What it takes to stand out: MarCom trends shaping commercial real estate - by Susan Fernandez

With every property competing for diminishing attention spans, standing out in commercial real estate today is no small feat. That rooftop pool that once set your property apart? Now it’s just another slide in a sea of social media highlights that have left tenants more sophisticated and more ambitious than ever before. Truly differentiating a property today isn’t about listing features and square footage; it’s about shaping a narrative that communicates your unique value proposition. It’s about showing your audience how your property can shape their story. Now is the time to develop a marketing and communications strategy that taps into contemporary demands for creative digital content, effectively engages with the community, and above all, leans into the power of storytelling.

Everyone Wants a Good Story
There’s a reason that YouTube is the second biggest search engine in the world after Google. YouTube is a storytelling platform, and stories are more memorable than facts. Imagine you are developing a new mixed-use multifamily complex in an underutilized urban district. You can advertise the heights of the buildings being constructed and the size of the retail space, or you can wrap the facts up in a memorable narrative bow. Speak directly to millennial and Gen Z renters seeking walkable neighborhoods and modern amenities. Capture the baby boomers seeking the chance to downsize without sacrificing community. Zero in on the types of tenants or buyers you’re looking to attract, and craft an engaging story about how you can meet their needs.

Think about Canary Wharf in London. Despite growing its name as a thriving financial hub, its primary developers were forced to pivot in light of pandemic-era vacancies. Seeking to attract restaurants, shops, and luxury residences for a new chapter, Canary Wharf Group repositioned itself as a haven for biophilic living. The home page of the website spins a compelling tale: “Waterside haven Eden Dock is part of our ongoing mission to put nature at the heart of Wharf life. 16.5 acres of parks and gardens, 5km of boardwalks and more than 800 plants and trees; Canary Wharf is a place where nature and people can thrive.”

It’s All About the Creative Content
Today’s audiences are increasingly focused on video storytelling, turning to Instagram and TikTok for information. For a master-class in the power of short-form content, look no further than SERHANT, which proudly proclaims itself “the most followed real estate brand.” Through a multi-channel approach, the brand capitalizes on everything from typical walking tours of properties to personalized snapshots showcasing “A Day in the Life” of founder and CEO Ryan Serhant. 

A few tips? Hook your audience quickly. Attention spans are shorter than ever, and a recent study from Hubspot found that Instagram videos received the most engagement when they averaged around 26 seconds. For property tours, get in and get out — keep your videos to 15-30 seconds, include a range of interesting angles, and top it off with a trending audio. You have greater leeway for informational videos or talking reels in which a spokesperson is sharing actionable insights directly into the camera. Still, the best practice is to keep these between 30 and 60 seconds. Most importantly, include a clear call to action. Do you want your viewers to visit your website? Schedule a tour? Make it easy for them to take the next steps.

In-Person Engagement Still Matters
In an era where everything from work to school to grocery shopping can be done online, don’t underestimate the desire for “IRL” connection. Emerging generations in particular are craving experiences, driving in-person networking and relationship-building back into the spotlight. Position your brand in the center of it all by hosting hyper-local activations such as film screenings, art exhibitions, or even concerts.

Hudson Yards in Manhattan is a classic example of effective experiential marketing. Just a quick glance at the upcoming calendar reveals a schedule filled to the brim with everything from champagne tastings to outdoor reading parties to “Mozart for Muchkins” kids’ concerts. These activations will then, in turn, fuel the creation of user-generated content, building the kind of brand visibility that can only be fostered by that authentic, real human touch.

Don’t Forget About PR
With so many owned media platforms at our fingertips, it might be tempting to eschew traditional media tactics. But in a world dominated by misinformation and increasingly savvy AI visuals, reputable, earned media mentions rise above the noise. Moreover, your earned media strategy could be just what levels you up in the new age of AI-powered search — a recent report from Muck Rack demonstrated that 85% of citations pulled by generative AI originate from earned media sources.

A robust PR strategy doesn’t just hinge on leasing announcements or grand openings. Identify your company’s thought leaders and capitalize on opportunities to showcase their expertise through contributed articles or profiles. Build relationships with journalists to keep your company top of mind when they need a source to comment on a larger trend story. Securing consistent, meaningful brand mentions across established media platforms builds essential credibility through third-party validation.

It’s All Connected
Perhaps the biggest shift in the communications landscape today is the realization that no effort exists in isolation. It’s all part of a larger ecosystem that should feed into and build upon itself. Your PR should feed into your social content, your email newsletters should reiterate your brand story, and so on. By combining digital creativity, real-world engagement, and strategic PR campaigns, real estate brands will not only stay relevant but lead the conversation.

Susan Fernandez is the senior vice president of marketing at UpSpring, Manhattan, N.Y.