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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)

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Create Some Marketing Suspense in Commercial Real Estate Advertising

persons eye
Attract the interest of people in commercial real estate marketing.

When it comes to promoting a commercial property for sale or lease, try to put some suspense and anticipation into the property campaign.  Get away from ‘generically’ marketing, and be very specific in your promotional efforts.

Know the Property

Look at the property for what it is and the strengths that the property provides over time for the buyers or tenants.  Understand the target market for each exclusive listing so that you can really tap into creative marketing processes that pull in the right segments of people.

Ultimately you want a reasonable level of property enquiry with every exclusive listing; from that you will create inspections and lots of them.  How can you do that?  In simple terms you look at your property and build the marketing campaign or plan using relevant promotional leverage.  You then implement that promotional plan.

Your Promotional Plan

Here are some ideas to help with promoting your next high quality listing:

  1. Give your property a name or identity – If there is some history about the property or the location, you can use that information as a point of leverage and branding in your advertising copy. People relate to a story.  The history of the property is likely to have a few stories that you can use in your headlines, feature points, and editorials.
  2. Set the time for the campaign – Start the property promotion at the right time of year or month. Seasonal holidays and business cycles all put pressures into property promotion.  You want the right people to see the advertised property so start the campaign at the right time of month and on the right days of the week.   The campaign can be ‘rolled out’ in a staged way using ‘early release’ information, and then primary promotion coverage.
  3. Use the right media channels – When you really understand your target market you can choose the best media channels to tap into your segments of buyers or tenants as the case may be.
  4. Personal involvement – Put yourself into the staging of the property promotion. Tell the client what you will do personally to get the message about the property to the right people.  Most top agents win more property listings because of the promise and strategy they offer in personal involvement.  In exchange for that personal involvement you should insist on exclusivity with your listings for a reasonable period of time.
  5. Implementation and control – Every good property campaign will be implemented to a plan and controlled to a strategy. Every stage of the property promotion will be watched for both strengths and weaknesses.

Marketing suspense in commercial real estate sales and leasing is something that is created through the deliberate planning and effort of each listing broker.

You can get more tips for commercial real estate brokers in our eCourse right here.

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Tips for Conditioning Your Client on the Commercial Real Estate Leasing Market

two business men in car talking
Working with clients in commercial real estate leasing.

When it comes to leasing commercial property today make sure that you understand the current market conditions, and that you convey those market conditions to your local clients, landlords, and the tenants that you serve.  Our industry is not an experiment; it is a very specific process and it is established on set investment, marketing and negotiation principles.

Help the Client Understand the Facts About Leasing

Any misunderstandings or missing information when working with tenants and landlords from a leasing perspective should be realigned to current day market conditions with clear market evidence and relevant supporting material.

Your job is to have that ‘comparable’ material available and handy solve any negotiation, listing, or leasing challenge.  Condition the people that you work with in the correct and the most professional way; use market evidence.

Your Message on Leasing?

The concept here is that you are the best person to ‘recondition’ your property market and the people that you work with; you understand the realities of the property market far better than they do.  Help your clients and prospects realize that the real market conditions are here to stay and brief them on those conditions.  Explain the prevailing market conditions comprehensively.

Gather the facts and then help the landlords and tenants that you work understand the prevailing market conditions across:

  • Rental activity – track and measure the levels of rental activity across all recent leasing transactions. Compare the differences between net and gross rentals in each case.  Understand how they relate to the location and the property type.  Provide the rental details to those that do not fully understand what is happening locally with property segments.
  • Market rentals – real market rentals are determined as a result of negotiation between willing and committed tenants and landlords. Some of those rentals will be impacted by local vacancy factors, the available competing properties, and the asking rentals applicable to each property and landlord.
  • Competing listings – where appropriate take your clients to see competing properties in the location. The visual approach will help them understand the influencing factors that impact levels of enquiry and offers.
  • Property improvements – with older properties there will be issues with the standards of property improvements. Do assessment of improvements, services, and amenities when it comes to every leasing vacancy.
  • Industry enquiry – understand where the levels of enquiry coming from today when it applies to particular locations and property types. If you are marketing effectively in an ongoing way then the enquiries coming to you should show trends and opportunities.  Every inbound call generated by a quality listing should help you understand what tenants are looking for today.  You can chart those requirements and provide recommendations to the landlords that you work with.
  • Methods of marketing – certain methods of marketing in commercial real estate will be more successful than others. A lot depends on the target market that you are chasing however choose the right marketing solutions to suit the situation, the current market conditions, and the target audience.  The Marketing Solutions that you adopt will be somewhat subject to the amount of available funds and the prevailing market conditions.  +
  • Inspection processes – some properties require specific inspection strategies allowing for the improvements, the property layout, the strengths and weaknesses of the listing itself, and the landlord. As part of every exclusive property listing process, establish the inspection processes that will feature the property correctly and directly at all times.  In a complex property, establish the track or route that you will take across floors and through common areas.

So, all of this is informational and helpful when you are working with property investors, business owners, landlords and tenants today.  Are you prepared to provide and explain all the elements of the property market to those people? Have you got all of the information to help ‘close’ on a leasing transaction?

Recondition the clients thinking and perceptions in leasing properties and premises locally.  You are the specialist to do that.

Need help with commercial real estate leasing?  Get our free eCourse here.

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Classic Commercial Real Estate Sales Letters

address book
Send prospecting letters in commercial real estate.

In the commercial real estate brokerage today, the classic sales letter will always create opportunity for an agent or broker if the process is put in place successfully and consistently.  It is necessary to understand the logic behind the process, the timing of the letters, and the requirement to do it regularly.

It is a fact that the e-mail prospecting process has taken over a large section of the real estate industry.  For this very reason, the traditional sales letter sent through the Post Office System will create a major point of difference in marketing when it comes to the prospecting activities of an agent or a broker.

If you want to stand out from the crowd when it comes to your marketing efforts, merge the sales letter process into your personal marketing efforts.  Here are some rules to help you:

  1. The sending of letters needs to occur regularly.  Send your letters to groups of prospects on a monthly or bimonthly process.  Given that each letter is specifically written for the target market of property owners or tenants, it is quite easy to group your prospects into segments.  At different times of the month you can send your letters to selected segments.
  2. So a key factor here is to write letters specifically to the targets within each group.  You can are groups for landlords, tenants, business owners, investors, and developers.  Specific letters are used in each case.
  3. As a general rule, and wherever possible, take the time to follow-up each letter with a telephone call.  If you know the telephone number of the person concerned, make the call.  Many letters will help you convert more meetings.
  4. It is preferable that the letter process is simple and select.  Three or four paragraphs on a single page will get the message across.  Sign your letters individually and ensure that they are personally addressed to the people concerned.  Enclose your business card with every letter.  You are marketing yourself and your contact details; that is what the letter and the message must do.
  5. Given that this is a prospecting process, the letter is designed to connect with the person you are sending it to, so that you can get more meetings and opportunities.  On that basis the message and the letter needs to be simply designed.  Do not fill the envelope with bulky marketing material that will confuse the central message.  Marketing letters are best left to a different approach and a generic mail system.
  6. Make it easy for people to contact you as part of the mail out.  Some people will call you as a direct result of getting the letters regularly.  That is why you enclose your business card as part of the process.  It is quite likely that the receiver of the correspondence will keep your business card for future reference.

So the direct mail process is a real and important part of the commercial real estate brokers marketing system.  Make it an important part of your regular marketing efforts.

Get more tips in our Newsletter right here.

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Exclusive Listing Strategies in Commercial Real Estate Brokerage

man standing out front of commercial office building.
Focus on Exclusive listings in Commercial real estate brokerage.

In commercial real estate and brokerage, the exclusive listings that you convert and create will help you build market share.  Open listings are generally a waste of time and any results that you get from the open listing process will be a process of luck more than anything else.

In some markets and with some agents, it is common to hear that the open listing process is the only way to build listing stock.  The problem is quite common when it comes to industrial property and with the newer brokerages or agents.  Those agents are quite generic in quality of service and marketing activity.  They have no point of difference to help their listing process and marketing plan.

Your conversions to exclusive listings will elevate when you are working as a property specialist, and are regarded as the local expert to solve the client’s property problem.  It is very difficult for a client or a prospect to walk away from or ignore the services of a top agent.

Generic agents take on open listings just to get the stock; specialized agents take on exclusive listings only.  If you want to improve your market share, you will need to practice your processes when it comes to pitching for an exclusive listing.  You will need more exclusive listings.

To improve your conversions for exclusive listings, here are some ideas:

  1. To convert more of these listings, you do need to feed your contact pipeline with a systematic prospecting process.  Every day connect with new people that you have not spoken to before.  Over time, repeating the connection process with the same people will allow you to convert more meetings and make more presentations.  On average, it takes about three or four telephone calls to get a meeting with some property owners and property investors.  Establish your call contact system, and implement it every day so that your pipeline of opportunity is growing.
  2. There are two reasons why you will get an exclusive listing.  The first will be that you are regarded as an expert in the local area, and the second will be that you are regarded as a marketing specialist.  It directly follows that you will need to build your brand and prospect model accordingly.  Every pitch and proposal that you make should be structured with those two issues in mind.
  3. A good quality property will always create more enquiries from your marketing efforts.  Top agents will usually focus on the best properties and the best clients.  Those top agents walk away from poor quality listings, open listings, and unrealistic clients.  Protect your time and your agency procedures as part of that process.  Don’t take on a listing that you regard as unnecessarily difficult and unrealistically priced.

As mentioned earlier, the exclusive listing process will help take you to the top of your market with a commanding market share.  Practice your pitch and your proposals accordingly.  Role-play your presentations in each sales meeting so that both you and the team can provide special services and solutions for the clients that you serve.

You can get more tips like this in our Newsletter for Agents and Brokers.

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Commercial Real Estate Agency Internet Marketing Ideas and Tips

With the internet today, commercial real estate agents have many tools at their disposal.  They can market not only their properties but also themselves comprehensively and effectively.  If you are struggling with getting your name into the property market as a top agent, this audio recording will give you some ideas and processes to use.

You can get more tips like this in our regular newsletter right here.

Get your computer out and have a listen to the things that you can do on the internet to build your real estate agent profile.

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Marketing Ideas for Commercial Real Estate Agents

commercial real estate agents meeting
Market every property with focus and relevance.

In commercial real estate agency, the marketing process that you choose today will have significant impact on the outcomes that you require with new inspections and fresh negotiations.  Every property that you take to the market should be carefully structured into a targeted marketing campaign.

Here are some more marketing tips from our main commercial real estate training website.

It is interesting to note that most commercial real estate markets change throughout the year and will have seasonal selling and leasing cycles.  This then says that the timing process and the method of marketing that you choose for a property will be quite important and seasonally adjusted.

Here are some marketing tips to help you with promoting a listing and optimizing the enquiry that you achieve from the promotion.

  1. Review the property with the client prior to forming any opinion on marketing or promotion.  Walk around the property together to look at the strengths and weaknesses that the property provides.  Ask the client about the history of the property and the reasons for their actions today in seeking a sale or a lease.  Get to the key facts of client motivation today.
  2. Given the previous point, you can now relate to the other properties in the market that may be competing against the subject listing.  Show the client some of those other properties and provide details of current marketing efforts, prices, and rents.  Your new listing needs to be well positioned in comparison to other listings for attracting better enquiry.  That can very well mean a particular method of sale or lease and choices about marketing.
  3. At any given point of time, the enquiry coming into your office relative to different property types should be tracked.  The tracking process will help you with conditioning clients in the listing and marketing process.  When you understand what is working to get more enquiries, you can take better actions with each property type.
  4. Will the property require any preparation work prior to marketing?  The first three or four weeks of any marketing campaign are quite important.  Your enquiry rate needs to be optimized for that time frame.  Any hurdles or obstacles that can be seen in the property when inspecting should be removed prior to commencing the campaign.
  5. Clearly define the target market for the listed property.  Ensure that the choices you make in promotion are matched to the target market in every respect.  Exclusive listings require much more effort when it comes to promotion.  They also have a significantly higher conversion factor to a successful transaction.  On this basis you should be encouraging the client to choose the exclusive listing process for their property.

Today we are blessed with the technology and the resources that will help us promote a property listing directly and effectively.  Package the listing correctly for the client so that you can optimize the inbound enquiries for the property, and therefore gain more inspections and negotiations.

You can get some more training tips and ideas for commercial real estate agents from our main website.

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Commercial Real Estate Agent – Tips to Measure Advertising and Marketing Response

Commercial Real Estate Sales Team
Check your advertising responses weekly.

In commercial real estate advertising and marketing, you need to carefully consider the channels of media that you use for your agency and for your listings.

On that basis you should also be tracking the advertising responses that you achieve in all the different channels of media.  Some will be more relevant than others for the listings that you take on and your region.

This then says that your promotional activity will have a specific focus of encouraging interaction with the buyers and the tenants that are in the market.  You will also be encouraging interaction with the sellers and the landlords that are looking for property assistance.  Tracking and measuring becomes a very specific process to help you see what is working from a promotional viewpoint.  How and why are people contacting you?  That is a really important question and key fact to monitor.

So your advertising and marketing efforts will encourage results and feedback from the right people looking for property assistance.  They will come to you through various systems and processes that should and will all be tracked.

Here is a list of the things that should be utilized in most agencies and tracked for promotional feedback:

  1. Out of every campaign for a quality property, you will get people looking for more information to be sent out.  Each exclusive listing should be tracked for this.  A follow-up telephone call should occur in each case after the information packet or email has been sent and received.
  2. Understand the number of inspections that have occurred within property types and with particular listings.  You will soon see the properties and the regions that are more popular than others.
  3. Keep a tally of inbound telephone calls that apply to the agency and also to each listing.  The same can be said for particular salespeople as some will be more successful than others when it comes to creating enquiry.
  4. With some larger and more exclusive properties you will be sending out information memorandums to qualified prospects.  These requests should be tracked and then followed through.
  5. Each day you will receive requests via e-mail for property information.  Keep a tally of email requests for all of your campaigns and exclusive listings.
  6. Your newsletter should be sent on a regular basis to qualified prospects.  Track the growth of your newsletter subscription list on a weekly and monthly basis.  Keep in personal contact with the people on your list.
  7. Put an offer on your website for a free report relating to the local property market.  That free report will or should encourage subscribers to join your newsletter.  Track the activity and the requests for this free report.  Ensure that the report is of relevance and attraction to the local area and property market.
  8. Track the number of website hits that you are getting each week.  You will find that certain days of the week will be better for website marketing and property listing.  Understand the differences between new visitors and repeat visitors to your website.  Look at the bounce rate that applies to people coming in and moving around the pages of the site.
  9. Track the numbers of people involved in your social media activity.  You should have a social media platform for the agency and also for the individual salespeople in your team.  It is questionable whether you will actually make a sale or lease as a direct result of social media usage.  Social media is more effective as a community involvement tool.  It helps people remember you for the future when they are ready to lease, buy or sell commercial and retail property.

You may add to this list based on your property type and your location.  You can however see the importance of tracking numbers so that you can see and determine the things that are working for you.  When something works well as promotional tool, it should be repeated or utilized on a regular basis.

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Commercial Realtors – Cold Calling is Really Tough but Essential

Business man talking on mobile telephone
Cold Calling is an important part of a commercial real estate career

When you work in commercial real estate sales and leasing, you will find that the cold calling process is really tough to get started.  That being said, it is still one essential part of being a good commercial real estate agent or realtor.

The biggest challenges in the cold calling process are a combination of the following:

  • The ability to get organised on a daily basis to make the right calls to new people can be a challenge.  Many salespeople are not sufficiently organised.  Connecting with new people is a critical part of the role of a salesperson.  Many that have been in the industry for a long time will selectively connect only with previous contacts and acquaintances.  Whilst this is partly appropriate, you still need to find new people otherwise your market share will not grow.  People come and go from the market, so you really do need to know who they are.
  • The research required behind the call process is ongoing and extensive.  The research required should be done in the evening ready for the next day.  This is an organizational issue on a personal basis.  At the end of the working day, the prospecting research still needs to be done at a later stage ready for the next day.
  • It takes about 2 or 3 hours every day to do your prospecting.  Many salespeople can’t find the time in their diary.  Your prospecting time should be focused to a core time where you expect to be able to connect with the right people in reasonable volume.  That may be in the morning, the afternoon, or the evening.  Whatever that time frame is, the prospecting process should occur.
  • The telephone can be your friend in the process however you are required to develop a good dialogue to create good conversions.  Practicing will fast track your dialogue and prospecting conversation.  There are many good books to help you develop the process.  Importantly the dialogue should be natural and convenient for you; don’t use words and phrases that are artificial and canned.
  • Many salespeople struggle with the rejection factor that comes with cold calling.  Many of the people that you call will not want to talk to you.  That is a problem for some salespeople.  It may take 50 rejections to find someone who is willing to meet with you.  On that basis you need to accept the rejection factor.  Over time your conversions will improve.
  • Most salespeople may try the calling process for only a short time and then move on to other prospecting issues which are more convenient and less mentally challenging.

So the prospecting and cold calling process is perhaps one of the most challenging aspects of your job as a salesperson in the industry.  You have a choice here.  Those that can master the process will always develop a better market share faster and more effectively.

When you look at a commercial real estate career, many opportunities exist in both property type and market segment.  That being said, the only way the opportunities can be nurtured is through the prospecting process.

If you have decided to make commercial real estate your road to better income and life opportunity, then prospecting will need to be seriously considered in your personal business model.  It really does not matter who you work for, but it doesn’t matter what you do.  You have a choice here.

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Commercial Realtors – Don’t Let the Client Rush You in Listing

business man on a pay phone
Control your client from the outset.

In commercial real estate agency it is common for the property owner to put you under some pressure to accept their price or rental in a listing situation.  If you do that, you will commonly finish up with a listing that is over the mark or could contain errors.   A listing with problems will not sell or rent well and can be on your books for a long time.

The key facts should always be known when you list commercial property.  Investigate everything before you comment on price or rent.  For example:

  • A lease in a property may be a positive or negative when it comes to the potential sale, and you will need to look at the lease to understand those facts before the listing is marketed.
  • The property itself may have issues of ownership or orders and notices that can impact the sale process.  In all cases you should do a title search and a detailed property search at the local council before you complete the listing.
  • The improvements in a property may have compliance issues with the building codes, or orders may have been issued on the property for alterations to certain issues.

So the list can go on.  Asking questions of the property owner is a good thing, but sometimes they do not have all the answers or know about the issues.  For that reason you should ask for more time in the listing process.

Here is a checklist that can help you with some of the bigger concerns when listing a commercial or retail property today:

  1. Get copies of the leases for the property and in the property so you know what impact they can have on the sale or lease process.  Look at the critical dates in the leases in case they require response or action before the marketing of the property.
  2. Notices and orders may have been issued on the property by the local council or building authority.  The client should normally know about these things however a checking process at the local council will be a wise move.
  3. Boundary issues relating to the borders between adjacent properties should be checked.  That may require you to get a copy of the latest survey plans that apply to the area.  If any questions appear regards boundaries, then the client should get a survey check done as required.
  4. Property usage currently should comply with the existing tenancy or ownership.  Property usage will or should comply with the requirements set out in the local zoning planning regulations.
  5. Tenant lease issues can vary enormously from property to property and tenancy to tenancy.  This says that you should be comfortable in reading and interpreting lease documentation.  When in doubt see a good solicitor that understands the property type and the leasing process.
  6. Outgoings and other property operating expenses will vary from property to property, although they should compare on average to other properties of similar type and size.  This is where your local property knowledge is quite important in the listing phase.
  7. Improvements in the property should be checked for relevance to the target market, building code compliance, and existing property usage.  Look for any improvements that could require upgrade or refurbishment prior to the marketing process commencing.

This list can be expanded given the property location, the property type, and the improvements.  It is best to have a questioning approach to the listing process so you can get issues and hurdles out of the way prior to the marketing process.

Need more ideas in Commercial Real Estate today?  You can get them at our website http://www.commercial-realestate-training.com/

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Copywriting Strategies for Commercial Real Estate Marketing

Businessman reading newspaper
Advertising copy in commercial property has to attract your target audience

When taking a commercial property to the market for sale or for lease, the marketing campaign will be significantly impacted by the quality of the advertising copy used in the various channels of media.  Many property agents are not good at writing advertisements and therefore the marketing campaign suffers from the very start.

Before commencing the drafting of advertising for any property, it pays to thoroughly inspect the property and the surrounding area.  This simple process will give you many ideas and concepts to feed into your advertising layout and design.  You will also get some perceptions of the features of the property and that are important to the target market.

So to get the matter under way, it is important to understand exactly who or what the target market is for the chosen property.  In commercial real estate, the target markets are usually subsets of the following categories:

  1. Property Investors in the local area
  2. Business owners and proprietors in the local area
  3. Property developers
  4. Tenants needing to move into their own premises

Within each of these categories there will be subsets of criteria such as the required cash flow, timing of the property release, the availability of the property, the location of the property, and the types of improvements.

So the best strategy in working towards a drafting of advertising copy is to review the property personally with due regard to the particular broader target market that will be attracted to it.  When you then walk around the premises and the general location, you can detail the features that will be attractive to the target audience.  Take many photos of the property from various locations around the site so you can revisit the property presentation and improvements at a later time.  These photos can also be used in any discussions with identified and qualified prospects in the future.

It pays to develop a list of four or five items that are considered the features of the property itself and the campaign.  They should consistently flow through all the advertising material and be placed towards the top of all the advertising copy.

If the property has any form of identity, brand, or name in the local area, then it should also feature in the advertising copy.  Most property purchasers and tenants relate to the building brand, identity, and location.  At least 75% of properties that are sold or rented today are transacted with local property investors or business owners.

It is a known fact that the most effective advertising in commercial and retail real estate is simple and short.  Most adult readers prefer dot points and photographs to attract their interest.  Any written paragraphs should then be short and to the base of the advertising copy.  At the base of the created property advertising and any editorial, ensure that you place the necessary contact detail of the relative salesperson and real estate agency business.

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Email Marketing for Commercial Real Estate Agents

computer keyboard with 2 hands
Get your email campaigns right in commercial real estate marketing.

When selling or leasing commercial real estate, the process of sending emails to prospective customers and clients is highly effective and very useful.  That being said, there are different ways to approach the Email marketing process with commercial property and some rules to follow.

All commercial real estate agents and salespeople should be using an email system of marketing to distribute the facts regards recent listings and featured properties.   It is cost effective and will get the message out to your prospects.

Hopefully you have a database that is accurate and up to date.  You can see why email contact information is now just as important as the mobile or cell phone for contacting your prospects.

Before you start the process it is wise to set some rules.  Here are some ideas.

  1. Firstly, it should be said that many emails are deleted before they are even viewed by the recipient.  That is because there are just so many emails going around each day.  The people we send the emails to need to make decisions about their incoming emails and deal with them.  That is not a reason to stop sending emails; it is just a factor to compensate for in the marketing process.
  2. Every person that you send these emails to should have been vetted when entered into your database, and asked if they would like to get the property information sent to them.  This process is easy if you incorporate the questions and concepts into your daily meetings with people and when you do any property inspections.
  3. Get a good email system that can send the information out for you.  There are many available online that service the real estate industry.  The system that you use will dictate how you send information out.
  4. Cost of sending the information is really a factor of the type of email service that you use and the numbers of emails you are to send out.  Get something that suits your budget.
  5. The branding used in sending out property information should be unique to your business and incorporate the names of the salespeople.  The prospects like to know who to call and how to get them.
  6. Track the open rates of the emails so you know just who is opening them and when.  Some prospects that you send emails to will open the emails very often.  Your marketing software should be able to tell you exactly who opened the emails and when.  This then gives the salesperson a reason to call the respective person in the next few days.
  7. The time of day that you send emails is quite important.   The better results and readership occur when you send emails at the end of the day around 4pm local time.
  8. The best days of the week to send the emails are on Wednesdays and Thursdays.   There is a greater chance that your email will be read if you send on those days.
  9. The frequency that you send your emails should be once a week.  More than that and you become an irritation, less than that and you become a forgotten person or real estate business.  Irrelevancy is not good in our industry.
  10. Allow the readers to give you feedback or connect with you.  They should be able to click on a link as send you a response or a question on any property.  Include your mobile or cell phone number on all properties.
  11. The numbers of properties in each email sent should be limited to no more than 8.  After that number the list of properties will not be fully comprehended or read.
  12. Split the emails to property types or locations.  If you work on different property types, it may be wise to send out emails only on particular property types so you can optimise the type of advert and the way that it is written.
  13. A variation of properties should occur in each despatch so you do not conflict the listings with each other.  Too many properties of the same type send the wrong message.
  14. Photographs should be used in all adverts so you can attract the reader’s eye.  If possible use professional or high quality photos taken from the right angle to capture the property features.
  15. Format of email should be varied or designed to pick up the fact that most people look at messages on their mobile phone first.

Take these rules and add them to your own marketing processes.  You will set standards in your marketing processes that really do reach the target audience.

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