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Brand Marketing Strategy in Commercial Real Estate Brokerage

city buildings in blur

Do you want to lift your brand locally in commercial real estate sales?  You will need a plan to achieve that.  Each day you can then take more steps towards the top agent status that you require.

 

Why is a brand so important in commercial real estate brokerage today?  Well, the fact of the matter is that you really want the prospects and clients in the local area to remember you.  Your brand, your professional skills and your local area knowledge are all part of that.

 

There are plenty of competing agents around you all chasing the top clients and prospects.  Deliberately stamp your brand on the local property market.  Make an impression of the highest professional standards.

 

The clients and prospects today are smart; they will very likely have made their inquiries and undertaken their investigations to determine who is the best agent to help them with their sales or purchase requirement.  In the presentation or listing pitch that they are asking you to provide, they are testing you.

 

They want you to demonstrate your ideas and confirm that you are the best choice of agent to help them.  Are you up to the challenge?  Can you prove that you are relevant and special to the client’s situation?  What are your points of difference?

 

Here are some ideas to help you to lift your profile as a top broker or agent in investment sales:

 

  1. Canvas the quality buildings in the locationtalk to all the occupants in the best buildings in your territory and the priority precincts. Give the facts of the buildings or assets, the location, and the leases, look at how you can help with investment improvement or new property purchase.  You can service both purchasers or sellers (not at the same time though – you can only have one client).  Your services can be ‘tweaked’ accordingly for the clients that you believe have the most opportunity for you; match your sales knowledge and local area coverage into those client types.  You can be a buyer’s agent or a seller’s agent.  Specialization helps in each case.
  2. Talk to specific property owners of high value – perhaps the clients that you know own multiple properties locally. Perhaps they spread their investment risk across different property types.  Portfolio ownership and investment performance is quite special today.
  3. Create a VIP list within your database – those people are the very special prospects and clients that you will be servicing at a higher level over time. Develop some special VIP services to achieve that.
  4. Hold regular industry updates – you can hold industry briefings for your best clients and prospects on a quarterly or half yearly basis. Treat them differently and give them plenty of comparisons and case studies from the location and the recent transactions.  Have a few stories to tell from the local region.
  5. Establish an online marketing strategy incorporating social media – as you talk to more people from the region, share your ideas with them through social media. Your online presence today is really important; don’t just market your listings, but also market yourself.

 

In building your brokerage brand and your personal profile locally, search through all the property ownership records and the business registers to start your contact processes in a complete and logical way.

 

Don’t leave one property owner out of your contact processes.  Build your brand with the people that own the assets.  List your properties exclusively and control your listing stock.

 

(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 Snapshot Podcast 225 – A Focus on Commercial Real Estate Leasing

audio headset
Commercial real estate training MP3

In this podcast I thought I should spend some time focusing on Commercial Real Estate Leasing.  That is for a number of reasons, the most important of which is that property leasing introduces you to the landlords and property owners who will eventually need more help in the future with things like sales and property management.  In other words a simple lease transaction can lead to other things.

I have split the audio program up into a number of  segments.  The summaries of the program are below:

  1. Why you should not let your tenants get out of control – in any property containing a group of tenants, the communication and control process is very important.  Tenants talk to other tenants and that can be a problem if issues exist in the building.  So this is all about those buildings with multiple occupants and how to connect with them.
  2. How you can be a commercial real estate leasing expert – you can do so much with your leasing knowledge.  You can establish tenant advocacy services, landlord leasing services, tenant mix advice, and basis brokerage leasing.  What sections of the leasing market can you see reasonable leverage and commission activity evolving from?  This part of the audio program will help you with ideas.
  3. How to work with franchise tenants and why that is a good idea – the franchise section of the commercial property market today is forever evolving and growing.  If you connect regularly with local franchise groups you can help them with property selection choices and any required relocation’s.   Get to know a few franchise tenants locally and come to understand what they need by way of property and when that is likely to occur.
  4. Some simple ideas for qualifying industrial property tenants – the industrial part of the property market is generally the first to respond in an upturn and also a downturn.  That being said it is a reasonably uncomplicated part of the industry.  Get to know a number of industrial tenants and businesses locally; see if you can help them with current and future property needs.

These are parts of the audio podcast by John Highman.  You can listen to the audio below.