Too often, commercial real estate professionals jump into marketing without taking time to develop a solid plan. But without a strategy, even the best ideas can fall flat. A smart marketing plan acts as a roadmap—it helps you stay focused, use your time and resources wisely, and attract the right leads.

Whether you’re leasing office space, selling retail buildings, or marketing a multifamily property, your marketing plan should support your goals and reflect your brand’s message clearly and consistently.

Here’s how to build a real estate marketing plan that drives results.

1. Know Your Goals and Your Audience

Before creating any flyers or launching social media ads, get clear on what you want to achieve. Are you trying to fill vacancies faster? Increase investor interest? Build your brand in a new market?

Once you’ve defined your goals, understand your audience. Are you targeting business owners, investors, or tenants? What kind of properties are they looking for? The more specific you are, the better you can tailor your message.

2. Start with a Strong Online Presence

In today’s market, your website is your digital front door. It should be clean, mobile-friendly, and easy to navigate. A well-designed website helps you make a great first impression and builds trust with potential clients.

Add high-quality photos, videos, offering memorandums, and property details. Include clear calls-to-action, like “Schedule a Tour” or “Download the Brochure.”

A regularly updated blog or news section can also position you as a local market expert and boost your search engine visibility.

3. Get Smart with Social Media

Social media isn’t just for residential real estate. Platforms like LinkedIn, Instagram, and Facebook can help you connect with investors, brokers, and tenants.

The key is to post content that’s useful and engaging—think market updates, property tours, construction progress, or client success stories. Paid ads can also be effective if you’re targeting a specific region or audience.

Just make sure your message is clear and your visuals are professional. Social media works best when it supports your brand—not distracts from it.

4. Use Eye-Catching Print Marketing

While digital marketing gets a lot of attention, print materials still have a big role to play—especially in commercial real estate.

Well-designed flyers, postcards, and brochures can grab attention and leave a lasting impression. Make sure they include key details like location, square footage, pricing, and standout features. Use maps, site plans, and photos to tell the full story of the property.

Don’t forget signage. A strong, branded “For Lease” or “For Sale” sign on the property is often one of the most effective marketing tools you can use.

5. Keep Your Branding Consistent

Every piece of marketing you put out—online or offline—should reflect the same brand identity. That means using the same logo, colors, fonts, and tone of voice.

Consistency builds trust. It helps people recognize your business and understand what you stand for. Whether someone sees your flyer, visits your website, or scrolls past your post on LinkedIn, they should know it’s you.

Marketing in commercial real estate doesn’t have to be complicated, but it does need to be intentional. Start with clear goals, know your audience, and build a mix of digital and print tools that work together. Most importantly, stay consistent—because repetition builds recognition, and recognition builds results.

Need help creating your commercial real estate marketing plan? Reach out—we’re here to help you bring your vision to life.