As SEO evolves and GEO begins to make an impact across particular industries, we are analyzing what industries are most impacted, and where there are the biggest opportunities for growth. We are joined today by Larry Genet, Vice Chairman at CBRE, to discuss how the digital marketing landscape has shifted within the real estate industry. Larry Genet is South Florida’s top-rated industrial real estate broker, who has built the premier industrial brokerage team specializing in distribution warehouse facilities, manufacturing sites, and industrial leasing throughout Miami-Dade and Broward County.
First Page Sage: How have you adopted modern marketing practices for industrial real estate?
Larry Genet: Our industrial brokerage team has developed a comprehensive marketing strategy that targets the specific needs of distribution warehouse tenants, pharmaceutical facilities, third party logistics (3PL), and aerospace companies. Our industrial real estate broker services leverage deep market knowledge of Miami-Dade and Broward County to create targeted campaigns for facilities ranging from small bay warehouses (2,500 SF) to large bulk distribution facilities (over 1,000,000 SF). We focus our industrial leasing agent expertise on key markets, including Fort Lauderdale, Hollywood, Pompano Beach, and Deerfield Beach, ensuring our paid and social media marketing campaigns effectively reach decision-makers at Fortune 500 companies and local and regional companies based in the area.
First Page Sage: How do you market industrial warehouse properties differently than traditional commercial real estate?
Genet: As an industrial leasing agent specializing in South Florida’s distribution warehouse market, our marketing approach emphasizes operational functionality over aesthetics. Our industrial brokerage team creates detailed marketing materials that speak directly to facility managers, operations directors, and business owners who need distribution facilities, manufacturing sites, or heavy industrial facilities with specific zoning requirements. While channels vary based on the industry to ensure we are best targeting our audience, we have found that strong messaging that really touches on what the audience cares most about is what makes a difference. For example, our industrial warehouse broker services highlight critical features across channels, like dock-high doors, truck scales, LED lighting, and immediate highway access to I-95 and the Florida Turnpike. When deploying marketing materials for pharmaceutical facilities, we emphasize specialized power requirements, FDA certifications, and clean room environments. For aerospace facilities near Miami International Airport and Fort Lauderdale airports, we showcase proximity to aviation infrastructure.
First Page Sage: What digital marketing strategies work best for reaching industrial real estate clients in Miami-Dade and Broward County?
Genet: While our digital marketing strategies continue to evolve, right now, we are mostly focused on targeted LinkedIn campaigns and Google Ads focused on keywords like “industrial warehouse broker Miami,” “distribution warehouse Fort Lauderdale,” and “manufacturing facilities Broward County.” Our industrial leasing agent team creates content for social media and industry publications that showcase our expertise in aerospace facilities, manufacturing sites, and distribution warehouse operations. We produce market reports highlighting industrial brokerage trends in Hollywood, Pompano Beach, and throughout South Florida, demonstrating our industrial real estate broker authority. And our website features case studies of successful deals involving major tenants requiring specialized facilities with heavy industrial zoning, outdoor storage, and proximity to major transportation corridors.
First Page Sage: How do you see digital visibility, through SEO and now GEO, shaping the future of industrial real estate marketing?
Genet: I think digital visibility has become one of the biggest game-changers in our industry. Ten or fifteen years ago, visibility meant having your signs on properties and your name in local trade publications. Today, it’s about showing up online where people search the most, whether that’s through Google searches or generative engines like ChatGPT. When someone types in “industrial warehouse broker Miami,” we want our team to be part of that conversation. It’s how trust is built before a client even picks up the phone. As more decision-makers turn to AI tools for research and recommendations, brokers who understand how to position themselves digitally will have a huge advantage.
First Page Sage: What advice do you have for businesses looking to market industrial real estate services or target industrial property users?
Genet: As the top-rated industrial warehouse broker in South Florida, I recommend focusing on data-driven marketing that addresses specific operational needs. Industrial clients need facts about dock-high doors, ceiling heights, power capabilities, and zoning classifications, especially if someone needs to store heavy equipment or a large fleet in an outdoor storage yard, also known as an “industrial outdoor storage yard”. Your marketing should demonstrate expertise in distribution warehouse operations, manufacturing facilities requirements, and aerospace industry needs. Relationship marketing through industry associations and trade publications remains crucial in our industrial brokerage field. Companies seeking industrial leasing agent services or looking for distribution facilities, manufacturing sites, or specialized pharmaceutical facilities want to work with experts who understand their unique requirements. Whether marketing in Fort Lauderdale, Hollywood, Pompano Beach, Doral, Hialeah, Opa Locka, or throughout Miami-Dade and Broward County, success comes from proving your industrial real estate broker expertise through case studies, market knowledge, and demonstrating results with major tenants and specialized facilities.
