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Copywriting Strategies for Commercial Real Estate Marketing

Businessman reading newspaper
Advertising copy in commercial property has to attract your target audience

When taking a commercial property to the market for sale or for lease, the marketing campaign will be significantly impacted by the quality of the advertising copy used in the various channels of media.  Many property agents are not good at writing advertisements and therefore the marketing campaign suffers from the very start.

Before commencing the drafting of advertising for any property, it pays to thoroughly inspect the property and the surrounding area.  This simple process will give you many ideas and concepts to feed into your advertising layout and design.  You will also get some perceptions of the features of the property and that are important to the target market.

So to get the matter under way, it is important to understand exactly who or what the target market is for the chosen property.  In commercial real estate, the target markets are usually subsets of the following categories:

  1. Property Investors in the local area
  2. Business owners and proprietors in the local area
  3. Property developers
  4. Tenants needing to move into their own premises

Within each of these categories there will be subsets of criteria such as the required cash flow, timing of the property release, the availability of the property, the location of the property, and the types of improvements.

So the best strategy in working towards a drafting of advertising copy is to review the property personally with due regard to the particular broader target market that will be attracted to it.  When you then walk around the premises and the general location, you can detail the features that will be attractive to the target audience.  Take many photos of the property from various locations around the site so you can revisit the property presentation and improvements at a later time.  These photos can also be used in any discussions with identified and qualified prospects in the future.

It pays to develop a list of four or five items that are considered the features of the property itself and the campaign.  They should consistently flow through all the advertising material and be placed towards the top of all the advertising copy.

If the property has any form of identity, brand, or name in the local area, then it should also feature in the advertising copy.  Most property purchasers and tenants relate to the building brand, identity, and location.  At least 75% of properties that are sold or rented today are transacted with local property investors or business owners.

It is a known fact that the most effective advertising in commercial and retail real estate is simple and short.  Most adult readers prefer dot points and photographs to attract their interest.  Any written paragraphs should then be short and to the base of the advertising copy.  At the base of the created property advertising and any editorial, ensure that you place the necessary contact detail of the relative salesperson and real estate agency business.

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Cold Calling Success Tips for Commercial Property Agents

business man on mobile phone
Cold Calling is a real skill that needs to be mastered.

When you work as a commercial or retail property agent, the process of cold calling should feature in your diary on a daily basis.  If and when that does occur, you will see that the property market will open up with new leads and opportunities.  Here are some tips from our recent Newsletter to Agents and Salespeople in Commercial Real Estate.

To be good at prospecting and cold calling it pays for you to develop a system that you can stick to.  After a short period of time that system becomes second nature in your diary and new business evolves.  It is up to you as to how you approach the system for yourself, but here are a few ideas that I have seen work for many others in commercial real estate agency.

A word of advice

Before I go further, I should say that many agents hate the cold calling process and that is because they cannot take the rejection factors and the disciplines that come with the process.  To beat this problem it is necessary that you create a mindset of making calls to see if the person has a property need or an interest.  If they have no need or requirement to talk to you, then simply move on.  There are a lot of people out there that you can talk to.  There is no need to push the envelope if someone is not receptive to your approach.

Tips for making prospecting calls:

  1. Choose a time of day that works for you to make the calls.  Make sure that you can stick to the time and that nothing (including clients and the boss of the office) will detract you from the process.
  2. In commercial real estate it is generally best to make the calls first thing in the morning or last thing at night.  You will need about 2 hours for the process.
  3. You do not really need scripts that are rigid and sound ‘canned’.  It is better that you choose words that suit you and the people that you call.  Rarely will someone else’s script suit you and your business style.
  4. If you can get the words and scripts of others, take the time to review them and turn them into your words.
  5. Get a simple database system that you can use to record the information from your calls.  Given that you will be speaking to many people, some of them you will decide are future prospects and on that basis should be contacted frequently.
  6. Put yourself into the prospecting process.  Clients ‘buy’ you and your knowledge; they do not generally select an agency on brand or market dominance alone.  At the end of the pitch and presentation process they select you because they think that you are the ‘real deal’ and will help them solve their problem.  That is why agents with a poor attitude that cannot connect with clients do not succeed.
  7. Research material will always help you build your market share.  Everything from the daily newspaper, to magazines, internet websites, referrals, and walking the streets will help you identify prospects to call.

So if you believe that you have what it takes to do all of this, then proceed with a passion of taking action.  After about 3 or 4 weeks of prospecting every day, you will have some results and you will know that you are on to the right track.  Persistence pays in all things, and you have the key to persistence.

Need some help on making cold calls?  Get our regular tips here.