Let’s face it—marketing for Commercial Real Estate (CRE) can feel a little... stuck in the past. Brochures straight out of the ’90s. Email campaigns that look like they’re trying to sell a fax machine. Social media accounts that scream “doing this because my boss told me to.”

Meanwhile, other industries—like e-commerce and SaaS—are out here crushing it with tactics that actually make audiences care. They’re mastering storytelling, community building, and data-driven campaigns that deliver real results. 

Multifamily real estate marketing has started catching up because it operates more like B2C—thinking of the human on the other end of the message and speaking to them like a person, much like an e-commerce brand would.

But in industrial and office marketing? Still way behind. These segments tend to follow outdated B2B strategies, lacking personalization, creativity, and a modern approach. While some B2B industries like SaaS have evolved, CRE remains stuck in an older playbook.

That’s where Filling Spaces comes in.

I’m new to CRE, but I’ve spent years working in fast-moving industries like e-commerce, where marketing is built around the customer. One of my biggest career wins was during my time at Amazon Web Services (AWS), where I brought B2C strategies into a traditional B2B environment. By applying fresh tactics and partnering with creative agencies used to thinking B2C, we drove insane results—dropping cost per lead by thousands of percent (not exaggerating) in just six weeks on multi six-figure ad campaigns.

Now, I’m here to share what I’m learning as I go. This isn’t about pretending to have all the answers—it’s about exploring better ways to market in CRE and figuring it out together.

Each issue will deliver practical insights and ideas you can use to make your marketing more effective—whether you’re trying to lease up a property, rebrand your company, design an open house event.

Because let’s be honest: no one goes to school for CRE marketing. We’re all figuring it out as we go—so let’s make it better, one strategy at a time.

Issue #1 Sneak Peak

In our first official issue, we’re unpacking:

What If Nike Marketed Like a CRE Broker? Why you should stop marketing properties and start marketing solutions.

You in?

Catch you soon,
Eric Golman
Filling Spaces

Eric Golman is the CMO of WareSpace, leading marketing for one of the most innovative brands in CRE. Follow @egolman on X and connect on LinkedIn.

Eric is also the founder of ABCEO Books, a series of board books that helps parents share their careers with kids through fun, simple introductions to business concepts. The first book, Marketing for Babies, explains marketing fundamentals with vibrant illustrations and easy language. Commercial Real Estate for Babies will be available in the next few weeks—stay tuned for the launch!