sTAY ON MEssAGE Focus marketing efforts by knowing
your target audience
ONE kEY AsPECT OF YOUR JOb As tenants or residents to your properties.
A REAL EsTATE MANAGER is TO Consider offbeat advertising: Instead of putting
ATTRACT TENANTs TO YOUR COM- your entire advertising budget in one place, be
MERCiAL bUiLdiNG, RETAiL CENTER creative—try a new avenue like Craigslist.com to
OR APARTMENT siTE. TO dO ThAT, better reach your target audience. Now world-
YOU MUsT FOCUs YOUR MEssAGE wide, the site is the hot channel for real estate.
shANNON ALTER FOR YOUR TARGET MARkET. But first, Best of all, it’s free for most ads! Reconsider tra-
make sure you already have a clear understand- ditionally expensive venues, like billboard ads,
COM), CPM®, IS ing of where your property sits in its market- which may be on sale now. And of course, don’t
A REAL ESTATE place relative to the competition, and who your forget the powerful effect of property signage,
SANTA ANA, CALIF. customers (and prospective tenants) are. Here the most effective way to attract tenants.
are a few tips I’ve learned along the way: Everyone likes a freebie: We all know that
Brand your building: Your brand says it all, and offering free rent ultimately affects the value of
so does repetition of your message. Branding is our properties. That doesn’t change the fact that
the key ingredient to positioning your property people in our newly bargain-conscious society
in the consumer’s mind. Do you have a new still like to get something for free. Troy Mikell
trophy building in the