In the world of commercial property marketing, it’s important to understand which strategies deliver the best results. Marketing Mix Modelling (MMM) is a powerful tool that can help property companies gain insight into what’s working, what’s not, and where to allocate resources for maximum impact.

What is Marketing Mix Modelling?

Marketing Mix Modelling is a data-driven technique that evaluates the effectiveness of various marketing efforts by analysing historical data. It looks at how different marketing channels — such as online ads, email campaigns, SEO, print media, and events — contribute to business outcomes like enquiries, leads, or completed deals.

Unlike attribution models of marketing that focus primarily on marketing touchpoints (such as last-click), MMM takes a broader view. It includes both online and offline marketing efforts and controls for external factors like seasonality, economic trends, and market conditions, giving a more holistic understanding of what drives success.

Why MMM Matters in the Commercial Property Sector

1. Long Sales Cycles

Commercial property transactions can take weeks or even months to complete. This extended timeframe makes it difficult to attribute success to any one campaign. MMM helps connect the dots between long-term marketing activity and final outcomes.

2. Multi-Channel Marketing

Property companies often use a mix of digital and traditional methods: online listings, social media ads, SEO, print brochures, trade shows, and more. MMM helps identify which combinations are most effective.

3. Smarter Budget Allocation

With accurate modelling, businesses can see the return on investment for each channel and allocate their budget more effectively, cutting waste and doubling down on what works.

 

What Can MMM Analyse in Commercial Property Marketing?

• Digital Advertising: Understand how Google Ads, LinkedIn campaigns, and programmatic media (which uses advertising technology to buy and sell digital ads) are influencing leads.
• SEO and Content Marketing: Measure how blog posts, organic traffic and property descriptions contribute to long-term engagement.
• Email Marketing: Track the value of targeted campaigns, newsletters, and automated workflows, such as event triggered emails and SMS, in nurturing leads.
• Offline Advertising: Assess the continued role of print media, local signage, and out-of-home (OOH) ads (which covers adverts in public spaces) in building brand awareness.
• Events and Exhibitions: Analyse the impact of property expos, networking events and open days on generating interest and converting prospects.

 

How to Implement MMM in Your Strategy

1. Collect the Right Data
   Start by gathering detailed records of your marketing spend and performance across all channels. The more granular your data, the more accurate the model.
2. Choose a Modelling Tool or Partner
   Use statistical software or work with a data analytics partner, e.g. Knight Frank Analytics, to build your model. Many solutions use regression analysis to isolate the impact of each channel on key outcomes. An example of this would be looking at a commercial property’s rental price and its relationship with factors like size, location, and amenities.
3. Analyse and Interpret
   Once the model is built, you’ll gain insights into which channels drive the most value. For example, you might discover that paid search drives leads, but content marketing improves lead quality.
4. Refine and Adjust
   Use the results to reallocate your marketing budget and test new approaches. MMM is not a one-time process — update your model regularly to adapt to changes in the market.

 

Challenges to Be Aware Of

• Data Limitations: Gaps in your data can reduce the accuracy of your model. Ensure all marketing activities are tracked consistently.
• External Influences: Economic shifts, legislation, and changing demand can impact property transactions. MMM can control some of these but not all.
• Complex Buyer Journeys: In commercial property, buyers may engage with multiple touchpoints over time. While MMM helps identify patterns, it won’t capture every nuance of a decision.

 

Marketing Mix Modelling offers commercial property companies a smarter way to approach their marketing strategy. By understanding which channels have the greatest impact, businesses can optimise their budgets, improve campaign effectiveness, and ultimately, close more deals.

Looking to get more from your commercial property marketing? NovaLoca can help you reach a targeted audience across the UK.

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