Section 1
I talk to CRE brokers constantly who've convinced themselves SEO 'doesn't work in commercial.' They point at the search results — LoopNet, CoStar, CBRE — and conclude it's unwinnable.
This belief is costing them millions.
Here's what I've learned building 800+ pages of authority content and watching what actually moves rankings: those aggregators are paper tigers in specific verticals. They're playing a volume game, scraping listing data and praying Google sorts it all out. Their 'content' is auto-generated garbage that ranks because nobody's competing properly.
The moment a brokerage publishes genuine expertise — real cap rate analysis, actual zoning deep-dives, documented transaction narratives — Google rewards it disproportionately. I've seen 30-page independent brokerage sites outrank LoopNet for specific queries because Google recognized the expertise differential immediately.
When someone asks me about 'commercial real estate SEO companies,' I tell them the same thing: most will chase vanity terms that sound impressive but convert like garbage. I don't care if you rank #1 for 'commercial real estate.' That search is made by students writing papers. I care if you rank #1 for 'NNN Walgreens investment Southeast' or 'warehouse sale-leaseback California.' That's where capital deploys.
Section 2
I developed 'Content as Proof' after a conversation with a multifamily investor who told me something I'll never forget: 'I read your analysis of the Denver sub-market and knew you understood something the other brokers didn't. That's why I called.'
He wasn't responding to a pitch. He was responding to demonstrated expertise.
Most CRE websites treat closed deals like high school trophies — static images in a dusty case. This is strategic malpractice. Every transaction contains a story that Google can index and prospects can find.
The industrial building you sold last quarter? That's not a tombstone — it's a 1,500-word case study waiting to rank for 'how to sell warehouse with environmental issues' or 'off-market industrial buyer sources.' The tenant rep deal you closed for the medical group? That's content targeting 'medical office lease negotiation [city]' that will attract the next healthcare CFO with the same problem.
When I build commercial real estate SEO strategies, the closed deal archive becomes the content roadmap. We're not creating content for content's sake — we're documenting proof that converts.
Section 3
Every business coach tells CRE brokers the same thing: niche down. Pick industrial. Be the industrial guy. Own industrial.
I've tested this advice against the data, and it's incomplete at best.
The brokers winning the authority game aren't mono-focused — they're architecturally intelligent. Their websites have dedicated, comprehensive sections for multiple asset classes, each functioning like a standalone authority site.
The Industrial section doesn't just list properties — it contains market analyses, vacancy rate tracking, tenant industry breakdowns, and lease structure comparisons. The Retail section does the same for its vertical. Google sees depth in both and rewards both.
The key is siloing. When we implement commercial real estate SEO properly, each asset class lives in its own URL structure with its own internal linking logic. Google can trace the expertise clearly: 'This site knows Industrial because it has 47 pages of Industrial content all connected intelligently. It also knows Retail, because here are 52 more pages with the same depth.'
The brokers who fail are the ones mixing everything on a single blog — posting about warehouse leases one day and retail tenant rep the next with no structural logic. That's noise, not authority.
Section 4
I debated whether to reveal this because it's currently my biggest competitive advantage for clients.
In commercial real estate, trust determines whether you get the listing or the listing goes to Marcus & Millichap. You can have the best market knowledge in your city, but if prospects can't verify that expertise through third parties, you're fighting uphill.
Press Stacking solves this by engineering credibility signals systematically.
Here's how it works: We identify 3-5 publications your specific prospects read — Bisnow, GlobeSt, local business journals, real estate sections of metro newspapers. Using my network, we position you as a quotable expert on emerging trends in your market. Not puff pieces about your firm — genuine commentary on market movements that editors want to publish.
One placement leads to another. Journalists maintain source lists, and once you're on them, incoming opportunities multiply. Within 6 months, we've typically secured enough mentions that your homepage can display an 'As Featured In' section that makes competitors' websites look amateur by comparison.
The conversion impact is measurable. I've tracked prospects who specifically mentioned press mentions as the reason they reached out. When someone's deploying $15M and their diligence turns up your quotes in publications they already trust, resistance evaporates.