Dynamic marketing

How Dynamic Marketing Is Driving Portfolio Performance  

Note: Article updated in April 2024 to reflect product updates.

Property owners and asset managers in search of innovative ways to elevate portfolio performance and, at the same time, optimize operations can easily do so with the intuitive CommercialEdge solution stack. The all-in-one portfolio management suite from real estate tech innovator Yardi streamlines the deal lifecycle from lead to lease.  

A connected set of solutions comprised of CommercialEdge Marketing, Deal Manager, Legal and Commissions, the stack significantly accelerates workflows and transforms the entire lease experience. 

Effortless Marketing 

The finely tuned marketing platform streamlines lead creation by automating listing management, generating branded marketing collateral, as well as by syndicating to a growing network of proprietary marketplaces and leading third-party platforms. 

Publishing listings through CommercialEdge Marketing on the rapidly expanding CommercialEdge Listing Network is effortless and ensures heightened listing exposure. Consisting of CommercialCafe, CommercialSearch and PropertyShark, the ILS network captures more than 2 million visits per month and 350,000 quality leads per year. 

Thanks to the integrated Syndication API features, listings already published on the CommercialEdge ILS nexus can easily be syndicated to company websites and to top third-party marketplaces. All listings can then be effortlessly managed from one place, with the guarantee that users retain full ownership of their marketing data. 

CommercialEdge Marketing also provides email marketing and brochure creation tools that accelerate processes through powerful automation. Ready-made templates pull in the most recent listing data, and, as such, emails and brochures always include the most accurate and up-to-date information. Any listing updates made in CommercialEdge Marketing are automatically shown in any saved brochures or emails generated with the respective space or property.

Furthermore, the marketing tool also provides the option of having a custom-made website populated with information already available in CommercialEdge Marketing. Listings are automatically syndicated and updated on a branded website, further elevating listing exposure and lead generation. 

Full portfolio visibility and lead pipeline management are ensured thanks to complete listing synchronization across every platform the user chooses to promote on. Moreover, a dedicated team of specialists screens all generated leads, making sure only quality leads come through. 

Smooth Dealmaking 

Deal flow is further optimized thanks to the seamless connection between CommercialEdge Marketing and Deal Manager. The marketing module’s functionalities tie in smoothly with dynamic pipeline management, which empowers dealmakers to make data-driven decisions and close more deals faster.  

With Deal Manager, simple deals or complex proposals can be generated quickly, and decision-makers can easily stay on top of tasks and track communications with dedicated activity feeds. The deal management platform automatically compares deal economics to approved budgets and prior leases to ensure only the most advantageous deals are closed. 

Seamless Yardi Voyager Integration 

Decision-makers can leverage the full integration with Yardi Voyager for maximum portfolio transparency and deal pipeline oversight. Gleaned from extensive business intelligence and automation, lease and property data are transformed into dynamic marketing based on unit availability within Voyager. 

Voyager clients benefit from this seamless integration by having the power to sync properties, spaces and availability across their portfolios in real-time. More exactly, listings are automatically published in accordance with lease expiration dates, and spaces are automatically unpublished once a tenant is activated in Voyager.  

As an example of a real-life case study, Macerich — an owner, operator and developer of retail and mixed-use destinations throughout the U.S. — launched QuikSpace, a platform powered by the CommercialEdge Marketing and Deal Manager solutions. 

Quick Lease Generation 

As a next step in accelerating the leasing process, CommercialEdge Legal enables users to reduce legal costs by automatically generating standard lease agreements directly in the application. Furthermore, the legal module enables users to track and compare revisions using dedicated activity feeds and centralized document storage, as well as sign documents effortlessly using the built-in electronic signature tool. 

Streamlined Commission Management 

Finally, managing commissions — which regularly represents the last step in the lease lifecycle — is streamlined with CommercialEdge Commissions, the intuitive tool that automatically tracks and pays the commissions of in-house leasing teams, as well as third-party brokers. The real estate commission management software organizes deal data, documents, invoice dates and commission splits in one place.  

The CommercialEdge suite of connected solutions provides CEOs, COOs, asset managers and other operational managers with comprehensive insights and finetuned project tracking, ultimately ensuring confident decision-making to maximize revenue across their portfolios. What’s more, the intuitive tools are also accessible directly from mobile systems, thereby empowering executive teams to move deals forward from anywhere at any time. 

Timea is a senior writer covering CRE marketing, tech and real estate trends, as well as industry news in the U.S. Timea was previously a senior associate editor at Multi-Housing News and Commercial Property Executive and has an academic background in law. She has been working in the real estate industry since 2011. Reach her via email.

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