Commercial Real Estate Brokers – Listing Presentation Blueprint
A listing presentation in commercial real estate is the make-or-break point for winning new business. Many times, you will be up against other agents who will all be producing ideas and strategies to list and market the property.
Think about these questions:
- How effective are your presentations in selling the key messages about your services for a property?
- What makes you stand out as a highly qualified and relevant agent for the task?
- How can you make your solutions special for the client?
There are far too many generic presentations every day in the industry. Top agents know how to capture a client’s interest and then convert it to an exclusive listing. That is why they win a greater share of the available listings.
The client will choose a real estate agent based on largely on relevant skills and market share. Relationships have something to do with that initial introduction, however a client will not choose an agent based only on an established ‘relationship’; the confidence in the agent has to be there.
The client will make the best choices to solve their property problem. It stands to reason that if you focus on those points in your presentation, the client will listen. It is just a matter of being the best ‘marketing and skills’ choice.
Here are some ideas to help you build a ‘listing blueprint’:
- Don’t pitch or present on a property without a total review of the property, the location, the client’s needs, and the prevailing market conditions.
- Inspect the property with the client. This strategy helps you connect with the client and show them your real relevance to the listing.
- Put some questions in the client’s mind that your competitors may find difficult to address in any competitive listing pitch.
- Use visual material in your presentation to help the client visualize the ways of proceeding. For that process, use a Gantt chart. You can itemise the various stages of the transaction and set the order of events to occur.
- Provide marketing alternatives that are not ‘generic’. Be quite specific on how you will reach the target market and have the client agree with your target market selection.
- Put yourself in the promotional process. If the client is to give you an ‘exclusive listing’, the work required on your part is extensive. Tell the client exactly what you will do personally to tap into the qualified prospects and how you will encourage inspections with the right people.
- Track and measure everything that you do. You can use numbers and results from other campaigns as your leverage in creating a strategy of marketing for the new listing.
From these facts you can build a highly effective listing strategy. Relevant connections with the client are a big issue.
