most effective ways to reach local investors. Roughly 75-90% of commercial property owners in any given market live close to their investment properties. That means a postcard sent to investment properties in the area to advertise a nearby property will land in the mailbox of someone who is already familiar with the area.
It’s a simple but powerful way to cut through digital noise and make sure your property gets noticed.
Personal Outreach
Relationships are still the backbone of commercial real estate. Marketing isn’t just about platforms and postcards – it’s about conversations. We know our contacts, their strategies, and their goals – allowing us to target people who are most likely to be interested in your listing.
When a property hits the market, we call investors directly to explain the deal, the upside, and why it might be a fit for their portfolio. Personal, targeted outreach builds trust and often generates interest more quickly than a digital listing alone.
Broker-to-Broker Networking
Finally, cooperating within the brokerage community is an important part of the strategy. Many investors work regularly with trusted advisors, so making sure other brokers know about a property will significantly expand its reach.
Having a robust contact list of other brokers and working together with them gets everyone the best outcomes.
Final Thoughts
Marketing commercial properties is about precision, not just exposure. From specialized listing platforms to investor databases, postcards, personal calls, and broker networks, each step ensures the property is seen by as many serious buyers as possible. The more eyes on a property, the more competition it generates – and that competition helps to drive the best possible price for the seller.
Many investors we work with benefit from this layered approach because it creates stronger competition and better results for their listing. If you are considering selling a property, contact our expert advisors to learn how we can market your asset effectively to maximize your return.
