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Telephone Tactics and Techniques in Commercial Real Estate Brokerage

City buildings on Hong Kong harbour. Cranes in the foreground. Buildings in the distance

There are just a few ways to generate lots of clients and listing opportunities in commercial real estate.  One of the best strategies to use is the telephone.  Cold calls and call prospecting should be a ‘non-negotiable’ part of the real estate business.  Calls have to be made; new business can be converted more successfully when more calls are made.

Of course there are a few things to be practiced and refined in this prospecting process, so I have tried to simplify things for you.  (NB – if you want more prospecting ideas for new business generation, you can get them in Snapshot right here – its free)

In this audio program, I share some effective call strategies that help when it comes to a prospecting model.  Look at your real estate business today, and consider how these special processes could be added to your activities.

You can get the audio right here:

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The Many Direct Benefits of Cold Calling in Commercial Real Estate Brokerage

city buildings at sunrise

When you really understand the commercial real estate market and the brokerage activities in your location, you will fully appreciate that you should be talking to lots of local people in a regular and ongoing way.   The database that you create from the people that you know and talk to regularly will be your pipeline of new business in so many different ways.  (NB – You can get our free commercial real estate course right here)

Whilst some listings will come to you because of the brokerage that you work for, most of the high quality listings will be a direct result of your personal effort and ongoing contact with property owners, investors, and business leaders. 

In those 3 categories of people you will find commissions, listings, and a good degree of property pain.  So how do you get this important business activity underway?  You make lots of cold calls in a regular and ongoing way.

Cold Calling Benefits

The principle and main benefits of cold calling can be best described in this way:

  1. Building you personal profile
  2. Finding new people that need property help locally
  3. Tracking property changes locally
  4. Finding new listings
  5. Keeping up to date with market trends

All of these things fit quite specifically into the business of commercial real estate brokerage.  If you are looking to improve your career in commercial real estate, then look to the strategies and skills in cold calling.  Learn how to make more professional business calls every day in a relevant and logical way across property and business segments in your town or city.

In this audio program, John Highman talks about the real benefits of cold calling and why you could consider it as an important part of your real estate model.

Learn the real and relevant skills behind making more prospecting calls in a positive way each and every working day.

 

 

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Listing Strategies – Stress the Benefits of Listing with Your Brokerage

city buildings on harbour

When you pitch and present your listing strategies to a client, are you clear and precise about how the client should move ahead with you and why that is the case?   Help the client see that you are the best solution to their property challenge; be special and real to their situation and property asset.

So how can you do this?

Give them some property listing and marketing strategies that then cannot refuse or ignore.  Show them that you really understand the current situation that they find themselves in, and that you have a definite path of resolve.  Have some stories from the location of others that you have helped move ahead in similar property situations.

Here are some other ideas to apply to the listing discussion with the client or prospect:

  1. Inspection strategy – demonstrate that you have a clear strategy and method of inspecting the property that will give the client a better chance of attracting offers from the target market. You can walk the client through the property as part of that strategic approach; you can also use your mobile telephone to record the inspection process in video, and show them the factors that you find really important to the property marketing and presentation process.
  2. Short listed interested parties – using your current database, you should have a short list of buyers or tenants to apply to the property inspection as soon as the listing comes on market. With suitable anonymity, show the client the short list so they know that it exists and explain how you will be using that list in moving ahead.
  3. Marketing solutions and alternatives – your marketing recommendations for the asset should not be ordinary, so take the time to build a marketing campaign that reaches deeply into the target market. Provide 3 alternatives with the campaigns so the client has some choices and budget alternatives.  Give the client your clear marketing recommendations so they can see the best ways forward, and show them samples of other adverts used locally and tell them why certain solutions are better for their property in the current market conditions.
  4. Targeted marketing and personal direct marketing – the property has to be placed firmly in front of the current prospects and target market that you have in mind. Explain how you will do that, and provide the client with a way in which you will be communicating progress on each stage of the campaign.
  5. Negotiation control – tell the client how you are to be preparing for the negotiation well before it is to occur. When you have qualified a seller or tenant as the case may be, you will have stages of qualification and communication that should be professionally controlled so the offer is encouraged in the correct legal format.  Exactly how will you do that?  Explain those facts to the client as part of your listing and or presentation pitch.

To capture the interests of the client as part of any listing presentation and brokerage pitch, you have to stand out as relevant and real for the location and the property type. Help the client see that you are the best solution to assist them through the challenge with their property and the current market conditions.

To convert more listings over time, make sure that you are providing your clients and customers with a clear strategy to move ahead that is carefully crafted for the situation.

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How to Exponentially Increase Your Business Based On Trust

city at night

Trust is a big part of the commercial real estate business today. The clients and the customers that we serve will generally be attracted only to the brokers and agents that they trust; there is too much at stake with the property challenge to do otherwise.  How do you rank on this assessment?  NB You can join our free real estate training here.

 

Certainly market share and recent property activity will also have something to do with client trust, attraction and transaction opportunity, but ultimately the clients and the customers that we serve want to trust the agent that they work with.  Your local profile has to support that trust process.

 

Confidence about your services, and a complete coverage of the local property market will help you connect to the client in this trustworthy way; professionalism supports the process.

 

Give the client reasons to use your services; get away from the generic ‘pitch and dump’ process used by many ordinary agents.  Be special and be real when conveying your professional skills to the clients that you serve.

 

People Rule!

 

People are at the centre of our real estate opportunities today. Whilst you may know a lot about the properties for sale or for lease locally, you do need to know the people behind each and every property. They need to trust you to get the best price or rent in their property challenge.

 

The message here is that you can significantly increase your commercial real estate business based on facts, trust, and regular communication. There are plenty of clients and prospects in the local area to connect with in a continuing and relevant way. Most agents struggle with the communication and connection process; that is an amazing opportunity for the agents that can work to a plan and a strategy.

 

So what are you doing with this now?  Your prospecting model and its ongoing contact process will be critical to the real estate business that you want to create. When the market slows or the economy struggles, your database and the people that you know in the database will be the foundation for ongoing business opportunity. The agent with the best database and relevant client contact processes will usually be highly successful in any market at any time.

 

So what can you do here? Over time you can build elevated levels of trust with your clients and prospects through a deliberate prospecting and marketing process. You can provide relevant information for the location and the various property types.

 

Ongoing Contact?

 

Through deliberate and ongoing contact, you can help local business owners and property owners with their property challenges; you can help them with information relating to rents, prices, time on market, and future supply. Build the long-term relationships with the people that really matter in the property market locally. Local area relevancy is really important to your client and customer contact processes.

 

So let’s help shape your professional profile with the people in your local area.  Here are some ideas to help you become a trustworthy agent or broker with the people that you know in your town or city:

 

  1. Seek to understand their property situation as it exists today. There are differences to look for with investment and property ownership. Will the property provide all the elements and attributes they require into the future for both ownership and or occupancy?
  2. Look for pressures and weaknesses in any property and the location. Are some of the local property factors changing that could shift the balance of property performance or ownership locally? Advise the client of the local factors that can influence their property challenge. Provide solutions to move through the challenges; make sure that your solutions are not ‘generic’.
  3. Position the client for the future so that they can ride out any difficulties in the best possible way. Show them how you can help them in a valuable and tangible way.  Show them how you will put your resources into their property challenge; be relevant and real as you do so.
  4. Improve property performance through better tenant mix decisions, cash flow improvement and healthier lease documentation. It takes time to shape a property and a tenant mix for the future.
  5. Off market recommendations are valuable so understand how you can introduce the right people to the property and resolve a client’s challenge early, before it becomes a bigger issue. Match up people and properties wherever possible. Off market transactions are common when you know a lot of local property owners and occupiers.
  6. Confidentiality at all times applies to all property transactions and your client relationships. Remember just who your client is and how you can help them.  They pay your commission!
  7. Regular contact with local information will help with all of your clients. Put relevancy into your client and prospect contact processes using local information in the form of charts, photographs, and case studies.
  8. Remember the conversations and facts with all of your clients and customers as you connect with them into the future. You do this so you can repeat the right facts and solutions in the next conversation.  Let the client see that you really do have full control over the issues with their property, the facts as they exist in the local area, and their concerns in moving to the next step.
  9. Provide clear recommendations to your clients with all your property solutions. Give the client 2 or 3 choices as you talk about their property and its marketing, the upcoming negotiations and the best available listing processes.  A client that has a few choices will not feel pressured and thereby will be more inclined to make a good decision in a timely way to help the property marketing process move head.

 

These are all valuable strategies to adopt with your clients and prospects.  Get closer to them as they work through the problems of property ownership and occupancy.  Be the top agent that they really need; market yourself accordingly.

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How to Get Started in Commercial Real Estate Brokerage

city buildings

To get started in commercial real estate brokerage and agency today it is essential that you undertake a full review of the property market, your competition, the listings, and the business community. In reviewing those things, you can make some clear choices and take up on the opportunities that you identify.

(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)

Whilst you may work for a brokerage within a particular location, there will be strengths and weaknesses to consider and address as you establish your career; make the right choices and build the momentum that you need as an individual broker and agent. The right choices, and some specific action steps will help you move ahead faster in the industry.

 Understand your market

Every property market is unique and different; your professional services will need to be shaped into the local market conditions and the opportunities that you identify on the horizon. You can move through some choices relating to sales, leasing, and property management. You can also choose the property types that suit your skills and local property knowledge.

You can develop your skills according to the prevailing market conditions and the property types locally. All of these elements require a definite plan and a definite approach.

Here are some ideas to help you get started in your career in commercial real estate today:

  1. Licensing laws – understand the property licensing laws that apply to commercial real estate in your town or city. Visit the local licensing authority for real estate agents and brokers so that you can see how the licenses are issued, the costs involved, and review the local knowledge required to pass the appropriate examinations. There will always be plenty of other competitors in the location chasing listings and clients. Your skills and your local property knowledge will need to be shaped over time to improve your listings and your commissions. There is an education process here and also the relevant licenses to obtain.
  2. Location specialization – review the location in which you are going to work, and understand the property precincts of activity. You may be restricted in the locations where you can work, so look into the locations specifically and ask all the right questions before you make final decisions. The location or locations may have limitations when it comes to future listing opportunity. The size and the types of assets within the locations will dictate the levels of sales and leasing activity that you can attract.
  3. Professional skills and property knowledge – in looking at a property zone or precinct, understand how you can build the professional skills and the local property knowledge to compete with the other agents. Some agents are better than others, and some of those agents will already dominate the location for particular reasons. That assessment needs to be done as soon as possible as you consider entering into the property market as a broker or agent.
  4. Market specialization – it is very difficult to work with all property types from a sales or leasing perspective. There are just too many facts to understand and listings to cover. Look into the local property market so that you can specialize within certain property types. In that way you can become the agent of choice attracting more business and client opportunity.
  5. Brokerage selection – some brokerages offer more support than others. They can also be very different when it comes to administration, listings, client contact processes, and commissions. There will also be a degree of marketing and promotional support driven from the brokerage level. Ask questions about how these things are done and who pays for each particular process. Marketing in commercial real estate today can be expensive. The listings should be promoted through vendor paid marketing in most cases. You will also require a personal and professional marketing process for yourself. The brokerage may dictate how personal marketing that is done. They may also apply certain costs to the process as part of your employment package. Regardless of who you work for and how many skills you think you may bring to your career, it will very likely take you at least 3 to 6 months to generate some momentum in listings, commissions, and clients. For some brokers and agents, it takes a lot longer. Be prepared for some hard work, and make sure that you choose the correct brokerage to support your actions and momentum.
  6. Personal marketing plan – as mentioned earlier, you should develop a personal marketing program to send a message of attraction to the right clients, the investors, and the business leaders locally who may need your services. You want those people to remember you at the right time when they reach a property or commercial real estate challenge. On that basis your personal marketing plan will be very important. It should cover the media channels available to you both online and off-line. Understand how you can promote your services through your existing listings, your clients, and referrals; also use the fullest promotional opportunities available in social media. Spread your message professionally, personally, and comprehensively using the information from the local area. The property related knowledge that you have now as an industry specialist, and can generate from the location will be a point of difference in your marketing. Use it as leverage when you talk to do people and existing clients.

So there are plenty of things that you can do here to fast track your career in commercial real estate brokerage. Establish a plan to help you get started as a broker or an agent working on commercial property today. Refine that process over time to increase your traction and your career results.

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Heres the Bottom Line on Client Engagement in Commercial Property Listing

city buildings against blue skyline

When you pitch and present your brokerage services to a new client in commercial real estate, the connection and engagement process should be well considered before you get to the property meeting.

In simple terms you only have a short period of time to capture the interest of the client and move them into and across your property recommendations.  Clarity is really critical to getting the client to see what your saying and why that is so important to their property situation or resolution.

So what can you do?  It doesn’t matter if you are pitching in sales, leasing, or property management, the same rules apply.  You should have an engagement strategy that moves a client into your ideas and property recommendations.

In this audio John Highman talks about that very process of pitching and presenting your services to a client.

 

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How to Make Internet Marketing and Advertising Work in Commercial Brokerage

The commercial listings that you place on the Internet should be carefully considered and crafted to achieve the best inquiry results possible. The online marketing process is becoming a busier and more complex in most towns or cities; your property marketing cannot be ordinary.

(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)

If you want your property to stand out as a valuable and relevant commercial property, then you will need to seriously consider how you promote the property online across a number of portals and marketing activities.  Choices should be made with due regard to the property and the local market.

 

Avoid this problem

So what is the problem? The generic marketing approach doesn’t work in our industry, especially if the town or the city is large. If you are to achieve reasonable levels of enquiry from the quality properties that you advertise online, then it is always a good time to have a look at how you are placing the properties in the portals, and then undertake a review of the wordage and advertising copy that applies to all of your exclusive listings.

 

Direct your Internet marketing effectively

Here are some ideas to help you optimise your Internet based property listings:

  1. Look at the location from the aspect of the tenant or the buyer that you are trying to attract. How will they search a property requirement? That question needs to be addressed in your Internet listing promotional copy.
  2. Use professional photographs to attract the eye of the reader. Given that there will be other listings in the location available for sale or lease, your listing should stand out visibly through the use of better quality professional images.
  3. Use particular keywords in the promotional campaign that focus on the property type and the location. You have some choices relating to suburbs, streets, and property types. Brainstorm the right words as you craft the marketing campaign.
  4. Think about how a tenant or a buyer of property would enter a search request in the search engines. Those words should be central to your keyword choices. They should be woven into the advertising copy, the headlines, and the feature points.
  5. Use the industry portals, and where ever possible and affordable achieve dominant priority placement. Every quality property should be promoted through a priority placement on the portals. There is no point in the listing being lost at the back of the website in and around many other properties for the location. If you have a top-quality property to take to the market, then make sure you have priority placement in the vendor paid marketing costs.
  6. Use some strategies involving social media to push people to your listings online. Through a series of editorials, articles, and social media placements, you can activate more interest back to the property and the campaign.

 

Taking all of these strategies into account, you can start a promotional initiative with more focus and direction. Always track the levels of enquiry that you are achieving with each and every exclusive listing. You will soon know the methods of marketing that are producing the better levels of results for you.

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The Key Principals of Push and Pull Marketing in Commercial Real Estate

In commercial real estate brokerage the principles of push and pull marketing are quite special and deliberate. As the broker or the agent working on specialist listings, you need to know exactly how you are pushing people towards your listings and pulling in their interest.  Special strategies apply to sales, leasing, and property management. Understand the outcomes that you are trying to achieve to attract sellers, buyers, tenants, and landlords. The marketing coverage is quite special and unique in each case.

Given these facts, you are working with a particular listing and the target audience relative to that listing. On that basis every property and client situation should be carefully considered to attract the results at you seek from a promotional aspect.

You should also consider your own marketing strategies as a professional in the industry. There are many alternatives of promotion today both online and off-line that relate to both individual and listing marketing. Soon you need a promotional plan to address both of these issues.

Here is an audio recording by John Highman explaining the important facts of push and pull marketing as it relates to commercial real estate brokerage today.

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How to Build a Network of Commercial Property Investor Clients Faster

city building

Local property investors will and should be an important part of your real estate business in commercial and or retail property.  The important thing here is that you are building your network of investors in a constant and relevant ongoing way.

(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)

 

Know the uniqueness of investors

Commercial and retail property investors are unique when compared to those others investing in residential property.  Commercial and retail owners have challenges and opportunities arising in property ownership and development; they work from a base of logic and opportunity.  Tenants, market conditions, and rentals are quite volatile and can disrupt property cash flow; I call it the ‘disruption factor’.   You can control those things.

 

What do they know and want?

Investors shift and change assets based on the market conditions and how they are placed in that from an asset perspective.  Get to know your clients and their assets from a strengths and weaknesses perspective.  It’s really important when you are looking for listings and commissions.

So how can you work with this ‘disruption’ factor in a positive way?  You can be the solution provider, by staying ahead of rentals and occupancy issues locally.  Your database of businesses, tenants, and property owners will help greatly with that.

 

Your database and client list

Look at your database now.  How comprehensive is it?  More importantly, how up to date is the information and contact detail in it?  Put your database at the center of your real estate business, and you will then find leads and opportunities to act in sales, leasing, and property development.

 

Fast formula for investor services

So how can you build a local network of investors and then keep them as property clients for the long term?  There is a fast formula here to create.  Think about these things:

 

  1. Market rental updates – Rental changes will happen in precincts, property types, and particular buildings. Stay ahead of those rental changes and chart the gross and net rents for the asset classes.
  2. Supply and demand assessments of the local area – Why are businesses and people moving in and out of an area when it comes to business operations? Look at the historic supply of land and property, and then do some projections in looking at the next 5 years.  There will be some property redundancies and new developments to work with if you delve deeply enough.  Research your property market comprehensively for both supply and demand and tell your clients what is expected to happen locally.
  3. Regional zoning changes – Pressures of the community, the environment, and local business growth will create situations of zoning change. Roads and local transport activity will also create that change.  Stay ahead of zoning activity at the local property planning authority.  A simple zoning change will likely create business movement.  Look at that factor for listing and commission development.  Get copies of the local zoning maps so you can see what property changes are possible in locations.  Show your clients the local zoning maps and keep them appraised of what developments are coming up on the ‘investment horizon’.
  4. Tenant movements in and from local buildings – When you know the tenants that are moving locally, you are of real value to the property investors that you serve. Market your professional services on the basis of tenant movement and coverage.

 

All of this says that you should have a precinct focus for new business and investment service.   Don’t spread yourself too far as a property expert; you simply cannot cover every location and property type and then be aware of what is happening in rents, sales, and the supply and demand for the zone.

Be the specialist for the location, and on that basis you will be far more useful to the investors that you serve.  It’s not ‘rocket science’.  Keep things simple in commercial real estate brokerage and understand how you can serve the investors locally.

(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)

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Simple Formulas for Successful Direct Marketing in Commercial Real Estate

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Don’t complicate the marketing process in commercial brokerage today.  Keep things simple and get out and about locally among the people that matter.  Our industry is based on personal contact and professional relevance.  If either of those things are lacking in your property business, then you have issues and you will struggle to stand out as a top agent.

(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)

Resolve the property challenge comprehensively by and through a process of direct marketing.  That’s how things happen in our industry; everything else is just luck and luck doesn’t do much for market share.

Here is a simple and yet effective process of direct marketing for brokers and agents.  See how you can modify your business skills using some of these contact ideas:

  1. Find new people each day – the best way to get this started is by using the business telephone book (the online and offline versions). There are thousands of businesses in that list for your town or city that you can call direct.  Ideally you just want to know if they have a property challenge or issue where you can help them.  Make the calls and talk to the business owners.  It’s a simple way of connecting with new people.  Some of those business owners will lease the property they are located in, whilst others will own the property.  Either way you get to connect with property interested people.
  2. Create discussions – the people that we class as ‘clients’ or ‘prospects’ are typically business savvy, and they are very experienced with direct business conversations. Master the art of the business conversation using local property information as leverage.  Facts about sales, leasing, listings, developments, and marketing will always create some form of a discussion.  Practice your meeting and call conversations.
  3. Take notes of meetings and conversations – given that you will be contacting lots of people in a location, you will never remember everything that is said to you. Your database has to track conversations and contact processes.  Put your marketing processes into and around your database; you cannot delegate that process.  Take ownership of your database so your prospect list is up to date and growing each day.  Build momentum in direct contact.
  4. Send follow-up material – every quality conversation, be it across the telephone or in a meeting will give you a chance to send out material in follow-up. Choose the right material for the location, and not some generic ‘fluff’ that no one wants.  Be specific and be real in the information that you send out.
  5. Use a database pipeline – a contact today is potentially a listing or transaction in the future. Everything depends on what you do with that contact and how you open up the pipeline of information; your database should be at the centre of that contact.  Relevant local property information will always help you open doors on business contact so create a regular informational marketing process around email, telephone calls, meetings, and referrals.  Consistency and regularity will help you with that.

The promotional marketing process in commercial property doesn’t have to be complex, but it does need to happen.  Keep your direct marketing activities local in focus and frequent in momentum.  That’s what the top marketers do all the time.  Are you up to the promotional challenge?

(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)

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Commercial Real Estate Brokerage – Appointments in Huge Capacity

business meeting
Create more appointments and meetings faster.

In commercial real estate brokerage, you will need a good selection of ongoing appointments and meetings locally to allow you to build market share, your client list, and commission opportunities.

(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)

Those special and ongoing appointments will only come to you through your direct prospecting efforts and new business focus. Don’t let a day pass without a deliberate and direct focus into new business opportunity.

There is one fact to remember here as you strive to improve your commercial real estate career. Our industry is usually based on local personal contact and individual trust. That is why meetings and appointments are so important.

So what about luck?

Certainly there will be a degree of luck helping you gain some market traction and listing opportunity, but most of the quality new business that you create will come to you through deliberate prospecting and client contact over time. There is really no other consistently good way to grow your real estate business comprehensively and directly.

Make quality choices

So you have some choices to make here. You can move through the industry slowly, or you can take the fast track to grow your leads and client list. If the fast track is for you, then consider the following facts and strategies:

  1. Exactly how can you reach out to new people in an ongoing and relevant way? The message here is that you cannot and should not be average when it comes to your prospecting and client communications.
  2. You will need some local market information and research to support your prospecting activities. In every connection and communication, provide that local market information professionally and specifically to the right people. Vary your market information presentation strategies using graphs, charts, statistics, photographs, and case studies. Allow those specific marketing tools to support your professional skills.
  3. What types of clients and prospects should you focus on? Always bias your prospecting efforts towards quality; the definition of quality would relate to specific buildings, specific clients, particular property precincts, and certain local businesses. Within your client and prospecting list, you should have a select group of VIP people that you will be connecting with more frequently and more directly. Action your contact into that list.
  4. Remember the opportunities evolving from asking the referral question. As part of every client and prospecting meeting, ask for existing and future referrals hence providing links to other people that may have a property interest. Some of your clients and prospects will know a number of other property people from the location. Ask the right questions relating to referrals at the right time in every meeting and in every client relationship.
  5. Remember the two sides of the property market and most particularly the property owners and the local businesses. You will get plenty of new business opportunity from both segments providing your prospecting model is adjusted accordingly. There are variations of new business that can be created from both property owners and business proprietors. Are you prepared to market yourself comprehensively into each group? How would you do that?
  6. What are your services? Typically, you can provide specialized brokerage services such as a seller’s agent, a buyer’s agent, a tenancy advocate, or investment specialist. In each case you will need a deliberate marketing approach and focus. You also need specific and supporting market information to help you penetrate the market.

So there are some good things that you can do here to create more appointments locally as a property specialist. Every day should be a special day when it comes to generating new appointments with new people. Start the day with a prospecting approach to new people.

(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)

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How to Use Market Suspense in Commercial Real Estate Marketing

Blur of Caucasian businessman reading newspaper beside window uid 1172586
Tell a marketing story in a staged way.

When you have a high quality commercial property to sell or lease, the marketing campaign that you create can be carefully crafted for maximum suspense and impact. Don’t just advertise something in an ordinary way and wait for things to happen.

(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)

Take the time to think about how you can build on the promotional campaign momentum and implement the campaign strategically. A good quality property always deserves maximum promotional effort.

Exclusive Please!

Before I go too far into this topic I will say that these rules apply to exclusive listings only. You would not spend the time or effort on any openly listed property. Too many open listings in your group of properties can be and usually will be a distraction to what you are doing in growing your real estate business.

Marketing Message

So what is this ‘suspense’ idea all about? You can time your entire campaign for the best results, and you can put into it a number of special ideas and concepts. The effort and creativity that you apply to the process will have direct results in the outcomes you achieve (inbound inquiry and inspections). Here are some things to help with your marketing of property listings:

  • Best time of year – some properties are suited to a marketing campaign at a particular time of year. Understand exactly who or what your target market may be, and then look at how and when they would choose property activity and movement.
  • Best days of the week – there are many different advertising methods that you can use with most marketing processes. Stagger the campaigns across a period of weeks both online and offline.
  • Call your short list of qualified people – check out the people in your database and give them the chance to see the property at the earliest opportunity after the campaign start. Call the people that you know and get them to the property early.
  • Mix online and offline promotions – we all know the massive advantages of the internet in promoting commercial property today. That being said, the traditional newspapers and mail out processes still apply as part of property marketing. So mix and match your online and offline promotional methods.
  • Priority placement on the commercial portals – this is a vendor or client paid cost. Priority placement on the online property portals is a valuable strategy to adopt with the right properties. Pitch the idea in your listing presentation; show the client why the idea is so important.
  • Blog some editorial – every top agent should have a blog that they load material into. When a top quality listing comes onto the market, the blog is a great place to talk about the listing. Use photos and good quality promotional copy on your blog, then feed the link to the article through your social media channels.
  • Social media – from the previous point, you can see how the blog process and social media interaction go well. Most agents have a ‘bland and ordinary’ approach to social media, offering nothing (or very little) of value or interest. Create your blog and fill it with great material; then circulate that material online and through your social media contacts.
  • Pre-release and a staged campaign – spread things out when it comes to promoting a property. Set up a few small adverts for the pre-release and then build the story about the listing in a series of different adverts.
  • Using different advertising layouts – in any exclusive listing property promotion, the advertising layout should have 3 alternatives and be used in that way so that the property tells a new and fresh story across the media channels that you are using online and offline.
  • Target market focus – know exactly who you are connecting into as part of the property promotion. That awareness will help you with your campaign structure and timing.
  • Keywords – some if not most properties should be described in the ways that the search engines are being used by inquiring tenants or buyers (as the case may be). A list of keywords can be fed into your property marketing so that the adverts online are attracting more hits and interest via the search portals.
  • Photos professionally taken – great photos always attract readership. Get professional photos taken as part of your marketing budget.
  • Dot points of features – the strengths of the property should be clear and precisely laid out in the advert so you can pull in the target market. The dot points should not be the generic ‘fluff’ used by every other agent or broker in your city. Make the dot points special and specific to the listing. Short precise points of focus about the property should be used.
  • Brief narrative – don’t say too much in your listing advertising. Say enough to get people to call you and use white space simplicity in the layout. Adults don’t read long promotional statements about property; they want the simple facts, and then they will consider if there is a need to go further with a telephone call and or an inspection.

From all of these things, you can see how suspense and creativity have a role to play in property marketing today. Build your commercial real estate marketing accordingly.

(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)