Marketing Tips and Ideas for Commercial Realtors

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Market each property based on target market and local levels of enquiry.

When it comes to leasing and selling commercial real estate today, it is quite important to make the marketing campaign unique and special for each and every property.  Given the limited numbers of people enquiring for any property purchase or property lease, each listing has to be target marketed.  Generic marketing processes do not work and are more of an exercise in luck than anything else.

That being said, the process can only occur with exclusive listings.  Openly listing properties in such a tougher property environment is virtually a waste of time.  Dedicated marketing campaigns with specific processes to attract enquiry should occur in conjunction with vendor paid marketing funds.

It is interesting to note that some property owners still insist on openly listing their property.  It is also interesting to note that the most successful salespeople in this market are those that selectively list property with a majority of those listings been taken on an exclusive basis.

Here are some marketing tips that can be adopted quite easily with each and every marketing campaign.

  1. In most cities and towns, the majority of enquiry coming from most advertising and marketing efforts of commercial real estate usually occur between the days of Wednesday and Saturday each week.  For this reason the marketing efforts should be concentrated into this time frame over the full duration of the campaign.
  2. The Internet is increasingly becoming the best value marketing tool for commercial properties today.  We do however see an abundance of properties being listed on the Internet and it therefore becomes more difficult for a single property to reach the top of the search engine rankings when it comes to certain suburbs or locations.  Other strategies can be adopted to give the property placement a particular premium or special location.  Invariably these strategies to cost money and should also be part of the vendor paid marketing process.
  3. A signboard on the property will always create enquiry from the local business community.  A good signboard with specific details relative to the subject property will be of great advantage to the enquiries you are trying to create.
  4. When you first release a property on to the market for sale or lease, fresh and listings create reasonable interest for a period of three or four weeks.  On this basis it is desirable to focus most of the marketing effort into this early window of time.

Do not rely just on the traditional marketing approaches today.  Most properties require specific effort and direct marketing in addition to traditional marketing.  This means getting on the telephone and scrolling through your database to find suitable prospects to talk to.

Commercial and Retail Properties will sell in this market but specific effort is required on the part of the agency and the salesperson.  Take the time to map your marketing campaign with a reasonable balance of direct and indirect marketing processes.

Get some more marketing tips for commercial agents at our website

By John Highman

John Highman is an International Commercial Real Estate Author, Conference Speaker, and Broadcaster living in Australia, who shares property investment ideas and information to online audiences Worldwide.