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Marketing plays a significant role in the rental of residential and commercial properties, a factor that has become even more pronounced in today’s challenging market conditions. In a situation of oversupply, marketing remains one of the best ways to stand out. Beyond traditional listings on real estate and commercial property portals, it is essential to recognize what other measures can be taken through high-quality marketing communication to enhance differentiation.
Retta Management conducts continuous multi-channel marketing to ensure year-round visibility in places where potential renters of homes or commercial spaces are present—even when renting may not be immediately relevant to them. A testament to the quality of our marketing is last autumn’s Vuokraovi rental housing survey, where Retta ranked as the third most recognized rental housing intermediary in Finland across all companies and the most recognized among property managers without their own housing production. All our properties are also featured on the most popular marketplaces, including our own rental housing e-commerce platform, our commercial property portal, and the leading general real estate platforms.
In addition to our general marketing efforts, we provide our clients with high-quality and cost-effective additional marketing solutions to optimize the rental process. Retta Management’s professionals in residential and commercial property marketing understand the marketing process and its requirements and can offer expert guidance on the level of investment needed. Our agile in-house marketing team enables quick decisions, tailored strategies, and seamless collaboration across rental operations, improving marketing efficiency and increasing the likelihood of successful rentals. In addition to managing our own brand, Retta Management has extensive experience in developing and managing client brands in both commercial and residential real estate sectors.
The foundation of rental housing marketing lies in high-quality property listings and their visibility on the most popular platforms, such as our web shop for apartments and the most well-known rental housing portals. We drive traffic to our platform year-round through both paid and organic marketing, targeting potential renters at all stages of their decision-making journey.When focusing on a specific building or apartment, it is crucial to identify the property’s characteristics and potential target audience to craft an effective and engaging property listing. For example, a studio apartment in a newly built building may require a different communication style than a three-bedroom apartment in a 1990s development.
Finding the right marketing angle requires deep knowledge of the industry, communication channels, and marketing methods. In Retta Management’s marketing approach, a key role is played not only by our marketing team but also by our account managers and property-specific rental agents. Their regional expertise and understanding of different property features form the foundation for our marketing strategies. Our marketing team also makes extensive use of data-driven analytics tools and Retta Management’s proprietary data on different residential areas. Ensuring seamless collaboration across rental operations—from marketing to leasing—is crucial. When necessary, our experts design a comprehensive marketing plan with defined channels and budgets.
“We execute our marketing efforts continuously across multiple communication channels to ensure we remain visible to all target groups. Our strategy strongly emphasizes continuity and different marketing objectives to stay top-of-mind for consumers at all stages of their decision-making journey, even when renting is not an immediate priority. Our ongoing campaigns always have clear goals—whether focused on general brand awareness or tactical, conversion-driven marketing aimed at highly specific audiences. Within each channel, we strategically target customers at different stages of their journey throughout the year. Our operations are highly data-driven, leveraging advanced marketing analytics tools and system integrations. We also closely follow broader marketing trends beyond the real estate industry in collaboration with our marketing partners to stay up to date with the best marketing channels and tools available,” says Julius Heino, Marketing Manager, Retta Management.
In addition to long-term strategic marketing planning, the ability to quickly respond to market fluctuations is essential in rental housing marketing. If leasing in a particular building progresses slowly, it is beneficial to explore additional marketing measures to boost demand. These may include leveraging social media or other targeted communication strategies to reach the right audience. Our marketing team works closely with agile partners to ensure that our marketing communications remain high-quality and diverse.
Identifying the right target audience is crucial for selecting the appropriate communication channels and marketing styles. For example, if a property consists primarily of small apartments, the marketing approach may differ from a building that mainly offers family-sized homes.
“Beyond long-term planning, quick responses to market conditions are vital in real estate marketing. For each campaign launch, we carefully consider the target audience, property features, and key differentiators to maximize appeal. Despite the need for speed, every campaign—regardless of channel—has a clear goal and a carefully structured plan. Working closely with our leasing team, we can recommend and provide various additional marketing solutions across different channels.”, continues Heino.
Like residential real estate, commercial property marketing is its own specialized field. In today’s market, competition for tenants is intense and will continue to be so. Tenants have numerous options, and expectations regarding office space quality have significantly increased. One of the most effective ways to differentiate in the competitive commercial real estate market is through high-quality marketing.
For all commercial properties, Retta Management creates premium listings across various portals and promotes them under Retta Management’s general marketing efforts. Additionally, clients have access to a range of enhanced marketing solutions offered by Retta Management. These strategic marketing initiatives range from comprehensive branding and ongoing marketing efforts to more targeted tactical campaigns. The scale of marketing activities depends on the specific property; for example, an office building in downtown Helsinki requires a different approach than a logistics center in Vantaa.
Retta Management assists in overall marketing project management, ensuring that all marketing activities are handled by our professionals. Comprehensive property branding can help a property stand out, generate interest, and increase desirability. At best, this can positively impact pricing opportunities and enhance the property’s overall value. Even in smaller, more tactical campaigns, we carefully consider the property’s features and target audience. Retta Management has extensive experience across various marketing channels, and our experts can recommend solutions tailored to the campaign’s objectives, client preferences, and budget.
Our flexible approach ensures that commercial property leasing strategies align with both client needs and market demands. Leasing managers play a crucial role in this process, providing in-depth knowledge of the property’s area and unique features, which helps shape the marketing message. Our experts can develop a detailed marketing strategy and budget, ensuring effective campaign execution and tracking. We also leverage Retta Management’s proprietary market data to stay up to date on the latest industry trends.
“We offer clients a wide range of commercial property marketing options. From full-scale project management in partnership with marketing agencies to individual marketing campaigns on social media, search engines, and other key channels, we provide tailored strategies to boost leasing demand. Whether executing large-scale initiatives or smaller campaigns, we can create short-term marketing strategies complete with budgets and timelines. Our broad marketing expertise and agile services enable flexible solutions based on client preferences”, says Heino.
Retta Management’s diverse and ongoing marketing strategy effectively reaches target audiences across multiple channels. However, in certain cases, additional customized marketing efforts are beneficial to accelerate leasing. Our enhanced marketing solutions are highly versatile and can be tailored to specific needs.
Real estate marketing requires a combination of long-term strategic thinking and quick adaptability, which is why we offer a range of additional marketing solutions in varying scopes.In addition to our in-house expertise, Retta Management’s marketing team collaborates with agile partners, ensuring that marketing communications are both cost-effective and impactful—whether for residential or commercial properties. Our network allows us to stay informed on broader marketing trends beyond real estate, making marketing a key tool in overcoming market challenges and driving successful leasing outcomes.
Julius HeinoMarketing ManagerRetta Management+358 44 260 3899 julius.heino@rettamanagement.fi
