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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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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?

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Essential Listing Strategies in Commercial Real Estate

city buildings on harbour

Some listings in commercial real estate are quite slow to attract enquiry and move to the next level of an offer or negotiation.  That is where our creative professionalism is so important for the clients that we serve.

 

Sometimes, you will find that the listing will stay on the listing books for too long.  In such situations, it is necessary to try for a listing extension.  Your skills in client communication at that time will be fully tested as you ask for more time.  The client must believe that you are still the right person to continue to work on the property and handle the challenges that it or the property market presents.  Are you the best agent to stay on the listing for the future?

 

 

Time on Market Problems?

 

Why will a property take longer to sell?  Try some of these for starters:

 

  • The property market is slow to respond due to economic circumstances in the region or the business community
  • Enquiry is low for the property type or location
  • It could be the wrong time of year to market the property
  • The price range for the property is too high or it is out of the range of most buyers
  • There are too many other properties on the market currently and those properties are not moving.
  • The target market for the property is too narrow or wrong for the listing
  • Not enough marketing was done at the time of initial promotion
  • Too many new properties are coming into the market creating a situation of oversupply
  • The business community is moving from a purchase priority to a lease priority

 

There are plenty of reasons for listing ‘stagnation’.  You may also have other local issues that are also evident in your location, and those that you believe are fundamental reasons for the slower listing enquiry.  Either way, you must know the reasons behind a ‘stale listing’ and its failure to attract local property enquiry.  Strategy then takes over; that’s your job.

 

 

Recommendations That Matter

 

When you have the fuller information for the slower enquiry rate, you can concentrate on the property owner and package up a series of recommendations to win a listing extension of time.

 

Consider these strategies in asking for a listing extension:

 

  • Provide a plan of change to the listing and its marketing, pricing, and inspections.
  • Identify a new target market of buyers or new ways of approaching the target market.
  • Revamp your inspection processes to show the property in a new way.
  • Get the client to lift the presentation of the property to encourage more enquiry.
  • Create new advertising layouts and copy so that all ongoing marketing will be ‘fresh’.
  • Get some new photographs taken of the property to show different features and angles of the building, the internals, and the surrounds.
  • Give the client some alternatives of marketing and pricing to help them decide on the future promotions.
  • Ask for an adjustment to the method of sale or pricing if you believe that change will attract more enquiry.
  • Change the method of sale to suit the preferred target market.

 

From these issues you can create a timeline of changes for the client to see and consider.  The clearer that you can be in this communication with the client will help you in winning a listing extension.

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Essential Commercial Real Estate Leasing Tools to Use with Landlords and Tenants

The commercial real estate leasing process is quite special.  You can work with tenants or landlords, but either way you will need some local area information and the tools to help you through any property inspection and negotiation.

In this audio, I share my thoughts on the tools that are most effective when it comes to engaging with landlords and tenants as they strive to arrange a lease on market conditions.  (NB if you need ideas to help you with leasing, you can get them here in Snapshot – its free)

Given that you know the property market and the trends in leasing, you can develop a ‘toolbox’ like this to create better real estate negotiations.

You can get the audio right here:

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The Best Contact Management System in Commercial Real Estate Brokerage

In commercial real estate today, your contact system is critical to the results that you seek with listings, clients, and commissions.  The property market will change throughout the year and your database list is the one consistent process that can take you across and into all types of properties and opportunities.  NB – you can get plenty of client contact ideas here in Snapshot – its free)

Your CRM?

There are plenty of ways to establish and run a contact management system in commercial real estate brokerage. Similarly, there are plenty of software programs to support the client list process. Whilst you can always choose a good and well proven CRM package to support your contact processes, everything still comes down to personal momentum and commitment as part of a prospecting model.

Growing your business?

If you are looking to build your real estate business, seriously consider your database activities and your prospecting model. Establish a system that works for you comprehensively and consistently across the location and your targeted groups of clients or prospects.

Getting started

Understand who your clients are by type and by location. Understand the targeted properties that you should be working on overtime. Define your territory and your priority buildings. From that point on, your prospecting model can take shape and the database can grow effectively and directly.

In this audio, I share my thoughts about contact management and list creation.   Grow your list of clients and prospects and put more ‘logic’ into the process.

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Eight Things Commercial Property Leasing Agents Must Know

commercial real estate broker podcast

Commercial real estate leasing is quite special in a number of ways.  There are pressures to work through with tenants and landlords.  In this audio program by John Highman, you can learn how to optimise the leasing process for better results.  (NB – you can get plenty of leasing ideas in Commercial Snapshot right here – its free).

John talks about the property leasing market today and what needs to be done to convert better enquiries from tenants.  There are some other ideas in the audio program about listing, marketing, and negotiating.

You can get the audio program below:

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How to Resolve Commercial Real Estate Prospecting Problems

So many brokers and agents struggle with or fail to establish a new businesss prospecting model for themselves.  That single fact then frustrates the progress of the brokerage with listings and commissions.

(NB – if you need help with real estate prospecting, you can get that in Snapshot right here – its free)

 

It’s all personal in property

To get some traction in real estate prospecting and new business, there are some skills to be learned and implemented.  There is a ‘fast track’ to the process that every person can persue.  It is a bit like learning how to drive a car; you learn the basics, then you start practicing.  Over a few weeks and months, the skills are refined and better results occur.

 

What are the real estate facts?

After some 35 plus years in the industry, I can safely say that I am always learning in so many different ways; skills can be refined.  Any broker and agent can improve their professional approach to the industry.

Clients and properties set new boundaries and requirements that ‘push the boundaries’ on real estate skills and marketing.  Nothing is ordinary.  The internet is also shifting the focus on some property types such as ‘shopping centers’ and ‘retail shops’.

 

Setting prospecting skills in place

Having worked with many agents over the years, there are some ‘hurdles’ that most people strike.  To help with that I have put those issues in a list for addressing and resolve.

You can get the audio file right here:

 

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The Best Sales Tips Ever in Commercial Real Estate Brokerage

In commercial real estate brokerage sales, the focus that you create on certain things will help you get results.  Many agents and brokers get diverted and distracted away from the things that really matter. (NB – get more sales tips in commmercial brokerage right here in Snapshot – its free)

In this audio program by John Highman, you can learn some of the important daily tasks in brokerage sales that can give you more traction in your market place with clients and listings.  Isn’t that what its all about?

Fast track your career in the industry by using some of these ideas.

You can get the audio program right here:

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Fast Tracking a Career in Commercial Real Estate Brokerage

commercial real estate broker podcast

When you are looking to establish or grow your career in commercial real estate brokerage, there are things to do in building market share at a personal level.  In this podcast program by John Highman, you can learn the key facts of building a good database of clients over time. (NB – you can get more career tips in commerial real estate brokerage right here in Snapshot – its free)

It is always the case that a broker or agent must know lots of people in their location and across their property type.  That is a deliberate strategy and focus.

In this audio recording, John Highman talks about the importance of focus at a personal level.  Build your real estate business in real and relevant way.

You can listen to the audio right here:

 

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How to Make Your Sales Pitch in Commercial Real Estate More Engaging

In commercial real estate brokerage, your sales pitch can always be improved through practice and skill development.  The information that you gather locally and have compiled over time relating to the local property market will always be valuable and interesting to the clients and prospects that you work with. Recognize the value of your information, and use it comprehensively in every listing pitch and presentation. (NB – you can get plenty of sales and listing pitch ideas in commercial real estate as part of our ‘Snapshot’ program right here – its free)

 

You can talk about recent levels of enquiry, trends in prices or rentals, the best methods of marketing, and feedback from recent inspections.  You can display your information graphically, as statistics in the form of the chart, and also pictorially.  Recognise the different ways to engage your client in the listing presentation with valuable local property market information.

 

In this audio by John Highman, you can learn some of the very specific ways to improve your sales pitch and presentation with a new client when it comes to listing their property in today’s market.  You can listen to the audio below, where you can download it as required.

 

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Commercial Property Management Questions to Use in a Handover

City buildings on Sydney Harbour

When you take over a new commercial property as part of a management strategy for a new client, you should ask specific questions relating to the asset, its history, and the tenancy mix.

You can get plenty of commercial property management tips and ideas as part of our regular online coaching right here.

There are many things to explore as part of a new property management listing on your brokerage books. In this audio program, John Highman talks about the factors to question and review. Most particularly key matters to look into will include:

– lease documentation
– tenancy mix
– property maintenance routines
– risk matters
– rentals and rent recoveries
– critical dates
– vacancy factors and pressures

You can listen to the audio program here to understand exactly how you can approach the handover process in commercial property management today. It doesn’t matter whether you are managing a retail shopping centre, or a commercial office tower. The same strategies and processes apply. Attention to detail will help you with the fact review and gathering process.

You can get the audio below:

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Why Commercial Property Leasing is a Leverage Point in Brokerage

Buildings and boat on Hong Kong harbour

Having spent a lot of time working on and in various building and leasing projects over the years, I know that the opportunities of working with commercial tenants and landlords today will always bring in other business openings into the future. (NB – you can get more commercial brokerage ideas here in our Snapshot program – its free)

Everything in our industry is linked, and your clients locally will usually have diverse needs in leasing, sales, and property management at some stage.  It is all a matter of timing and relevance.  Are you ready for some property leasing action?

Landlord and Tenant Opportunity

Recognize that a simple property lease transaction can open the door for you with a key landlord or business owner.  Relationships are important.  It can also be said that if you know plenty of things relating to local rents, lease documents, occupancy costs, property performance, and fit-out improvements, you can add considerable value to a property in capitalized cash flow.  Strategy and ideas can help facilitate an agreement between a landlord and tenant.

In this audio program, I talk about the importance of the tenant and landlord relationship and how you can tap into it as part of your commercial real estate career.

You can listen to the audio right here: