The market for industrial logistics real estate is more competitive than it has ever been. However, even in this competitive environment, we continue to witness instances of poor promotion practice that can cause even the best offers to falter.

Here, we shed light on the murky areas where many a marketing initiative can go awry. For a better, more effective industrial logistics property campaign, we offer six golden tips below.

1. Relying Solely on A Website and Brochure

This is the #1 cardinal sin of any industrial logistics marketing campaign. Trusting that occupier interest in your property will be driven by a website and a downloadable PDF is a very passive strategy. Rather than putting all your eggs in one digital basket, instead strongly consider diversifying your marketing channels. Email, SEO, social media, and paid advertising all have valuable roles to play. A well-rounded strategy ensures you will reach your audience wherever they are.

Ever been to a party where someone talks only about themselves? Awkward, right? Same goes for industrial logistics property marketing. Ignoring your audience's needs is a sure-fire way to lose their interest. Instead, take the time to understand their pain points, desires, and preferences. Tailoring your messaging platform to resonate with occupiers, agents, funds, and stakeholders, will drive engagement through the roof.

Web analytics are the unsung hero of marketing. Yet, it's easy to overlook them, especially in industrial logistics property marketing. Ignoring your web analytics means missing out on valuable insights and potential customers. Keep a close eye on your data, tweak your strategies based on performance, and success will come.

Originality is the spice of marketing life. While it's fine to draw inspiration from competitors, blindly copying their strategies won't set you apart. Find a unique voice, tone, and approach that encapsulates the virtues of your organisation, and your offer. Authenticity is magnetic – it attracts and retains your audience.

In a world glued to smartphones, neglecting mobile optimisation is a cardinal sin. Ensure your website and content are mobile-friendly. Trust us; your audience will thank you with increased engagement and conversions.

Consistency is key, both in messaging and presence. Changing your brand tone or disappearing for long stretches confuses your audience. Stay true to your brand voice, post regularly, and maintain a steady presence across platforms.

There you have it – how to avoid those common mistakes that can trip up the marketing of any industrial logistics property. Remember, property marketing is an ever-evolving journey. Keep learning, and always be alert to new possibilities.

Of course, the easiest and best method is to use an agency that knows property marketing inside out. For all that and more, talk to Reach Marketing today.

Six marketing practices industrial logistics property developers should avoid

Welcome to an exciting year in the world of marketing! As businesses gear up for another dynamic chapter, staying ahead of the curve is paramount. In our latest blog post, we present the ultimate guide to navigating the marketing landscape with precision – the "2024 Marketing Calendar." This comprehensive calendar not only marks the passing of days but unveils a strategic roadmap, highlighting key UK marketing dates for 2024. Brace yourself for a year of unparalleled opportunities, as we unravel the dates that will shape your marketing campaigns and elevate your brand to new heights. Let's dive into the future together and uncover the pivotal moments that will define your marketing success in 2024.

28/04 - World Day for Safety & Health at Work

10/06 - International Men's Health Week starts

16/06 - International Men's Health Week ends

26/08 - Summer Bank Holiday / International Dog Day

2024 Marketing Calendar | Key UK Marketing Dates for 2024

Location is a crucial element of the real estate industry. This is true for all types of real estate, including residential, commercial and industrial. Therefore, to achieve success, the importance of location also needs to be reflected in the marketing strategy of any organisation operating within the industry. Local SEO for real estate gives the perfect opportunity to include and improve how your online presence targets your geographic audience.

Local SEO for real estate is the process of optimising the online presence of an organisation to perform better in searches performed by local users. Whereas normal SEO simply looks at improving organic performance (and therefore the location of the users is not important beyond a national level), local SEO focusses on the geographical component of a search more than on the total traffic generated.

As an example, a chartered surveyor based in the East Midlands might be interested in ranking for queries around “commercial property survey”, as user queries containing this element will most likely have an intent that can be met by the chartered surveyor’s services. Usual real estate SEO efforts will attempt to place our chartered surveyor at the top of searches containing the phrase “commercial property survey”, without necessarily paying attention to the location of the users. This strategy can generate increased traffic and leads, however these leads may not be of use if they are coming from an area the surveyor firm does not operate in.

On the other hand, Local SEO will focus on improving performance for meaningful queries that account for the location and span of the business. For example, a good real estate local SEO strategy for the same surveyor will attempt to achieve good organic positions and traffic from queries such as “commercial property survey Leicester”, “land valuations Derby” or “rent reviews Nottingham”.

There are many elements that make up a real estate local SEO strategy, which need to coherently work together to localise the business and its offering, giving the right signals for search engines.

Google Business Profile is a tool designed to display organisational information within the Google suite of products, specifically on Google Search and Google Maps.

This tool provides an unmatched ability to showcase your business to users looking for information either about your organisation or the services you provide.

There are three main ways in which Google Business Profile can help with real estate local SEO:

The Google Business Panel is presented to users when they perform a “navigational” search. When users search for your company name on Google, they are most likely interested in your website , contact options or opening hours. All this information is available in the business panel, usually displayed to the right of organic results, making it easy for users to find what they are looking for without the need for additional clicks.

Other than the usability benefit, the business panel also confers a level of legitimacy, as it shows that the business is real and established. Another factor that can positively contribute to increased legitimacy is reviews, which are also part of the business panel.

As part of the business panel, you can configure the following information about your business:

One of the most important features of the Google Business Profile is the Google Map Pack.There is an increasing number of searches focussed around local businesses. These searches target a service rather than an organisation, as the users are looking at finding the best fit for their need. Google answers these queries by providing a comprehensive map of businesses that provide the service the user is looking for.

The Map Pack displays the location of nearby businesses that offer the service the user is searching for. It also provides other information about the businesses, such as contact information, opening times and reviews. The Map Pack is designed to help users find businesses relevant to their searches.

The Map Pack is displayed at the top of organic results, and therefore it can be a very easy way to outrank your competitors, and become the first answer local users see.

Lastly, Google Business Profile also gives the advantage of a Google Maps pin. With this, users will be able to easily find your location and use all the features of Google Maps to find their way to you. Furthermore, the Google Maps pin also displays business information, such as opening times or links back to your website. This is a really useful feature for businesses both in cities and in more rural areas, as this makes your business very easy to find.

Furthermore, the Google Maps platform has a search functionality, which displays local businesses for any queries. For example, if users are searching for “surveyor”, all the local surveying business will be highlighted on the map. This is another great opportunity to target local traffic that searches for a service rather than for a business.

Generating as many positive reviews as possible is paramount to a successful Real Estate Local SEO plan.

Reviews are user generated content that rate the interaction between the organisation and the reviewer. These interactions can be both B2B and B2C, making reviews relevant to all the niches within the real estate industry.

Reviews are a great way for new users to get to trust your business more, as they can see how other people feel about your business. Therefore, generating reviews on your Google Business Profile listing can attract more customers to your business.

Each review on the Google Business Profile platform can include the following:

Any potential responses from other users or the business (business replies are highlighted as “response from the owner”)

The number of users who found this particular review helpful

Attracting a larger number of positive is a great way to increase your legitimacy. Furthermore, to show other users that you value customer feedback, make sure to reply to all your reviews, both positive and negative. Where possible, try to use this opportunity to present more facts and give more insight into your business and its success.

Local SEO isn’t just about your Google Business Profile listing. Although GMB will be a crucial part of your local SEO for real estate strategy, there are more actions you can take to improve the local performance of your website in search results.

For some local queries (query + location, e.g. “houses for sale Leicester”) the map pack provided in Google Search Results may not fully meet the user intent. For queries that are highly research focus ( for example, queries around buying a house), users will most likely scroll past the map pack and use organic search results as well to find what they are looking for. Therefore, it is important to have good organic rankings for local searches as well, as this might generate more traffic than the map pack for some queries.

Ranking organically for local queries is no easy process, and careful consideration is required as part of a real estate SEO strategy to make sure your website has the best plan to achieve this. Common tactics used in local SEO for real estate websites include using location modifiers in title tags, meta descriptions and the content of the page. For example, instead of using a meta title that focuses on just the services you provide (e.g “ Real Estate Agent | Company Name”) , try incorporating the areas where the services are provided as well (e.g. “Real Estate Agent in Leicester & Nottingham | Company Name”). This will be a clear signal to Google that your website should be pushed to users in these areas, and as a result can improve your organic positions for local queries. Other elements that can benefit from having a location modifier introduced are meta descriptions and the actual content of the pages.

A common tactic used in the real estate niche to generate local SEO results is the use of dedicated landing pages. By creating an individual page for each location (e.g. Homes for sale in Leicester, Homes for sale in Nottingham etc.) a clear distinction and journey can be planned for each geographical location. This will also allow for bespoke title tags and meta descriptions that will include the location modifier. However, the problem with this approach is duplicate content. Depending on how your website is built and what you display on these pages, Google may not be able to understand the difference between your content. If it finds that the content is similar or identical, this could be detrimental to organic performance, as Google will most likely not index any pages it suspects are duplicates of others. Introducing unique, meaningful content on each page that is able to differentiate the intent of each page is a solid strategy to maximise real estate local seo efforts.

A great example of this is the US based real estate agency Miami Real Estate. They have created individual pages for each area of Miami they operate in. However, to avoid duplicate content issues, each page has a dedicated content block, thoroughly covering each area. Because of this, they can signal the difference in intent on their pages, even for very similar locations, such as Miami and South Miami.

Directories are websites featuring information about places, people and organisations. They are a great tool to find the business you are looking for or a list of businesses in your area. Apart from their benefits to users, directories are also important for search engines, as they provide crawlers with a vast amount of links to different websites.

Citation building should be considered as a real estate local SEO tactic, given the ability of this process to generate links back to your website. There are numerous property specific directories as well as general ones where real estate organisations can be visible to users and search engines.

Citation building should always be carried out by someone with a strong understanding of local SEO and your organisation. This is because, if done wrong, it can have devastating consequences for your website’s NAP.

NAP stands for Name, Address, Phone Number.

Your organisation’s NAP should be identical throughout your citation building efforts. Having a consistent NAP is imperative to a successful real estate local SEO strategy, NAP is a strong signal for Google, as they will be able to use it to better understand your business and serve it to local users.

Google also uses NAP to identify different businesses with the same name. In the example below, Google is aware of two organisations named “Reach Marketing”. So when a user searches for this, the search engine has to decide which result will best satisfy the query. Based on NAP, Google understands that the organisation Reach Marketing Communications is geographically closer to the user’s location, and therefore serves this result first. The same search query performed from New York will yield a completely different SERP, as Google will most likely associate the intent of the query with the Reach Marketing organisation based in the USA.

Recently, NAP has been extended to NAP-W, which also includes Website. This addition aims to bring your attention on the URL you use when creating citations. Especially if your business operates multiple domains (such as different domains for residential and commercial real estate), it’s important that your citation building points all links to the same domain, preferably to the same page as well (usually the homepage). This will act as an extra element that identifies your website and organisation from other businesses with a similar name.

Furthermore, including a website link as part of your citation building efforts can have wider positive impacts to your 

, as backlinks to your website are a strong ranking factor for Google.

Local SEO for Real Estate – Get Started Now

Creating a good plan for real estate local SEO can be a daunting first step. From making sure your Google My Business is set up correctly, to effectively conducting citation building and optimising your website for local searches, it may be hard to figure out where to start and how to approach the process. Our digital specialists are always on hand to discuss your needs and lend a helping hand in getting your local SEO for real estate started.

Real Estate Local SEO 2023 Guide

The industrial logistics real estate market today finds itself at a crossroads. 

With vacancy rates at historic lows, occupier demand remains fierce. Investor sentiment has hardened, however, with the result that the flow of new space coming to market is slowing.

For industrial logistics real estate developers, the opportunity is clear. But to attract capital in this difficult market, a financial proposal must be clear, credible, and above all, memorable.

With over 25 years of experience in industrial logistics real estate marketing, Reach has a peerless track record of producing eye-catching and successful investment proposals for our clients. Additionally, our research, graphic design, and copywriting is all produced internally, ensuring your confidentiality.

So, if you’re an industrial logistics developer on the hunt for investment, there is no better time to talk to Reach. 

Industrial developers unlock investment with Reach

Every year, a special reception is held to launch the Leicester Comedy festival brochure. This document, tantamount to a canon of contemporary comedy talent, has yet to be ‘launched’ from an actual cannon; an obvious comedy miss to which the festival organisers seem tragically oblivious.

Missed opportunities for mirth notwithstanding, the launch was a tremendous success according to the Reach colleagues who attended. These were, in order of importance: Gary (Director), Lucy B (Account Manager and Gary’s right-hand woman – what she does with her left hand has never been publicly divulged), (Big) James, a professional Brummie who does something clever with video, and James (the Second (NOT little James)) a small but perfectly formed web coder.

We’ve been the festival’s main creative partner for 28 of its 30 years and created the ‘Comedy’s grown up in Leicester’ campaign for this year, celebrating both the festival’s longevity and its role in helping to launch the careers of so many comedians who are now household names.

As well as a creative partner, we are members of the Business Partner’s Club, a networking club run by the festival to raise funds for each year’s event while supporting businesses in the city. There are Silver Members. There are Gold Members. We are Platinum members.

Our commitment to be the shiniest type of member was recognised at the launch with the presentation of a certificate. Our team were very proud and drank champagne to prove it.

The certificate was presented by soon-to-be superstar comedian Patrick Monahan. He then joined fellow comics Louise Young, Sajeela Kershi and Tom Lucy to perform their best material in a ‘Pick of the Fest’ comedy show. Our happy few departed after a great night out. They had witnessed yet another successful brochure launch, for the nation’s longest running comedy festival.

Leicester Comedy Festival 2023 Brochure Launch

Reach have built an intuitive, easy to navigate website to support architects Stephen George + Partners’ Better Buildings initiative.

Better Buildings is a programme designed to introduce children aged 10 and 11 to the issue of carbon and the built environment. It grew out of SGP’s commitment to delivering long term sustainability and social value. Better Buildings is delivered through their Stephen George + You agenda. This is the academic programme through which they make strategic investments in local communities.

The brief was to produce a website that teachers used in class to guide children through the three stages of the Better Buildings programme. Stage one introduces them to traditional, high carbon materials, stage two to modern, sustainable alternatives, and the final stage gives them tips and advice as they produce designs for their own carbon neutral building.

Unfamiliar terms and industry jargon is explained by cartoon avatars of the SGP staff who run the programme. They also appear in a short video to explain the purpose of Better Buildings.

Because the first iteration of the site is to establish proof of concept and has been tested with just one school in Leicester, it is not responsive. It was developed on a tight budget and designed for use on a classroom desktop or for projection. It was always intended to be part of a teacher led group activity.

However, it has proved a great success and following its further roll out at a school in Brentford, budget has been released to make it fully responsive. This will enable children, in groups or individually, to make use of it on tablets in a school setting.

SGP are delighted with the level of engagement the site has generated amongst children who have completed the programme and see is a model for taking forward other initiatives in future.

You can visit the Better Buildings website here: 

Building an educational website for SGP

The latest news from the minds of the Reach team.

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Six marketing practices industrial logistics property developers should avoid

2024 Marketing Calendar | Key UK Marketing Dates for 2024

Real Estate Local SEO 2023 Guide

Industrial developers unlock investment with Reach

Leicester Comedy Festival 2023 Brochure Launch

Building an educational website for SGP

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