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In the competitive world of UK commercial property, visibility is everything. Whether you’re launching a new office development, leasing a retail space, or selling a mixed-use scheme, strategic marketing can be the difference between a slow burn and a swift transaction.

But when it comes to planning your marketing spend, the question we hear most often is: “How much should we be investing?”

Here’s a practical guide to help you set a realistic, effective marketing budget that aligns with your goals—and gets results.

1. Start with Your Commercial Objectives

Your marketing budget should be proportionate to your overall goals. Are you aiming for maximum visibility across a national market, or are you focused on filling units in a specific region? Launch campaigns for flagship developments will naturally demand more investment than ongoing marketing for well-known assets.

A few questions to consider:

• What’s the total value of the property or portfolio?
• Are you targeting tenants, investors, or buyers?
• What’s your ideal timeframe for lease-up or sale?

As a general rule, allocating 1-3% of your property’s projected value or rental income towards marketing is a good starting point—but this can vary based on the type of campaign and how aggressively you want to position your asset.

2. Understand the Channels That Work

In today’s market, a multi-channel approach is essential. Here’s where your budget might go:

• Branding & Design: High-quality brochures, signage, hoardings, and identity work to set your asset apart.
• Digital Marketing: SEO-optimised microsites, email campaigns, and paid ads to reach active occupiers and investors.
• PR & Content: Press releases, thought leadership, and market updates to build credibility.
• Photography & Video: Professional imagery, flythroughs, and drone footage to showcase the asset visually.
• Social Media: Targeted campaigns across LinkedIn and Instagram for audience engagement and lead generation.

When you work with a dedicated property marketing agency like ours, we help you prioritise channels based on your audience and budget, ensuring no spend is wasted.

3. Factor in the Lifecycle of the Asset

Marketing is not a one-off exercise. Different phases of a property require different levels of investment:

• Pre-Launch: Branding, teaser campaigns, planning visuals.
• Launch: Digital campaigns, agent engagement, event support.
• Ongoing: Refreshed listings, news stories, social media.
• Disposal/Exit: Investment packs, performance stats, and final push campaigns.

Building a phased marketing plan helps smooth out costs and ensures consistent visibility throughout the asset’s lifecycle.

4. Measure, Optimise, Repeat

The beauty of digital marketing is its measurability. We work with clients to track engagement, leads, and conversion so we can tweak campaigns for maximum impact. This data also helps inform future budget decisions and improve ROI over time.

5. Get Expert Help Early

Marketing budgets are most effective when planned alongside your wider strategy—not after the fact. Bringing in your marketing team early ensures everything from signage to press coverage is aligned and impactful from day one.

At Blaze, we specialise in marketing UK commercial property with tailored campaigns designed to match your goals—and your budget. Whether you’re planning a new launch or revitalising an existing asset, we’re here to help you make every pound count.

Ready to set a smarter marketing budget?
Get in touch with our team to start planning your next campaign.

Why Shared Ownership Marketing Needs an Educational Revolution

Shared ownership is one of the most accessible routes onto the property ladder for those who can’t afford to buy outright. Yet, despite its clear benefits, misconceptions persist and the public’s understanding remains limited. The fault doesn’t just lie with potential buyers—it’s a marketing issue. Too many registered providers (RPs) focus on selling the concept rather than educating consumers about how it works, why it’s beneficial and what it means for the future homeowner.

The Knowledge Gap

Shared ownership is still widely misunderstood. Many believe it means permanently renting, others think they’ll never own 100% of the property (which is true in some cases) and some assume it’s only for low-income households. These misconceptions create unnecessary hesitancy among prospective buyers. The truth is, shared ownership offers a manageable step towards full homeownership, allowing people to buy a share in a property while paying rent on the remainder, with the option to ‘staircase’ to full ownership over time. However, without clear, accessible educational content, these key points often get lost.

The Current Marketing Approach is Falling Short

Some shared ownership marketing focuses on selling properties rather than informing consumers. Glossy brochures and property listings showcase affordability but fail to explain the long-term advantages, responsibilities and financial implications. Potential buyers need more than just sales pitches, they need clarity on lease terms, service charges rent reviews, staircasing processes, resale restrictions, and the overall financial journey of shared ownership. Without this knowledge, buyers might dismiss shared ownership outright or worse, enter into agreements without fully understanding them.

While some providers and industry bodies have made efforts to improve awareness, much of the marketing remains sales-focused, failing to fully address the complexities and long-term benefits of shared ownership.

Education as a Marketing Strategy

Registered providers must shift from traditional sales-driven marketing to an educational-first approach. This means:

• Informative Campaigns: Websites, social media, and brochures should include plain-language explanations, FAQs, and myth-busting content.
• Workshops & Webinars: Hosting informational sessions can build trust and provide prospective buyers with the knowledge they need.
• Transparent Advertising: Instead of focusing purely on affordability, marketing materials should break down the long-term journey of shared ownership.
• Real-Life Success Stories: Testimonials from actual homeowners who staircased to full ownership can be incredibly persuasive.

The Business Case for Educational Marketing

An informed buyer is an engaged buyer. When people understand shared ownership, they’re more likely to trust the process, commit to the purchase, and recommend it to others. Misunderstandings often lead to hesitancy or dissatisfaction down the line, which can impact an RP’s reputation. By prioritising education, providers can build stronger relationships with buyers, improve uptake and enhance customer satisfaction. This aligns with growing regulatory and consumer protection expectations, reinforcing the need for greater transparency.

Conclusion

The shared ownership model has the potential to help thousands more people into homeownership, but only if they truly understand what they’re being sold. Registered providers have a responsibility—not just to market properties, but to educate buyers. A shift towards a more informative and transparent approach will not only benefit consumers but will also create a more sustainable and trusted shared ownership market. It’s time for an educational revolution in shared ownership marketing.

Having a strong brand for your commercial property scheme is crucial for several reasons:

Attracts Tenants and Investors – A well-defined brand creates a strong identity that appeals to potential tenants and investors, helping to secure leases and funding.

Differentiates from Competitors – A strong brand helps set your property apart from others in the market, showcasing its unique selling points such as location, amenities, and sustainability.

Increases Perceived Value – A recognizable and well-regarded brand can command higher rental rates and property values, as it conveys quality and prestige.

Enhances Customer Loyalty – Tenants are more likely to renew leases and remain in your development if they feel a connection to the brand and the community it represents.

Supports Marketing and Advertising – A cohesive brand identity makes it easier to create effective marketing campaigns, reinforcing the property’s message and attracting the right audience.

Strengthens Community Engagement – A strong brand fosters a sense of place, encouraging local businesses and residents to engage with and support the development.

Boosts Reputation and Credibility – A reputable brand signals reliability and professionalism, making it easier to gain trust from stakeholders, including banks, local authorities, and the public.

The UK logistics market in 2025 is anticipated to experience significant developments across various dimensions:

1. Investment and Market Dynamics

• Increased Investment Activity: Investor interest in the UK logistics sector is expected to rise, driven by positive sentiment and a broader buyer pool. Lower debt costs and robust rental growth prospects contribute to this trend. Notably, prime London industrial estates have seen equivalent yields drop below 5.00%, with transactions around 4.75%.
• Consolidation through Mergers and Acquisitions (M&A): Strategic acquisitions aimed at enhancing technological capabilities, expanding geographic reach, and building resilient supply chains are projected to continue. Companies specialising in last-mile delivery, automation, and data analytics are likely to be prime targets.

2. Technological Advancements

• Digital Transformation: The adoption of advanced technologies, including artificial intelligence (AI), machine learning, and the Internet of Things (IoT), is set to redefine logistics operations. These technologies will facilitate real-time tracking, predictive maintenance, and optimised route planning. Automated warehouses and robotics in material handling are expected to become more prevalent, enhancing efficiency and reducing costs.

3. Sustainability Initiatives

• Green Logistics: Environmental sustainability remains a priority, with increased investment in electric and hydrogen-powered vehicles to reduce carbon emissions. The expansion of Low Emission Zones (LEZs) in urban areas and government incentives for adopting green technologies are expected to accelerate this transition.

4. Market Growth and Demand

• E-commerce Expansion: The rise of online shopping continues to drive demand for warehouse space, particularly in strategic locations like the East Midlands, known as the “Golden Logistics Triangle.” This area is becoming a major distribution hub due to its advantageous location, attracting global investors and contributing to the rapid expansion of the UK logistics sector.
• Occupier Market Stability: Occupier demand is expected to remain stable, supported by the diverse nature of the UK market. While some operators may face rising operating costs, trends such as e-commerce growth and supply chain adjustments continue to drive expansion prospects in the medium to long term.

5. Regional Developments

• East Midlands: The East Midlands remains the largest market for take-up in 2024, despite a continued rise in supply.
• West Midlands: Transactional activity in the West Midlands saw a significant rise in the second half of 2024, indicating a robust market.

6. Cold Chain Logistics

• Market Growth: The UK cold chain logistics market is projected to grow by USD 8.50 billion from 2025 to 2029, accelerating at a CAGR of 9.9%. This growth is driven by the adoption of RFID and AI technologies, enhancing efficiency and redefining the market landscape.

In summary, the UK logistics market in 2025 is poised for growth, underpinned by increased investment, technological advancements, sustainability initiatives, and the ongoing expansion of e-commerce. Regional markets like the East and West Midlands are expected to play pivotal roles in this evolving landscape.

Leasing or selling a city centre office requires a strategic marketing approach to attract potential buyers and highlight the unique features and benefits of the property.

QR codes have experienced a resurgence in recent years, largely driven by advancements in technology, changes in consumer behaviour, and the need for contactless interactions.

Having roadside presence for a commercial real estate scheme offers several benefits:

Creating engaging social media content for residential marketing is essential for several reasons:

Having a strong brand strategy is essential for businesses for several reasons:

Here’s some general insights into factors that may influence the commercial office market in our region.