In commercial real estate brokerage, the clients that you convert and work with can give you plenty of property business over time. Get into your database and split it up into client categories, zones, property types, and budgets. Update all of the contacts in your database and reconnect with the best people.
Look for the quality clients that you can work with productively and exclusively over time. They will be your VIP’s when it comes to contact and service.
Understand how you can add value to their property situation and exactly when they should need that special help in solving an investment or property occupancy challenge. Refine your services accordingly. You are (or should be) the expert so build your brand with your clients accordingly.
Quality clients are good business
So your good clients should be with you for the life of your real estate business. If you like, that by definition is the window of your professional career. Over time your real estate business then gets easier and more consolidated; that consolidation comes from the quality of your client connections. How can you do that?
Do you have some good clients now or some targeted clients that offer more property related opportunity to you? Think about these things:
- Industry updates – Think about your location and explore the things that are happening. Visit the local planning office to see what new developments are coming up. From the list of upcoming development applications, you may be able to write or talk about precinct enhancements and changes.
- Market coverage – Most clients like to know that they are working with an agent or broker that really controls the market for the location. Specialization will help you do that. Drill down into a segment such as offices, bulky goods warehousing, investment performance, shopping center leasing, and then look at your opportunities in each. Write articles and editorials about the specialty segments. Share those articles and information editorials into your social media channels.
- Use Social Media with focus – Most agents and brokers don’t use social media very well at all. They simply do not lift their social media profiles enough using relevant and high quality comments and content. Consider how you can be of value to your clients and prospects. What do they want to know about? What are their local property interests? From those 2 questions you can write specific articles, share statistics, create charts, and take photographs. The increase of electronic media tools gives you a lot of alternatives to work with.
- Treat your VIPs differently – When you know that a client or prospect is of importance to you, consider how you will interact with them over time. Be personal, relevant, and real in how you contact people and talk to them. Ultimately you want your VIP clients to remember you as they get to the next property challenge. It is a simple recipe to remember and market your skills and knowledge with.
- Seek referrals and contact people often – At a basic minimum, contact all of your clients and prospects frequently. That will usually be once every month, or any period up to 90 days. After 90 days the client and prospect contact process is less meaningful. Build a contact process into your database that sets the right client momentum and awareness through personal contact.
Put clients at the center of your commercial real estate business. Create relationships with your top clients that will extend for the duration of your professional career in property.