Local business owners are a distinct opportunity for commercial real estate agents and brokers. It is those local business owners that know the area and the activities of other property occupants and tenants. To a degree, they will know the local area far better than you as the property agent. So use local business people as sources of property change, and information.
To build your pipeline of opportunity and a good database, at least half of your prospecting efforts (time) should focus on the proprietors of those local businesses. Ask them questions. This is the type of information they can give you:
- An idea of those other local businesses that are looking to change occupancy or location
- Requirements for expansion or contraction subject to current business activities
- Details of the landlord for the property if it is leased
- They will tell you of any instability or discomfort they have with the landlord
- A good history of the area so you can understand how things are changing
How to Make Consistent Contact
So how can you make contact here and why should they listen to you? To answer the first part of the question, the best method of contact is by the telephone to arrange a suitable meeting. In other words, you should be making many cold calls into the local business community. Set yourself a benchmark of 40 calls a day into the business community. In making 40 calls you should achieve at least two meetings. You won’t talk to 40 people, but you should reach at least 20 in the set time frames.
In making contact with these business people, it is essential to provide some form of relevance and interest to them. That can be through one or more of the following strategies:
- Create a simple brochure of local property information on a single piece of paper. This double-sided single piece of paper can be copied conveniently when you require more of them to take with you as part of your prospecting efforts.
- Creating an Email newsletter to send to your prospects and clients on a regular basis. As part of that process, you should be getting their approval to receive such information. The frequency of the e-mail newsletter is open for some debate although fortnightly seems to be very successful for most commercial agents and realtors.
- Create a blog on the Internet to talk about local property activity and property information. Make sure that the blog is specifically relevant to a property type and the location. This information from the blogging process will increase your Internet profile as a property specialist. You should blog at a frequency of once per day if that is possible. Anything less than posting a blog once a week will be a waste of time.
- Create a social media platform of different contact processes that can be easily activated and utilised with both property listings and local property information. Use the social media platform at least once a day.
There is always opportunity in the local area for you to tap into as a commercial real estate specialist. Build your systems and push your system forward each and every day into the market place.