In commercial real estate brokerage you can get significant listing leverage and new business leads from the internet marketing process. That being said, there are a few different strategies to be developed here at the level of the brokerage itself and at the individual agent level.
Everyone knows that the internet has plenty of enquiry potential and relevance to assist in the marketing quality listings. The point here is that the internet can and should be utilised effectively at agent level to grow personal branding.
Key Marketing Questions
In challenging you on this point consider these questions:
- Are you a property specialist for a location and a property type?
- Where is your primary property market? That ‘primary’ zone will be the area that produces at least 75% of your new business.
- What specifically are you taking personally to your clients and property market in services and skills?
- Why are you special as an agent when compared to others in the same location?
- If someone typed ‘retail property leasing specialist’ or ‘investment property sales specialist’ for your town or city, would your name come up?
When you really understand these facts you will know the importance of the internet from a personal perspective. Google and the other search engines look for ‘property experts’ to help with the servicing of search enquiries. If you consistently brand yourself online within your speciality, the search engines can’t help but see you. Over time that marketing process strongly complements the other listing marketing that you may be doing.
The Rules of Internet Marketing in Commercial Real Estate
If this is an attractive idea for you, then you must respect and work within the ‘internet marketing rules’. Here are some of the main ones:
- Local information is quite valuable – As search engines strive to service local property enquiry, market updates for a particular property type and location based information will score highly. What information from your local area could help property investors and business owners? Use that information to write articles and blogs. Feed those items into the social media systems that you use.
- Recognise the highly active search engines – It is commonly known that Google has the ‘lions share’ of search engine enquiry in just about every category of business and real estate. Your target is to get your blogs, articles, and editorials onto Google. Consistency to a location and property type is essential.
- Regularity is required – To get the search engines to see you as a ‘property specialist’ for your location, regularity in content creation is required. It is quite easy to write a simple article each day about your property market. That article should be about 400 to 500 words in length and make sure you use words relevant to your location and property type. Search engines love to see valuable and intelligent information that can help them satisfy property enquiry.
- Create unique information that shows you are the expert – ‘Expert’ status only comes to those agents that really understand the property market and can sell that fact to the abundance of investors, business owners and tenants that are out there; that will be where the internet offers massive opportunity to you. Look for something of change or of value locally that you can write about and then post it onto your blog. If you stick to a location and a property type, your written articles will come to you naturally and be of more relevance to readers; get away from the ‘generic fluff’ of the property market, and write about important things happening in your location.
So now you know why the internet is such a powerful tool to be used comprehensively by agents and brokers today. Are you prepared to move into this marketing process in a relevant way at a personal level?