Establishing Credibility As the Top Commercial Agent Today

There is a lot of difference between being a local commercial real estate agent and being the top commercial real estate agent in your area. The latter requires consistent effort and significant market share. Everyone aspires to the position of being top of their market and that is just fine, however if this is your focus, you really do need a plan to bring it to fruition and reality.

The top agents are really there at the top for one main reason and that is because they have driven their market share consistently. Their client services in commercial property are superior and clients want to deal with them as the top agent because they know that their chances of success are much greater and faster. That being said, the top agent has to consistently list quality property in a way that suits the current levels of enquiry and the prevailing market conditions. The top agent knows what the property market wants.

The best agents also know how to list property correctly and consistently to get the best results. When they take on a listing, they totally believe that the desired results of sale or lease at the price or rent are quite achievable. They then build their marketing process to suit the needs of the client and the prevailing market conditions. It is quite common for the top agent to refuse to take on listings that are incorrectly structured or of low quality.

So what makes a top agent consistently better than the rest? Here are some ideas to help:

  1. They continually prospect into the local area so that they have a growing database of businesses and property investors looking for change or opportunity. They also understand the needs of those particular groups regard timing and property type. They track this opportunity through a personally maintained database.
  2. You will usually find that the top agents list only or in the main, the best properties in the local area. This is because they make choices as to what they will take on and market; they know what works and avoid what doesn’t. They believe that they can bring about the results that the client requires given the prevailing market conditions.
  3. Top agents will have more signs in the local area on quality properties. This gives the perception of market coverage and agency success. The majority of those signboards should be specifically designed for the particular property. Feature signboards always have greater impact when compared to the generic signboards of other agents.
  4. The listing of property on the Internet is a common factor and strategy in marketing. You can improve your chances of enquiry when the adverts are specifically written to the target audience using keywords that search engines prefer. You can also enhance the listings through some premium placement and ranking. This will cost extra money but most top agents have no problem in obtaining vendor paid marketing funds.

Top agents know that they are selling a concept when they pitch for a listing; they are selling the concept that they are the best agent in the area and on that basis they have the tools to help the client.

Commercial Agents – Marketing Presentation Kit Ideas and Tips

When it comes to selling and leasing commercial or retail property, the marketing presentation kit that you use has to be optimised for your area and your property type. The marketing kit something that travels with you each and every day as you meet with clients and prospects in a variety of situations. This then suggests that the kit itself should be very useful and relevant to help you close on any listings or marketing strategies.

You never really know when the opportunity will arise to present and pitch for a listing. If you sell, lease, and manage commercial property the kit will need to be suitably versatile. If you work on Office Property, Industrial Property, and Retail Property, then the kit will also be comprehensively adjusted to suit these property types.

In your marketing presentation kit, you should have a selection of the following:

  1. Provide samples of advertisements that have been used on the other properties of various types. These should be local properties of a quality nature. When the client sees samples of good advertising with other quality properties they are likely to accept your marketing strategy and recommendation.
  2. Give details of the diversity and depth of your database. The database is a significant opportunity in the listing process providing you explain its relevance to the client. The client is unlikely to discard your agency from the presentation process if you can comprehensively connect them to the relevance of your database in providing the appropriate seller or buyer for the property.
  3. It pays to have a two phase strategy when it comes to marketing campaigns. Given that most of the marketing is focused on the first three or four weeks of the agency, this is what we call the primary marketing time. At least half of your marketing effort should be directed into that primary window of time. Most of the enquiry will typically come to you during this period. The balance of your advertising money and campaign can be directed across the remaining agency period which is the secondary promotion time. Throughout the campaign you should be tracking the results of advertising in the different types of media used. If something appears to be working well then it needs to be encouraged. If another segment of advertising or marketing is not getting any enquiry, then there is a need to adjust your campaign. There is no point in wasting time or money when it comes to marketing property. The vendor is seeking enquiry results and that is what you should be creating.
  4. Email marketing of commercial property through the database is a very effective strategy to attract enquiry. It is low cost and also easily undertaken. Show the clients some samples of email marketing and how they can tap into this opportunity.
  5. The signboard on a property is still one of the most effective tools of promotion. It is relatively cheap, and is usually seen by all the local property owners and business proprietors. Given that most enquiries come from the local area, the signboard is fundamentally important to creating enquiry. Show the client some differences between specially designed signage verses generic signage. Make your recommendations accordingly.
  6. Subject to the property type and the chosen method of sale or lease, you can show the client three levels of campaign as they can apply to a particular property. For example that can be the gold package, the silver package, or the bronze package. You may like to call them something different but the inference is that different levels of advertising commitment are available depending on the appropriate levels of vendor paid marketing. When you use this strategy, the client tends to select the middle package as a suitable solution.

As mentioned earlier, you may be involved with different property types. Because of this, you should carry within the marketing kit photographs of quality properties within the category of property. The client will generally only relate to their particular property type and the location.

Commercial Agents – Getting Your Proposal Message Across to the Client

In commercial real estate, your proposal to sell or lease or manage a property can be a highly competitive process. Most property owners will seek three or four proposals as part of the comparisons between local property agents. They will then make a choice based on factors that are important to them in the selection process.

As listing property for sale or lease is a competitive process, it is important that written submissions for owners are presented promptly and personally.

It is usually the salesperson or the individual agent that will win the listing based on their confidence and knowledge to solve the client’s property challenge.

It is interesting to note that the real estate office and brand may have created the enquiry from the client in the first place, but it is the salesperson that will convert the deal or listing based on a their personal characteristics and relevance to the client. We need the best salespeople to represent agencies today.

The importance of the document

The listing proposal or agency appointment contract is an important document and it needs to be prepared carefully to ensure that all the arrangements negotiated with the owners have been included and are understood. Any confusion or misunderstanding needs to be reduced or satisfied.

Top presentations should include:

  • Information concerning the property in the local area and the alternatives of marketing that are available given the prevailing economic climate and competing properties.
  • A market analysis should be comprehensive so that the client can fully understand the pressures that they are up against. The trends of the local area should be clearly identified together with a history of prices and current time on market.
  • A proposed financial structure relating to price or rental should be provided. That will include an assessment of marketing costs associated with the promotion. As a general rule, the client should pay for the marketing of the property. The payment or the marketing should be made in advance.
  • A reference to the owners’ goals and motivations will be helpful when the proposal. Takes the client through the alternatives that are available to help them with the goals and motivations. Give them some choices when it comes to marketing, method of sale or lease, and the process of negotiation.
  • Give the client your understanding of the market appeal and relevance to the target market. Tell stories relating to the target market and what they’re looking for currently. You may also have stories relating to other successful clients that have moved through similar challenges with their properties.
  • Your recommendation and supporting commentary is always important. The client likes to see that you have a definite idea of how to solve the challenge that they are attempting to handle. Give them some solid recommendations based on sound logic and market evidence.
  • Visuals, such as company brochures, newsletters, copies of press articles or advertisements, can also be included in your proposal and marketing presentation. Importantly all of these tools should be distinctively relevant to the property and different than anything else the competitors can provide. Give the client some real reasons to choose you as the best agent.
  • Always present your proposal in person in the presence of the client. A successful sales pitch or proposal can take approximately 1 hour and should be quite specific in all details relating to the client and the property.

If at all possible obtain exclusive listings at every opportunity so that you can control the listing and the inquiry. Whatever the situation, ensure that the document and your proposal is accurate, well presented and that your oral presentation complements it. Practice will always improve your presentation.