#KeepingCRESocial: How Your Weirdness Can Win You Business


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It’s time to embrace your weirdness. And we’re not talking about your love for peanut butter and cucumber sandwiches, or your ability to burp the alphabet. When it comes to your commercial real estate business your areas of “weirdness” are the elements of your business that make you unique and valuable to your audience. What sets you apart from your competition?

So, how can you best showcase what makes your business tick and how is it different from what everyone else in your market is doing?

#1. Become a storyteller.

Good stories shape the image of your company in people’s minds. Do you have a funny story about how your CRE company got started? Has your organization been an important part of the community for many decades? Part of sharing what makes you unique is having the ability to turn those charming qualities into engaging stories that will help you stand out in the minds of your potential clients.

#2. Don’t be afraid to be unconventional.

Sure, there’s a standard for every industry. There’s a typical way that things are done in the commercial real estate world. But imagine how powerful it would be if you shook things up and stood out from the crowd. It’s hard to NOT be noticed when you’re doing things differently from everyone else. People may either love you or hate you, but your unique perspective on the industry will definitely draw attention back to your business.

#3. Show off your sense of humor.

It’s likely there’s at least one person in your business that has everyone roaring with laughter at the company holiday party. Don’t be afraid to let that person be part of your brand and marketing. People love to laugh and working with a company that isn’t afraid to keep things light can be refreshing in the typically buttoned-up world of commercial real estate.

#4. Pursue and showcase your interests.

What makes your CRE company tick? Are you dedicated to service in your community? Do you have a passion for working with growing startups and entrepreneurs that like to dream big? Do you believe in the revitalization of historic buildings in your city? Whatever your individual interests are as a company, don’t be afraid to showcase that in your brand and marketing. For a huge group of people also interested in your passions, you will make their decision to work with you an easy one.

#5. Engage with your audience online.

Part of letting your unique personality shine through is to not just shout at your audience, but to listen to their individual needs. When they have questions, answer them. Don’t be afraid to ask them what their latest CRE struggles are and how you can help. Seek out strangers in your space and build relationships. The more you feel like a friend to your potential client, the easier it will be for them to call upon you the next time they have a CRE need.

There’s a lesson we can all learn about effective marketing and that’s to be yourself. When you stand out from the crowd there will always be a group of people that resonate with your message so step out of neutral territory and start sharing your passions!

To read more #KeepingCRESocial posts, click here.

Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS. Can I get an AMEN!?

If you are interested in booking Sarah Malcolm as a speaker feel free to reach out directly at sarah@thenewsfunnel.com.



Twitter: @mrssarahmalcolm