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Monday, May 27, 2024

Benefits of Internet Listings and Portals

Words // Greg Wood, Partner & Head of Knight Frank Cairns

Often property owners do not understand the major benefits of Internet listings and portals for marketing commercial real estate and how continued advances in the various forms provide exposure and potential quick solutions to promote, sell and lease properties across all market sectors.

Surprisingly, building owners are reluctant to avoid this essential marketing area, usually on a cost basis, perhaps without a fundamental understanding of the benefits. The cost-to-benefit analysis is substantial, and on a traditional marketing basis in print media etc, is substantially cheaper with extraordinary reach above traditional methods. Some of the major benefits and key advantages are as follows:

  1. Wider Audience Reach:
    Internet listings and portals provide a platform to showcase commercial properties to a vast audience of potential buyers and tenants. These platforms have a large user base, including investors, brokers and businesses looking for commercial real estate opportunities. By utilising these platforms, you can reach a broader audience beyond traditional marketing methods.
  2. Increased Exposure and Visibility:
    Online listings and portals allow you to present your commercial property with detailed information, high-quality photographs, virtual tours and sometimes even videos. These features enhance the visibility and exposure of your property, attracting more attention from potential buyers and tenants.
    Additionally, most portals provide search filters, enabling users to refine their search based on specific criteria, increasing the chances of your property being discovered by interested parties.
  1. Cost Effectiveness:
    Online marketing is generally more cost effective compared to traditional advertising methods such as print media or physical signage. Internet listings and portals often offer different pricing options, including free or affordable packages, making it accessible to various budgets. This cost-effectiveness allows you to allocate your marketing budget efficiently while maximising the exposure of your property.
  2. Real-Time Updates and Instant Communication:
    Internet listings and portals enable you to update property details, availability and pricing in real-time. This feature ensures that potential buyers and tenants receive the most accurate and up-to-date information about your property. Furthermore, these platforms usually provide instant messaging or inquiry systems, facilitating direct communication between interested parties and property owners or agents.
  3. Analytics and Insights:
    Many internet listings and portals offer analytics and reporting features. These tools provide valuable insights into the performance of your listings, such as the number of views, inquiries generated and user engagement. By analysing this data, you can measure the effectiveness of your marketing strategies and make informed decisions to optimise your listings and attract more potential buyers and tenants.
  4. Time Efficiency:
    Internet listings and portals streamline the marketing process by centralising property information in one location. Instead of relying on physical visits or individual appointments, interested parties can browse properties online, saving time for both sellers/lessors and potential buyers/tenants. This efficiency results in a faster and more convenient property search process.
  5. National and International Reach:
    With internet listings and portals, you can extend your marketing efforts beyond local boundaries and target a national or even international audience. These platforms are accessible to users from different regions and countries, expanding your property’s exposure to a broader market.

In summary, internet listings and portals provide significant benefits for marketing commercial real estate in Australia, including wider audience reach, increased exposure, cost-effectiveness, real-time updates, instant communication, analytics and insights, time efficiency, and national and international reach. Leveraging these platforms can enhance your marketing strategy and improve the chances of finding suitable buyers or tenants for your commercial property.

Connect // knightfrank.com.au/contact/cairns

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