The #12DaysOfContentMarketing: SIX Types of Offline Content and How to Turn It Digital


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On the sixth day of Christmas my true love gave me to me – SIX ways to convert digital content.

If you’ve been paying any attention to the future of marketing and how it will change your commercial real estate business than you likely know that almost everything is going digital. The real estate industry as we know it is hitting the airwaves and cyberspace, and your traditional content methods are slowly becoming obsolete.

So, how do you take what you’ve always done in your real estate business and bring it into the digital world? It’s easier than you may think.

#1. Mailed Newsletters -> E-mail Newsletters

If you haven’t made the transition from physical newsletters to e-mail newsletters when interacting with your clients and prospects, it’s time to make the move. Keeping your audience informed with the latest happenings and listings related to your CRE business is easier with the e-marketing software available today. And with physical newsletters you’ll be spending extra money on printing and postage, and won’t have access to metrics like newsletter open and bounce rates.

#2. Brochures -> eBooks

In the age of a focus on environmental conditions and sustainability, more and more CRE companies are taking their brochures digital. And the beauty of offering your brochures online is that you can evaluate their effectiveness by monitoring if clients even read them. You can also make them more engaging by creating interactive elements like click-throughs to your website or other resources.

#3. Holiday Cards -> Digital Greetings

Show your clients you’re “going green” by sending them an e-Greeting instead of a Christmas card this holiday season. Not only will they appreciate you for being more environmentally conscious this season, it will save you the expense of cards and postage. To be sure that your e-Greeting doesn’t feel like a mass message, include a personalized note!

#4. Phone Calls -> E-mails

There’s nothing that can replace the voice-to-voice interaction that you have with your clients or prospects, but using e-mail to supplement your conversations is a great way to make sure you’re all on the same page. After a meeting or a quick phone call it’s always great to take things digital and follow up with an e-mail outlining the conversation and next steps so it’s easy for your clients to reference later.

#5. Visits -> Video

Have you worked with any international investors or CEOs that don’t reside in the place they’re searching for commercial space? Our digital world now offers the benefit of feeling like you’re in person with a client or prospect when you aren’t even on the same side of the world. Don’t limit yourself to working with clients and prospects that aren’t in your same city by offering video conferencing and even property walk-throughs from afar!

#6. Meetings -> Social Media

As we mentioned before, nothing replaces in-person networking to build meaningful relationships with prospects but by opening your digital interactions you can reach more people than ever before. Start each day by doing some online networking of your own through a variety of social media channels to expand your potential client base and generate new business relationships.


The commercial real estate world hasn’t changed all that much. It has just shifted from a traditional business to a more digital one, as has most of our professional world. With a few changes and tweaks to the way you interact with your prospects and clients, you’ll be up to speed in no time.

Need help with your social media strategy? Contact to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.

Lindsey ImperatoreComment