The CRE Strategy Big Brokerages Still Overlook

In commercial real estate, getting a space leased or sold isn’t just about putting a sign out front or uploading it to a listing site. It’s about being seen by the right people, in the right places, at the right time. That’s why video marketing—especially when combined with targeted social media advertising—is becoming one of the most effective tools in the industry. Yet many large national brokerages still don’t fully utilize it. At The Gaulden Group, we’ve embraced video as a core strategy—and it’s consistently delivering real results.

That said, video isn’t a one-size-fits-all solution. There are cases where it may not be the most effective marketing tool. For example, heavily distressed properties, spaces requiring significant tenant improvements (TIs), or listings that are more appealing to developers than end users may benefit more from a data-driven or off-market positioning strategy. In these scenarios, showcasing the space “as-is” can work against you, drawing attention to the work needed instead of the opportunity. In those cases, targeted messaging, financial modeling, and creative deal structuring often play a bigger role than visual presentation.

But when a space is ready to show—or even close to it—video captures attention fast. In a feed full of static images and templated listings, a well-crafted video grabs viewers and holds them. It gives potential tenants and buyers an instant sense of the space’s flow, condition, and possibilities—something that’s nearly impossible to convey with photos alone. More importantly, it allows business owners and investors to imagine themselves in the space—operating, serving customers, or adding it to their portfolio. That emotional and strategic connection drives action.

We’ve seen it firsthand. In one case, a retail space we marketed via video was leased by two financially strong, long-term tenants: a pharmacy and a real estate firm. Not only was the asking rent achieved, it came in at $4 per square foot higher than a neighboring, similar property. And when it comes to property sales, this same strategy helps attract qualified buyers who see the value immediately—often increasing demand, shortening days on market, and supporting stronger offers. Whether it’s for leasing or for selling, video adds momentum and elevates perceived value.

What truly makes this approach powerful is the precision behind it. Success in commercial real estate isn’t just about listing a property—it’s about knowing who to target, where to reach them, when to show up, and how to capture their attention once you do. With social media platforms, we can zero in on specific business owners, industries, investors, or developers—delivering property videos directly to those most likely to take action. Often, they’re not even actively searching yet—but the right content, served at the right moment, changes that.

This combination of compelling visuals and strategic targeting transforms passive visibility into active engagement—and engagement into closed deals. Faster lease-ups. Higher rents. Better-quality buyers. Stronger sale prices. All of it translates into immediate and long-term value for property owners.

Video marketing isn’t just flashy content. It’s a business tool—one that drives real outcomes in both leasing and sales. At The Gaulden Group, we’re proud to be one of the few local commercial real estate teams putting this approach to work. If you're ready to stand out in a crowded market and get your property in front of the right people, let’s talk about how to make video work for you.

Article written with the assistance of generative AI