Email Marketing for Commercial Real Estate Agents

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Get your email campaigns right in commercial real estate marketing.

When selling or leasing commercial real estate, the process of sending emails to prospective customers and clients is highly effective and very useful.  That being said, there are different ways to approach the Email marketing process with commercial property and some rules to follow.

All commercial real estate agents and salespeople should be using an email system of marketing to distribute the facts regards recent listings and featured properties.   It is cost effective and will get the message out to your prospects.

Hopefully you have a database that is accurate and up to date.  You can see why email contact information is now just as important as the mobile or cell phone for contacting your prospects.

Before you start the process it is wise to set some rules.  Here are some ideas.

  1. Firstly, it should be said that many emails are deleted before they are even viewed by the recipient.  That is because there are just so many emails going around each day.  The people we send the emails to need to make decisions about their incoming emails and deal with them.  That is not a reason to stop sending emails; it is just a factor to compensate for in the marketing process.
  2. Every person that you send these emails to should have been vetted when entered into your database, and asked if they would like to get the property information sent to them.  This process is easy if you incorporate the questions and concepts into your daily meetings with people and when you do any property inspections.
  3. Get a good email system that can send the information out for you.  There are many available online that service the real estate industry.  The system that you use will dictate how you send information out.
  4. Cost of sending the information is really a factor of the type of email service that you use and the numbers of emails you are to send out.  Get something that suits your budget.
  5. The branding used in sending out property information should be unique to your business and incorporate the names of the salespeople.  The prospects like to know who to call and how to get them.
  6. Track the open rates of the emails so you know just who is opening them and when.  Some prospects that you send emails to will open the emails very often.  Your marketing software should be able to tell you exactly who opened the emails and when.  This then gives the salesperson a reason to call the respective person in the next few days.
  7. The time of day that you send emails is quite important.   The better results and readership occur when you send emails at the end of the day around 4pm local time.
  8. The best days of the week to send the emails are on Wednesdays and Thursdays.   There is a greater chance that your email will be read if you send on those days.
  9. The frequency that you send your emails should be once a week.  More than that and you become an irritation, less than that and you become a forgotten person or real estate business.  Irrelevancy is not good in our industry.
  10. Allow the readers to give you feedback or connect with you.  They should be able to click on a link as send you a response or a question on any property.  Include your mobile or cell phone number on all properties.
  11. The numbers of properties in each email sent should be limited to no more than 8.  After that number the list of properties will not be fully comprehended or read.
  12. Split the emails to property types or locations.  If you work on different property types, it may be wise to send out emails only on particular property types so you can optimise the type of advert and the way that it is written.
  13. A variation of properties should occur in each despatch so you do not conflict the listings with each other.  Too many properties of the same type send the wrong message.
  14. Photographs should be used in all adverts so you can attract the reader’s eye.  If possible use professional or high quality photos taken from the right angle to capture the property features.
  15. Format of email should be varied or designed to pick up the fact that most people look at messages on their mobile phone first.

Take these rules and add them to your own marketing processes.  You will set standards in your marketing processes that really do reach the target audience.

Want some more tips on email marketing of commercial property?  Get our Newsletter here.

Golden Rules in CRM Databases for Commercial Real Estate

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Your database in Commercial Real Estate will help build your business faster in sales and leasing enquiry.

Like it or not, the database process in your commercial real estate career will make a significant difference to your listings and your commissions.  On that basis the top agents develop a significant database of leads and opportunities as early as possible in the career.  They work the database and every person in it.   Here are some tips for commercial real estate agents from our Newsletter.

The management and growth of the database produces opportunity.  That being said, the growth process always comes back to the diligence and focus of the individual in growing the database.  At the end of each day, any leads and opportunities should be entered into the database so that future action can be taken at the right time.

So, here are some golden rules that should apply to the database system within your real estate office and perhaps even in your personal business management processes.

  1. Split the categories of prospects you are working into different groups such as buyers, tenants, landlords, property investors, business leaders, and professionals.
  2. Given the previous point, it is necessary to note the types of property and the factors of property that apply to each particular person and or company.  They will have limitations as to price, rental, timing, property improvements, location, and property usage.  Somehow this information has to be merged into your software program.
  3. Tracking of all meetings and contacts made will always be important when it comes to your prospects and clients.  Many software programs can capture the comments regards each and every meeting, document, proposal, and submission.
  4. It is wise to choose the right computer with the appropriate software configuration and storage to safely run the database program.  You will need to keep multiple backups of your CRM program so that your hard work does not get lost or damaged.
  5. Split all of your prospects into frequencies of ongoing contact.  The ongoing contact should occur based on the opportunity that the prospect provides in sales, leasing, or property management.  Every prospect and client in your database should be contacted at least once every 90 days.  More frequent contact should occur where a business opportunity has been identified.
  6. Most customer relationship programs should or will integrate with the e-mail client program within your computer.  This should allow mass broadcast of common messages and the tracking of individual emails to particular people.
  7. Lastly, it should be said that the convenience of data import and export is really important with the CRM program that you have chosen to manage your customer relationships.  Some database programs make it reasonably difficult to merge your export information to and from other software programs (they do not want to make it easy for you to move your business elsewhere).  At some stage in the future it is likely that you will want to export and use your data in a particular way.  Make the right choices with regards to the CRM program so this doesn’t develop into a major problem.

When you make the right choices regards the CRM program, you can collect and collate many types of opportunity within commercial real estate.  From that point onwards, the work really starts and your diligence in maintaining the accuracy of the program will become a personal process of daily discipline.

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