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There Are Big Opportunities in Making Cold Calls in Commercial Real Estate Brokerage

hong kong harbour

When you are looking to grow your real estate business in a substantial way, the outbound calls that you make will help you find more people and create more meetings.  In this video, I share the system behind telephone prospecting in commercial real estate brokerage.

Build your real estate business the easy way, and grow your skills in making outbound calls.  Watch the video here.

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Effective Marketing Rules in Commercial Real Estate Brokerage

city buildings on river

Sometimes we have lots of properties to list and market.  That is when systems of promotion will help your focus and your outcomes.

 

A question always arises here.  How many exclusive listings are ‘too many’ for an individual broker or agent?   There is a physical limit as to how many listings a broker can act on with reasonable focus and action.

 

Exclusivity demands more time and more effort, and rightly so.  Open listings should only take a small amount of your time.   If you have the luxury of a ‘personal assistant’, then it is arguable that you can handle 50% more than your standard allocation of listings.

 

How Many Listings are Too Many?

 

So let’s go back to the question of just how many listings are ‘too many’.  The answer depends a bit on the size and complexity of a property.  It is easily the case that a very large investment property such as a shopping centre could very well take all of your time and effort for some months or at least weeks when the marketing, inspections, and negotiations are underway.

 

If you are working on ‘average’ properties of say a few tenants and small configuration, then it is likely that you can handle up to about 15 properties exclusively at any one point in time.  Remember, however, the requirement for quality in what you list.

 

Promotional Rules in Brokerage

 

Here are some marketing reminders to work with here when you list properties for sale or lease:

 

  1. Check out the listing first in all respects so you can understand all the strengths and weaknesses of the property. The preparation here will help you with your advertising copy, defining the target market, and the timing of the marketing campaign.
  2. When you know everything possible about the property, then you can look at the competing properties locally and within the targeted segment of buildings. A ‘competitive awareness’ will help you with positioning the marketing campaign in so many different ways.  How can your property ‘stand out’ as the better choice locally with buyers or tenants?  That question has to be answered with all listings and exclusive appointments.
  3. Set a defined target marketing campaign for tenants or buyers so that the marketing can be specified in message and timing. Certain times of the year will be better for marketing, so take steps to understand the promotional ‘seasons’, and how your properties will fit into that.
  4. Reach, and media choice will be the next factor to consider. Today we have so many effective and efficient marketing systems to use.  Traditional newspaper marketing has fallen back on the ‘promotional scale’.  Online and direct marketing has taken its place; that is certainly the case with exclusive listings.  Determine how you can get the message out to the local area of buyers or tenants.  Spread the promotional word efficiently.

 

Taking these points to finality, the marketing process is so critical in commercial real estate today.  Don’t take the generic approach, but be specific in all your exclusive real estate campaigns. 

 

Spend more time on spreading the word about the property and the opportunity that the property presents.  A comprehensively marketed property will help you greatly in your real estate brand and personal reputation as the ‘industry specialist’.

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The Golden Rules of Commercial Real Estate Listing Promotions

city buildings on river

I like to think that every property taken to the market for sale or lease is handled with a direct and deliberate strategy; that is my rule and process, and that is why I will not take on open listings.  As busy as we can be in commercial real estate brokerage, the promotional strategies that we adopt are unique.

 

Every listing deserves the ‘deliberate’ approach to marketing and engagement with potential buyers or tenants.  When you focus on the quality side of our business, you can achieve more results over time.

 

When you look at your average working week, where are the priorities?  There should be only three or four things that you do every day, and those things should take precedence in your business activities.  Sure, other things will have to be done, but the four main things will always take precedent.

 

 

Marketing Rules for Enquiry Attraction

 

So, the marketing process can be refined back to simple rules.  Here are some of those rules that I like to work to:

 

  1. Set a clear target market that applies to the listing.  Where can you tap into that target market?  How can you tune the marketing campaign to reach that group of targeted people?  When you know those answers you can drill down on the campaign timing and media channels to be used.  There are always different and better ways for us to do things.  The clients that we serve like to hear fresh ideas and strategies; that is how you win more listings over time.
  2. Use some different approaches to your promotional processes.  The owner of the property can likely share some stories with you about the property and the location that would be valuable in your editorials and articles about the listings.  A story makes a property more interesting.  Historic properties are also valuable to helping you build a local profile that is different and perhaps specialized.
  3. Build a matrix of marketing that can change and adjust every few weeks.  It takes about three weeks for the first level of marketing to be assessed; from that assessment, you can modify adverts, media choices, and photography.  Every website advert for each listing can be slightly different in layout or property facts.  That then builds the attraction factor for better property inquiry.
  4. Knowing the value of inbound inquiry, look at your listing groups so you can feed inquiry across the locations and the property types in positive ways.  One inquiry can be directed to several properties and inspections.  Do more with your inquiries.  Track your inquiries so you know what is working for you with inbound property inquiry.

 

Take every property to the market with deliberate promotional strategies.  Build some momentum with your listing activity and target marketing.

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Client Contact Management System for Commercial Real Estate Brokerage

businessman and client meeting,

In your role as a broker or agent, your client contact model will be indispensable to your business growth plans.  Client and prospect contact is necessary and crucial to your attraction of listings and eventually the commissions that you require.

The primary focus of your business day should be to talk to the people that you know now, and those that could be clients over time.  There are no shortcuts to that requirement.  Conversations create leads and the interest of other people in your real estate services.

 

Smart Contact and List Building Ideas

So, I call these the ‘smart contact ideas’ for brokers and agents.  These are ways of connecting with people regularly and not being ‘excessive’ and overdone in your commercial real estate prospecting or client communication.

Help people to understand the property market; that is a good way of approaching contact and prospecting activity.  These are the ‘smart contact ideas’ that you could merge into your business model:

  1. Examples and Case Studies from property activity in the local area – a successful transaction is a good story to share. Providing you are not breaching any client confidentiality, a sale or lease transaction is worth talking about and communicating to other interested local people.  You can also do an article or press release and publish it on your blog, website, and or in the local newspapers.  You can add to those alternatives, your social media channels.  Spread the word about property activity; show the people in the property market that you have plenty of coverage and activity now with good quality listings.
  2. Listings in the zone or precinct – break your local area and your listings down into groupings so you can look at the momentum with inspections, enquiries, and marketing choices. Local listings will be attractive and interesting to investors or other business leaders.  Share the information about the properties on the market now.
  3. Review of supply and demand for buildings and land – as the local economy changes, there will be requirements for land and developments. What is happening with land supply that could impact future construction and the availability of quality buildings?  Look for the land and consider the zoning issues that will strengthen or weaken property construction and supply.  Talk about the supply trends of local property.
  4. Changes to cap rates and yields – some towns or cities are ‘better performers’ when it comes the cap rates and yields on a commercial and or retail property. There will be ‘averages’ to look for when it comes to the sale and leasing of investment properties.  Most properties will have factors of attraction and some weaknesses when it comes to investment.  What are the indicators that apply now to purchase and ownership of local investment property?  What could a property owner expect from the purchase of a property and its retention for several years?

So, these are valuable things to talk to your clients and prospects about as you connect in regular ongoing ways.  Provide locally based sales and leasing information comprehensively; that is the foundation of client contact and professional services as a broker or agent.

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Career Tips and Advice for Commercial Property Managers

City buildings on the edge of a river. Commercial high-rise buildings and bridge.

The levels of knowledge and the professional skills required in commercial and retail property management are unique and deep.  They are quite different to the skills required in a leasing or sales situation.  A property manager is a differently skilled person, and they need to look at the big picture and remain focused on their properties and clients for months if not years.

 

That long-term focus allows the managed investment to improve over time through changes to the tenancy mix, the cash flow, and the property function.  The investment process is lengthy; the investment requirements of clients will be individually unique.  That is why and where professional service and property manager performance will underpin client attraction, retention, and engagement.

 

If commercial property management is a career for you, then there are some things to learn and disciplines to implement for the long term.  Expect to be very busy as you embark on your career and remain in it as a professional.

 

What do you need to know?

 

You will need to learn about the legalities of occupancy, investment performance, leasing, cash flow strategy, and property documentation.  Control systems will be at the centre of your property management career and portfolio control.

 

Every day there will be pressures on your portfolio and your properties with tenants, maintenance, landlord focus, reporting, and risk management.  As part of your career, you will be at the centre of many events, requests, and communications.

 

If your properties and workload pressures are excessive, you will lose control of the ‘property management process’; that then leads to unhappy clients and out of control tenants.  There is a balance between quality property management services and a sensible workload of tenants and landlords.

 

Typically, the landlord will be your client, and you will be the main controlling factor to property performance and investment outcomes.  That is why the skills of the property manager are so important.  The days of collecting rent and maintaining the property are well gone.  The strategic approach to property management is now well established and evolving in new and different ways with efficiencies in building technology and the requirements of local business.

 

What do you need to do?

 

Are you ready for the property management challenge?  If you have a large portfolio or a long list of tenants, the complexity of the daily workload just gets deeper and more challenging.  There will be plenty of work to control and direct.  Here are some rules to help you with that approach:

 

  1. Knowledge – get to know everything possible about your location, the leases, competing properties, business activity, rents, and investment priorities. Through a substantial level of knowledge, you will see how you can improve an investment situation for your clients.  That is where tenant mix changes and leasing strategies will help with property performance.  That then becomes an important part of your professional services.
  2. Complexity – there are many variations to tenancy mix control, lease negotiations, rental cash flow, and property performance. The decisions of today with a tenant or lease matter will impact the investment for the long term.  Understand your decisions and how you can improve the investment outcomes for your client.
  3. Clients – every client will have different pressures and priorities when it comes to property performance. Get to know those factors with your clients, understand their portfolio activity, and look at the life cycle of their investments.  Don’t just manage a property but understand the asset and the focus of the client.
  4. Controls – there will be different systems that you can use to help you in providing services to your clients. Software programs will cover the facts and variables of lease management, rent collections, maintenance, and facility management.
  5. Reporting – report about your managed properties in the ways that the landlords require. Information will help them make choices with rents, occupancy, and expenditure spending.
  6. Tenants – expect the tenants to be pressuring you on their issues and their occupancy. A retail property is a prime example of that pressure with many tenants positioning for better sales, lower rents, and a successful business.
  7. Property performance – every property should have a business plan and a budget to work to over time. The client or landlord will be setting investment priorities and cash flow controls.   If you manage properties for many clients, the issue gets deeper and more challenging.

 

Through all these pressures and strategies there will be opportunities for a professional property manager to excel in skills and career development.  Are you ready for the challenge?