Commercial Real Estate

The shape tilts toward Brand & Positioning (70) and away from Data & Tracking (63.2). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.

Dimension Breakdown

What the data reveals about commercial real estate marketing in Australia

Commercial Real Estate at 65.6 composite sits 26th of 77 industries. Slightly above average and well below the adjacent Residential Real Estate (67.4) and Property Marketplaces (87.8). This is an industry where the quality of the deal flow matters more than the volume, and the marketing function reflects that priority.

Brand and Positioning at 70.0 is the clear strength. In commercial property, brand is shorthand for trust and capability. The agents and developers who are known in the market get more off-market opportunities, more referrals and better terms. This isn't something you can buy with advertising. It's earned through transactions and market knowledge.

Goodman Group at 58 composite is an interesting case. As one of the largest industrial property groups globally, its marketing score sits below the industry average. This reflects a common pattern in commercial property: companies that dominate through operational scale and capital don't always invest proportionally in marketing. The deals come through institutional relationships, not through inbound leads.

The comparison to Residential Real Estate agencies (67.4) is instructive. Residential agents have embraced digital marketing, social media and content because they're competing for individual homeowner attention every week. Commercial property transactions are quarterly or annual events. The urgency to market continuously is lower, and the scores reflect that.

Data and Tracking at 63.2 is the dimension where commercial property can make the most progress. Connecting marketing activity (events, thought leadership, market reports) to actual deal pipeline is difficult but increasingly possible. The firms that build this attribution will make better decisions about where to invest their marketing budget.

Brand and Positioning at 70 carries 15% of the composite. In this industry, reputation isn't a nice-to-have. It's the licence to operate. The businesses with strong brand scores aren't spending on clever ads. They've built a narrative that their market trusts.

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Cross-cut Commercial Real Estate data by taxonomy, compare dimensions across sectors and see where this industry sits nationally.

Frequently Asked

Where does your business sit in this picture?

Commercial Real Estate scores 65.6 on average. That's one number across 6 dimensions. Your number will be different, and the breakdown will tell you exactly where to invest and where to stop wasting money.