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How to Make Internet Marketing and Advertising Work in Commercial Brokerage

The commercial listings that you place on the Internet should be carefully considered and crafted to achieve the best inquiry results possible. The online marketing process is becoming a busier and more complex in most towns or cities; your property marketing cannot be ordinary.

(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)

If you want your property to stand out as a valuable and relevant commercial property, then you will need to seriously consider how you promote the property online across a number of portals and marketing activities.  Choices should be made with due regard to the property and the local market.

 

Avoid this problem

So what is the problem? The generic marketing approach doesn’t work in our industry, especially if the town or the city is large. If you are to achieve reasonable levels of enquiry from the quality properties that you advertise online, then it is always a good time to have a look at how you are placing the properties in the portals, and then undertake a review of the wordage and advertising copy that applies to all of your exclusive listings.

 

Direct your Internet marketing effectively

Here are some ideas to help you optimise your Internet based property listings:

  1. Look at the location from the aspect of the tenant or the buyer that you are trying to attract. How will they search a property requirement? That question needs to be addressed in your Internet listing promotional copy.
  2. Use professional photographs to attract the eye of the reader. Given that there will be other listings in the location available for sale or lease, your listing should stand out visibly through the use of better quality professional images.
  3. Use particular keywords in the promotional campaign that focus on the property type and the location. You have some choices relating to suburbs, streets, and property types. Brainstorm the right words as you craft the marketing campaign.
  4. Think about how a tenant or a buyer of property would enter a search request in the search engines. Those words should be central to your keyword choices. They should be woven into the advertising copy, the headlines, and the feature points.
  5. Use the industry portals, and where ever possible and affordable achieve dominant priority placement. Every quality property should be promoted through a priority placement on the portals. There is no point in the listing being lost at the back of the website in and around many other properties for the location. If you have a top-quality property to take to the market, then make sure you have priority placement in the vendor paid marketing costs.
  6. Use some strategies involving social media to push people to your listings online. Through a series of editorials, articles, and social media placements, you can activate more interest back to the property and the campaign.

 

Taking all of these strategies into account, you can start a promotional initiative with more focus and direction. Always track the levels of enquiry that you are achieving with each and every exclusive listing. You will soon know the methods of marketing that are producing the better levels of results for you.

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Internet Marketing Solutions for Commercial Real Estate Brokers

man with computer on  desk
Your internet profile is really important in commercial real estate brokerage.

In today’s commercial property market, the Internet provides some real marketing solutions for commercial brokers and agents as they promote listed properties and build their personal profile.

It is interesting to note that many agents at a personal level fail to fully utilise all the available tools on the Internet; they will commonly promote their listed properties efficiently and effectively, but they regularly overlook the requirements of personal marketing and promotion.

To build your personal profile online, it is necessary to do specific things consistently and regularly.  Placing a blog or an online article once a week to a website will not be enough activity to give you a meaningful ‘online presence’.  Doing something on a daily basis or at a minimum every 3 days will significantly improve your online presence.

The search engines look for consistency and relevance.  So the consistency aspect can be handled by regular activity undertaken in a meaningful way.  Relevance on the other hand has a lot to do with writing about your location and property speciality.  The articles and the blogs that you create should be quite specific and rich with content.

Here are some ideas to help you with establishing your online presence as a specialized commercial real estate broker.

  1. Visit the major search engines to do a ‘keyword search’ based on your location and property type.  Many of the search engines offer a ‘keyword search tool’ to help you get that information.  From that searching process, you can identify the words that are commonly used and searched on the Internet when it comes to your location.  Make a shortlist of 25 words that can be merged into your profile and online activity.
  2. Your consistency in the marketing process will then be to use those words regularly in an ongoing way.  In an article of 300 or 400 words, your keywords could be featured three or four times in a meaningful way.  In that way you will be optimising your article or your property to the search engine profiles.  As a special note, do not overly saturate the article or the advertisement with the identified and targeted keywords.  When that occurs, the search engines will penalise your article because of your intended keyword manipulation and will fail to rank you.
  3. Establish a blog online where you can write about the property marketplace and your property speciality.  Do not promote your property listings in the blog.  Property listings should be featured on a website somewhere and handled separately.  So the idea behind a blog is for you to talk about property market trends, activities, and issues in your town or city, and your property speciality.
  4. In an article of 400 to 500 words, you can say many things that are useful to the prospects and clients that you serve.  As a general rule, you should be writing a blog at least two or three times per week.  Again, I go back to the point that consistency and regularity in the process will be really important.  Let the search engines see that you are an expert in your field, and that you are prepared to share your information on a regular basis.  They will then rank your articles more favourably in their search results.
  5. Also write some articles relevant to your property marketplace and speciality.  Those articles can be placed on ‘article submission sites’.  To understand how those sites work and which ones will rank better for you, do a search on the search engines for ‘article submission sites’.  Choose one of the sites and services that are ‘highly ranked’.  Understand the rules that apply to the process of writing and submitting articles with that site, and set up an account to get the process underway.  The articles that you create should be informational and relevant to your property location and property type.  The articles can link back to your website or your blog.  Do not promote your listings in the articles as you will not be allowed to do so.  The article writing process is one of authority and speciality.
  6. From your regular online activity, link your articles and blogs through to Twitter and LinkedIn.  The same linking activity can be used for Facebook.  As you build your list of prospects and contacts in each of those social media channels, your blogs and your articles will be of interest to the property based community that you are connecting with.  In that way you will be seen as a specialist of relevance to the people that you serve.

So there are a number of things for you to do here in building your online presence as a top commercial real estate agent or broker.  Promote yourself at every opportunity in specific ways.  Use the social media channels effectively and efficiently.  Regularity is the key to making the process personally successful.

You can get more tips like this in our Newsletter.

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Email Marketing for Commercial Real Estate Agents

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

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

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

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

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

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

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

Want some more tips on email marketing of commercial property?  Get our Newsletter here.