Redefining Digital Marketing in Commercial Real Estate: An Interview with Brooke Colglazier
Brooke Colglazier, Marketing Manager at Spacebase, brings a rare blend of creativity and strategic thinking to the evolving world of commercial real estate. With a background that spans luxury apartment marketing and cutting-edge SaaS, she has embraced generative AI and unconventional tactics to drive meaningful results in a competitive landscape.
In this interview, Brooke shares her career journey, insights on underutilized marketing strategies, and how creativity fuels her innovative approach to solving complex challenges.
Can you tell us about your journey in digital marketing and commercial real estate? How did these two fields intersect in your career?
I started on the more glamorous side of real estate marketing, working with luxury apartment buildings that offered all the bells and whistles: valet service, 24-hour concierge, on-site spas, dog groomers, lounges, happy hours, cold plunges, and more. I had a blast coming up with creative ways to help the company market its apartment units.
The next step in my career led me into the commercial real estate space when I joined Spacebase, a lease management software company. That’s where I dove headfirst into the commercial side of the industry and discovered a completely different world of marketing. The rules are different, the audiences are different, and so is the strategy, but I welcomed the challenge and have enjoyed learning how to market more niche solutions in commercial real estate.
You’ve mentioned experience with generative AI in marketing. Can you share a specific campaign or project where you’ve successfully implemented AI, and what were the results?
Generative AI is a really helpful tool when used strategically. One way I’ve successfully implemented it is for keyword research and analyzing Google search trends to support our search campaigns. Using AI in this way enables my team to quickly identify shifts in market trends and search behavior, allowing us to adjust our campaign strategy in real time. This approach has helped us drive more targeted traffic to our site and stay ahead of changes in demand. It’s become a key part of how we optimize our campaigns for maximum impact.
In your experience, what’s the most underutilized digital marketing strategy in the commercial real estate sector? How can businesses leverage this opportunity?
The commercial real estate industry can be tough to leave a lasting impression; most professionals in the space seek out educational, highly specialized content, and the number of trusted information sources is fairly limited. In my experience, one of the most underutilized digital marketing strategies in this industry is leveraging listicle opportunities. Certain reputable websites publish “top 10”-style lists like top accounting tools or best commercial real estate software, and getting featured on these lists can drive highly valuable, targeted traffic to your site. Many of these sites work on a PPC or sponsorship model, but the ROI can be strong if you’re on the right platform.
Another strategy I recommend is guest posting on industry-relevant websites. This not only builds brand awareness but also provides long-term SEO benefits through quality backlinks. Together, these strategies help establish authority and visibility in a market where trust and credibility are key.
You have expertise in lease accounting and SaaS. How do you see these areas evolving with the integration of AI and other emerging technologies in the real estate industry?
I love this question because it’s something I’ve been considering a lot lately. In SaaS, especially within commercial real estate, I believe we’re at a pivotal turning point: adopt AI or risk being left behind. That may sound blunt, but it feels similar to the shift from paper-based systems to digital files during the early days of the computer boom. Companies that resist adopting AI-powered solutions risk falling behind as the industry moves forward.
In lease accounting specifically, AI is opening up exciting new possibilities. From AI assistants that can analyze complex lease portfolios to OCR technologies that can automatically extract and structure lease data, we’re seeing rapid advancements that make processes faster, more accurate, and less manual. It’s genuinely an exciting time to be involved in both SaaS and commercial real estate; there’s so much potential for AI to transform how work gets done in this space.
As a leader in your field, how do you stay ahead of the curve with constantly evolving digital marketing trends and real estate market dynamics?
AI tools have been invaluable in staying ahead of digital marketing trends, as they enable me to analyze data and identify shifts in consumer behavior quickly. I’m also a member of several industry-specific organizations and forums, which help me stay up-to-date on the latest developments and best practices.
When it comes to real estate market dynamics, staying informed is essential. New legislation can have a direct impact on how companies manage their commercial real estate portfolios, so I make a point to follow regulatory changes closely. I also listen to industry-specific podcasts and attend webinars whenever possible. Together, these strategies help me stay informed and ready to adjust my approach as both the marketing landscape and the commercial real estate industry continue to evolve.
Given your interests in gardening, baking, and woven art, how do you think these creative pursuits influence your approach to problem-solving and innovation in your professional life?
I believe the best way to solve a problem is to approach it from a different angle, and creativity plays a significant role in this process, especially in marketing. At Spacebase, we could follow the traditional marketing strategies our competitors use, but that would likely yield the same results they’re achieving. Instead, we focus on creative thinking and innovation to change the way companies approach lease accounting and commercial real-estate workflows.
Creativity and marketing naturally pair well together, and my personal creative outlets help me nurture that mindset. Whether it’s designing a new recipe or experimenting with weaving techniques, those hobbies train me to think outside the box. That same creative thinking often leads me to fresh ideas and innovative solutions in my professional work.