This presentation was developed for the CREW Hampton Roads chapter. It provides tips for using location-based social media platforms and other marketing tactics for the commercial real estate industry.

1. Thriving In A Brave New World:
Emerging Commercial Real Estate
Marketing Tools

2. Hampton Roads Market Overview
Office Retail Industrial
Vacancy 13‐15% 5% 8.2%
Peninsula: 14%
Leasing Activity +26% No change N/A
(2010:2011)
Absorption Decrease Decrease Flat Overall
Peninsula: Decrease
Other News • Class A space strong • Consumer • Mixed news
• Unemployment a confidence key • Some big leases
drag • Decrease in February
• Leasing activity
doesn’t equate
absorption

3. Hampton Roads Market Overview
So what are the takeaways?
• Continue to see mixed signals across sectors
• 2012 won’t see major improvements
• Recovering from ongoing absorption losses are important
• Pending defense cuts will add pressure to the market
• Competition in commercial real estate remains high
• Differentiation is critical

4. What is location‐based social media?
Any platform, website, or application that allows
users to “check in” or share their location
online and on mobile devices.

5. • Currently the most
widely used location‐
based social media
platform, Foursquare
boasts more than 10
million users and
recently announced a
national partnership
with American Express.

6. • With a robust user
interface and features,
Yelp has a standard
website and a popular
smartphone application
for social networking,
user reviews, and
local search.

7. • Google Places leverages
Google’s dominant search
engine and popular maps
function in its standard
and mobile websites and
smartphone app so users
can search, share, and
rate their location.

8. • Gowalla described itself
as a “social travel
guide” and is popular
among travelers.
It was recently acquired
by Facebook.

9. • A feature currently on
Facebook’s standard
and mobile websites
and smartphone
application, Facebook
allows users to share
their location as part of
status posts on the
world’s most popular
social network.

10. • Second only to
Facebook in registered
users, Twitter allows
users to include
location in tweets.

11. Location, Location, Location‐
based social media
Tips for checking into the real estate industry
• Create strategic “check‐in” locations that incentivize clients and
customers to check in and post a positive comment.
• Collect user data to measure activity and analyze visitor
demographics and preferences.
• Follow up with visitors who check in to establish meaningful
business relationships.
• Develop and advertise your privacy policy to gain client trust and
avoid potential negative feed or other issues.

12. Other Online Tools
for Real Estate Marketing

13. Social Media Marketing
Engaging and Useful
• Do not ignore Facebook, Twitter, and other sites!
• Develop a social media plan.
• Cultivate loyalty and attract potential clients.
• Incorporate social media on website and marketing materials.

14. Mobile Marketing
Mobile‐friendly and Location‐based
• Use of mobile devices to access the internet and use applications
continues to skyrocket.
• Evaluate mobile marketing and identify areas to invest resources.
• Mobile marketing can provide information in real time for potential
clients touring properties.
• Location‐based social media!

15. Digital Marketing
Strategic and Interactive
• People and businesses searching for real estate online is now the
norm and often the first impression.
• You must sell your property and your area.
• Conduct research to understand your audience.
• Website should be interactive and optimized for search engines.
• Develop consistent messaging across website and all marketing
materials. Remember: Content is king.
• Be a resource.

16. Thank you!
Andrew Ryan and Mark Hickman
facebook.com/commonwealthpartnerships |@cpCommercial
www.commonwealthpartnerships.com
www.virginiareblog.com
804.354.0964