By Walter Fitzgerald
* A note on the author: At 83 years old, Walter isn’t your typical copywriter—and that’s exactly why we love him. His offbeat take on blogging and colorful storytelling make him a standout voice at ATYPICAL.
A Note From Walter
Alright, let’s talk about something that doesn’t get nearly enough credit in commercial leasing—organic marketing.
I know, I know—when you need to fill a space fast, paid ads feel like the obvious choice. And they work! We even wrote a whole blog about how to use them to attract tenants (if you missed it, check it out here).
But here’s the thing: paid ads are like turning on a faucet—water flows as long as you keep paying. The second you turn it off? Dry as a bone.
Organic marketing, on the other hand, is more like building a well. It takes time, but once you get it right, you’ve got a steady flow of tenant interest without relying on ad spend.
So, what does that look like?
SEO that gets your property to the top of Google—without paying for every click.
Social media that puts your space in front of decision-makers—without an ad budget.
Email marketing that keeps leads engaged—so they don’t ghost you.
And don’t worry—I’m not here to tell you that you should never spend money on ads. In fact, paid media works even better when it’s paired with a strong organic strategy. The trick is knowing when to let organic marketing do the heavy lifting and when to use ads as a booster.
So, if you’re tired of paying for every single lead and want to build a marketing strategy that keeps tenants coming month after month, year after year—this is for you.
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Why Organic Marketing is Essential for Attracting Commercial Tenants
If you’re relying solely on paid ads or listing platforms to fill your vacancies, you’re playing a short-term game.
Sure, those tactics might generate quick leads, but they won’t build the kind of long-term visibility that keeps your pipeline full month after month.
That’s where organic marketing comes in.
Organic marketing—things like SEO, social media, and email marketing—work around the clock to put your property in front of tenants before they even start actively searching.
It’s what makes sure your space gets found when a business owner realizes they’ve outgrown their current location or when an entrepreneur starts looking for the perfect storefront to launch their dream.
Why Invest in Organic Marketing?
It Builds Long-Term Visibility:
Unlike paid ads that disappear when the budget runs out, SEO-optimized content and a strong social media presence keep attracting leads indefinitely.
It Drives More Leads Over Time:
Organic marketing might take longer to show results, but once it kicks in, it consistently generates more leads than paid media. The businesses you want to lease to are Googling solutions, scrolling LinkedIn, and signing up for industry newsletters long before they ever call a broker.
It Establishes Trust & Credibility:
When a potential tenant finds your property through a valuable blog post, engaging social media content, or a helpful email, they see you as a knowledgeable industry leader—not just another landlord trying to fill space.
It Creates a Stronger Connection with Tenants:
Organic marketing allows for meaningful engagement. It’s about having a conversation, not just making a sales pitch. When potential tenants interact with your social media posts, read your content, or open your emails, they’re already building a relationship with your brand before they ever inquire about a lease.
Where Does Paid Media fit in?
Now, I’m not saying paid media doesn’t have its place (because it does).
Sometimes you need an extra push to get more eyeballs on your organic content or fast-track your visibility when leasing a new space. Boosting a high-performing social post or running a short-term ad campaign can help speed up the process.
But if you want long-term success, your focus should be on building an organic strategy that works even when you’re not actively running ads.
So how do you actually make that happen? It starts with understanding where tenants are searching—and making sure YOU show up.
Let’s break it down.
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How Organic Marketing Puts You in Front of Tenants at Every Stage of their Journey
In our last blog on attracting tenants with paid media, we talked about how the commercial leasing journey doesn’t start with “office space for lease” searches.
It starts much earlier—when business owners and decision-makers are researching, planning, and exploring their options.
Some tenants are already actively searching for space, comparing listings, and shortlisting properties. Others are just starting to explore different neighborhoods, market trends, or types of spaces that might work for them.
And then there are those who aren’t even thinking about moving yet—but they’re looking for ways to grow their business, improve efficiency, or expand into new markets.
The key to successful organic marketing? Having content that meets tenants no matter where they are in this journey.
Early-Stage Tenants (Information Seekers)
These are business owners who aren’t actively looking for space yet but are researching:
“How to know when it’s time to expand my office”
“Best locations for a retail business in [City]”
“Warehouse vs. flex space: Which is better for logistics?”
Mid-Stage Tenants (Exploring Their Options)
They’re starting to consider a move and researching:
“Office space vs. coworking: Which is better?”
“Average rent for retail space in [City]”
“Best neighborhoods for startups”
Ready-to-Move Tenants (Actively Searching)
These tenants are in the market and searching for:
“Retail space for lease in [City]”
“Medical office space near me”
“Warehouse for rent with loading dock”
If you only focus on the final stage of the journey, you’re competing with every other landlord and broker in the market.
But if you have SEO-optimized content, an active social media presence, and a strong email marketing strategy, you can engage potential tenants much earlier—before they start reaching out to your competitors.
Now, let’s talk about the foundation of all this—SEO.
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Search Engine Optimization: The Foundation of Long-Term Visibility
If you want tenants to find your property without paying for every click, SEO (Search Engine Optimization) is your best friend. When done right, SEO ensures that your website and listings appear at the top of search results when potential tenants are researching their next move.
And here’s the best part—unlike paid ads, SEO doesn’t stop working the moment you stop spending. It builds long-term visibility, meaning your property keeps showing up month after month, year after year.
But SEO isn’t just about stuffing your website with keywords like “office space for lease in [City]”—Google’s too smart for that. It’s about creating high-quality content, optimizing for search intent, and making sure your site is technically sound.
Here’s how to do it.
Optimize Your Website (Your Digital Leasing Office)
Before Google ranks your site highly, it needs to be fast, user-friendly, and mobile-optimized. If a potential tenant clicks on your site and finds outdated listings, slow load times, or a clunky mobile experience, they’re bouncing—and Google notices.
Quick Fixes:
Make sure your site loads in under 3 seconds (use Google PageSpeed Insights to check).
Ensure your website is mobile-friendly—over 60% of searches happen on mobile.
Add clear calls to action (CTAs) so tenants can easily schedule tours or request info.
Keep listings updated—a vacant space should never look occupied.
Use Targeted Keywords That Match Tenant Search Behavior
Think about what tenants are searching for. They’re not just looking for “commercial space”—they’re searching based on location, property type, and business needs. If you want to find out what tenants are actually searching for, you’re gonna need some specialized tools like Ahrefs or Google Keyword Planner.
High-Intent Keywords (Ready-to-Lease Tenants):
“Office space for lease in [City]”
“Warehouse with loading dock near [Location]”
“Retail space for rent in [Neighborhood]”
Research-Phase Keywords (Early-Stage Tenants):
“How to choose the right office space”
“Best locations for startups in [City]”
“How much office space do I need per employee?
How to Implement This:
Add these keywords naturally in your website’s property descriptions, blog posts, and FAQs.
Create SEO-friendly content around common questions tenants have (ex. “Top 5 Things to Look for in a Commercial Lease”).
Optimize your meta titles and descriptions with location-based keywords.\
Dominate Local Search (Google Business Profile & Location-Based SEO)
For commercial real estate, local search is everything. If a tenant searches “retail space for lease near me”, you need to show up in Google’s local map pack.
How to Improve Local SEO:
Claim & optimize your Google Business Profile with up-to-date photos, contact info, and leasing details.
Get Google reviews—they boost your credibility and improve rankings.
Use location-specific keywords (“industrial space in [City]”) on your site.
List your property on local directories (Yelp, local Chamber of Commerce sites, etc.).
Create SEO-Optimized Content to Attract Tenants at Every Stage
A blog isn’t just a place to talk about your company—it’s a powerful tool to capture tenant searches. Once you’ve found keywords to go after, think of content to create around them, like blogs, reports, and whitepapers. Just make sure to use the target keyword as it is written in your titles, subtitles, and body.
Examples of SEO-optimized Written Content:
“5 Signs It’s Time to Move to a Bigger Office” (For tenants considering a move).
“Best Neighborhoods for Small Businesses in [City]” (For location research).
“Is a Net Lease or Gross Lease Better for a Retail Business?” (For tenants weighing lease options)
How to Make it Work:
Write blog posts that answer common tenant questions.
Include internal links to property listings to guide tenants to your spaces.
Add visual aids like images, videos, graphs, and gifs (Google loves these, and so do tenants).
SEO has a lot of moving parts, and it can feel overwhelming—especially if you're just getting started. If you want a deeper dive into optimizing your CRE website for search, check out our full guide to SEO here.
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Organic Social Media: How to Attract Tenants Without Paying for Ads
Business owners, franchise operators, and corporate decision-makers are scrolling through social media every day—sometimes looking for industry insights, sometimes just killing time between meetings. The key is making sure your property shows up when they least expect it but need to see it.
On platforms like LinkedIn, they may be in a business mindset, researching expansion opportunities or networking with industry peers. But on Instagram and Facebook, they might just be checking up on friends, reading the news, or watching videos.
That doesn’t mean they aren’t potential tenants—it just means your content needs to grab their attention and plant a seed for when they’re ready to make a move.
Social media isn’t just about posting listings—it’s about staying on your audience’s radar. If you consistently show up in their feeds with valuable content, engaging visuals, and market insights, you’ll be the first place they turn when they decide it’s time to find a new space.
LinkedIn: The B2B Powerhouse of Social Media
If you’re trying to reach business owners, real estate decision-makers, and corporate tenants, LinkedIn is the place to be. Unlike Instagram or Facebook, people are already in a business mindset when they log in—making it the perfect platform to showcase your properties.
How to Use LinkedIn for Tenant Attraction:
Post Market Insights & Leasing Trends – Establish yourself as a CRE expert by sharing market reports, industry news, and leasing strategies, or even your lovely SEO-optimized blogs you’ve started writing 😉.
Engage with Local Business Leaders – Comment on posts, join industry groups, and start conversations with potential tenants.
Highlight Tenant Success Stories – Case studies and testimonials build credibility and trust.
Showcase Your Spaces – A simple carousel post of an available space with leasing details can attract the right audience.
Where Paid Media Fits In:
If a LinkedIn post is performing well organically, boost it with a sponsored post to reach more people.
Instagram & Facebook: The Visual Platforms That Sell Space
When it comes to leasing, seeing is believing. High-quality photos, video tours, and behind-the-scenes content can bring your property to life on Instagram and Facebook—where potential tenants are already scrolling.
How to Use Instagram & Facebook for Leasing:
Post Video Walkthroughs – Short clips of your property’s best features perform better than static images.
Leverage Stories & Reels – Quick, engaging videos can showcase the space and get more organic reach.
Highlight Local Amenities – A great property isn’t just about the space—it’s about the neighborhood, foot traffic, and nearby businesses.
Use Engagement-Boosting Posts – Polls, Q&A sessions, and interactive content keep your audience engaged.
Where Paid Media Fits In:
If an Instagram or Facebook post is getting high engagement, a small boost can push it to a larger, targeted audience.
TikTok: Worth The Effort?
Ah, TikTok—the platform that keeps making headlines. Depending on when you're reading this, it might be thriving… or banned.
With potential restrictions looming in the U.S., investing heavily in TikTok for CRE marketing might be a bit of a gamble.
That said, if TikTok is still around, it has proven to be a powerful discovery tool for businesses, especially those in retail, hospitality, and creative workspaces. The real question is: should you invest time in it?
If you’re already creating Reels for Instagram and Facebook, you might as well post them on TikTok too—as long as it’s still around. A little extra exposure never hurt anyone.
Social Media is About Consistency (Not Just Listings)
Social media works best when you post regularly and engage with your audience. If you only post when you have a vacancy, you’re missing out on building long-term relationships with potential tenants.
The Winning Strategy:
Post consistently – Aim for 3–5 posts per week across platforms.
Engage with your audience (Seriously, engage! Everyone in CRE forgets to do it but it’s essential. It’s called “Social” Media after all) – Reply to comments and DMs quickly.
Mix up your content – Market insights, property tours, leasing tips, and behind-the-scenes posts keep your audience interested.
Now let’s get into email marketing...
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Email Marketing & Lead Nurturing: Turning Interest into Signed Leases
If you think email marketing is old-school, think again. It’s still one of the most effective ways to stay in front of prospective tenants and move them toward signing a lease.
But blasting out a generic email once a month? That’s about as useful as a screen door on a submarine.
Successful email marketing in commercial real estate is all about segmentation, automation, and value. Let’s break it down.
Building an Email List of Prospective Tenants
Your email list is gold—but only if you’re filling it with the right people. You need a steady flow of potential tenants, and here’s how to get them:
Capture Leads on Your Website – Every high-intent visitor to your website is a potential tenant. Add lead capture forms on property listings, blog posts, and contact pages. Offer something valuable in return (like a downloadable market report, a brochure or access to listings before anyone else).
Use Social Media to Grow Your List – Running ads on LinkedIn or Facebook? Use lead form ads that automatically collect emails when someone expresses interest in a space. No need to send them to a separate page—make it easy.
Networking & Events – If you’re attending industry events, meetups, or B2B gatherings, collect emails from decision-makers interested in commercial leasing. A quick follow-up email after the event keeps you on their radar.
Automated Drip Campaigns: Stay on Their Radar Without Lifting a Finger
Not everyone who inquires is ready to sign a lease today. That’s where email automation comes in—keeping them engaged until they’re ready to make a move.
Set Up an Automated Welcome Series – As soon as someone joins your list, they should receive a welcome email that sets expectations and introduces them to your properties.
Property Update Emails – New listings? Price reductions? Let your email subscribers know before the public does.
Market Insights & Data-Backed Reports – Share local leasing trends, foot traffic reports, or success stories from other tenants. This positions you as an expert and keeps your audience engaged.
Leasing Incentives & Deadline Reminders – Have a move-in special or a limited-time deal? Send an urgency-driven email to get tenants off the fence.
Re-Engagement Emails – If someone hasn’t responded in a while, send them a “Still interested?” email with new updates or a special offer.
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Common Organic Marketing Mistakes (And How to Fix Them)
Organic marketing is one of the most effective ways to attract tenants—but only if you do it right. Too many landlords, property managers, and brokers put in the effort, only to see little to no results because of simple, avoidable mistakes.
The good news? If your SEO isn’t bringing in leads, your social media engagement is nonexistent, or your email list is full of ghosts, there’s always a fix. Let’s break down the most common organic marketing missteps—and how to turn them around.
Ignoring SEO
The Problem: Your website and listings don’t show up when tenants search for space online. If you’re not ranking in Google, you’re invisible to potential leads.
The Fix:
Optimize your site for high-intent keywords like “retail space for lease in [City]”.
Improve local SEO by optimizing your Google Business Profile and getting more Google Reviews.
Start a blog with tenant-focused content to capture searches in the research phase.
Inconsistent Social Media Posting
The Problem: You post once every few months, then disappear. Social media rewards consistency—if you’re not active, your posts won’t get seen.
The Fix: Use a content calendar and plan your posts out in advance. Aim to:
Post 3–5 times per week on LinkedIn, Instagram, and Facebook.
Mix up content—market insights, property tours, leasing tips, and tenant success stories.
Engage with your audience—reply to comments and messages in the morning or in your lunchtime.
Using Social Media Like a Listing Platform:
The Problem: Your social feeds are nothing but property listings, with no engagement or value-added content.
The Fix:
Post industry insights, leasing tips, and local business highlights.
Use video—Reels, Stories, and virtual tours outperform static images.
Encourage engagement with polls, Q&As, and interactive content.
Expecting Instant Results:
The Problem: You try SEO, social media, or email marketing for a few weeks, don’t see immediate leads, and give up.
The Fix: Understand that this is organic marketing, things happen, well... organically. It takes time, just stick to it, and you’ll get there eventually!
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When to Bring in the Pros
Organic marketing takes time, strategy, and consistency. SEO requires ongoing optimization, social media needs regular engagement, and email marketing only works if you’re actually nurturing leads.
If you’re juggling property management, tenant relations, and leasing negotiations, you probably don’t have time to also run a full-scale marketing strategy. That’s when it makes sense to bring in a CRE marketing agency (cough, like ATYPICAL, cough) to handle the heavy lifting.
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Walter’s Final Thought
Congratulations on making it this far! You already know more about organic marketing than most landlords and brokers out there.
And here’s the funny part—you didn’t just stumble upon this blog by accident. Nope. You’re here because we did exactly what we’re telling you to do—maybe you found us through organic search, or maybe we landed in your inbox. Either way, our strategy worked—and we can do the same for you.
Now, if you haven’t read our blog on attracting tenants through paid media, go check it out here.
Paid ads are great when you need fast results, but if you want a steady flow of tenant inquiries without constantly feeding the ad machine, organic marketing is what keeps the leads rolling in long after the campaign ends.
So, here’s the deal—SEO, social media, and email marketing aren’t just “nice to have”. They’re essential. Tenants are out there searching, scrolling, and planning their next move.
Your job? Make sure they find YOU first.
And if this all sounds like a lot to manage, well… you know where to find us (If you don’t, you can find us here).
Now, go on and get to it—tenants aren’t going to lease themselves.
As Always,
Stay ATYPICAL 😉