Marketing

3 Reasons Every Commercial Property Should Have a Strong Online Presence

Bob Samiiby Bob Samii, Founder and CEO at SharpLaunch
 
Are you taking advantage of the most powerful resource in your commercial real estate marketing arsenal?

The digital presence of each one of your properties has become critical to help attract and convert potential tenants and investors and we know that at least 80% are already starting their search online.

Just how much has online search grown in CRE? Since 2008, the number of searches has increased 60% and today, nearly 60% of people surveyed perform their own research, even if working with a broker.

There are several ways to build a digital presence that you “own” and can leverage to build your brand online. This includes CRE Tech tools that allow you to take the development process into your own hands and cost effectively manage your property’s online presence.

You can also tap into the expertise and resources of a specialized agency for branding and web development.

Whichever direction you take, there are three important reasons your property needs to have a strong web presence, and a lot of specific benefits you’ll gain by building one.

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Massachusetts’ Big Pharma Cluster and Its Impact on Commercial Real Estate

Bob Samiiby Liz Berthelette, Director of Research NAI Hunneman. Liz is a seasoned CRE researcher with a penchant for maps, graphs & data; providing insights on the local Boston market and beyond.
 

Massachusetts, anchored by Cambridge, is home to one of the largest biotech clusters in the world. With many of the leading “big pharma” firms maintaining a presence here, this industry has become a key driver of commercial real estate demand throughout the Bay State. In fact, 16 out of the top 20 pharmaceutical companies investing heavily in research and development operations lease and/or own space in Massachusetts. In looking at the potential future demand for office and/or lab space these heavy investors will likely play a key role, especially if their current presence in the marketplace is minimal.

The chart below highlights each firms’ research and development investment dollars in the fiscal year 2015-16 and its estimated real estate footprint in Massachusetts. Novartis ranked first in the European Commission’s 2016 EU Industrial R&D Investment Scoreboard and occupies more than one million square feet in Greater Boston. Due to its MA-based headquarters operations, Biogen boasts one of the largest footprints in the market despite ranking among the bottom of this list for investment dollars.

Pharma R&D
*Occupied by Roche subsidiary, Iquum.
Sources: EU Scoreboard 2016 (World 2500), Costar, NAI Hunneman Research

There are a handful of firms that made the list that have little to no real estate presence in Massachusetts such as Roche, Eli Lilly, Johnson & Johnson and Bayer. With that said, many are planning to expand in Cambridge or are already collaborating locally:

• Reportedly, Eli Lilly and Johnson & Johnson have fairly large requirements out in the Cambridge market.
• Novo Nordisk has been collaborating with MIT on next generation drug delivery devices since 2015.
• Bayer is opening its East Coast Innovation Center in Cambridge.
• Boehringer Ingelheim’s venture capital arm opened in Cambridge in 2013 in order to invest in early-stage biotech companies.

One of the area’s largest pharmaceutical companies, Shire PLC, has continued to expand and currently occupies more than two million square feet in Greater Boston. However, the Lexington-based firm only invested $872 million in research and development last year; ranking the company 30th on the list. With that said, Shire recently agreed to lease 343,000 square feet at the Genzyme Center building in the heart of Kendall Square; establishing a hub for the research and development of rare diseases. This new innovation hub will house roughly 1,000 workers by 2019 ― after Genzyme relocates to its new headquarters nearby. One would expect Shire’s investment dollars to increase once this new R&D facility is operational.

Looking at revenues as opposed to R&D investment in the chart below, 14 out of the top 20 global pharmaceutical companies maintain a real estate presence in Massachusetts. Interestingly Johnson & Johnson, Bayer and Roche top this list as well. Other major pharmaceutical firms lacking a Massachusetts address include Sinopharm Holdings, Medipal Holdings and Alfresa Holdings. Could one of these companies be the next to set up shop here?

Pharma Revenue
*Occupied by Roche subsidiary, Iquum.
Sources: EU Scoreboard 2016 (World 2500), Costar, NAI Hunneman Research

While growth from companies currently located in Massachusetts will remain an important driver of commercial real estate, firms not-yet established here likely offer greater potential for future demand.

Women Leaders in CRE & Tech: Part I with Diane Danielson

Analisa Goldblattby Analisa Goldblatt, Marketing Manager at RealMassive
 
 
As a woman in a historically male-led industry, I’m in constant pursuit of inspiration and growth opportunities. I’ve found that there is a wealth of resources and networks to help me build a career and ultimately become a leader in both real estate and tech. For my first in a series of “fireside chats” with established female leaders, I was honored to chat with Diane Danielson, COO of SVN Global. We originally connected with Diane to capture her insights on trends shaping the modern Retail #CREcosystem. Please feel free to share her amazing insights with your network and stay tuned for future spotlights.

What first attracted you to commercial real estate?

It was a combination of factors that attracted me to commercial real estate. First, I grew up in one of the premier planned communities, Columbia, MD. Designed by James Rouse in 1967, our community had carefully planned neighborhoods that were inclusive of all races, incomes, interests and religions. That was a living lesson in how real estate matters. Later on at Boston College Law School, I earned a place on the Environmental Law Review and further developed my interest in how we use land in a sustainable and sensible way. Commercial real estate tells the story of a community. It touches all we do and it changes as we change. It’s a key driver in our economy and I wanted to be involved.

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The Consumerization of #CRE

“Mike" by Mike Westgate, Vice President of Marketing at RealMassive

During my days at Microsoft, former market share minorities iPhone and iPad invaded the enterprise like a tsunami. Initially, corporate IT teams resisted Apple-tech due to the complexities of supporting multiple platforms and perceived security risks. With a huge Windows and Office install-base to protect, we wanted to believe the levy would hold indefinitely. Guess who won? Modern, tech-savvy professionals in all sectors began demanding work-life consistency resulting in new ergo-friendly workstations and flexible remote arrangements. All of which required support for their personal tech devices.

mac-and-pc

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“Property Go” – VR in the Built Environment @ SXSW 2017

RealMassive By RealMassive
 

What is the SXSW Panel Picker?

The SXSW PanelPicker is a “process that allows the SXSW community to have a significant voice in programming SXSWedu, SXSW, and SXSW Eco conference activities (presentations, panels, discussions, demonstrations, etc.).”

This year, RealMassive’s Mike Westgate teamed up with Foundry Commercial’s Julie Augustyn and Digital Influencer Ryan Dennis to promote a SXSW conversation around commercial real estate (CRE) and modern technology.

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Example of great branding consistency

Branding Collateral in CRE

by Brittany Omansky, Customer Experience Manager at RealMassive
 
 
Jeff Bezos, founder of Amazon.com, said it best: “Your brand is what other people say about you when you’re not in the room.” For CRE professionals and firms, branding is especially important. Strong branding is a way to differentiate in a crowded market and increase customer loyalty.

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Pop-Up Shops and CRE

Mallie Rust by Mallie Rust, Content Marketing Intern at RealMassive
 
 
What do Modcloth, Kanye West, and Marmite all have in common? If you guessed “pop-up shops,” you’re correct! All three of these brands opened temporary stores, and those stores generated major buzz in the news and on social media.
Marmite Pop-Up shop (Source: Gilda, Flickr)

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Instagram: Promote without “Promoting”

Mallie Rust by Mallie Rust, Content Marketing Intern at RealMassive

Photographs can be a critical tool in your commercial real estate marketing arsenal. They’re an easy way to convey features that don’t translate in text, and they generate strong engagement rates on social media. Twitter posts with pictures receive 150% more re-tweets and photo posts on Facebook account for 87% of a given Facebook page’s engagement.

CRE firms and professionals can capture a tremendous amount of value from B2B marketing on Instagram, but not necessarily by following traditional models. Case in point: CBRE and its dynamic Instagram account.

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Getting Social at #RECon16

“Mike" by Mike Westgate, Vice President of Marketing at RealMassive

I’m not new to retail, having spent past lives in marketing and sales at General Mills and Sara Lee. I am, however, new to the CRE side of the house. By quickly learning the nuances of the business and technology that supports smart site selection, I have an appreciation for the marriage of physical and digital branding and the connected consumer experience. For this reason and many others, ICSC’s global conference RECon became a fascinating opportunity. As RealMassive continues to expand and explore the retail vertical within our open and connected marketplace, we opted for digital participation in the conference this year.

Leveraging tremendous momentum behind our #CREcosystem predictions report, we decided to focus the discussion on tech trends propelling retail and create a digital surround-sound leading up to RECon. Partnering with our friend and mastermind of last year’s #ICSCStyle, Julie Augustyn, we lit a “bonfire” and the participation has been overwhelming.

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