I like to think that every property taken to the market for sale or lease is handled with a direct and deliberate strategy; that is my rule and process, and that is why I will not take on open listings. As busy as we can be in commercial real estate brokerage, the promotional strategies that we adopt are unique.
Every listing deserves the ‘deliberate’ approach to marketing and engagement with potential buyers or tenants. When you focus on the quality side of our business, you can achieve more results over time.
When you look at your average working week, where are the priorities? There should be only three or four things that you do every day, and those things should take precedence in your business activities. Sure, other things will have to be done, but the four main things will always take precedent.
Marketing Rules for Enquiry Attraction
So, the marketing process can be refined back to simple rules. Here are some of those rules that I like to work to:
- Set a clear target market that applies to the listing. Where can you tap into that target market? How can you tune the marketing campaign to reach that group of targeted people? When you know those answers you can drill down on the campaign timing and media channels to be used. There are always different and better ways for us to do things. The clients that we serve like to hear fresh ideas and strategies; that is how you win more listings over time.
- Use some different approaches to your promotional processes. The owner of the property can likely share some stories with you about the property and the location that would be valuable in your editorials and articles about the listings. A story makes a property more interesting. Historic properties are also valuable to helping you build a local profile that is different and perhaps specialized.
- Build a matrix of marketing that can change and adjust every few weeks. It takes about three weeks for the first level of marketing to be assessed; from that assessment, you can modify adverts, media choices, and photography. Every website advert for each listing can be slightly different in layout or property facts. That then builds the attraction factor for better property inquiry.
- Knowing the value of inbound inquiry, look at your listing groups so you can feed inquiry across the locations and the property types in positive ways. One inquiry can be directed to several properties and inspections. Do more with your inquiries. Track your inquiries so you know what is working for you with inbound property inquiry.
Take every property to the market with deliberate promotional strategies. Build some momentum with your listing activity and target marketing.