There’re marketing strategies almost no one is using, but they work
When it comes to real estate marketing, the agents who win aren’t always the ones with the biggest ad budgets. More often, they’re the ones who are willing to get scrappy, stay creative, and show up in unexpected ways. Over the years, our team has experimented with a wide variety of guerrilla and alternative marketing strategies in retail commercial real estate — some low-cost, some labor-intensive, but many delivering outsized returns in both leads and brand recognition.
We even filmed a YouTube video on this topic, diving into some of the most effective tactics we’ve tested. But if you prefer to read, here’s a deeper dive into the strategies we’ve seen actually work — both firsthand and from colleagues in the field.
The Dry Cleaner Flyer: Physical, Local, and Hard to Ignore
One of our earliest — and surprisingly effective — guerrilla tactics came from partnering with a friend who owned a dry-cleaning business. We created a simple flyer advertising our real estate services and personally stapled it to the plastic garment bags that wrapped every freshly cleaned outfit. Yes, it was time-consuming. I stood at the conveyor for hours, stapling each one by hand. But the result? Every customer took our flyer straight into their home. It generated real call volume and local visibility. In a digital age, don’t underestimate the impact of unavoidable physical presence.
Bottled Water + Branded Labels at Community Events
At a sunny, family-friendly community event, we rolled up with a wagon full of ice and ice-cold water bottles — each labeled with our logo, website, and contact info. People were genuinely grateful, especially on a hot day. That small gesture of utility turned into dozens of conversations and a lasting impression in our local market. The lesson? Be useful first. Branding comes naturally when you show up in the right way.
Cross-Promotion With Local Businesses
One clever agent created a flyer styled like a sandwich shop menu and offered to distribute it to nearby apartments and offices. The incentive? Anyone who brought in the flyer to the shop got a free soda. The business got foot traffic. The agent got exposure. And suddenly, that agent became known as someone tied into local commerce. It’s a win-win — real community marketing, not cold outreach.
Become a “Movie Star” in Your Market
Did you know most movie theaters offer local ad slots before the previews? We jumped on this opportunity in Santa Monica, becoming one of the first CRE teams to run a branded video ad before showtime. Featuring our photo, contact info, and brand, the ad ran for months — and people remembered. I’d walk down the street and hear, “Hey, I saw you at the movies!” Recognition like that builds trust faster than most digital impressions.
Hyperlocal Retail Corridor Marketing
If you focus on a retail corridor — think Abbot Kinney, Melrose, or Brentwood — take time to walk the street. Visit the shops. Ask if you can take photos or feature them in your social media content. Offer to run joint promotions or share their business on your pages. In-store flyers, mutual shoutouts, and cross-posts help build community ties and reinforce your presence as the market expert.
Social Media Engagement: The Basics That Matter
It may sound obvious, but few agents do it consistently. If someone comments on your post, reply. If you want more visibility, comment thoughtfully on other people’s posts in your market. Real engagement — not automation — builds reach and trust. Social media algorithms reward conversations, and relationships grow when you treat online platforms like real networking spaces.
“Guess the Price” Engagement Posts
Want to spark comments and shares? Post a “Guess the Price” challenge. Feature a recently sold or leased property, give a few key details, and ask your audience to guess the sale or lease price. A few days later, reveal the answer — and optionally offer a small prize to the closest guess. It’s simple and effective, especially for retail and multifamily brokers trying to build authority in a specific market.
Sponsorships, Radio Ads, and Signage That Sticks
Sponsoring a local league — youth baseball, adult softball, even bowling — puts your name in front of families and small business owners consistently. Branded team shirts, banners, and community goodwill go a long way.
Likewise, radio ads during high school sports games can still perform surprisingly well. Parents who can’t attend often tune in — and your message reaches a targeted, loyal local audience.
Another brilliant tactic? Paid signage. One agent we know offered small payments to owners just for placing signs on their buildings — even if the space wasn’t actively listed. Within months, the market was blanketed with his name. People just assumed he controlled the area. It’s perception marketing at its finest.
Host Memorable Events With Real Emotional Impact
Our most successful long-term marketing investments have been our signature client events. Think art shows, fashion exhibitions, or unique venue parties. One standout was a photography show hosted at the Gibson Guitar showroom in Beverly Hills. Another was an art-and-wine night inside an industrial warehouse.
Each event was built around experience — not selling. We invited clients, past clients, friends, and prospects. The turnout? 100–250 people, deep emotional connections, and zero hard sells. People remember how you made them feel — and that builds brand loyalty more than any ad.
Creative Thank-You Gifts That Stick
After a deal closes, we send a handwritten thank-you note, a branded cap, and socks. The message? “We’ve got you covered from head to toe.” It’s playful, personal, and memorable. Clients love it — and they remember us long after the closing.
Lastly…
Not every idea will work in every market, and not every agent will feel comfortable stapling flyers for hours at a dry cleaner. But that’s not the point.
The point is this: The agents who truly stand out in their markets are the ones who are willing to think differently. They show up where others don’t. They create value before asking for business. They build real-world relationships and memorable moments.
If you’re looking to differentiate yourself — especially in commercial real estate — start by getting creative. Guerrilla marketing isn’t about being loud. It’s about being thoughtful, visible, and persistent.
Want to go deeper? Reach out via our contact page or subscribe to our weekly newsletter where we share more unconventional, actionable ideas for CRE brokers.
