Commercial Real Estate Brokers – Ways of Establishing Penetrating Online Marketing

real estate agent using laptop computer
Build your brand comprehensively as a broker or agent online.

If you haven’t worked it out yet, online marketing is taking over commercial real estate advertising and property promotion.  Every year there are new things to do and learn as part of property promotion in both sales and leasing.  It is regrettable that many agents and brokers just do the ‘ordinary stuff’ in commercial real estate marketing.  They don’t ‘step out of the box’ when it comes to property promotion.

If you want to rise to the top of your local property market, you will have to get your property marketing under control and drive it comprehensively online.  Only you can do that.  A system of marketing is required.  Have you got one now?

Here is a challenge for you.  Factor up your online marketing and drive a solid marketing strategy online with all your exclusive listings (open listings really don’t deserve the extra effort).  Penetrate your online marketing activities across your location and property specialty.  Here are some specifics to help you with that:

  • Frequency – The search engines love ‘frequency’ and that means doing something every day online. The thing or things that you do must be tuned to specific keywords relevant to your location and your property type.  Put your name behind and into everything that you do online.  You are part of the promotion, so remember that key element and make it work for you.
  • Blog – Every agent and broker should have a property blog that they professionally write and service. Each day that agent should be posting something about their location or property activity.  Make it interesting and put some good facts into your blogging activity; talk about your town or city, and how property facts are changing and shaping.  You have plenty to talk about when you really think about things.
  • Branding – Your branding online may be something to do with your brokerage, but you should also be promoting yourself online. People do business with those agents that they remember and trust.  Your branding and personal marketing has to position you in that way.  It’s a personal thing.
  • Images – Always use good quality images to pull in the eye and interest of the reader. Take plenty of photographs locally and keep them for placement in your blog and or articles online.  A good image will help your brokerage brand.  First class marketing solutions always include excellent quality images.
  • Advertising Copy – You can get quite good at writing advertising copy and property editorials. There are some good books available that provide marketing ideas to attract readers, words that sell, and phrases that sell.  Get away from the ‘ordinary stuff’ in your property advertising online.  Use words and phrases that pull in the reader’s interest.
  • Headline – A good headline is 50% of the equation in pulling in the reader to any property article or advertisement. Look at how newspapers and magazines use headlines in this way.  You can get plenty of ideas from those sources to help you with headlines.
  • Keywords – You are a broker or agent working in a location and with a property type(s). From those 2 factors you can use specific keywords in all of your marketing and articles online.  Search engines look for keywords when matching property inquiry to search results.
  • Social media – I have deliberately put social media last on the list. That is because you should not start your social media activities in commercial real estate unless you have all the other issues underway and under control.  You can link all of your social media efforts back to your articles, blogs, listings, and noteworthy helpful hints.

From these ideas you can now see how you can and should build your online marketing presence as a commercial real estate agent or broker.  When you do that comprehensively you can penetrate your property market online and put your personal brand forward as the ‘agent of choice’ for the location.  This is not a random process; it is very specific.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)

Asking Quality Questions in Commercial Real Estate Brokerage

man standing
Drive better commercial real estate business with quality questions.

When you ask the right questions in commercial real estate brokerage you can get the facts, and more importantly, show the client or prospect that you really know what you are talking about.

The Best Questions Get Results

The right questions will highlight your knowledge and your relevance as an agent.  The clients that we serve like to work with top agents for the location.  Is that you?  How can you improve your real estate profile and business?  You can ask quality questions.

When you think about the separate sections of the industry and the different property types, there are plenty of focus points that you can delve into as part of that specialization process.  For example, you can look at the topic mixes between:

  • Investment ownership and property sales
  • Investment performance and leasing
  • Property management strategies and leasing or cash flow management
  • Tenant mix controls and tenant selection
  • Vacancy factors and lease marketing

So the list goes on.  There are many ways you can delve into issues and show the clients and prospects that you are the right person for the job.

The Best Questions to Ask?

In asking these deeper questions you should understand these things:

  1. What are the conditions of the local property market? – Things always change in commercial property so keep abreast of those things and where the pressures are occurring. You are the problem solver so be prepared to build your real estate business in that way.
  2. What is a prospect or client to you? – When you know what a client or prospect is you can match your prospecting efforts and questions. You will understand what to say and when to say it.
  3. Where can you find them? – Within your location, your town or your city there will be locations and precincts where things are happening or about to happen. Get involved with the local property ‘churn and change’.
  4. How should you qualify a prospect? – When you know what a prospect looks like, where they come from, and what they are looking for, you will understand the best ways to drill down in your questioning and qualify them for your business and services.
  5. What does a prospect or client want from you? – Delve into the client’s situation so you know what they need by way of property assistance. Sometimes you will know the complexity of the property challenge more than the client.
  6. What are the pressures of the local property market today? – You are a solution provider, so you should know where the local property pressures are and how you can help with that.
  7. When do they need your help? – They say that commercial real estate is a service industry, but timing has a lot to do with the conversions of property listings and clients. There are good times to solve property problems, and difficult times.  Do a full market assessment to get those issues under control.
  8. What can you do that is special? – There is no point in being ordinary in commercial real estate brokerage.  Develop your relevance so you can stand out in your property market as the ‘Agent of Choice’.

In simple terms you can drill down into issues and match your questions to the property and the client or prospect situation.  I go back to the point here that the right questions will help you get a lot closer to the issues that can convert a listing.

Questions in commercial real estate are always there to be asked and actioned.  Ask better questions and match your services as a broker or agent to the answers that you get back.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)