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Restaurant Realty’s Innovative Marketing Program Yields Strong Results

By in 2022 - Volume 24

Restaurant Realty’s marketing program continues to be at the forefront of representing our clients in the sale or leasing of restaurant, bar and nightclub businesses, many including the sale of real estate as well. 

There are several key performance indicators (KPIs) that have influenced our strong position. Our 3rd Quarter buyer registrations for those expressing interest in acquiring or leasing a restaurant is up by 9.5% over 2nd Quarter. We have also experienced a 12% growth in the number of seller registrations from Q2 and 29% growth from 1st Quarter 2022.

Restaurant Realty Company’s staff of competent agents and brokers throughout the state have led our company to become the largest restaurant brokerage in California.

In the past 26 years, we have sold or leased over 1,500 businesses, including 250 alone during Covid 2020-2022 time frame (16% of all sales). We maintain the largest inventory of restaurants, bars, clubs and related commercial buildings of any brokerage in the state. – Our platform has been visited by 150,000+ prospective buyers and visitors this year, representing a 10% increase from 2021, including an 11% increase of new users. Our platform has benefited from extensive search engine optimization programs making us easily found on all major search engines including Google, Bing, Yahoo, and more as we make a major financial commitment to maintain top positions on these major search engines so buyers can easily be directed to our listings.

Business For Sale Listing Engines – Our clients benefit from extensive marketing on the internet including listing businesses and real estate for sale on established partner platforms including: BizBuySell, BizBen, BizQuest, BusinessesForSale, BusinessBroker, BusinessMart, BuyBusiness, GlobalBX, LoopNet and Business For Sale Network. Additionally, we deploy extensive BizBuySell buyer sponsored email blasts and advertising to targeted buyers 1-2x to boost the profile of our featured listings ensuring top placement and visibility. 

Weekly Blast Email E-Newsletter – With a database of over 70,000 registered buyers, Restaurant Realty sends out weekly blast emails featuring new, price reduced and featured listings. We alternative a featured listings email with recent done deals, RRC agent/brokers, key published articles, and industry news and trends.  We have an Open Rate averaging 35% and a high Click Rate supporting our successful marketing mix.

Google Advertising – Restaurant Realty maintains a highly competitive Google Advertising Pay Per Click program reaching buyers and sellers daily and promoting all our properties. Generally RRC spends a significant budget to bring 100s-1000s of buyers to our website. In 2022, 25% of our Buyer inquiries come from Google Pay Per Click AdWords campaigns and has proven to be a critical part for brand awareness and listing visibility. 35% of  our Seller leads have come from Google and Google Advertising.

Social Media Marketing – Restaurant Realty maintains a strong competitive position in all social media including showcasing listings, featuring done deals, publishing articles, promoting earned press and showcasing agents and client stories.

With nearly 14,000 fans on Facebook & Instagram and active Pay-Per-Click advertising campaigns reaching hundreds of thousands of interested buyers, we offer a solid digital marketing campaign to compliment the sale of your restaurant, bar or club.

We have over 10,000 restauranteurs connected with us on Linkedin. Not only is it a vital business networking tool when marketing businesses, but also has ensured collaboration with other brokerages, referrals and key staff joining our team.

We have a solid presence with thousands of restaurateurs following us on Twitter, Google My Business, Yelp and other platforms.

Lasty, we have launched an extensive YouTube Channel program building videos featuring staff, deals, corporate videos, showcases and more. In 2023, we plan to expand our original programming to include much more.

The Restaurant Dealmaker Show – In January 2022, Restaurant Realty launched the Restaurant Dealmaker Show yielding 23,000+ views of our now 9 episodes between live in-person Zoom webinars, broadcasting live to Facebook, and replays on YouTube and Facebook. Restaurant Realty’s founder Steve Zimmerman interviews restaurant owners, managers, clients, investors and high profile industry clientele sharing their restaurant deal making experiences, success stories, challenges, and more in an intimate 1-on-1 fireside chat. For our latest and past episodes, please visit

Search Engine Optimization (SEO) – Restaurant Realty invests heavily in both onsite website optimization and off-site search engine optimization ensuring that both active listings, our services and brand are front and center for potential buyers (and sellers). We believe that good SEO helps bring buyers organically to our website and has greatly helped support Restaurant Realty being a strong market leader. The backend of our website has a robust SEO engine assisting the promotion and sales of our listings and promoting our articles, news and thought leadership.

Public Relations & Media – In addition to marketing, we get media coverage because of our experience and expertise.   We have been written about and have been published in major publications including, but not limited to, the following:

Forbes, INC., BizBuySell, Bloomberg, The Wall Street Journal, The New York Times, San Francisco Business Times, North Bay Business Journal, San Francisco Chronicle, San Francisco Examiner, San Jose Mercury, QSR, Bon Appetit, Restaurant News and Restaurant Business & Restaurant Hospitality.  

Specialized Marketing – We frequently develop specialized marketing campaigns which allow us to contact potential buyers online, via social media, via print media, direct mail, email and phone.  At times we do specialized mailings to potential buyers throughout California, targeted direct email campaigns and advertise in niche market publications.

Participation in Industry Events – To maximize our exposure in the industry we participate in various conferences and events throughout the year. We are past sponsors as well as program participants in countless California Association of Business Brokers, International Business Brokers Association, SBDC and many Zoom webinars and podcasts. We participate as an exhibitor annually at The Western Regional Foodservice & Hospitality Show sponsored by the California Restaurant Association at the Los Angeles Convention Center which draws thousands of restaurant owners, buyers and sellers.  We have been yearly sponsors as well as program participants in the past Golden Gate Restaurant Association (GGRA) events. We participated in the Restaurant Finance and Development Conference in Las Vegas which drew over 3,000 restaurant owners, lenders and developers.

Additionally, Steve Zimmerman, the company’s owner and principal broker teaches courses and conducts workshops at the California Association of Business Broker events as well as teaches the Restaurant Sales, Valuation and Lease Analysis course at the International Association of Business Broker events as well as conducts workshops at the above events.

We give special thanks to our Marketing Director Jeremy Broekman of Broekman Communications for his steadfast commitment to ensuring Restaurant Realty’s successful marketing, advertising and PR programs. As well, we would not be here without the incredible assistance of Internet Coordinator Laura Graber who manages our listings and our blast email program.

Our clients have benefited from the programs discussed above.  We’ll continue to support these programs and potential future new programs which we feel will maximize our client’s ability to maximize the profitability of their business sale on a timely basis.

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