Boost Commercial Real Estate Sales with Client Conditioning

In today’s commercial real estate market, many clients have an inflated view of their property and the market. It is a common problem for all agents. When helping a client at listing time, this fact can be a genuine hurdle for any agent in taking a realistic and marketable property to the market.

Whilst ‘conditioning’ may seem like a harsh word, the reality is that many clients and prospects in the commercial property market need to be ‘shaped’ to the current property market conditions. A highly priced listing wastes time for both the client and you as an agent.

When I list a property, I deliberately remind the client about their requirements for the sale today and the reality of the property market in the local area. What are the client’s targets with their property, and are those targets realistic? You should ask the questions to understand what the client wants and whether it can work with the existing levels of enquiry.

Would I be willing to walk away from a client with a high-priced listing or unrealistic expectations for the promotion or campaign? Yes, without hesitation. I want to protect my time, and you should also consider that in your real estate activities.

Top Agent Focus

To be a ‘top agent,’ you must focus on the quality of your listings and the target market of buyers you want to target. This will allow you to control your time and your business more effectively. That is why the conditioning process is so important when listing any property.

What are you doing with the client? You are helping them understand the significant factors that are at play in your property market right now, given the property and the location. These factors include pricing, sale methods, negotiation tactics, and the target market of property buyers. Create your promotional story around those facts and strategies.

Client Interaction

So, what must you do to help your interaction with clients and the conditioning process? You need a process and lots of property market information. Here is a list to help you.

1: set the Target Market of Buyers

At the first stage of your connection or presentation with a new client, ensure that you have defined the target market that applies to the property. This helps align the client with your processes and marketing recommendations. A property is specific in improvements, location, buyer profile, tenant profile, and marketing. Create a picture of the property and its marketing for the client to understand.

2: Competition Properties and Market Trends

Show the client the facts about similar competing properties in the local area. You will need photos to use as part of the process and details of the asking rents, prices, and marketing processes used on the other properties.

Some of those other properties will be directly comparable, and the sale methods in each case should be assessed for relevance and success. Don’t repeat the marketing errors other property listings nearby could make. Choose the best methods of sale and promotional processes for your property and tell the client how your recommendations will work.

3: Current Levels of Property Enquiry

Show the details of the property enquiry today as it relates to the local area, the price ranges, rents, and the quality of the property. There will be specific attributes that most buyers (business owners or investors) are looking for. Your client should be made aware of just what these facts are. Packaging your property listing to the current property market is important to getting more inspections and results.

4: Time on Market for Property Listing Types

Time on the market will vary from location to location and property to property. How will time impact your property listing? How can you improve that time factor? Establish real strategies that make you stand out as the agent of choice to take the property forward.

A good quality marketing campaign requires a strategic approach to spending money on the best media channels for the property and the location.

5: Put Yourself into Your marketing recommendations and campaign

Your commercial real estate marketing recommendations need to be of the highest quality and very relevant. Ensure that your marketing package provides different and effective ways to attract enquiries. What will you be doing personally to help the marketing programme succeed?

When it comes to property promotions and marketing, most agents tend to follow the same routines they have always used. Try to be different and direct with your client about their property and the challenge or opportunity they want to resolve.

Creating a Property Story and Timeline

When you correctly condition the client, you will establish the right factors to take the property to the market and build some enquiries from the target audience of buyers; define the buyer profiles and explain how you will tap into that base of people in direct and efficient ways. That’s why the client needs you as a ‘top agent’.

The marketing of any property is a strategic process. As the agent, you are the person who defines the strategy for the client and builds a timeline for progress. Show the client how easy or complex it will be to get a result given their property and the current market conditions. Put some clear recommendations together so the client knows what should be done, and then tell them how you will make it happen. Be the solution provider in real estate for your location.