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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

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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)