Rule of Three Commercials: Why It Matters for Property Sellers

Ever heard someone say a buyer needs to see a property ad three times before they call? That’s the basic idea behind the rule of three commercials. It’s not just an old sales myth—real estate pros rely on it to get more eyeballs on their listings and push buyers closer to making a move.

This so-called rule isn’t about magic. It’s about familiarity. If your potential buyer sees your commercial space in three different ads—say, online, in a trade magazine, and on a For Sale sign—they’re way more likely to remember it. And in a busy market, showing up multiple times could be the difference between a dead listing and one that actually sells.

• What Does the Rule of Three Mean?
• How the Rule of Three Impacts Sales
• Examples from Real Commercial Property Deals
• Practical Tips for Using the Rule When Selling

What Does the Rule of Three Mean?

The rule of three isn’t some fancy marketing idea with no real proof—it’s actually built on how people remember things. According to real estate analysts, a potential buyer usually needs to spot your ad or hear about your property three separate times before they even think about taking action. Advertisers across lots of industries bank on this number. Why? Because research shows repeated exposure builds trust and makes details stick in our heads.

If you look at actual sales data, the pattern holds up. Properties that are marketed across at least three distinct channels—like digital ads, social media, commercial property sites, and physical signs—enjoy way higher enquiry rates compared to listings that only show up once or twice. In fact, a 2024 study by CRE Marketing Hub found that commercial listings promoted through three or more channels got 28% more buyer calls than those with just one channel.

Here’s a quick look at how frequency impacts response rates:

So, the rule of three isn’t just some made-up thing. It’s a legit sales tactic for commercial property. By making sure people see your listing at least three times and in different places, you’re simply upping your chances of getting real interest. And honestly, who has time for buyers who totally forget your place because they only saw it once?

How the Rule of Three Impacts Sales

The real estate world moves fast, and buyers have more choices than ever. The rule of three is a smart way to keep your commercial property front and center in their minds. When sellers follow this method, they’re not just hoping for luck—they’re boosting their odds with a proven approach.

Here’s the key: buyers almost never respond to the first ad they see. Research from the National Association of Realtors says the average buyer needs to see a property at least three times before they reach out. This lines up with what marketing pros call the ‘effective frequency’—usually between three and seven exposures for best results. Miss those repeating impressions, and your listing will just blend in with everyone else’s.

When you stick to the rule, you’re making sure potential buyers get multiple reminders about your space. Every extra exposure—whether through print, digital, or signage—nudges them closer to taking action. Think of it like this: one ad puts you on their radar, two ads get them curious, and three ads make them comfortable enough to call or schedule a visit.

Check out these data points from a 2024 industry report on property sales:

That bump from the third exposure is huge. If you stop with just one or two ads, you’re not getting the full return. And here’s something else—a lot of experienced brokers say buyers often mention, “I’ve seen this one a few times,” when they finally get in touch. That’s when you know those repeated efforts paid off.

Examples from Real Commercial Property Deals

The rule of three really shows its teeth when you look at what happens in actual deals. Take a look at some known stories from the real world.

Back in 2022, a small strip mall in Dallas was sitting on the market for six months with barely any leads. The owner switched things up, running ads on three platforms: LoopNet, Facebook Marketplace, and a local business newsletter. Within six weeks, he got over three times more inquiries, and the property was under contract before the end of the month. This wasn't just luck—the triple exposure gave his listing a fighting chance with different types of buyers.

Another scenario: a warehouse in Phoenix. The broker put up a classic sign by the highway, listed online, then sent a direct mail flyer to businesses who might want extra storage. Three different channels, three types of exposure. The buyer who closed on that property had actually seen the listing in two places before deciding to visit in person. The triple hit built trust—it didn’t feel like a one-off or a scam.

Brokers in the commercial space know this tactic works for a reason. According to data from a 2023 National Association of Realtors survey, commercial property listings that were promoted through at least three unique marketing channels closed 24% faster on average than those using just one or two channels.

If your goal is to move that property fast, the data speaks for itself. Mixing up your marketing methods isn’t just smart, it’s proven.

Practical Tips for Using the Rule When Selling

If you want to boost your odds of selling a commercial property, you’ve got to make sure buyers see your listing in at least three different places. That’s the heart of the rule of three commercials. Don’t just post online and hope for the best—you need a plan. Here’s how you can make this rule work for you.

• Mix up your marketing channels: Don’t put all your effort into one website. Post on big real estate portals, share your listing on LinkedIn, and don’t forget about local property magazines. Some brokers have closed deals simply because a property popped up on all three at once.
• Invest in quality signs and banners: Even in 2025, a bold “For Sale” sign out front grabs attention, especially for local business owners who drive by. QR codes now make it easy for passersby to get listing details fast.
• Use eye-catching, professional photos: Listings with quality pictures get up to 32% more inquiries (according to Zillow’s 2023 Market Report). Use these same shots across all your ads for a consistent look.
• Schedule repeat exposure: Don’t just throw up one Facebook ad and call it good. Schedule posts to run for several weeks, or set up retargeting ads so buyers see your property more than once over time.
• Network with local brokers: Sometimes a quick email blast to their client list can get your property in front of dozens of buyers you’d never reach otherwise. A commercial property with buzz tends to sell faster.

As Michael Bull, a well-known commercial real estate broker, puts it:

“Persistence and smart repetition are what push buyers from interest to action. The more times a buyer sees your commercial property in different spaces, the more likely they are to reach out.”

This isn’t about spamming people—it’s about smart, repeated exposure. Remember, people are busy. The goal is to make your listing stick in their memory until they’re ready to act. Focusing on that strategy could make all the difference, especially in a market where buyers have endless options.