Reaching Prospective Tenants Through Social
Media Marketing

Gain a competitive edge by building a reputation as an expert. Blogging can help you build a community of avid followers.

It's no secret. In most markets, vacancy rates for commercial properties are still high and competition for prospective tenants is fierce. Building owners and managers need to explore all available avenues to reach those elusive tenants. Social media marketing is one way to get your properties top of mind for businesses looking for a new space. It takes legwork, but the payoffs can be bountiful.

Business to business social media is about connecting with prospects and tenants, providing value to their businesses and converting those interactions to leads and signed contracts. One way to start is to define your target audience and begin writing blog posts as the "expert" on issues relevant to them.

Write your blog like a journalist would, using the inverted pyramid format - leading with what worked and gradually getting into the details. Keep the content focused on solutions and ideas that are valuable to your target market and not about you. People don't look to blogs for product information, they want conversational insights that will help them solve a problem.

We also recommend keeping the blog separate from your website. Your website is your brochure¿it sells your services and should live on its own. If prospective tenants are interested in your properties, they can always go to your website for your information via a link from your blog.

If the subject is relevant, prospective tenants will always want to listen to what an expert has to say. And if you associate yourself with platforms such as Twitter, LinkedIn, Google+ and Facebook, you can help increase the number of followers and boost your chances to turn prospects into signed tenants.