Marketing Advantage in Commercial Real Estate Brokerage – Use a Blog to Build Your Online Profile

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Build your blog in commercial real estate brokerage.

As a commercial real estate agent or broker, you can use a blog as a professional and personal marketing strategy.  There are plenty of things that you can write about when it comes to your local area, your town or your city.

The blog is something that you can do individually at very low cost.  It is also something that you can do in your spare time or perhaps in the evenings when the pressures of the working day are diminished.

As a special note and as part of the blog marketing process in real estate or commercial property, you should not write about particular property listings and clients.  Leave that marketing strategy to the brokerage websites and the portals where you can and already do promote existing listings and particular properties.

The blog process is all about providing commentary and information or knowledge.  That is why the search engines rank the process so highly when people offer valuable information and insights.  As a real estate agent you can do exactly that and hence the blog strategy can help you greatly when it comes to building an online personal profile.

So what would you write about in the blog and why should you do it?  Consider the territory in which you work and the specialisation or the property knowledge that you can bring to the market; if you are truly the specialised property agent or broker that you claim to be, there will be plenty of things to write about and information to share.  Here are some ideas within those factors to help you get this strategy underway:

  1. Look for the changes in the property market in prices, rents, and future supply.  The changes in the property market and the analysis of history will give you plenty of things to write about.  You can create simple graphs relating to growth in prices or rentals, shifts in yields, or enquiry rates relating to property types.
  2. If you are a specialist in a particular property type you can talk about the future growth and opportunities that apply within the zones or precincts in your town or city.  Property investors will always show an interest in a well-crafted article giving valuable information about recent property trends and predictable changes.  As a case in point and as an example, the retail property segment and particularly that of shopping centre performance stands alone as a specialist part of the property market.  Within that topic there will be plenty of things to talk about when it comes to tenancy mix, rental strategies, vacancy rates, leasing opportunities, customer requirements, franchise tenants, and shopping trends.  I go back to the point that valuable information provided by industry specialists will always be of interest to the players in the property market.
  3. Any upcoming property developments will shift the balance of supply and demand when it comes to particular property types and property occupation.  From that new supply of high quality modern space, you will find that the older properties will become redundant and be potentially ripe for redevelopment.  Consider the changes that apply within a property type with any new developments coming up and write about them in your blog.  Talk about the changes and the investment opportunities or adjustments; look for the strengths that evolve from newer property developments shifting the balance of occupancy and property ownership.

There are plenty of things for you to write about when it comes to the blog and Internet Marketing process.  In this way you can build your online presence as an agent or a broker, and show your expert comprehensive property knowledge and experience to the right people in your town or city.  A good article written around the facts of the market can also be linked to your property newsletter and your client emails.  When something is worth talking about in our industry, it is worth sharing.

Author: John Highman

Commercial Real Estate Broker, Coach, Speaker, Author, Broadcaster.

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