Marketing a commercial real estate property can be a challenge. There is more competition for commercial space now than at any other time in history. And it’s easier than ever for buyers and lessees to search available inventory. That means getting your property noticed among all those other listings is more important (and more difficult) than ever before.
Whether selling or leasing, a few smart investments in your property’s landscape can help you stand out from the other listings your potential buyers and tenants are considering.
The Case for Making Your Landscape a Feature
Almost every commercial real estate listing starts by talking about the same things - proximity to interstates and public transit, hotels and restaurants nearby, parking areas, security and maintenance, energy efficiency. Sometimes a listing may mention a “park-like setting”, but a property’s landscape is rarely given top billing in its description.
We think the reason that landscapes aren’t given any special mention is that 99% of commercial properties have no distinguishing landscape features. The result is that all properties end up looking basically the same from the outside.
If you want to make your property seem unique, but the exterior and grounds are no different than the competition, your only option is to make expensive updates inside the building. Landscape enhancements are significantly less expensive than interior improvements. And once they’re installed, the new landscape improvements cost relatively little more to maintain than the boring old landscape that looks like everyone else’s.
Getting Your Property Ready for a Photo Shoot
There’s a lot more to closing a deal than having great photos of your property, but clients looking to buy or lease are starting their search online. Whether they’re viewing your property on your company’s website or another commercial real estate listing site, they’re looking through your pictures before they ever read a word about your property.
9 out of 10 listings will start with a photo of the building’s full exterior. I know you’ve seen the shot we’re talking about – lines of glass windows, gray concrete, a few small trees lining the front, and maybe a little strip of green grass.
Instead, why not highlight the interesting parts of your property’s grounds in the cover photo? A colorful installation of annual flowers at the main entry. A group of blooming perennials at an outdoor seating area. An aerial shot of a crushed granite walking path around the property’s lake. Bright colors, or anything different than the typical cover photo, will help your listing stand out on the search results page.
Also, consider the time of year when you’re shooting the photos of your property. Even a great listing can be ruined by bare trees and dormant turf. Consider having photos done after your spring cleanup when trees are full of green leaves and the flowers are blooming. Even if you’re marketing your listing in the winter, show the landscape when it looks its best to maximize views.
As more commercial real estate professionals begin using social media sites like Facebook and Instagram to market their listings, photos of your property and its landscape can become a huge asset, driving views to your website and property listings. The right improvements to strategic areas of your property’s grounds could become a key component in your commercial real estate property’s marketing plan.
For more ideas on how to turn your landscape into a marketing feature, schedule a meeting with your local Yellowstone Landscape Professional. They have the tools and experience to help your commercial property’s listing stand out from the crowd.
