Your real estate brand is worth something when it comes to new business in commercial real estate.  Over time your real estate brand should be built up in the area that you work, and consolidated by direct marketing.  It’s a personal thing and every agent should be doing exactly that.

It should be said that commercial real estate is a bit different when it comes to branding and marketing.  The typical client base is limited to certain types of people such as:

  • Business owners
  • Tenants in the location
  • Property investors
  • Developers
  • Bankers
  • Solicitors
  • Accountants

The last 3 groups on the list all have clients that operate within commercial real estate.  You can get plenty of property leads and new business opportunities from bankers, solicitors, and accountants.  In saying that, it should be noted that it takes time to build the right links and networks containing these people.  Referrals and leads will only come to you when others trust your skills and property knowledge.

Focus Brings Leverage

So let’s look at some ideas to help you leverage your brand into the real estate market.  Try these for starters:

  1. Use success letters – When you have been active in an area with a listing that has sold or leased, get some success letters into the local businesses and property owners to tell them about the positive results you have achieved.
  2. Use property case studies – Most property people like to hear about results in a location, be they results through selling, leasing, or developing. When you have completed a property transaction that is not confidential, create a property briefing paper or case study that you can send out to your database of owners, landlords, and business proprietors.  Explain how the deal evolved and what the outcome was.
  3. Create a property blog – Go to the common blog platforms such as WordPress or Blogger and set up an informational blog about your location. Feed into your articles written details about your city and the trends of property therein. Given that the blog is yours, you can create valuable comments that can also be fed into your social media strategies.
  4. Watch other agents listings locally – When a competing agent puts a signboard on a property ‘exclusively’ you can canvass the local surrounding property owners to see if they would like to compete with the already listed property. You will find that some local property owners like to list at the same time to take up the opportunity of the other listing and its marketing program.

Simple ideas like these allow you to improve your brand as a real estate person, and over time become the agent that people remember when the right time of property activity happens.  That then is a good thing to work on.