While Colophon New Media takes pride in its diverse client portfolio, every online marketing agency has a few particular specialties, and Colophon is no exception.
There are a few specific industries where our technical expertise across web design, hosting, maintenance and digital marketing has helped us fine-tune a precise formula for the highest-impact company websites.
Given its Charleston roots, it should come as no surprise that Colophon has become a go-to expert and partner in the world of boat brokerage websites.
We have also gained a ton of insight into what makes a commercial real estate firm’s website tick. Lucky for you, we see no reason to keep the keys to success a secret.
But don’t just take our word for it when we say we know what an effective commercial real estate company’s website requires – below are several examples of our handiwork:
Without further ado, let’s break down the 3 keys to optimizing a commercial real estate website.
While the front-end bells and whistles of a website in an industry with high-end clientele certainly matter, the most important component is what’s under the hood (on the back end).
Multiple Listing Services (MLS’s) are everything in commercial real estate, but not all marketing agencies know how to effectively and seamlessly incorporate them into a website. This is where Colophon stands out, whether your commercial real estate firm is looking to use Buildout, CoStar, LoopNet or CREXI.
The effective integration of Buildout, to highlight one in particular, has been a big reason for the immediate success of the new South Coast Commercial website.
While we’re on the topic of South Coast Commercial, check out the new website we recently launched for them here, and read more about that project in our case study.
Commercial real estate sites that use a tool like Buildout are able to tag the brokers that manage each property, which provides a reliable connection between brokers and their prospective customers.
The benefits of such a feature include the control it gives your real estate firm over web traffic.
While Colophon has firsthand experience with each of those APIs, the one we recommend if you’re looking for ease of use/integration is Buildout.
If you’re in commercial real estate, we don’t need to tell you how crowded and competitive this field is. That makes conveying the personality of your leaders and team members paramount.
You have heard that people want to deal with people, but you might be wondering what that means for your website.
Fortunately, there are myriad ways to showcase your personality. That starts with a professional headshot. The key – aside from the obvious: professional-quality photos – is for these images to convey that you’re personable and approachable.
It’s important to make sure that your bio also does as much as possible to capture who you are both personally and professionally.
Remember, when explaining your experience and expertise, the more specific and detailed you can be, the better. This is where “show, don’t tell” should guide you (outcomes over adjectives). That might sound like common sense, but it’s nevertheless worth emphasizing.
We understand this can be a tricky line to toe on your company website, but in addition to flexing your industry credentials and bona fides, you shouldn’t hesitate to mention some personal details that make you stand out, like what you do in your spare time.
For example, consider highlighting in your bio a few of the same things that you would when describing yourself to a new friend in your neighborhood or at a bar.
Part of making it clear that you’re someone clients can trust is being easy to reach – so don’t be shy with your contact info. Make it as easy as possible to get in touch with you by making your company email, phone number, etc. hard to miss.
In most cases, you won’t have a potential client’s attention for long, so make sure that every page of your website features call-to-action (CTA) forms.
We alluded to this earlier, but there’s no overstating the importance of being easy to reach. With this in mind, there’s no such thing as being too repetitive when it comes to how many places on your site facilitate getting in touch.
And while we’re on the topic of CTAs, it’s crucial to explain one often overlooked key to a successful CTA: mobile performance.
Calls to action can only be effective if all forms of your website funnel lead to them, and most commercial real estate traffic is from mobile devices. With this in mind, working with top-notch web development and hosting partners is essential to ensure all widths & versions of your websites are built to convert.
The harsh but undeniable reality is that if your mobile site is testing clients’ patience, you’re not only failing to maximize the impact of your CTAS, but you’re also at risk of your prospective clients turning to one of the countless competitors that is providing a fast, smooth browsing experience.
Colophon has a lot more commercial estate website expertise to offer than it shared in this post, as evidenced by our extensive work in this realm.
Whether you’re looking to update and refresh your commercial real estate website or create a new one from scratch, we would love to start working with you ASAP on anything your company needs – and getting in touch with Colophon New Media to get your commercial real estate web project started is one quick click away.
Charleston-based husband and wife duo Alex and Madelyn Bourland recently established a fast-growing luxury real…
Locally based national healthcare services provider Chronic Care Staffing has experienced a significant recent uptick…
In observance of Memorial Day, Colophon New Media’s offices will be closed on Monday, May…
May 19, 2025 -- Colophon recently created a landing page that serves as a go-to…
Charleston, SC-based boat repair company Swift Marine recently came to Colophon New Media with a big task…
We just launched a full website and brand rebuild for Residential Vitality, a local Charleston…