Marketing

Portal listing hygiene: getting more out of LoopNet and Crexi

By Noah, founder of Endcap. Published August 3, 2026 · Updated October 10, 2026

A portal listing is the piece of commercial marketing almost every broker has and few maintain. It is usually built when the assignment starts and then left alone for months. This guide covers what the paid tiers on LoopNet and Crexi include as of September 2026, the audit we run on listings in the order we run it, and what to do when the portal itself is the constraint.

What the portals rank

Placement on the major platforms comes from two things, and only one of them is free. LoopNet sells listing tiers named Silver, Gold, Platinum, and Diamond, and its ad packages comparison page ranks them fourth through first in search. As a listing moves up, it gets higher search placement, more media, broker branding in results, and wider promotion across LoopNet and CoStar. Crexi’s guidance to listing admins, in its listing page tips (August 19, 2025), covers the other half: complete property details, professional photography, and current pricing and availability. Crexi also gives each listing a Search Score based on how completely it is filled in.

The paid tier decides where a listing appears. Everything below the tier is listing quality, and that is where many listings fall short. A listing can pay for upgraded placement while showing four phone photos, a blank ceiling height field, and a rate policy that contradicts the attached flyer. The upgrade then shows more people a weaker listing.

LoopNet and Crexi tiers and pricing

Neither platform publishes a price list. LoopNet states that listing pricing varies by property type, location, and the option chosen, and it shows prices for eligible listings during online checkout (LoopNet listing options). Crexi lists its plans with a demo request instead of prices. The table summarizes what each tier includes according to the platforms’ own pages, checked September 24, 2026. Third-party sites publish estimated LoopNet prices, but we could not confirm them from LoopNet, so they are not included here.

LoopNet and Crexi listing tiers, from the platforms’ pages on September 24, 2026

Platform and tier	Search placement	What it adds	Term and price
LoopNet Silver	4th in search ranking	Brokerage logo in search results, email marketing tools, partner marketplace distribution, flyer creation tools	3-month initial term for a single listing; price varies and is shown at checkout
LoopNet Gold	3rd	Everything in Silver, plus aerial and architectural photography, a dedicated property marketing advisor, and a Matterport 3D tour	6-month initial term; price varies
LoopNet Platinum	2nd	Everything in Gold, plus property retargeting ads, CoStar newsletter placements, and the broker’s photo in search	6-month initial term; price varies
LoopNet Diamond	1st	Everything in Platinum, plus HD video, aerial drone footage, broker name and photo in search, and more CoStar placements	6-month initial term; price varies
LoopNet swappable plans	Silver level	Listing slots that can be reassigned as properties lease or sell	Plans for 1–3 listings can be bought online for 3, 6, or 12 months; larger plans are quoted by sales
Crexi free listing	Standard	Crexi’s help center states that listing and searching are free with no limits	Free
Crexi Listing PRO	Higher in listing and broker directory searches	Unlimited sale and lease listings, website sync through Crexi Fuse, inclusion in some Crexi marketing emails, lead and deal tools	Price by demo
Crexi All PRO and Enterprise PRO	Enterprise adds top-tier exposure through Crexi marketing	Listing PRO plus property records, sales comps, and lease data; Enterprise adds volume pricing and a customer success manager	Price by demo

Because prices vary by market and tier, ask for a written quote for the specific property, the initial term, and the renewal terms before buying. The LoopNet and Crexi listing marketing service covers setting up and maintaining the listings themselves.

The completeness pass

Start here, because it costs nothing and takes about twenty minutes per listing. Fill every field the platform offers, including the optional ones, and treat a blank as a defect:

• The physical facts. Square footage, divisibility, ceiling clear height, power service, loading, parking ratio, year built, and zoning. A tenant rep screening thirty spaces filters on these, and a blank field can drop the listing out of a filtered search.
• Property type and subtype. A miscategorized listing does not appear in the filters that matter. A multi-tenant retail strip filed under office will not surface in retail searches.
• Suite-level detail on multi-tenant assets. A record listing “1,200 to 6,400 SF available” does not say whether the spaces are contiguous. Break out the suites and say which ones combine.
• A consistent rate policy. Rate on request is a defensible choice. Rate on request on the portal with a published rate on the flyer is a contradiction a prospect will notice.
• An address that matches the parcel. Use the suite numbers, street suffix, and city the assessor uses. Wrong addresses break map placement and separate the listing from its comparables.
• The contact block. A direct phone number, the correct license number, and an inbox someone watches. Our guide to where CRE leads come from explains why response time matters.

Photos in search results

Search results show one small image per listing, and that frame does more work than the description field. It should be the strongest exterior view of the property, shot in reasonable light and framed to show the building and its access. A floor plan, logo slide, or annotated aerial belongs later in the gallery.

Behind the lead image, order matters more than volume. Show the exterior, then the corner or access, then the aerial with context, then the space itself, then plans and data. Twelve good photos in a deliberate order are more useful than thirty in upload order. If the photography does not exist yet, it is a production task with a known cost, covered in the shot list and what it costs.

Duplicate and outdated records

Duplicate records are a common and avoidable problem. A property can end up with a record syndicated from the firm’s website, a second entered by hand months earlier, and a third left over from a previous listing broker, each showing a different square footage. Suites that have leased may still show as available, and a rent change may appear on only one record. A prospect who sees two different rents for the same space will question the rest of the information.

Once a quarter, search each property address on each platform in a logged-out browser, as a stranger would. Claim or remove every record that is not the one you maintain. If your firm’s site pushes a feed to the portals, confirm which fields the feed overwrites and which it ignores, because the ignored fields are where records drift apart.

When paid placement is worth buying

Paid tiers increase how many people see a listing, but they cannot make a thin listing persuasive. We suggest buying an upgrade when three conditions are all true: the listing is already complete and fully produced, the asset is slow-moving enough that reach is the real constraint, and the carrying cost of the vacancy is large compared with the monthly fee. If any of those is missing, the money usually does more in photography and a property page, which keep working after the ad term ends.

An owner with one hard-to-lease asset and six easy ones should not spread the ad budget evenly across all seven. Putting the upgrade on the hard asset uses the same budget where reach is the actual constraint.

What portal reporting does not show

Each platform reports some version of views, saves, and inquiries. Those numbers are useful, but they measure activity on the platform. Portal reporting cannot tell you which suite held someone’s attention, whether they opened the flyer, how long they spent on the site plan, or what they searched to get there.

This is the practical reason we build listings a home of their own. On the Marbella Plaza site, a 66,124 SF shopping center in San Juan Capistrano, the center’s availability, site plan, and trade-area figures live on one page the leasing team controls, so suite-level interest can be measured on that page instead of inferred from a portal’s view count. The Marbella case study covers the build. The same approach scaled down to a single space at 5801 Lincoln in Buena Park, a 2,660 SF corner suite that went from brief to live in three days with a seven-page flyer; that project has its own case study. The trade-area numbers on the Lincoln listing were computed from City of Buena Park GIS traffic counts and census-tract weighting rather than copied from a portal’s auto-generated block, and they sit on a page that can be corrected in a minute. A PDF already saved in dozens of download folders cannot be corrected that way.

The handoff from portal to property page

The portal is where most prospects discover a listing, and the property page is where they evaluate it. Connect the two deliberately:

• Put the property URL in the description field, in plain text, near the top. Platforms vary in whether they render it as a link, but a reader can type a short, memorable address.
• Point the flyer attachment at a stable link on the property site rather than uploading a dated PDF you will have to replace on several platforms.
• Make sure the landing page is fast on a phone. Much portal traffic arrives on mobile. Google’s Core Web Vitals guidance, published at web.dev, treats a largest contentful paint of 2.5 seconds or less as good. A property page that misses that badly loses prospects the portal already sent.

The listing copy carries the same handoff, and it is a separate skill: we covered structure, scannability, and what to cut in how to write a commercial listing that gets inquiries.

A maintenance schedule for a busy quarter

Listing maintenance fails when it has no owner and no schedule, so assign both. Each week, answer inquiries the same day they arrive. Each month, check availability and rate against the rent roll. Each quarter, run the logged-out duplicate search on every address and refresh seasonal photography. At every deal event, such as a lease signing, a vacated suite, or a rate change, update the portal record first, because it is the version the market sees.

About ten minutes a month per listing keeps the records accurate. It also shows the value of a page you control, which the portals cannot replace. If you want help building that side of it, see our services.

Sources

• LoopNet, Ad packages comparison, Silver listing plan, and Listing options and FAQ, viewed September 24, 2026.
• Crexi, broker plans and help center: signing up for free, viewed September 24, 2026.
• Crexi, How to Craft a High-Converting CRE Listing Page, August 19, 2025.
• Google, Largest Contentful Paint, web.dev.

If you want this handled rather than explained: loopnet & crexi listing marketing and commercial real estate photography.