MARKETING SOLUTIONS
sTAY ON MEssAGE Focus marketing efforts by knowing
your target audience
shANNON ALTER
(SHANNON.
ALTER1@GMAIL.
COM), CPM®, IS
A REAL ESTATE
CONSULTANT IN
SANTA ANA, CALIF.
ONE kEY AsPECT OF YOUR JOb As
A REAL EsTATE MANAGER is TO
ATTRACT TENANTs TO YOUR COMMERCiAL bUiLdiNG, RETAiL CENTER
OR APARTMENT siTE. TO dO ThAT,
YOU MUsT FOCUs YOUR MEssAGE
FOR YOUR TARGET MARkET. But first,
make sure you already have a clear understanding of where your property sits in its marketplace relative to the competition, and who your
customers (and prospective tenants) are. Here
are a few tips I’ve learned along the way:
Brand your building: Your brand says it all, and
so does repetition of your message. Branding is
the key ingredient to positioning your property
in the consumer’s mind. Do you have a new
trophy building in the central building district
(CBD), or is your property an older building on
the edge of town? Decide what unique aspects of
your property will appeal to your target market,
and then reinforce it throughout your marketing effort.
Hire a professional: Find a professional who
can help you step outside your own perspective
and provide you with advice on maintaining the
branding message you have created. Paying for
this advice will surely be worth it.
Create the experience: Ever been to Disneyland
or a Four Seasons Hotel? Before you even set
foot on their properties, these organizations
ensure you know what your experience will be
and they work hard to carry it out. Know what
experience you need to create to attract the best
tenants or residents to your properties.
