Low-Value Marketing Assets Are Slowing Buyer Journeys and Raising Customer Acquisition Costs, Says Info-Tech Research Group

Why this matters

This insight from Info-Tech Research Group underscores a subtle but important dynamic in the institutional CRE marketing landscape. As capital allocators and fund managers increasingly rely on digital channels to source and vet deals, the quality and relevance of marketing assets have become critical friction points in buyer engagement. Low-value or generic marketing materials no longer suffice in a competitive environment where prospective investors and partners navigate complex, non-linear decision processes involving multiple stakeholders and alternatives. For institutional players, this signals a need to recalibrate marketing strategies toward more sophisticated, targeted content that can accelerate buyer journeys and reduce customer acquisition costs. The implication extends beyond marketing teams to capital-raising and investor relations functions, where differentiation and clarity of proposition are paramount. In a market where capital is abundant but discerning, inefficient marketing can translate into longer sales cycles and higher cost of capital. This dynamic also reflects broader shifts in CRE capital markets, where digital transformation and data-driven decision-making are reshaping how capital flows into hard assets. Ultimately, the quality of marketing assets may become a more significant factor in market positioning and fund-raising success than previously appreciated.

Editorial analysis · AI-assisted

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