You can talk about recent levels of enquiry, trends in prices or rentals, the best methods of marketing, and feedback from recent inspections. You can display your information graphically, as statistics in the form of the chart, and also pictorially. Recognise the different ways to engage your client in the listing presentation with valuable local property market information.
In this audio by John Highman, you can learn some of the very specific ways to improve your sales pitch and presentation with a new client when it comes to listing their property in today’s market. You can listen to the audio below, where you can download it as required.
When you are pitching for a listing in commercial real estate brokerage, consider the focus points of the client and the specific factors of the property itself. Then review the local market conditions. Your dialogue can evolve from those elements.
Develop your lines and ‘patter’ to engage the clients thinking. Avoid the jargon that we commonly use in the industry, and break things down into the core facts that really matter with the property. Simplicity tends to win more attention and closure on listing situations.
Give the Client a Clear Picture
Be specific and relative to the location and property type. Understand how you can add value to the listing process by specialising within a specific location and marketing the property specifically and directly to the right target audience.
In this audio program, John Highman talks about the ways you can direct the client’s thoughts in the listing pitch towards the things that matter so you are reducing the impact of any competing brokers.
When you pitch and present your listing strategies to a client, are you clear and precise about how the client should move ahead with you and why that is the case? Help the client see that you are the best solution to their property challenge; be special and real to their situation and property asset.
So how can you do this?
Give them some property listing and marketing strategies that then cannot refuse or ignore. Show them that you really understand the current situation that they find themselves in, and that you have a definite path of resolve. Have some stories from the location of others that you have helped move ahead in similar property situations.
Here are some other ideas to apply to the listing discussion with the client or prospect:
Inspection strategy – demonstrate that you have a clear strategy and method of inspecting the property that will give the client a better chance of attracting offers from the target market. You can walk the client through the property as part of that strategic approach; you can also use your mobile telephone to record the inspection process in video, and show them the factors that you find really important to the property marketing and presentation process.
Short listed interested parties – using your current database, you should have a short list of buyers or tenants to apply to the property inspection as soon as the listing comes on market. With suitable anonymity, show the client the short list so they know that it exists and explain how you will be using that list in moving ahead.
Marketing solutions and alternatives – your marketing recommendations for the asset should not be ordinary, so take the time to build a marketing campaign that reaches deeply into the target market. Provide 3 alternatives with the campaigns so the client has some choices and budget alternatives. Give the client your clear marketing recommendations so they can see the best ways forward, and show them samples of other adverts used locally and tell them why certain solutions are better for their property in the current market conditions.
Targeted marketing and personal direct marketing – the property has to be placed firmly in front of the current prospects and target market that you have in mind. Explain how you will do that, and provide the client with a way in which you will be communicating progress on each stage of the campaign.
Negotiation control – tell the client how you are to be preparing for the negotiation well before it is to occur. When you have qualified a seller or tenant as the case may be, you will have stages of qualification and communication that should be professionally controlled so the offer is encouraged in the correct legal format. Exactly how will you do that? Explain those facts to the client as part of your listing and or presentation pitch.
To capture the interests of the client as part of any listing presentation and brokerage pitch, you have to stand out as relevant and real for the location and the property type. Help the client see that you are the best solution to assist them through the challenge with their property and the current market conditions.
To convert more listings over time, make sure that you are providing your clients and customers with a clear strategy to move ahead that is carefully crafted for the situation.
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.
So here are some ways to sell the marketing message and the requirement for vendor funds in your listing pitch:
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.
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.
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.
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.
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.
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.
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.
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.
Commissions get easier in commercial real estate when you understand that one single listing or one deal can easily be used as the foundation for other things and particularly opportunities. That’s when you can refine your actions and focus.
Take your single client, listing, or transaction and open up the opportunities that exist around you.
Need some more real estate business?
Here are the facts and some valuable ideas:
A good listing in any location can be the basis of making lots of calls to property owners in your town or city. Talk about your listings with the local people.
A signboard that you place on a property will be the foundation of connecting with nearby business owners and property owners. A signboard is a great business tool and will give you conversational leverage locally.
A quality property listing will (or should) be the origin of a door knocking program in your business precincts or territory. Get into your local area and talk to people about your listing stock.
Every time you get a call from an advertisement, ask the person calling you about what they have seen locally. They may have looked at other properties and therefore be an active buyer or tenant.
When you hold a property inspection, get the fuller perspective from the inspecting party about where they are now, what they are doing, where they want to be with their property needs, and when they have to do something. Ask good questions and make lots of notes.
List exclusively so that you can control your listing stock. Some agents just take on open listings for the sake of having a property on their books. Whilst I can understand the basic idea, open listings give you little leverage and ability to grow your market share. Exclusivity is the only thing with listing that will help you build your real estate business.
Know the market locally. Your comprehensive awareness of the listings, deals, negotiations, and time on market will help you through any client conversation and listing process. Be prepared to quote the facts.
Build on your successes and tell the ‘world’. When you have done a deal, get the message out to your location, your database, and your clients. Let people know that you are the person that has created a result. Encourage them to talk to you and discuss what happened.
Look for referrals in each contact and relationship. Use the power of referral business to grow your database with ‘warm contacts’. It is very easy to open a new opportunity from the basis of a referral.
This list is just the start of the process, and particularly so when you look at all the opportunities that are around you.
Every conversation, every lead, and client relationship can be expanded into something else. Ask and you shall receive.
Here are 3 topics for today. 1. How to do a successful listing presentation, 2. Tips for Identifying Property Features, 3. How to list an industrial property effectively. These are specialised commercial real estate coaching and training programs by John Highman, Broadcaster, Speaker, and Author.