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How to Exponentially Increase Your Business Based On Trust

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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 Create an Opening Statement to Attract Client Attention

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There are many ways to approach a conversation or pitch to a client in commercial real estate brokerage.  Opening statements will help you capture the client interest from the very start.

Note, that you can get our regular course for Brokers and Agents right here.

Are you prepared to move the client forward?  You can have something prepared to catch the attention of the client early in the property discussion, negotiation, or listing pitch.  If you know plenty of things about your location and the property type, then the strategy really works.

What is it?

You could call this an exercise in ‘verbal flexibility’.  As commercial real estate agents and brokers, we need plenty of that as we move our clients toward a goal or conversion.  Professionalism underpins the process.

The best agents and brokers are usually great at setting the scene for the client in the conversation and then moving them through the process, challenge, or facts.

In this audio program, John Highman talks about ‘Opening Statements’ and how they should be used by brokers and agents in commercial property brokerage.

 

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Time Management Strategies for Commercial Real Estate Brokers Today

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In commercial real estate brokerage today, your time is a valuable resource and should be optimized in each and every way possible. You will have many pressures coming to you throughout the working day of the working week, and some of those pressures will change your priorities. Ultimately you can lose focus without some good controls and priorities.

Note: You can get our free commercial real estate brokerage course right here.

The clients and the people that we work with can be very demanding. The priorities that you set today for tomorrow can shift and changes the day starts. A good degree of discipline is required to manage your time and your tasks as a commercial real estate broker.

There is a simple message to be remembered here. If you remain in control and focus on the critical elements of your business, there is a good chance that you will succeed in the ways that are important to you. If you allow others to divert your business activities away from prospecting, marketing, and client contact, you will likely find that your industry career takes a different direction and perhaps starts to stall.

Commercial real estate brokerage can provide you with all the opportunities and rewards that you seek. Manage your time deliberately so that you can stay on task when it comes to business growth and market share.

In this audio recording, John Highman talks about the importance of time management and task control in brokerage today. Listen to John as he explains important things that really matter when it comes to the property industry and your future in it.

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How to Get to Know Your Commercial Property Market Deeply

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Commercial Real Estate Brokerage Audio

In every town or city there are things that you can find that relate to commercial property sales, leasing, or property management.  You can get plenty of leads if you drill down into the location.  Meet people and ask questions.   A good conversation will take you closer to a property activity.

Having a good database will always help with new business generation.  For the new people in the industry, the priority to establish a good database is high.  Three to six months of effort will usually get a contact list established; from that point on it is a matter of keeping the data fresh and accurate.

To help my friends in the industry get established and stay on top of the right market trends, this audio will probably help.  It talks about who you should know and why that should be done.  Enjoy.

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How to Set the Right Priorities in Commercial Real Estate Brokerage

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There are certain things that you can and can’t do in commercial real estate brokerage. One of the most important things you can’t do is waste your time.

(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)

There are many different pressures influencing your business day when it comes to client contact, meetings, and negotiations. Somewhere between all of those three key activities you will need to be doing some marketing and some prospecting.

Stay Focused

So you simply cannot waste your time in any way or form as it is the most valuable resource that you have. Your activities generate leads and commissions over time; there is a special equation to monitor here about how new business can grow through your personal effort.

When you put the right effort in, you get some real momentum with tenants, landlords, sellers, and buyers. They are all out there in the local property market, thinking about how they can do things and solve property problems.

The Right Priorities and Facts

Here are some specific ideas to help you keep your business day under control as best possible. See how you can work with these ideas:

  • Control your diary electronically across a number of cloud-based platforms. You should be able to access your diary on your mobile telephone, your computer, and your tablet. Make sure that everything synchronizes between your electronic devices.
  • Don’t let any other person in the office make appointments for you whilst you are out on other appointments or business activities. Your time management priorities will not be the same as other people when it comes to meetings, negotiations, and client contact.
  • Start the day in prospecting mode for at least three hours. It is a specific business discipline that will help you connect with new business opportunities in the local area. Use the first three hours of every working day talking to new people through door-knocking, cold calling, and direct meetings or marketing.
  • It takes about 3 to 6 months to drive reasonable level of business activity and market share. Every day during that period you will need to talk to new people and create new levels of professional service. Eventually the new business opportunities will be generated from your deliberate and direct efforts of prospecting. When the new business starts to come in, continue prospecting as part of a professional time management business model. You simply cannot stop prospecting for new business.
  • When you have a negotiation to complete or a deal to negotiate, that may take specific priority at the start of the day. That should be the only reason for you to divert your prospecting activities to another time later in the day. I go back to the point that you should not overlook the requirement to prospect for new business on a daily basis.

Look for the reciprocal value in the things that you do each day with marketing, clients, inspections, and transactions. There will be opportunities for referral and lead generation through many of the relationships that you will already have. Ask the right questions at the right time.

 Delve Deeply

Look into the existing situations that apply to your client list and property list. There will be factors of change and pressures from other listings locally. Top agents tend to look at the marketplace with a broad view to identifying change and property churn.

The business owners and the prospects or clients that you work with will have pressures and relationships that can open new transaction opportunities for you. Remember to ask the right questions at the right time.

(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 Maintain a Professional Approach to Commercial Real Estate Brokerage

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Commercial real estate training MP3

In commercial real estate brokerage, there are plenty of pressures on deals and clients.  That pressure can lead to frustration and the temptation to ‘loose your cool’.  Stay away from the problem.  Maintain your professionalism at all times.  Your image as an agent or broker is really important locally.

In our industry, what goes around, comes around.  Remember that.

Here is an audio MP3 talking about that very issue.

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How to Take Small and Effective Steps Forward in Commercial Real Estate Brokerage

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Plan your progress in commercial real estate brokerage.

It is easy to get overwhelmed with all the issues to action and implement in commercial real estate brokerage.  The best way forward usually involves small incremental steps of improvement that you action every day.

The fact to understand here is that there will always be things happening each day that you do not expect or plan for.

You will only be able to control about 1/3rd of your day; everything else is a ‘juggle’.

(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)

Control Your Day

So the process here is for you to control that 1/3rd of your day.  If you do that consistently, you will get somewhere.  It is interesting to note that most agents and brokers cannot or do not control even that 1/3rd; they let things happen and that casual approach to their business will lead them through the day and week.  At the end of a month they are frustrated and they generally lack reasonable market activity and or listings.

So let’s look at how you can take small steps forward in your business model as a broker or agent:

  1. Getting to know new people – You can never really know too many people. The fact is you must know lots of people at a reasonable level and they must remember you when they need property help.  The only way to achieve that level of familiarity is to start a prospecting and database process that you drive towards new people every day.
  2. Creating meetings – Just how many meetings do you create now each day with new people? A good target to work to is 2 meetings per day.  The best way to get to that level of market interaction is through personal prospecting using a number of initiatives including cold calling, direct mail, email, website, social media, and referrals.  Are you up to the challenge?
  3. Building relationships – You will have to connect with most of your contacts on a regular basis and that will be at least once every 90 days or less. Over time the familiarity that you require will be built.  Do the things that help your prospects and clients remember you.
  4. Identifying VIP Clients and Prospects – Differentiate the good people in your database from the ordinary people. Segment your database into VIP’s and others.  Spend a good degree of your contact processes reaching into your VIP database and growing the relationships.
  5. Watch the property trends and listings locally – When you see something listed locally with your competitors, watch the results, marketing, and enquiry or inspections. Some quality listings with your competitors will create volumes of enquiry in any market.  Try to attract the better listings towards yourself and your brokerage; that’s when you can build a profile of activity in your area.  A good marketing profile and a strong listing base will pull in the business locally.
  6. Put the deals together individually – Concentrate your commercial real estate efforts on your individual listings (and particularly the exclusive listings). Convert your listings exclusively most of the time, refresh them regularly, and market them deeply.  Winning a listing is just the beginning of the equation.  Results come from a singular focus on each listing and the client’s requirements.

So there are some good things to do here as you take small steps forward in commercial real estate brokerage.  Create a plan to do that and push your plan forward at an individual level each day; only you can do that.

(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 Brokers – Ways of Establishing Penetrating Online Marketing

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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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Creating the Best Outcomes in Commercial Real Estate Brokerage

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Professionalism is a big part of commercial real estate brokerage.

Commercial real estate brokerage can be a highly profitable industry to work within.  In saying that, it can also be a difficult industry if the right people and processes are not applied correctly as part of a plan and targets process.

There are some rules skills to develop across sales, leasing, and property management.  There are some real knowledge challenges to address and resolve with office property, industrial property, and retail shopping centres.

Here below are some ideas from our eCourse Snapshot.

What are your targets?

The message here is that you can and should develop some real targets in your business to define and improve the outcomes of your commercial real estate brokerage.  It really doesn’t matter if you are part of a large team, or if you operate individually.  Here are some valuable targets to work towards:

  • Commissions written per transaction
  • Listings generated within a defined area
  • Exclusive listings vs. open listings
  • Signboard presence within a defined territory
  • Referral business created from every successful transaction
  • Repeat business from existing clients

Everything in commercial real estate today comes back to results and activities.  The right activities will always produce momentum, and the best activities can then be tuned over time to achieve some real momentum in listings, clients, and commissions.

Understand your local commercial property industry

Nothing remains the same in our industry, and the activities that you undertake each year should be shaped and changed based on current market activity and trends.  In other words, every broker and agent should be tracking personal efforts and property indicators.

Through a simple set of key performance indicators every broker and agent can monitor their activities across prospecting, listing, time on market, and deal conversions.  A focus on quality listings and better clients will always help boost enquiry levels; database growth can be part of that process.  A good quality listing will always encourage the players within the local property market to display their hand and connect with you.

Why struggle?

When an agent or broker is struggling in the property market it is usually because they have not focused on the best listings locally.  They are also avoiding the importance of exclusivity in listing conversion.  You cannot dominate the property market without exclusivity.  You must control the quality listing stock and the clients that you work with.  Those simple rules need to be remembered at all times.

Identify the strengths and weaknesses in your property market, and then adjust your business efforts accordingly.  Improve your skills were required, and start talking to the property owners locally.  You must control your listing stock and your clients.

Where are the opportunities?

Look for the opportunities and look for the weaknesses in your local area.  Understand what’s happening when it comes to property investment, occupancy, and business sentiment.  Consider the following questions:

  • What segments of the market are showing the most enquiries?
  • What are the tenants and the buyers looking for when it comes to property occupancy or purchase?
  • What is the supply of property today and how is that being impacted by current and future demand?
  • How are prices and rents trending in today’s terms?
  • Are there any threats on the horizon when it comes to commercial real estate in your town or city?

So there are some valuable questions to consider here as you establish your commercial real estate business.  Undertake a regular assessment of market conditions and relate those market conditions to your personal skills.

Practice and improve your processes at every opportunity.  Soon the commercial real estate precinct in which you operate will start to present opportunities that other agents and brokers have overlooked.

You can get more tips about commercial real estate brokerage growth in our eCourse right  here.

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Commercial Real Estate Brokers – Dazzle your Landlords with Perfect and Relevant Monthly Reports and Updates

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When you work with commercial property landlords with leasing and or property management requirements, it is essential that you provide comprehensive and detailed monthly reports of property activity and location based leasing movement.  Any quality property should receive such detailed attention and documentary control.

What is Impressive Reporting?

So you as the specialized commercial property agent or broker can create some impressive reporting formats to support local property activity, asset performance summary, and recent leasing results.  Any landlord owning a high quality asset deserves such attention and communication.

Who Needs This?

Focus on the best clients and the best properties as part of providing this reporting and communication service.  In that way you can support and drive portfolio growth within a group of quality listings and clients.  A perfect reporting process helps you to consolidate and improve client services and outcomes.

Give all the Facts

Here below are some ideas to help you establish a comprehensive landlord reporting process:

  1. CLIENT REQUIREMENTS: Understand the property and or the leasing process from the client’s perspective. They will have certain factors of property priority and focus that are high on their agenda.  They will have particular aspects of property control and timing that will be very important to them.  Generally and typically speaking most landlords are focusing firstly on rental cash flow, secondly on tenant occupancy, and thirdly on existing and upcoming lease documentation.  After those three particular things are seen to be under control, other things can be looked at in any property report to your client.
  2. DIVIDE THE FACTS: Split your client or landlord report up into particular segments with logical headings and subheadings targeting the points of client focus. In that way you are showing the client that you totally understand what they are looking for and where they are heading with the property as an investment.  Some of the most common headings and sub-headings to merge into your report are income, expenditure, lease documentation, tenancy mix, vacancy factors, maintenance, rent reviews, lease options, and capital expenditure.  To those sections or headings you can then add summaries of market activity and the feedback you have received from any recent property inspections involving vacancies.
  3. MIX VISUAL WITH REAL AND PRACTICAL FACTS: The visual approach is sometimes complimentary and valuable to any client information process. Add some charts and some timelines to the reports that you provide to your client.  Help them see the strategies and the issues at play.  Offer them some solid recommendations based on market evidence and the facts within your report including income, expenditure, leasing activities, and market trends.

So there are some good things that you can do here when it comes to the landlord and or client reporting that you undertake.  If you manage or lease a high quality property for any client, they deserve being supplied with the latest information in a comprehensive way.

Keep your clients fully informed with both property performance and market opportunity.  A fully informed client is likely to be a valuable client to you in the future across many categories of activity.

You can get more tips for working with landlords and property owners in our eCourse ‘Snapshot’ right here.

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Commercial Real Estate Brokers – Why Reputation is So Important in Your Career

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Understand the significant value of commercial real estate broker reputations.

Assess the reputation of your commercial real estate brokerage today as it stands in the current property market.  Also assess your reputation as an agent in the location.  What are the levels of reputation currently? Can things be improved?

Trust and reputation are big issues in commercial real estate today.  There are some ‘reputation’ issues here to consider when it comes to commercial real estate brokerage performance and market coverage.  Where do you stand and what is the position?

Why is this so?

The reputation of any brokerage and or agent can significantly impact current and future enquiry rates and conversions.  The reputations can also impact future referral conversions and repeat business over time.

Many of us will have seen agents and brokerages that are struggling to find listings and convert commissions.  There are many potential reasons for those things to be problems; however real estate brokerage marketing and reputation are key elements and indicators to watch in the success of any agent today.

If you are to be newly employed as an agent by a commercial real estate brokerage, explore the local area first to understand the reputation of that business today, and what it may have been over the years.  There will be strengths and weaknesses of reputation to identify and review, some of which will impact your ability to locate and convert new business.  You want to work with the best brokerage in the best location.

The Indicators

What are the indicators that you should look for here and question when it comes to the brokerage reputation?  How can your business activities fit within the brokerage?  Consider the following:

  • Previous transactions – Any active commercial real estate brokerage should have had plenty of previous business activity in a location. That will be a good indicator of market coverage and market share.  A brokerage with a good market share will be an advantage to you when it comes to prospecting for new business, listing conversions and client growth.
  • Referral business – Over time you will want to convert referral business where possible with your existing clients. That means you will need a good business reputation and a high level of professional service to support your referral activities.  Asking the right questions at the right time with your clients will help you convert referral business.  Most clients will allow you to access referral opportunities if your professional skills are sufficiently high and they have a good level of trust in working with you.
  • Repeat business – Some other clients that you work for will be repeat customers in many different ways. You will be able to move across sales, leasing, and property management opportunities.  Will your brokerage have the necessary staff and skill mix to support those special property disciplines?
  • The client database – Any established brokerage should have a comprehensive and up to date client database. That then allows for cross selling and leasing across the broader client and listing inventory.  Ask a few questions about how you can interact with in the client database of the brokerage.  Also ask a few questions about how you can grow your own database and who will own the data within that prospecting effort.
  • Market coverage – Look into the area and the precinct that the brokerage currently covers. From that investigation you can assess the levels of competition and the levels of dominance that you will be competing against.  Get to know the top agents and or brokerages that you will be the competing with.  When you understand those competitive factors, you can modify your marketing and prospecting activities accordingly.
  • Client interaction – Our industry is predominantly client related. Most of the listings that you create will be centred on client interaction and the client relationships that you build over time.  If you convert new clients as part of your prospecting activities, how can you protect those clients from your competitors?  How can you stand out as the agent of choice when it comes to the location and the property type?  Your strategies relating to client interaction and market coverage will need to be well defined and established.
  • Online marketing – The brokerage should have some active and professional online marketing strategies underway at all times. Generally those factors will include the industry portals, websites, social media, and database interaction.  How can you tap into those specific online marketing strategies?
  • Newspaper marketing – Understand the levels of newspaper marketing undertaken by the brokerage in your location. What are the levels of marketing that apply?  How much inbound enquiry comes from newspaper marketing today?  Marketing is not the only way to pull in the new business although it is a big part.
  • Community involvement – Can you say that your brokerage is deeply involved in the local community, and particularly the correct segments? Is your brokerage doing everything it can to attract enquiry from local property investors and the overall business community?  Given that most commercial real estate activity comes from the business community and the investors that are investing locally, your brokerage should have specific strategies active at all times across community groups to tap into both of those segments.  How can you be part of that community involvement?  What community groups can you join?

So there are some good things for you to do here when it comes to reputation building and brokerage coverage.  Ask plenty of questions within your brokerage as to each of these factors mentioned.  You will soon see the place for you to build your marketing and listing activities, as well as commission opportunities.

You can get more broker marketing tips in our eCourse ‘Snapshot’ right here.

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Create Some Marketing Suspense in Commercial Real Estate Advertising

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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.