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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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Commercial Real Estate Brokers – Ways of Establishing Penetrating Online Marketing

real estate agent using laptop computer
Build your brand comprehensively as a broker or agent online.

If you haven’t worked it out yet, online marketing is taking over commercial real estate advertising and property promotion.  Every year there are new things to do and learn as part of property promotion in both sales and leasing.  It is regrettable that many agents and brokers just do the ‘ordinary stuff’ in commercial real estate marketing.  They don’t ‘step out of the box’ when it comes to property promotion.

If you want to rise to the top of your local property market, you will have to get your property marketing under control and drive it comprehensively online.  Only you can do that.  A system of marketing is required.  Have you got one now?

Here is a challenge for you.  Factor up your online marketing and drive a solid marketing strategy online with all your exclusive listings (open listings really don’t deserve the extra effort).  Penetrate your online marketing activities across your location and property specialty.  Here are some specifics to help you with that:

  • Frequency – The search engines love ‘frequency’ and that means doing something every day online. The thing or things that you do must be tuned to specific keywords relevant to your location and your property type.  Put your name behind and into everything that you do online.  You are part of the promotion, so remember that key element and make it work for you.
  • Blog – Every agent and broker should have a property blog that they professionally write and service. Each day that agent should be posting something about their location or property activity.  Make it interesting and put some good facts into your blogging activity; talk about your town or city, and how property facts are changing and shaping.  You have plenty to talk about when you really think about things.
  • Branding – Your branding online may be something to do with your brokerage, but you should also be promoting yourself online. People do business with those agents that they remember and trust.  Your branding and personal marketing has to position you in that way.  It’s a personal thing.
  • Images – Always use good quality images to pull in the eye and interest of the reader. Take plenty of photographs locally and keep them for placement in your blog and or articles online.  A good image will help your brokerage brand.  First class marketing solutions always include excellent quality images.
  • Advertising Copy – You can get quite good at writing advertising copy and property editorials. There are some good books available that provide marketing ideas to attract readers, words that sell, and phrases that sell.  Get away from the ‘ordinary stuff’ in your property advertising online.  Use words and phrases that pull in the reader’s interest.
  • Headline – A good headline is 50% of the equation in pulling in the reader to any property article or advertisement. Look at how newspapers and magazines use headlines in this way.  You can get plenty of ideas from those sources to help you with headlines.
  • Keywords – You are a broker or agent working in a location and with a property type(s). From those 2 factors you can use specific keywords in all of your marketing and articles online.  Search engines look for keywords when matching property inquiry to search results.
  • Social media – I have deliberately put social media last on the list. That is because you should not start your social media activities in commercial real estate unless you have all the other issues underway and under control.  You can link all of your social media efforts back to your articles, blogs, listings, and noteworthy helpful hints.

From these ideas you can now see how you can and should build your online marketing presence as a commercial real estate agent or broker.  When you do that comprehensively you can penetrate your property market online and put your personal brand forward as the ‘agent of choice’ for the location.  This is not a random process; it is very specific.

(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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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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Commercial Real Estate Agency Online Marketing and Social Media Strategies

woman working on computer
You can build a very professional internet and social media platform as a Commercial or Retail Real Estate Agent today

When it comes to commercial real estate sales and leasing today, you will find that there is a growing gap between members of the sales force, and it centres on the internet.  Some salespeople embrace the internet well, some do so generically, and some do not do it at all. Make no mistake here, the internet is with us when it comes to marketing commercial property, but it is now evolving to a level of salesperson personal marketing.  This is where you can get left behind if you do not adjust and learn some new processes.   Here are some tips from our Newsletter for Commercial Real Estate Agents

So to differentiate between the types of commercial property salespeople and their marketing efforts today, here are some findings:

1. Those salespeople that do not use the internet at all are a fast dying breed of ‘old school’ salesperson.  Listings can be marketed personally, and that used to be a standard practice, however today it is necessary to get the property message to the buyers and tenants and that is through the internet.  Most property investors and business owners will use the Internet as a technology tool of property enquiry.

2. At the very basic end of the marketing and promotional scale, property listings should be advertised on the Internet and that requires some knowledge regards drafting advertisements with due regard for search engine keywords.  If you can create advertisements that are Internet friendly, you tend to get more enquiries coming from the search engines.  Investigate the search engines and the keywords that are ranking the highest in your local area.  If you do this on a monthly basis, you can keep your list of key words regularly updated.  Good advertisements generate more enquiries, and in a tough market like this, that’s exactly what you need.

3. To use the Internet more effectively as a personal marketing tool, the salesperson can utilise various levels of social media.  So that would typically be Twitter, Linked in, Facebook, and e-mail marketing processes surrounding each listing.  Every person that you meet should be captured into your database and potentially fed into the social media platforms that you use.  Their consent to this process is highly important.

4. This last category of Online Marketing is overlooked by many salespeople given that they do not understand the process or are not willing to devote the time to implementing it.  In one word it is blogging.  It is perhaps one of the most powerful tools on the Internet, and when used correctly, can give you a massive personal profile across all the search engines and in your local area as a commercial property specialist.  In simple terms, you create an Internet blog structured around your local area and property speciality.  If you continually write interesting articles and pieces of information regards the property market, the Internet will recognise you as being a source of information.  That is how you achieve a better Internet profile.  One essential part of the process is to write your blogs regularly and that means a few times a week or more.  When you do this the search engines will see you as a source of specialist property information and that helps your personal name escalate in the search engine rankings.  When it comes to commercial real estate that is a great idea.  You need to be known as the industry specialist and expert.  This process will help you.

So if you have just started your career in commercial real estate, it is wise to take on the necessary profiling process on the Internet that reflects and promotes your skill and expertise as a commercial property expert.  Providing you regularly update the information, the Internet will be a massive source of personal marketing and branding.

You can get some more tips for Commercial Real Estate Agents in our Newsletter