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How to Know Exactly Where You Stand in Commercial Real Estate Brokerage

hong kong harbour at sunset

As you work through your career as a broker or an agent, take the time to understand where you are positioned professionally and competitively in your town or region taking into account the levels of broker and agent competition.  (NB – you can get our free commercial real estate broker course right here)

 

When you fully appreciate your market position, you can take steps to improve your conversions, commissions, and results.  You can do different and special things with marketing, negotiating, prospecting, and client services.

 

In the property market today, it is best if you take the time and make the effort to stand out as an industry professional.

 

Top agents of the market understand exactly where they are professionally in today’s market terms; by professionally I mean listings, market share, commissions, and client service. They also understand exactly what they are going to do to improve their market position over time.

 

Here are some ideas to help you establish some performance indicators and professional targets for commercial real estate clients, as a broker or an agent. You can very likely add to the list based on your property specialty and location:

 

  1. Signboards – do a signboard count on a monthly basis so that you can understand and relate to the numbers of signs that you have in the market by comparison to the other agents and competitors around you. Local area presence and signboard activity will always help you attract more inquiries and activities from your exclusive listings. Your signboards are a marketing process to refine and optimize.
  2. Listings by type – compare the numbers of listings that you have in your territory by way of open versus exclusivity. Your exclusive listings are the only ones that really matter when it comes to market share. At least 75% of your property presentations should convert to exclusivity. Open listings are generally a waste of time although the strategy can be a last resort if necessary with a difficult client or a unique property.
  3. Database – review your database on a monthly basis so that you can understand the levels of improvement and the growth of activity with meetings, calls, conversions, and inquiries. You cannot easily delegate the data base process to others within your business. Ultimately the database supports your commercial real estate activities into the future and that client list will be a critical component of your growth of market share. If you are struggling with commissions, listings, or clients, then it is very likely that your database is lacking in some respect. Take the time to understand that client list now and your prospecting activities to grow the database.
  4. Internet – on a weekly basis, review the new listings coming onto the market across all the Internet portals. Compare your online listing numbers to those of your competitors. Understand the positioning and the ranking of your listings within your targeted suburbs and locations. To boost your business, you will really need to take the time to bolster your online profile and the exclusive listings that you have placed on the portals. There are various strategies that you can use online such as search engine optimization, social media, and article marketing. They are all very effective when it comes to establishing and growing a personal marketing profile for any broker or agent.
  5. Commissions – look at your commissions and conversions as they exist today in both sales and leasing activity. Break the commissions down to a transaction level so that you can see the size and the types of property that you are working on per transaction. This simple strategy will allow you to assess preferred listing types and listing sizes. Focus on the listings that the market requires and where the enquiry may be centred at the moment.

 

A successful career in commercial real estate brokerage will usually be centred on predictable trends and activities.

When a broker or an agent understands where things are changing in the property market, they can direct all of their efforts into the appropriate business activities and predictable listing challenges. That is how the industry works.

 

 

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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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6 Ways to Get Paid for Commercial Real Estate Marketing

In commercial real estate brokerage, there is a direct correlation between vendor paid marketing and the inbound inquiry you can generate on listings.

NB – Need some ideas?  You can get our commercial real estate brokerage course here.

If you are looking to grow your market share and improve the results for your clients, then you simply must seek and convert vendor paid marketing as part of your business model.  It is the best solution for creating inquiry.  It is also the best solution for getting results for the clients that you work for.

 

Lift Enquiry in Better Ways

 

As the level of property inquiry escalates as part of a dedicated and special promotional program, this is what typically happens:

 

  • Your database grows with quality people calling you on the better listings
  • Better quality listings allow you to speak to active investors and business leaders for the location
  • Your existing listing stock allows you to talk to other local people.
  • You get known as a property specialist for the location and that then helps you build listings with other locals
  • Other local property owners get to notice you as the ‘go to person’ for the location and property type

 

So these are all good things.  Your ability to create vendor paid marketing will help you get started on the road to improved market presence.

 

Revisit Your Listing Presentation

 

What you can do here is put VPA into your listing pitch in such a way that it is hard to ignore or avoid.  Most property owners and business leaders want faster results with their property challenge.  Vendor paid marketing allows you to do that.

 

So here are some ways to sell the marketing message and the requirement for vendor funds in your listing pitch:

 

  1. Vary your packages offered – Most clients like to have a choice when presented with property matters and challenges. Give them 3 different approaches to marketing and advertising coverage (also provide the reasons for the different packages).  When they have choices, the advertising spend gets a bit easier.
  2. Show the value of a timed campaign – When should the campaign start and why is that the case? You should have answers to those questions and feed those matters into the client presentation.
  3. Focus in on a target marketing – Put your targeted buyers or tenants into your campaign and categorize them for the client. That then makes it easier for the client to see who you are chasing for inspections and how you are going to create their interest.
  4. Differentiate between local area marketing and regional coverage (where the property makes it necessary). There are differences in approach for each market segment, so treat them differently in your marketing.
  5. Split campaign focus into primary and secondary coverage both online and offline – When you have done this, you can stage the campaign into segments and points of focus.
  6. Use a private website portal to help the client see your feedback and results coming in – Make it easy for the client to see the results of recent marketing and inspections. A private portal can easily be merged into your website for the VIP clients and Exclusive listings that you have now and those that you will convert.
  7. Put yourself into the property campaign – Help the client see that you are important to the promotion of the property, because you will be doing certain things that are critical to getting results with both inquiries and inspections.

 

From these simple and yet specific things, you can drive better levels of property enquiry.  Look at your listing processes in commercial real estate now and consider how you can convert vendor paid marketing with each and every presentation that you make; your career will escalate faster if you can resolve the equation.

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Understand the Best Ways to Market a Commercial Property Today

city scene with marketing words displayed over

When it comes to marketing a commercial property for sale, the right choices have to be made based on location, property type, recent levels of inquiry and local demand.  So there are some important factors to look into.  Make the right choices.  Attract the enquiry.

Some methods of marketing can be tuned and optimized both online and offline.  Don’t do the ‘ordinary things’ that all other agents use in property promotion.  Be different and bold in your promotional message.

Here are some tips on audio about commercial real estate promotion and marketing today specifically relating to sales.  See what you think:

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How to Master the Art of Commercial Property Marketing

When you have spent considerable time in finding a new client or a new property listing, the marketing process starts. To improve your commission and listing conversions over time, you should master the art of marketing and develop the science of professional property promotion.

(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)

 

Be Special in Marketing

There is no point in being ‘ordinary’ when it comes to property marketing today. There are too many other brokers and agents out there for you to take the ordinary approach to the business. Your listings locally should stand out as unique and special when compared to others with other brokerages.  You are part of the equation.

 

It is interesting to note that the best agents in commercial property generally achieve good results in sales and leasing through high level marketing campaigns. Those campaigns are not ordinary in any way. The best channels of media are selected, the adverts are well designed, the photographs are of quality, and the advertising message is carefully crafted. These things don’t happen without deliberate effort and professional skill.

 

Look for Differences

When you look at the local paper and on the Internet, it is easy to see the differences between professional marketing processes and ordinary property listings. You have the choice of promotion to consider when you take on any new listing and any new client. Can you convert vendor paid marketing funds consistently for the quality properties that you work with? Your ability to do so will help you with your career and market share momentum

 

The only way to achieve good quality inquiries is through vendor paid marketing. In other words, the property owner needs to commit some of their own money to the property listing and the promotional campaign period.

 

Best Agent Choices

Give the client plenty of reasons to choose you as the agent to comprehensively target market their property into the best segments of buyers or tenants as the case may be. Tell the client exactly why you are the right person for the job. Show them how you will approach the property promotional processes. Here are some ideas to help you with that:

 

  1. Set the target market clearly and effectively for the property. Give the client plenty of reasons why you need to work comprehensively into the target market and tell exactly how you will do that. Put yourself at the center of that marketing approach. The weaker agents tend to overlook the need to put themselves into the listing. You simply provide some budget and some generic marketing statement. If you want to lift your conversions with the better clients and the quality listings, put yourself into a deliberate target marketing approach designed exclusively for the client and the location. The more specific you can be in doing so, will help your listing conversions on an exclusive basis.
  2. Set a timeline to the promotion. Seriously consider the levels of inquiry that currently apply to the location and the property type. That information will help you set the advertising campaign timeline, and also the strategies behind marketing. Create a timeline visually that you can show the client as part of the property presentation. A simple Gantt chart will help you do that efficiently and directly.
  3. Use the results from recent sales and listing promotion as a basis of recommendation for your new clients with their new listings. Show them how the levels of inquiry improved through different methods of sale or lease as the case may be. You can then make clear recommendations for the best method of sale or lease to apply to the particular property and location.
  4. Give the client three marketing alternatives when it comes to the campaign budget and strategy. They can then make simple choices based on expected spend and market coverage. Don’t forget to give them solid recommendations across all three marketing campaign processes. Make it easy for them to make the right choices.

 

The clients and the property owners that we work with are simply looking for good results in timely ways. They are looking for the best agents and brokers to help them through that challenge and expectation.

 

Understand the alternatives of property promotion today and how you can improve the target marketing approach for the people that you serve. The best agents for a location and property type are usually comprehensive market in each and every way. Make your property pitch and listing pitch on the basis of marketing uniqueness and promotional professionalism.

(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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The Great Advantages of Geographic Marketing in Commercial Real Estate Brokerage

Architectural Details 0015
Know the commercial real estate landscape in your town or city in both sales and leasing.

In commercial real estate brokerage, the best way to structure and implement a marketing program is to comprehensively cover a geographic location in many different ways. Don’t make the error of working with too many properties over a large location.

(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)

Drill down into smaller location with a greater level of coverage and connection. Get to know all of the property owners within a small location; the same principles apply when it comes to.

What Can You Do?

So there are two directions to consider when it comes to establishing a specific marketing program to help you win listings and client opportunities. You will always need to know plenty of clients and prospects as part of your database coverage. You also need to know the property owners by location, Street, and building type.

The research that you undertake will help you find the right people to make those very important connections. That research can take time given that some people are harder to locate and connect with.

Diligence and drive will get you through the research process. Remain on task and highly organized as you question the property ownership records and the businesses locally.

Its all Geographical

So the geographic marketing process has a valuable role to play in commercial real estate brokerage in every town or city.

Here are some ideas to help you establish the system and find the opportunities:

  • Understand the property activities in your location. Some precincts will be more desirable than others for business occupancy and investment property. Determine where those locations are, and then drill down into the ownership and occupancy factors. The property precincts will also have trends that are essential to know when it comes to prices and rentals. Look at how the transaction results have been changing over time. Local market information and intelligence will always help you as part of your prospecting model.
  • Set specific criteria when it comes to targeted properties and targeted clients. Try to focus on the best clients and the best properties so that the level of quality that you create with your listings is always desirable to the market generally. When you have a good quality property to work with from sales or leasing perspective, take the property listing personally to the location and talk to plenty of property owners and local business owners. Every property listing can give you plenty of reasons to talk to people in the location.
  • Look at a map for your location and the positioning of roads and freeways. Understand how people move in and around the city when it comes to business activities. You can set a primary zone of prospecting where most of your business will be identified and created. Outside of that zone will be the secondary zone of prospecting where you may still be comfortable in taking listings, although you may not be highly active in prospecting through that region. When you compare the two zones, you will need about 2000 or 3000 properties in the primary zone to generate plenty of property churn and opportunity. That number can also be varied based on the number of businesses and also the property types that you focus on for the region. When you set the primary zone of prospecting activity, consider those specific elements.
  • Undertake an assessment of other listings and competitors in your primary zone of prospecting. When considering the competing brokers and agents, look at why they are currently active and what property types they specialize on. Are there segments of the market that you can service more successfully? Can you do things more comprehensively than your competitors locally?
  • When it comes to property marketing you really do need to stand out in a relevant and real way to the local business owners and the property investors. Your marketing has to be of the highest quality to be seen and to activate the levels of inquiry that you need. Every high-quality property should be the subject of a well-staged marketing campaign. Every exclusive listing should be taken through that process.

So there are some valuable ideas here to implement when it comes to geographic marketing. As the local commercial real estate broker or agent, it is your job to connect with the right people in a comprehensive way. As you focus down into a specific area, you can find those prospects and clients more frequently and successfully.

(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 Use Market Suspense in Commercial Real Estate Marketing

Blur of Caucasian businessman reading newspaper beside window uid 1172586
Tell a marketing story in a staged way.

When you have a high quality commercial property to sell or lease, the marketing campaign that you create can be carefully crafted for maximum suspense and impact. Don’t just advertise something in an ordinary way and wait for things to happen.

(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)

Take the time to think about how you can build on the promotional campaign momentum and implement the campaign strategically. A good quality property always deserves maximum promotional effort.

Exclusive Please!

Before I go too far into this topic I will say that these rules apply to exclusive listings only. You would not spend the time or effort on any openly listed property. Too many open listings in your group of properties can be and usually will be a distraction to what you are doing in growing your real estate business.

Marketing Message

So what is this ‘suspense’ idea all about? You can time your entire campaign for the best results, and you can put into it a number of special ideas and concepts. The effort and creativity that you apply to the process will have direct results in the outcomes you achieve (inbound inquiry and inspections). Here are some things to help with your marketing of property listings:

  • Best time of year – some properties are suited to a marketing campaign at a particular time of year. Understand exactly who or what your target market may be, and then look at how and when they would choose property activity and movement.
  • Best days of the week – there are many different advertising methods that you can use with most marketing processes. Stagger the campaigns across a period of weeks both online and offline.
  • Call your short list of qualified people – check out the people in your database and give them the chance to see the property at the earliest opportunity after the campaign start. Call the people that you know and get them to the property early.
  • Mix online and offline promotions – we all know the massive advantages of the internet in promoting commercial property today. That being said, the traditional newspapers and mail out processes still apply as part of property marketing. So mix and match your online and offline promotional methods.
  • Priority placement on the commercial portals – this is a vendor or client paid cost. Priority placement on the online property portals is a valuable strategy to adopt with the right properties. Pitch the idea in your listing presentation; show the client why the idea is so important.
  • Blog some editorial – every top agent should have a blog that they load material into. When a top quality listing comes onto the market, the blog is a great place to talk about the listing. Use photos and good quality promotional copy on your blog, then feed the link to the article through your social media channels.
  • Social media – from the previous point, you can see how the blog process and social media interaction go well. Most agents have a ‘bland and ordinary’ approach to social media, offering nothing (or very little) of value or interest. Create your blog and fill it with great material; then circulate that material online and through your social media contacts.
  • Pre-release and a staged campaign – spread things out when it comes to promoting a property. Set up a few small adverts for the pre-release and then build the story about the listing in a series of different adverts.
  • Using different advertising layouts – in any exclusive listing property promotion, the advertising layout should have 3 alternatives and be used in that way so that the property tells a new and fresh story across the media channels that you are using online and offline.
  • Target market focus – know exactly who you are connecting into as part of the property promotion. That awareness will help you with your campaign structure and timing.
  • Keywords – some if not most properties should be described in the ways that the search engines are being used by inquiring tenants or buyers (as the case may be). A list of keywords can be fed into your property marketing so that the adverts online are attracting more hits and interest via the search portals.
  • Photos professionally taken – great photos always attract readership. Get professional photos taken as part of your marketing budget.
  • Dot points of features – the strengths of the property should be clear and precisely laid out in the advert so you can pull in the target market. The dot points should not be the generic ‘fluff’ used by every other agent or broker in your city. Make the dot points special and specific to the listing. Short precise points of focus about the property should be used.
  • Brief narrative – don’t say too much in your listing advertising. Say enough to get people to call you and use white space simplicity in the layout. Adults don’t read long promotional statements about property; they want the simple facts, and then they will consider if there is a need to go further with a telephone call and or an inspection.

From all of these things, you can see how suspense and creativity have a role to play in property marketing today. Build your commercial real estate marketing accordingly.

(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 Put More Marketing Suspense into Your Commercial Real Estate Marketing

Businessman standing in blue and gray cityscape uid 1460546
Time and strengthen your commercial real estate marketing with strategy.

In commercial real estate brokerage today every exclusive listing should be part of a staged marketing campaign. In other words, the listing and the advertising should be shaped and released strategically.

(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)

In a staged marketing campaign, you can create significant market suspense and better inquiry. Avoid being ordinary when it comes to commercial real estate marketing and advertising. Stage every exclusive campaign so that you can pull in more inquiry over the duration of the promotion.

Strategy is Everything in Marketing

So there is a strategy here. Every advert builds towards the next promotional message; every advert leads to the next advert releasing more information and enticing the tenant or buyer to make an inquiry. Here are some ideas to help you do that with commercial real estate listings:

  1. A typical marketing campaign for an exclusive listing will be structured over a period of two or three months. Over the nominated time the advert should feature alternative copy and a good selection of professional photographs. Every 30 days the advertising copy should change as would the digital images. In that way you are attracting different levels of inquiry, and hopefully better interest. You are making people think about the listing and the advantages of inspecting the property.
  2. A timed campaign such as that for an auction or expressions of interest, will have a shorter campaign duration of around 4 to 6 weeks. The same strategic process applies in that the advert should be staged and shaped for different times within the campaign. You have a beginning, a main promotion, and then a summary reminder to the property listing or release. You see this process quite often with project sales and leasing. The same rules apply with investment property promotions or vacant properties for owner occupation.
  3. You can consider the different target markets that apply to the particular property listing. When you have identified the different target markets, you can specifically design adverts for special release. Those efforts can be released into the media channels and newspapers serving the chosen target markets.
  4. You can mix and match your advertising through different media outlets and types. Consider using preliminary adverts to be followed by the major adverts, and then to be followed up by smaller summary advertising at the end of the campaign.
  5. The first two weeks of a property release are quite important to make sure that you have the promotional strategy correctly balance during that time. The first two weeks of every campaign are the real foundation and will be critical to the momentum of promotion from that point onward. The advertising should be carefully crafted to create maximum levels of interest and inbound telephone calls. Use facts and figures together with a good balance of written content and digital images to do just that.
  6. Always track your advertising results through levels of inquiry, inbound calls, hits or clicks on the Internet, website referrals, website hits, and property inspections. In that way you can understand where the results are converting through the different elements of your marketing campaign. When you know what works, you can repeat the process.

So the idea here is that you can dedicate more focus into the exclusive listings that you have and the marketing processes that you adopt.

You can create variations in the marketing campaign so that the inquiry rate can be optimized and shaped over time. Soon you will know how to best approach the promotion of a particular property type in your local area.

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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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Innovation Ideas for Agents in Commercial Real Estate Brokerage

blur of people walking
Innovate your commercial real estate marketing to attract people and enquiries.

If you are located in a busy town or city from a real estate perspective, most of your listing presentations will be quite competitive.  For that reason your property initiatives should be innovative in all respects to give you the edge against your competitors.

Consider these questions:

  • Why are you the best agent for the listing?
  • How are you a specialist in the property type?
  • How can you improve the property marketing process to make listings standout?
  • How can you improve the property outcome for your client in a timely way and for a better monetary return?
  • What marketing approaches are you using today that are producing the best levels of inbound enquiry?
  • What is your conversion rate and inspection ratio like from marketing your exclusive listings?

Very specific questions like these will help you build your point of difference for any property presentation.  The good news is that most agents (your competitors) do not do a very good job at being different and unique from a property marketing perspective.  That is an advantage for you to tap into.  Your entire exclusive listing approach can be built around your uniqueness and the successes that creates.

Here are some ideas to help you tap into your property market completely and directly:

  1. Direct Marketing wins more business every time. Connect with your property market and prospects every day directly.  That means talking to ever more people by door knocking local businesses and making lots of cold calls.  Grow your database strategically as part of building your market share of listings, prospects, and business contacts.
  2. Promote Exclusive Listings Directly.  When you have an exclusive listing, take it personally to the property market.  Use the listing as an excuse to talk to a lot of new people.  Ask questions about property needs and opportunities as you do so.
  3. Online Promotions should be a big part of every property marketing campaign. The online approach today for commercial real estate can include the property portals, your blog, article directories, podcasting portals, and business websites.  The key to online success is in your ability to keep up the momentum over time.  Don’t expect big results if you only do something online once; the real momentum starts if you keep doing the right things every day online.  Every exclusive listing should be directly and specifically promoted in a number of online portals and places.  Create 3 different advertising layouts and copy to be featured in every marketing campaign for an exclusive listing.
  4. Social Media feeds can be linked to your blog activities and database records. Keep your social media efforts professional and relevant to the area.  The search engines attach value to location and information.  Your social media posts should be structured in that way.
  5. Success letters can be sent out for every successful sale or lease that you complete. Those letters should be sent to business owners and property owners in the immediate vicinity of the listing.  Invite people to call you and ask questions about the concluded successful transaction.
  6. Signboard Designs should be special. Get away from the generic sale signboard designs that all other agents use.  Every exclusive listing should have a carefully created board of generous size, and the board itself should contain special information targeted to the property buyers that you are looking for.

Are you ready to be relevant and innovative in your local area as a real estate agent?

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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.