In Commercial Real Estate (CRE), measuring success is essential for evaluating the effectiveness of marketing and leasing efforts. However, many in the industry still rely on one key metric: clicks. Using clicks or click-through rate (CTR) as a primary performance indicator (KPI) is not always the most accurate way to assess your marketing strategy’s success. The click metric often falls short because it lacks qualified information, doesn’t account for cost-per-click, and fails to provide insight into the relevance of the audience.
Instead of focusing on clicks, CRE professionals should prioritize modernized metrics that can more effectively measure the impact of their marketing efforts. Exposure, reach, and revenue participation are key metrics that offer a deeper understanding of success.
Key Metrics for CRE Marketing Success
- Exposure
Exposure measures how successfully your property is getting its message in front of the right target audience—prospective tenants actively seeking to lease space and their representatives. The more exposure your property gets with the right people, the higher the chances of leasing success. - Reach
Reach tracks how well the property connects with tenants and their influencers throughout the entire sales cycle. It is vital for staying relevant as prospects move through the decision-making process, even after a tour. Reach ensures your asset remains top of mind at each stage of the buyer’s journey, increasing the likelihood of conversion. - Revenue Participation
Revenue participation evaluates the marketing team’s success in educating and aligning with the leasing team to focus on qualified tenants. Success here is about more than just visibility—it’s about ensuring that marketing efforts are targeted at the right prospects who are actively engaged and interested in leasing the space.
Why Clicks Aren’t Enough
In CRE, the success of leasing a space is determined by a variety of factors, including the asset’s economics, location, and the leasing team’s negotiation skills. Focusing solely on clicks, which measure only the ability to get a prospect to “learn more” without providing any substantial data about that contact, is not effective.
Instead, property teams should track:
- Relationships cultivated through marketing efforts (Exposure)
- How often these relationships are touched throughout the sales cycle (Reach)
- How many of these relationships have progressed into meaningful interactions with leasing teams (Revenue Participation)
When marketing teams focus on these metrics, the result is a more effective and efficient marketing strategy that provides better ROI.
A Shift Toward More Effective Metrics
To successfully measure marketing impact in CRE, teams must embrace a shift in KPIs. By focusing on Exposure, Reach, and Revenue Participation, CRE professionals can better evaluate their marketing strategies, improve relationships with tenants and brokers, and ensure relevance throughout the leasing process.
The traditional click metric is no longer enough. Shift your focus to modern metrics and start seeing more qualified leads, greater engagement, and improved ROI.
Learn more about why clicks are inefficient and how these metrics can drive success.
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