Commercial Real Estate Marketing – Get it Right the First Time

Commercial office building
Ask the right commercial property marketing questions to attract quality enquiry.

There are many ways to market a commercial property today, but agents and salespeople should make the right choices so they can attract good levels of enquiry.  This then says that every marketing plan or process should be optimised for the particular property.

So you as the local property agent want to sell or lease a commercial property?  Ask yourself these questions:

  • What are the best times of year to sell or lease the property?
  • Are there any factors or hurdles that should be addressed before the property is taken to the market?
  • What will be the best method of sale or lease to attract the right levels of enquiry?
  • What publications and media outlets will get the message out to the right segments of audience?
  • Who are the buyers or tenants that can act in this economic environment?  Do these buyers or tenants have any limitations on price or rent?
  • Are there any local changes in business sentiment or community demographic that can impact the promotion of the property?

Answer these questions before you proceed to the stages of property marketing.  I like to call these the ‘foundations of property marketing’.

When we capture the enquiry, we have something to work with not just for the subject parcel of land or building, but we have a source of enquiry to feed into other campaigns.  That is the opportunity that an agent brings to the clients they act for and serve.  An agent with a comprehensive database can attract the right levels of enquiry and cross sell or cross lease as the case may be.

It should be said that vendor paid marketing is an essential part of property promotion today.  Every exclusive listing should be optimised by a vendor paid marketing campaign specifically designed for the property and the location.  Gone are the days of generic marketing and random sales or leasing strategies.

The best commercial property agents and salespeople give the client real solutions to solve the property pain and reduce the time on market so that a sale or lease can be achieved as quickly as possible.  Specific marketing campaigns can achieve this.

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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.