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What your online commercial real estate brand should be

man at train stationThere are tons of branding, blogging, social media, public relations, and web presence sites on line that are full of general advice on “creating your digital brand.” You can pick thru the sites and save some of the tips. You may also even use some of them to help build your online presence.  So, what should your online Commercial Real Estate brand be?

  1. Be relevant: As in matter to your community.  I know this sound simple and basic but, take a look at your self online.  Do you have any connection to your local market?  Are you telling the real story, not some PR BS?  Better yet, are you talking to the market at all?
  2. Reduce the barriers: How are you interacting?  Are you creating conversations and dialogue?  Are you a real person?  Can you communicate beyond the deal?  Authenticity is not a cuss word.
  3. Share liberally: You have an incredible base of real estate knowledge. Give it away.  Help your client base and help your non client base.  People will notice.
  4. Paint the future: Today’s reality is fine. What is the Commercial Real Estate future going to look like?  Give your point of view.  Are you still hoping the market will go back to the good old days like the guy in the pic above? Create the future.
  5. Provide latitude: Open your mind a little bit.  Not everyone thinks Commercial Real Estate is so great.  Get different points of view.  Let your clients see that.
  6. Solicit insatiability: Passion, do you really love Commercial Real Estate?  Let the world know why you are in this business.  They will respond to that passion.
  7. Offer connection:  Is it just a gleaming shot of a sky scraper and two guys shaking hands next to your logo?  Is there a Contact Me form that goes to info dot somebody?  Is that the only way to connect to your Commercial Real Estate brand?

Relevance, authenticity, sharing, connection, creativity. Does this sound like your Commercial Real Estate brand?  The market and the clients in Commercial Real Estate think it should.  How about YOU?

Written By

Broker/Owner in Lafayette, IN, whose passion is Commercial Real Estate with focus on Technology, Social Media, and Networking.



  1. Joe Loomer

    April 12, 2010 at 7:12 pm

    Excellent post, Duke – in our little neck of the woods commercial real estate and online presence are not even remotely close to being exploited to the fullest potential. I’ve passed this one on to some select folks who “get it.”

    Navy Chief, Navy Pride

  2. Ryan Martin

    April 16, 2010 at 11:14 am

    I think you raise a very valid and interesting question. I am curious where commercial real estate brokerages are headed too. Part of me thinks that commercial will start to follow the direction of residential (i.e. new media marketing), but I also think that commercial has some barriers to entry that might further slow that process.

    In my market, the commercial agents are pretty slow to pick up on new technology. A majority of the agents are older and have become totally complacent. Half of them don’t even own a digital camera, or at least don’t use it to advertise their listings. However, these agents have been able to maintain this attitude with success because the high volumes of residential agents either fail before they progress to commercial, or are too afraid to make the transition.

    • Duke Long

      April 16, 2010 at 11:22 am

      So why not use your skills to …..earn their clients business. The strategy of “I get business in commercial because I’m still here.” Can not be a very strong one.Nice site BTW.

      • Ryan Martin

        April 16, 2010 at 11:25 am

        Thanks Duke. The skills are at work as we speak 😀

  3. Chris Fyvie

    April 20, 2010 at 8:00 am

    Hey Duke,
    sorry for cutting you off last week, my client was showing up for a tour and I had to run. Love this post! I hope the commercial real estate industry in Toronto stays closed minded and insecure about the internet for a long time so I can continue to capitalize on advice like this for my blog!

  4. Candice A Donofrio

    May 4, 2010 at 12:21 am

    This is very cool and I’m glad I appear to be in the groove. In an outside of the box kind of way . . . 🙂

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