When it comes to selling and leasing commercial property, the direct marketing approach has distinct advantages. That being said, the direct marketing approach does have more requirements of time and effort on the part of the commercial agent.
Every property that is listed for sale or for lease should be exposed to a variety of marketing campaigns and initiatives using the following categories as a guideline:
- The local property business proprietors that may need to relocate will always be opportunity. Keep in close contact with this business segment.
- Property investors requiring alternative properties with a different tenancy mix and cash flows will always seize opportunity where they can afford it.
- Identify the property investors that seek to diversify their portfolio in different locations and in different property types. Even in difficult times, these investors had do exist and are waiting for the right circumstances or bargains come along.
- Contact all the local tenants that may seek to relocate through expansion, contraction, rental, or property acquisition.
- Businesses located in the immediate proximity of the actual listing may be requiring further premises close to their existing operations.
- Within your database you will have people who were previously qualified from other earlier campaigns and listings. They should be contacted again.
- All of your current property listings should be cross promoted to the suitable qualified prospects that you take to inspections.
So these categories are all direct marketing tools. They require specific effort and a systemized process on the part of the agent. When the property market slows or becomes tougher, these issues above become more important than ever before. They can be used in addition to any ordinary generic marketing that you usually implement. That being said, you should only do these things based on the quality of the listing, the quality of the client, and an exclusive listing.