Commercial Property Marketing: Office, Retail, Industrial
Attract qualified tenants, fill tours, and move faster to LOI with a modern, measurable plan.
Introduction
Commercial Property Marketing: Office, Retail, Industrial gives owners, property managers, and brokers a field-tested system to position space, standardize creative, pick channels that actually convert, and automate follow-up so tours and LOIs happen faster.
Compliance & accuracy: keep floorplans, suite counts, rentable/usable SF, zoning, CAM estimates, TI allowances, and co-broke terms current. Avoid exaggerated claims; use verified data.
Expanded Table of Contents
- 1) Positioning: ICP, Use Cases & Value Props
- 2) Offer Structures: TI, Free Rent, Co-Broke, Early Move-In
- 3) Channel Mix by Asset Type (Office • Retail • Industrial)
- 4) Creative Standards (Photos, Floorplans, Site Maps, 9:16)
- 5) Landing Page Templates (Office • Retail • Industrial)
- 6) Listing Distribution & Marketplace Tactics
- 7) Lead Capture, Routing & Auto-Reply
- 8) Tour Playbook & Objection Handling
- 9) Broker Outreach & Email Sequences
- 10) KPIs & Pipeline Math
- 11) 30–60–90 Day Rollout Plan
- 12) Troubleshooting & Optimization
- 13) 25 Frequently Asked Questions
- 14) 25 Extra Keywords
1) Positioning: ICP, Use Cases & Value Props
Ideal Customer Profile (examples)
- Office: 5–20 FTE professional services, medical, hybrid teams
- Retail: QSR, service retail, boutique fitness, specialty grocer
- Industrial: last-mile logistics, light assembly, contractors
Value Props
- Flexible divisions (plug-and-play suites, short lead times)
- Parking ratios, loading types (dock/grade), power, clear heights
- Co-tenancy anchors, traffic counts, daytime population
2) Offer Structures: TI, Free Rent, Co-Broke, Early Move-In
| Leasing Lever | Where It Shines | Tip |
|---|---|---|
| Tenant Improvement (TI) | Medical/retail buildouts | Publish ranges; pre-approve plans where possible |
| Free Rent | Office lease-up | Use staggered concessions tied to term |
| Early Move-In | Industrial turnover | Offer early access for racking/equipment |
| Co-Broke Bonus | Slow suites | Time-box incentives; highlight in broker emails |
3) Channel Mix by Asset Type (Office • Retail • Industrial)
| Asset | High-Intent | Demand Gen | Remarketing |
|---|---|---|---|
| Office | Search, marketplaces, broker lists | LinkedIn, email to ICP, local biz groups | Site/landing retargeting + email |
| Retail | Marketplaces, search “space for lease”, broker networks | Geo-targeted social, franchise outreach | Click-to-call retargeting, SMS follow-ups |
| Industrial | Search, marketplaces, direct to contractors/logistics | Trade associations, field reps | Spec sheet downloads → nurture |
Rule of thumb: 60% high-intent, 25% demand gen, 15% remarketing—rebalance monthly.
4) Creative Standards (Photos, Floorplans, Site Maps, 9:16)
- Photos: exterior branding shot, lobby, corridors, typical suite, restrooms, loading, parking, signage.
- Documents: floorplans (PDF), site map with ingress/egress, stacking plans, utility specs.
- Video: 9:16 walk-through reels (30–45s) for social & marketplaces.
- Captions: size range, ceiling/clear height, loading, parking ratio, TI/Free Rent summary, tour CTA.
| Placement | Aspect | Recommended Size |
|---|---|---|
| Listing gallery | 1:1 / 4:3 | 1200×1200 / 1600×1200 |
| Feed portrait | 4:5 | 1080×1350 |
| Stories/Reels | 9:16 | 1080×1920 |
| OG image | 1.91:1 | 1200×630 |
5) Landing Page Templates (Office • Retail • Industrial)
Office Template
- Hero: size range + parking + transit + tour CTA
- Stacking plan + typical suite photos
- TI/Free Rent summary & co-broke terms
Retail Template
- Traffic counts + co-tenancy + signage
- Trade area map + daytime population
- Grease trap/venting, drive-thru feasibility
Industrial Template
- Clear height, loading (dock/grade), power (amps/phase)
- Yard space, truck court, column spacing
- Sprinklers, zoning, turn-radius diagrams
CTA & Lead Form
- “Request Tour” (date/time), phone, company, use case
- Auto-send brochure + floorplan PDF by email
- SMS fallback for missed calls
6) Listing Distribution & Marketplace Tactics
- Standardize titles:
{Asset Type} • {Size Range} • {City/Node} • {Key Feature} - Rotate hero photo weekly; test exterior vs interior first image.
- Pin “tour week” posts; refresh copy every 14–21 days.
- UTM-tag all links from listings to landing pages for attribution.
7) Lead Capture, Routing & Auto-Reply
Lead flow:
Listing/Ad → Landing → Form/Call → CRM → Auto-email (brochure) + SMS (confirm)
If no reply in 15 min → ring sales desk → schedule tour link
If no tour booked in 24h → voicemail drop + email with 3 time slotsUse UTMs on all links: utm_source=listing&utm_medium=organic&utm_campaign=cre_suite_2025
8) Tour Playbook & Objection Handling
- Pre-tour email: parking, access, Wi-Fi, floorplan PDF, contacts.
- On-site: safety gear (industrial), spec sheet printouts, measuring tape.
- Common objections: buildout cost → TI examples; timing → phased possession; parking → shared-use agreements.
9) Broker Outreach & Email Sequences
| Step | Message | Asset Angle |
|---|---|---|
| Day 0 | “New to market” with brochure + floorplan | Office: parking ratio & transit |
| Day 3 | “Tour week” calendar link | Retail: traffic & co-tenancy |
| Day 10 | TI/Free Rent options | Industrial: loading & power |
| Day 21 | Limited-time co-broke bonus | All: scarcity |
10) KPIs & Pipeline Math
Top: Listing views • Landing page sessions • Brochure downloads
Mid: Qualified inquiries • Tour requests • Tours held
Bottom: LOIs • Leases signed • Days-on-market • Concession cost per lease
Quality: Inquiry-to-tour % • Tour-to-LOI % • LOI-to-lease %Targets: Inquiry→Tour ≥ 25%; Tour→LOI ≥ 20%; LOI→Lease ≥ 60% (varies by market/asset).
11) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Audit creative; shoot missing angles; export standard sizes.
- Publish asset-specific landing pages with forms & calendars.
- Distribute listings; tag all links; enable CRM + auto-reply.
Days 31–60 (Momentum)
- Begin retargeting; launch broker sequence; host “tour day”.
- Test two offers (TI vs Free Rent); rotate hero images.
- Add case study: prior tenant success or retrofit timeline.
Days 61–90 (Scale)
- Increase spend on best channel by 25% if Inquiry→Tour ≥ target.
- Launch neighborhood/industrial park hub pages.
- Quarterly report: concessions vs speed; refine levers.
12) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| Many inquiries, few tours | Unqualified interest | Clarify use-case, min term, zoning; gate with use-case question |
| Tours but no LOIs | Pricing or buildout friction | Show TI models; publish all-in estimates; offer phased move-in |
| Low listing views | Weak first photo/copy | Lead with exterior & signage; add size range to title |
| Broker apathy | No incentive or urgency | Time-boxed co-broke bonus; “tour week” calendar |
13) 25 Frequently Asked Questions
1) Do I need separate pages for office, retail, and industrial?
Yes—intent, specs, and objections differ; dedicated pages convert better.
2) How much detail should go on a listing?
Publish size range, parking, loading/power, TI/free rent, co-broke, zoning.
3) Should I show pricing online?
Show “from” rates or ranges plus estimated NNN/CAM; avoid bait pricing.
4) How long should my video be?
30–45 seconds vertical for social; 60–90 seconds horizontal for website.
5) What photos matter most?
Exterior branding, lobby, typical suite, restrooms, loading, parking, signage.
6) How do I qualify leads fast?
Form fields for size, use case, timeline, budget; instant SMS + calendar link.
7) What’s a good inquiry-to-tour rate?
25–40% with strong routing and fast replies.
8) How fast should we respond?
Under 10 minutes for first touch; under 1 hour for tour scheduling.
9) Do concessions hurt perceived value?
Not if framed as partnership for speed to occupancy with term commitments.
10) Are drone shots helpful?
Yes for retail and industrial to show access, truck courts, and co-tenancy.
11) Should I list power specs?
Yes—amps/phase and upgrade options reduce back-and-forth.
12) What about ADA and code?
State accessibility and code status; avoid promises beyond approvals.
13) How often should I refresh listings?
Every 14–21 days with new hero, updated copy, and recent tours.
14) Do broker bonuses work?
Time-boxed incentives can unlock attention for slow suites.
15) Best call-to-action?
“Book a Tour” with specific time slots and on-page calendar.
16) Can I market shell space?
Yes—use test-fit plans and TI examples; show phased buildout.
17) Is LinkedIn worth it?
For office/B2B targeting, yes—run short video + lead gen forms.
18) How to handle price objections?
Lead with total occupancy cost, TI, and operational efficiencies.
19) Should I gate brochures?
Send automatically after email capture to reduce drop-off.
20) Track phone calls how?
Unique numbers per channel; record outcomes (tour/hold/lose).
21) Good tour show-rate?
≥ 70% with SMS reminders and Google/Apple calendar invites.
22) What metrics for monthly reviews?
Inquiry→Tour, Tour→LOI, LOI→Lease, DOM, concession cost per lease.
23) How to market multi-tenant retail?
Leverage anchors, traffic counts, co-tenancy maps, and trade area data.
24) Industrial tenants ask what first?
Clear height, loading, power, zoning, yard, truck access, sprinkler type.
25) First step today?
Publish asset-specific landing pages and standardize creative; then launch listings with UTMs and auto-reply routing.
14) 25 Extra Keywords
- Commercial Property Marketing: Office, Retail, Industrial
- office building marketing strategy
- retail leasing marketing plan
- industrial warehouse marketing
- CRE listing distribution
- commercial real estate tour conversion
- tenant improvement marketing
- free rent concession strategy
- co-broke broker incentives
- commercial floorplan brochure
- retail traffic counts marketing
- industrial clear height loading specs
- office parking ratio marketing
- trade area map retail
- last-mile industrial leasing
- medical office marketing plan
- QSR drive-thru site selection
- contractor yard space lease
- CRE landing page template
- commercial listing photography guide
- 9:16 commercial walkthrough video
- broker email sequence leasing
- commercial leasing KPIs
- days on market reduction CRE
- commercial real estate lead routing
