techrise: bridging the gap between cre and social media

Bridging the Gap Between CRE and Social Media

Commercial real estate (CRE) has always been a

relationship business.

If you want to reach CRE decision-makers, you need to get to know them. Social media is becoming a viable way to do that.

While the industry was initially slow to embrace social media, platforms like LinkedIn and Twitter are now an important way to accomplish

3 things

Create connections

build brand recognition

drive new business

Referrals are a huge source of business in CRE and social media is all about referrals. By sharing, tweeting, posting, liking and pinning, people have built a universe of over a billion people that could be referring your services.

Amy Schenk, marketing manager for Cassidy Turley, in news story on CoStar.com

(source: http://www.costar.com/News/Article/Social-Media-in-CRE-No-Longer-Just-for-Socializing/136042)

http://www.costar.com/News/Article/Social-Media-in-CRE-No-Longer-Just-for-Socializing/136042

With limited time, you are probably wondering where you should focus your attention.

That’s why we ranked for you the

top four social media outlets for CRE.

#1 Linkedin

More than 90 percent

of CRE professionals and companies are on LinkedIn, according to an analysis by The Wilbert Group.

187 million LinkedIn users are following the 10 largest CRE companies.

So what’s the best way to use it

?

Anatomy of a linkedIN profile.

For individuals, published content on LinkedIn establishes professionals as thought leaders in the CRE sphere.

join groups and share content to gain followers

high-resolution head shot




publish posts to establish thought leadership position



publish posts to establish thought leadership position

use experience and examples to sell yourself

Professionals should also join groups to engage with other users that have similar interests and build their contact list.

Top 5 groups for cre professionals1. Corporate Real Estate – 146,611 members2. ULI (Urban Land Institute) – 50,348 members3. CREPIG – 21,518 members 4. Commercial Real Estate Social Media – 8,449 members5. Technology for Commercial Real Estate –

8,340 members

For companies, LinkedIn is a great outlet to share company news, blog posts and available jobs.

join groupsto engage with potential partners, clients and employees.

how to use a linkedIN group.

Find engaged potential employees


connect with co-workers and others in your industry


connect with co-workers and others in your industry

Create compelling content relevant to current CRE industry trends

#2 twitter

The CRE industry is becoming more active on Twitter.

#CRE has been used more than

56,000 times in the last 30 days.

Top 5 CRE twitter users:1. @CoyDavidsonCRE: 25.5K followers2. @massrealty: 24.7K followers3. @Michael_MBA: 14.6K followers4. @AndyKaufman: 14.5K followers5. @BobArronCCIM: 7.5K followers

Twitter is also the best platform for connecting with traditional journalists, who are almost all active on Twitter.

Top 5 CRE journalists on twitter:1. @OConnellPostBiz: 6,827 followers2. @PeterGrantWSJ: 3,799 followers3. @KrisHudsonWSJ: 3,430 followers4. @dmlevitt: 3,242 followers5. @Taub: 1,426 followers

We hear firsthand from journalists that the companies/people who are sharing their stories or retweeting their tweets are

more likely to be called on as a source or mentioned in a story.

Retweets offer an opportunity to engage with other followers and build your

network.

When approaching Twitter, we recommend a

1/3, 1/3, 1/3 strategy

1/3 of Tweets should be company news

1/3 should be industry content

1/3 should be engaging with influencers

Anatomy of a quality CRE tweet.

visual content

visual content

hyperlink

visual content

hyperlink

one or two relevant hashtags

visual content

hyperlink


tagging other users

visual content

hyperlink


tagging other users

keep it brief

#3 instagram

(source: http://www.wsj.com/articles/instagrams-role-in-commercial-real-estate- 1430702819)

Instagram, which has become the preferred social media tool for many New York residential real-estate brokers, is beginning to show up more in the commercial real-estate brokerage business as well.

The Wall Street Journal

http://www.wsj.com/articles/instagrams-role-in-commercial-real-estate-1430702819

As the younger professionals who are on these platforms begin to move up the corporate ladder, Instagram is likely to grow in popularity.

So how do you use it to get CRE business?

Use hashtags that allow other users to find your posts, inserting yourself into the larger conversation.

Top 5 CRE hashtags on instagram:1. #CRE – 56K+ per month2. #retail – 301K+ per month3. #hospitality – 152K+ per month4. #office – 95K+ per month5. #multifamily – 3K+ per month

Anatomy of a good instagram post.

high resolution photo with no distracting or unsavory elements in the background


two or three hashtags



link to more information in bio



link to more information in bio

two or three sentence caption

#4 facebook

There is not much of a B-to-B opportunity on Facebook anymore, and this is certainly true in real estate.

Beginning in January 2015, Facebook announced it would post less content in people’s news feeds from companies because, in the words of the social platform,

“People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”

Our advice on using Facebook to reach the CRE audience?

don’t.

If you’d like help telling your tech story to CRE decision-makers, let’s talk.

We are TechRise, a collaboration of a leading tech PR and branding firm Trevelino Keller and a leading real estate PR firm The Wilbert Group.

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