Introduction
Effective marketing is essential when letting commercial property. A well-planned marketing strategy helps ensure your property is visible to the right tenants, generates strong levels of enquiry and ultimately secures a successful letting.
Once you have appointed a commercial letting agent, they will work with you to create a marketing plan designed to attract suitable occupiers and maximise interest in your property.
Planning your commercial property marketing strategy
Before marketing begins, it is important that your letting agent clearly understands your objectives as a landlord.
This may include:
- The type of tenant you wish to attract
- The preferred lease structure and length of term
- Target rental levels
- Whether incentives such as rent-free periods are available
- The timeframe for securing a tenant
Clear communication between landlord and agent helps ensure that marketing efforts are aligned with your goals.
1. Key methods of marketing commercial property
Commercial property is typically marketed through a combination of traditional and digital channels to maximise exposure.
Common marketing methods include:
a. To let boards
Installing a “To Let” signboard outside the property remains an effective way of attracting attention from local businesses and passing trade.
This is particularly important for:
- Retail premises
- High street locations
- Industrial estates
- Business parks
Local occupiers or expanding businesses may notice the board and enquire directly with the agent.
b. Online commercial property platforms
The majority of commercial property enquiries now originate online. Listing your property on major commercial property platforms such as MOVEHUT can significantly increase visibility to potential tenants.
Online listings typically include:
- Property photographs
- Floorplans
- Detailed property descriptions
- Location information
- Rental price and lease terms
Many platforms also allow landlords or agents to enhance listings to increase exposure within search results.
c. Enhanced digital listings
Enhanced or featured listings can help your property stand out in competitive markets.
Enhanced listings may include:
- Priority positioning in search results
- Additional photographs and media
- Featured placement within property categories
- Highlighted branding or promotional content
This can be particularly useful in areas with a large supply of competing properties.
d. Agent networks and direct marketing
Commercial letting agents also promote properties through their professional networks and industry contacts.
This may include:
- Circulating property details to registered tenants on their database
- Contacting local businesses seeking new premises
- Sharing opportunities with other commercial agents
- Promoting properties to investors or corporate occupiers
Direct marketing often helps agents identify potential tenants who may not yet have begun actively searching online.
2. Creating effective marketing materials
High-quality marketing materials are important when presenting your property to prospective tenants.
Your letting agent will usually prepare professional marketing details that include:
- Accurate property descriptions
- Professional photography
- Floor plans and measurements
- Location maps
- Information about transport links and amenities
Providing your agent with relevant information about the property — such as planning permissions, EPC ratings and building specifications — will help ensure the marketing materials are comprehensive and accurate.
3. Agreeing a marketing budget
Depending on the property and market conditions, an initial marketing budget may be agreed between you and your agent.
Marketing costs may include:
- Professional photography
- Online advertising fees
- Featured listings
- Printed marketing materials
- Promotional signage
A clear marketing strategy and budget can help ensure your property receives the appropriate level of exposure.
Summary
Marketing plays a vital role in successfully letting commercial property. A well-structured marketing strategy that combines online promotion, professional marketing materials and targeted outreach can significantly increase interest from potential tenants.
By working closely with your letting agent and ensuring your property is presented professionally across multiple channels, you can maximise exposure, attract suitable occupiers and improve the chances of securing a successful tenancy.
- Previous Article:
- Next Article: