Commercial Real Estate Social Media Marketing: Strategies for Success

Social media is vital in growing a commercial real estate business. It helps real estate professionals build trust, attract leads and showcase properties to the right audience. A strong online presence boosts brand awareness and supports long-term growth. This guide covers everything you need about commercial real estate social media marketing—from choosing the right platforms to creating content, tracking results and scaling your strategy. Whether you manage a small team or a growing agency, you’ll learn how to use social media to drive tangible outcomes.

Choosing The Right Channels For Commercial Real Estate

You must select the right social media platforms to grow your commercial real estate business. Each platform serves a unique audience and content style. Making informed choices helps you extend your reach and improve lead quality.

Understanding Social Media Platforms

Every platform serves a different purpose. Some target business professionals. Others are ideal for visual storytelling or short-form content. Use the guide below to match each channel to your goals.

Matching Channels To Business Objectives

Use each platform to achieve specific outcomes:

• Leasing: Use Instagram and YouTube to promote listings
• Investment: Share insights on LinkedIn to reach commercial property investors
• Lead generation: Post frequently on Facebook with strong calls to action

Building a Practical Social Media Marketing Foundation

A structured approach keeps your messaging consistent and adequate. Before posting, outline your objectives and establish a working plan.

Define Key Outcomes

Identify what you aim to achieve:

• Expand brand visibility
• Generate quality enquiries
• Attract skilled staff

Develop A Focused Content Plan

A content plan keeps efforts consistent:

• Publish three to five posts weekly
• Share a variety of visuals, news and updates
• Assign responsibilities for content production and scheduling

Maintain A Cohesive Brand Identity

Stay consistent across social media channels:

• Apply the same colour palette, fonts and logo placement
• Write in a confident and helpful tone

Plan Content With Structure

Create a calendar for monthly campaigns. Include seasonal highlights, market commentary and featured properties. This keeps your approach focused and manageable. 

Aligning Engaging Content With The Right Social Media Platform

Tailor your content to each platform’s strengths. Well-matched content gains stronger engagement and more apparent impact.

Match Content Style To Platform Behaviour

• LinkedIn: Thought leadership, commercial trends
• Instagram: Property visuals, short-form videos
• Facebook: Local news, updates and team stories
• YouTube: Video walkthroughs, leasing insights

Content Delivery Tips

• Use platform-native video content
• Add captions for accessibility
• Tag locations to boost reach
• Post during peak activity times

Effective Call-To-Actions

Creating Brand Credibility For Real Estate Professionals

Your brand is your first impression. A clear identity supports recognition and builds trust.

Communicate Your Brand Value

Your content should:

• Represent your professional standards
• Connect with the right audience
• Communicate outcomes and client success

Optimise Social Profiles

Refine each platform element:

• Bio: Clear, concise and jargon-free
• Banner: Reflect your business visually
• Highlights: Showcase your services and results

Improve Brand Messaging

Focus on clarity. Use client-centred messaging and avoid jargon. Share real stories, testimonials, and results of success.

Visual Identity Checklist

Enhancing Local Reach Through Real Estate Social Content

Local content helps build familiarity and trust in your area. It positions you as a market expert and strengthens relationships.

Grow Local Visibility

Create content that:

• Highlights market knowledge
• Connects with business owners and residents

Ideas To Strengthen Local Presence

• Community updates and events
• Recently leased property success stories
• Suburb trends and rental insights
• Local business collaborations

Content Mix For Balance

Driving Business Growth With Social Media Advertising

Social media advertising helps commercial real estate agencies reach more people and grow faster. It puts your brand before your ideal audience and supports real business goals. Whether you want to boost visibility or generate leads, the right ad strategy makes a difference.

Choose The Right Campaign Type

Each ad campaign serves a different purpose. Choose the one that matches your business goal.

• Brand awareness: Grow your audience and build recognition. Ideal for new agencies or new property listings.
• Post engagement: Get more likes, comments and shares. Great for showcasing updates or announcements.
• Enquiry generation: Drive leads with forms, direct messages or website clicks. Best for turning interest into action.

Effective Audience Targeting

The success of your social media advertising depends on targeting. You need to reach the right people in the right place.

• Location filters: Focus on postcodes, suburbs or cities
• Retargeting: Show ads to people who have visited your website or social media pages
• Lookalike audiences: Reach people who share traits with your best clients

Ad Content Framework

Every ad should have three parts: a hook, a visual and a call to action.

• Hook: A short, bold headline to catch attention
• Visual: Use high-quality photos and videos to showcase properties
• CTA: A clear action like “Book A Tour” or “Enquire Now”

Maximising Efficiency With Social Media Tools

The right tools help you stay organised and consistent. Digital platforms boost productivity and reduce time spent on daily tasks.

Here are four tools that work well for commercial real estate marketing:

Improve Your Workflow With Templates And Batching

Templates help you create content faster. Build templates for common post types like:

• Leasing updates
• Property listings
• Market insights
• Team stories

Batching means creating several posts in one session. You save time and reduce last-minute stress. Aim to make one to two weeks of content in advance. This also gives you time to review each post before it goes live.

Building Authority Through Influencer Marketing

Influencer marketing helps build trust and grow your brand. It works by using the voice of people your audience already knows and follows. In commercial real estate, this can boost your marketing without the need for expensive ad spend.

Use Influencers To Build Trust

People trust people. A known voice shares your content or speaks about your services, which adds credibility. This makes influencer marketing an innovative tool for commercial real estate professionals looking to reach new clients and grow their social media presence.

You don’t need celebrity influencers. In most cases, micro-influencers have more impact because they speak to a local or niche audience. Their followers see them as genuine and relatable.

Who Makes A Good Micro-Influencer?

Choose influencers who align with your business goals and speak to your target audience.

Good profiles include:

• Commercial tenants: With strong social media accounts, tenants can showcase properties and share real experiences.
• Local business owners: Owners of cafés, gyms or shops often have strong regional networks.
• Industry partners: Builders, designers or suppliers who work in the real estate industry can bring you referral traffic.

Choose The Right Collaboration Format

Work with influencers in a way that fits your brand and your content strategy. Keep the format simple and direct.

Try these options:

• Co-branded content: Share posts or videos featuring your brand and the influencer.
• Sponsored posts: Pay the influencer to post about your service or property.
• Property feature partnerships: Let them tour and review your commercial property, then share it with their network.

Adapting Content To Real Estate Market Conditions

The real estate market moves in cycles. Your social media content should move with it. When you adjust your message to match the market, you stay relevant. You also show your audience that you understand their needs and their conditions.

Match Content To Market Cycles

In strong markets, people look for growth opportunities. In quiet markets, they want guidance and confidence. You must adapt your social media strategy to match these shifts.

• Leasing season: Focus on demand, enquiry urgency and showcase available properties
• Slow periods: Share insights, build brand awareness and support your audience with helpful advice

Change Your Tone and Timing

The way you speak matters as much as what you say. In a rising market, use a confident tone. In a soft market, use a supportive tone.

Adjust your post timing to match audience behaviour:

• Early mornings work well in business zones
• Early evenings suit local business owners and tenants
• Test your schedule and review performance metrics

Content Themes That Reflect Market Shifts

Keep your content relevant by aligning it with market activity. Use your posts to highlight changes and give context.

Here are compelling content themes:

• Price movement insights: Explain what is rising or falling and why
• Lease trends: Show changes in lease terms, incentives or tenant preferences
• Vacancy rates commentary: Discuss what the numbers mean for owners and investors

Leveraging Social Network Relationships For Referral Growth

Strong social network relationships can drive steady referral growth. When people engage with your brand, they remember you. When they trust you, they recommend you. In commercial real estate, referrals remain among the most powerful marketing channels.

Build Trust Through Community Engagement

Start by engaging with your audience across social media platforms. Don’t wait for people to approach you—take the first step. Social network engagement helps you stay focused and build stronger local ties.

Focus on these simple actions:

• Thoughtful commenting: Leave helpful comments on local posts or partner updates
• Peer tagging: Tag clients or local businesses in your content to increase reach
• Strategic sharing: Share content from trusted partners and tag them to build goodwill

Create Content That Encourages Referrals

Content that highlights your results encourages people to refer you. It also gives your clients a reason to engage with your social media pages.

Share referral-friendly content like:

• Client milestones: Celebrate achievements like lease signings or property upgrades
• Win stories: Post short case studies that show how you helped a client
• Recognition posts: Thank partners, clients or staff for their support or success

Tracking Performance Metrics That Matter

You need to track results to grow your commercial real estate brand on social media. Knowing what works helps you improve your content and reach the right audience. You don’t need complex reports. You just need to focus on the right metrics.

Focus On Metrics That Show Real Results

Start by tracking the numbers that reflect your marketing efforts. These metrics show how well your content performs and where to improve.

Key metrics include:

• Reach: How many people saw your post
• Engagement: How many people liked, commented or shared your content
• Click-through rate (CTR): How many clicked on your link or call to action
• Lead generation: How many direct enquiries came from your posts or ads
• Ad conversion cost: How much you spend to get one enquiry or lead

Use A Simple Monthly Reporting Table

You don’t need complex dashboards. A basic report is enough to keep your team on track.

Improve Content With Data Insights

Use your data to adjust your social media strategy. If a post performs well, create more like it. If a type of content doesn’t get clicks, replace it. Every number tells a story—use it to refine your message, improve your brand visibility and generate better results for your commercial real estate business.

Develop a Scalable Social Media Strategy

A good social media strategy supports long-term growth. It gives your commercial real estate business direction and helps your team stay on track. To grow your brand and reach the right people, you need a clear, repeatable plan and easy to scale.

Build A Roadmap For Growth

Start by setting goals that guide your marketing efforts. Break them down into smaller, manageable tasks.

Your strategic roadmap should include:

• Quarterly content goals: Set clear goals every quarter. Focus on reach, leads or brand engagement. Track how your content supports each goal.
• Budget allocation: Plan how much you will spend on social media tools, ads and content creation. Include a buffer for campaign boosts or seasonal promotions.
• Content creation roles: Decide who writes, designs and schedules content. Assign roles to internal staff or external providers.
• Internal vs outsourced delivery: Keep tasks in-house if you have the skills and time. Outsource content writing, design or ads if it helps you scale faster. Many real estate businesses use outsourcing to improve speed and consistency.

Review Your Strategy Regularly

Set a time each quarter to review your social media performance. Check your metrics and compare results to your goals.

Ask:

• Are we reaching the right target audience?
• What kind of content performs best?
• Are we getting website traffic from social media?
• What return are we getting from ads?

Use these insights to adjust your approach. A robust social media strategy evolves with your commercial real estate business. Keep it simple, measurable and scalable.

Real Estate Social Media Marketing: Best Practices Checklist

Success in real estate social media marketing depends on clarity, consistency and purpose. A strong strategy helps your commercial real estate brand grow and stay relevant. To stay on track, follow a clear set of best practices that guide your marketing efforts and content planning.

Focus On Core Principles

Every post you share should support your business goals and speak directly to your audience. These key principles will help you build a strong and effective social media presence:

• Set clear business objectives: Know what you want to achieve—brand awareness, lead generation or client engagement. Align every post and campaign with these goals.
• Post consistent, valuable content: Keep your content steady and functional. Mix educational content, property updates and community news.
• Put the audience first: Speak directly to your target audience. Use plain language and avoid industry jargon. Create posts that solve problems or answer common questions.
• Measure what matters: Track key metrics like reach, engagement and leads. Use data to refine your strategy and improve results.

Checklist To Review Your Strategy

Use this checklist to assess your current social media approach:

FAQs: Commercial Real Estate Social Media Marketing

Empowering Commercial Real Estate Professionals

Social media success is achievable for every commercial real estate professional. Start simple, stay consistent and scale your efforts over time. You can grow your brand and generate accurate results with clear goals, valuable content, and tools. PMVA can help you streamline your strategy with expert support in content planning, creation and execution—so you can focus on what you do best.