Buyers and tenants scour multiple platforms to uncover their next investment or business HQ across multiple platforms. It’s important that your property listing has a data-driven strategy, AI insights, and tailored content that converts interest into results.
Commercial and residential real estate is discovered in more places than ever before. From dedicated portals like Realcommercial.com.au and commercialrealestate.com.au for commercial listings, realestate.com.au and domain.com.au for residential, to social media feeds, search engines and AI platforms, curated EDMs and even the tried-and-tested signboard, buyers and tenants find opportunities across multiple touchpoints.
At Bromley Real Estate, we understand that platforms service different purposes and appeal to different audiences. We adapt our content strategies to suit, so every property reaches premium buyers and tenants who are active in the market.
How AI is changing how properties are found
AI is transforming the majority of industries – real estate included. Search results on portals, Google, and LinkedIn are now influenced heavily by algorithms.
Properties that benefit from optimised copy, keywords, and metadata achieve higher visibility, staying front-of-mind with buyers and business operators for longer.
Why copywriting matters more than ever
The digital world is 24/7. Consumers are bombarded with information, so it’s critical to stand-out. Copywriting that cuts through the noise and allows business owners to visualise how they could grow their operations from a particular listing or clearly outline the wealth creation opportunities of a property to an investor, is more important than ever.
For instance, when marketing a warehouse / factory in Beenleigh, it’s important to underline its benefits to occupiers and investors. Effective copywriting does more than simply list floor space, roller doors, and hardstand specifications. It should also highlight:
- Its optimised location, midway between the Brisbane CBD and Gold Coast, within the Logan Motorway growth corridor, with direct access to national distribution routes;
- That the property is future-ready, noting solar-capable roofing and flexible internal layouts;
- The site as an enabler for business growth, emphasising efficiencies for logistics operators and service-based businesses servicing SEQ and northern NSW.
Using testing and insights to reduce guesswork
Beta-testing campaign elements – from headline copy to image carousels – help identify what generates the strongest engagement. For example, A/B testing can be applied to drone photography, architectural renders, and lifestyle-driven visuals to reveal which creative produces the highest enquiry rate. Similarly, comparing concise headline copy against longer versions determines which approach drives more leads.
The results are measurable. A 2024 HubSpot study found that A/B tested campaigns achieved 20–25% higher conversion rates compared to single-strategy campaigns. In the commercial real estate market, properties that are supported by multiple creative variations have been found to generate as much as a third more enquiries than listings than static listings.
Tracking key performance metrics such as click-through rates to enquiry-to-inspection ratios ensures campaigns offer the very best value to sellers and landlords.
Why restarting a campaign can uncover the right buyer or tenant
Not every property finds its premium buyer or tenant the moment it hits the market. Sometimes listings can take longer to find a buyer or tenant, irrespective of their quality, simply because the right audience isn’t “in market” at that particular time.
Commercial property demand moves in cycles: decision-makers shift in and out of acquisition or leasing mode depending on business growth, funding availability, or strategic timing. (Residential property moves to a different rhythm, with spring and summer piquing the interest of buyers).
The premium occupier you were looking for three or four months ago may now be actively searching. Likewise, an investor who was previously sidelined may have since freed up capital. Restarting a campaign with refreshed creative, revised targeting, and repositioned copy can re-invigorate the appeal of a property in the market. It brings the listing back to the attention of a new cohort of qualified prospects while signalling momentum and professionalism.
How Bromley Real Estate maximises exposure for its clients
To ensure listings are seen by the right audience, Bromley Real Estate markets across a diverse ecosystem of platforms, including:
- Optimised imagery and copywriting for commercial and residential listing portals;
- Engaging content for social media platforms;
- Eye-catching signboards;
- Content across Bromley’s own channels that combines the latest trends / information and how its listings relate to the market changes.
To find out more about the benefits of multi-tiered, data-driven marketing strategies, contact the team at Bromley Real Estate today.