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List Effective of Communication Strategies in Commercial Real Estate Brokerage

commercial property agent meeting clients

The best agents in commercial real estate know how to communicate effectively and control their transactions from start to finish.  They do not lose control of the deal momentum.  They stay with their listings and negotiation positions to the very end.  Those focus points are quite important.


Things will change, and momentum will shift in any sale or lease, so expect that.  Understanding the momentum of the parties and their negotiation targets will help you effectively convert and control the transaction.  Set your rules to all the communication processes across listings, inspections, and negotiations.



Comprehensive Communication with Listing Control


Stay with the transaction and the involved people from the very beginning.


Here are some ideas to help with that transaction control:


  1. Know who your client is in the transaction, and don’t lose that awareness as the elements of the deal move and change. The client is the person that needs your help and will be the one that is paying the commission at the point of success.
  2. Make sure your appointment to act in the sale or property transaction is accurately compiled and legally correct. You don’t want any disagreements about commission at a later time.
  3. Get full property detail and title ownership correctly compiled for the transaction and the negotiations that may follow. Be prepared for questions and negotiation elements between the parties.
  4. Follow the client’s instructions to completion. Keep the client fully briefed as matters shift and change.  Information helps with negotiations.
  5. Take plenty of notes as the transaction evolves. Most property negotiations are complex, and the elements of offers, discussions, and agreements will vary.  Your notes are critical to transaction control.  Every meeting, telephone discussion, or direct instruction should be documented.
  6. If you need some ‘market awareness’ to help shape the thoughts of your client or the negotiating party, then gather plenty of comparable evidence from other local properties and transactions. That evidence should be statistical and visual, as well as verbal.  Verbal comments alone don’t count much when it comes to client or prospect conditioning.  Help your client or the other party to the transaction understand the elements of the local property market and recent prices or rents.
  7. Most parties to a property sale or lease want to get some ‘saving’ as a final element of ‘closure’ on a negotiation. What is the best alternative to no agreement for each of the parties?  They will be ‘holding out’ for their position and advantages, and somewhere in those facts will be a potential agreement.  Know the negotiation ‘variables’ for each party and then position the negotiation around them.
  8. Personal marketing for a top agent is a required process. It covers promotions and engagement across some different channels.  A top agent will be using all available marketing elements to build their business.  That will, for example, be websites, editorials, articles, social media, databases, telephone calls, and meetings.  That is how they can build a solid marketing profile as an industry expert.  The process of personal marketing never stops for a top agent.  Get involved in promoting yourself and your skills locally.  Engage with your target market.
  9. When the final transaction documentation takes shape, understand the facts and capture the elements of the deal. Know how all matters should be documented; do so with accuracy and timeliness.  All documentation should be served and prepared with full regard to local property laws and the instructions of the client.


With these things, you can control a property transaction most effectively from start to finish.


Communicate through your listing and property transactions with accuracy and timeliness.  That will help in creating ‘closure’.   Commissions are then easier to convert. That is how top agents do things.

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Principles of Client Communication in Commercial Real Estate Brokerage

Hong Kong harbor at sunset.

In commercial real estate in most towns and cities there are plenty of prospects and clients to find and work with.  The issue is how do you find them and what do you do with those people over time?  It is a key question to understand. (NB – if you are struggling with your client list, you can get more tips and ideas in Snapshot right here – its free)

In this audio program I share the realities of client communication and give you some good ideas to work with when it comes to local property information that would be of use to your clients.

Strategies to Help Clients

Learn the various ways you can market your real estate services from a base of local property information.  Show the client that you are the local property expert.

You can get the audio right here:

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How to Put More Human Contact into Your Commercial Real Estate Brokerage

city buildings on river

In your commercial real estate career, it is hard to get anywhere without a good degree of client and prospect contact.  Your brokerage and your office location will have little to do with the little to do with the inquiries coming in.  (NB – you can get more client contact strategies in commercial real estate brokerage right here in ‘Snapshot’)

Each day you simply must get out the front door of the brokerage, and into your territory.  It is a precise process that requires a plan.  Build your real estate business around people first and foremost.  Talk to more people and take a record or notes from valuable conversations and relationships.

Facts of Time

Why think this way?  It takes about 3 to 6 months of direct prospecting to get some real momentum up and running in a brokerage career; what you want to do here is give energy and focus to database accuracy and growth.  Get to know plenty of local people.

What can you learn from this?  Your database should be at the center of your tasks, your diary, and your daily activities.  Choose a good database program that works for you and your property specialty, and then use it each day; revisit the details of earlier contacts, meetings, and conversations.  Look for those small pieces of information that could turn into a valuable discussion or new real estate business.

Human Focus

Put the concept of ‘human contact’ back into your real estate business.  While it is always easy to send an email or make a telephone call, the traditional approach of ‘face to face’ meetings and ‘drop-ins’ tend to be the best way to get traction and momentum with new clients and prospects.  You can judge the success of a commercial real estate agent by the depth of their database and the strength of personal relationships with key customers and prospects.

Contact and Communicate

So, let’s get some more focus on this concept.  Here are some ideas to help you get your ‘human contact’ plan up and running in your real estate business:

  1. Door knocking local areas, businesses, and tenants – get to know all the firms in the streets and the zones that you control. It is always likely that a simple conversation with a local business owner can lead to something of value, be that in a sale, lease, or property management.
  2. Meetings in a regular way – when you have established a link and relationship with a new client or prospect, stay in contact so that you are seeing or talking to them at least once every 90 days. Regularity is important to build profile and relevance.
  3. Getting to know the clients comprehensively – some customers can have ongoing property needs and or challenges. Get to know their portfolios and locations.  Look for the elements of change in investment.
  4. Establish a VIP prospect and client program – some of your contacts will be more ‘valuable’ for future business in so many different ways. Differentiate your customers based on value, location, capability to act, and property requirements.
  5. Creating ‘leave behind value’ for all your meetings and inspections – when you have made a contact or connection, send some follow-up information immediately after the event. The information that you submit can ‘open the door up’ for ongoing communication.
  6. Every inquiry or inspection is a reason to keep connecting – when the first inquiry comes in, keep the conversation and connection flowing through a series of professional processes including brochures, emails, and case studies. Local property information is always of interest to investors and business owners.  Share information that is relevant and real for the location.

Through these strategies, you can build a solid business profile as a top agent for a location and property type.  Go for the opportunities that you can sense or see.  Keep connecting at a personal level.