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How to Use Market Suspense in Commercial Real Estate Marketing

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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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Innovation Ideas for Agents in Commercial Real Estate Brokerage

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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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Successful Blogging Tips for Commercial Real Estate Brokers

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Market yourself on-line in commercial real estate brokerage.

In commercial real estate brokerage today, the blogging process will help you build market share and professional profile.  That being said, the strategy does require commitment and focus.  It is certainly something that you should carefully consider as part of building your professional image and social media strategy.

It is worthwhile noting that this process should only occur if you have a reasonable command of the written word and your property topic.  Quality and information should flow through your article and your blog process.

So why is this so important?  The process of blogging allows you to display your skill and knowledge to the Internet world, and potentially the clients and the prospects in your market today.  When you do this correctly, the search engines will see you as an industry expert.  You can also link up your social media activity into your blogging process.

There are always plenty of listings on the Internet, and you will have your fair share of those.  The blogging process is entirely different to property advertising, and is based on information sharing.  You will be writing about the marketplace in a valuable and meaningful way.  Blogging is not a process of advertising properties, as that already occurs on your website and the industry portals.

So here are some things to think about as part of building your online profile in this way:

  1. Understand your niche market when it comes to property activity.  Also determine the critical issues that relate to your geographical region, town, or city.  From these factors, you can select keywords that apply to your region and property type.  Those keywords can be fed into the articles and blogs that you write.  You can research some of those keywords on the Internet based search engines using a keyword search tool.  In most cases you can download the keyword search results using an excel spread sheet.  That information will be quite valuable when it comes to connecting with your marketplace, writing advertisements, and building market share.
  2. Every article or blog that you write should be content rich.  In other words you should write to a topic and a specific local property issue.  The search engines love to see quality content relating to a topic.  Choose your topics wisely and match them to the concerns and the activities of the property market today.  Think of your blog as a newspaper that is talking to the market about relevant issues related to property.  What would the readers like to hear?  Within reason, you can be controversial and yet also remaining professional to the industry and the current property market.
  3. When you place a blog online, you can use tags or labels in each case to focus the search engines on your article.  Choose those tags or labels based on the central topic, your location, and the property type.  When you correctly do this, you will find that the blog will receive good hits and maximum exposure.
  4. From any blog that you write, you can link the article back to your social media activity.  The same rules apply to linking back to your e-mail newsletter.  Interesting information displayed in a concise and well-presented way will help you when it comes to professionalism as a top agent.
  5. To make the blog and the topic meaningful, write approximately 400 words in each case and with each topic.  Split the article up into sensible paragraphs and dot points.  That helps the readership conversion and retention.
  6. It should be noted that this marketing process is relatively low cost if not free.  You only resources required will be your time and your intelligence.

So this becomes a specific strategy within your personal marketing plan.  The blog should be something that you control and write to on a daily or weekly basis.  Frequency is quite important when it comes to attracting the search engines.  Most of your competitors will not be doing this at an individual level.  On that basis, you can easily move up in the search engine rankings as an industry professional.

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