Highly Persuasive Advertising Wins in Commercial Real Estate Sales and Leasing

It is very easy to see the difference between a great advertising piece for a commercial property and everything else. Let’s face the facts; it is the advertisement that draws the reader’s attention today. It is our job as agents to ensure that the advertisement gets read. 

Marketing is really important in any tough property market. It is a very specific process. That is why exclusive listings ‘set the benchmark for marketing’ in a tougher property market. Your advertising must be persuasive and relevant.

Top agents make their property advertising stand out. For every exclusive listing, they devote the time and effort required to send the message and encourage response. They go the ‘extra mile’ when sending the message and touching the right target market in sales or leasing.

Competing Properties for Sales or Lease

In your property market today, several properties in the same category are likely competing and available for sale or lease to tenants and buyers. The choices available for all buyers and tenants make the decision and the marketing effort all that more delayed or extended. We have to be clever in reaching the right people.

Here are some rules that can apply to your print and internet advertising of property listings:

1. Make the headline benefit-oriented to the real estate target audience.  Make the headline resonate with the reader. Support the headline with dot points that boost the property improvements and relevance.
2. Use professionally taken photographs below the property image to show the property from its best or most interesting angle.
3. To make property images more interesting, have a main property image as the lead photo and then overlay three thumbnail images on the side to give other aspects of the property.
4. Below the main photo, continue the property message with a set of dot-point features for the property. Five or six dot points should be sufficient.
5. Use some keywords in the advert that relate to the property market today.  You can get those keywords using the ‘keywords search tool’ in the main search engines.  Google is great for that.
6. If you use the advert on a website or in an email newsletter, use the real estate tracking tools to see how many hits the property gets. You can also ‘split test’ a few links in your advert or newsletter to see which links get more responses. ‘Split testing is a great tool for assessing and optimising commercial real estate marketing.
7. If the advert is in a newspaper or magazine, it should be placed on the right-hand side of the page around the middle to upper side.
8. Keep sentences and lengthy descriptions in the advertising to a minimum.  Adults don’t like to read too much detail and generally will not do so regarding property advertising.
9. Every advert should be tuned to the target audience. The advertising copy can be changed every couple of weeks for a ‘refresh’. In a local property marketing campaign, changing the advertising copy plus the photos is wise. Eventually you will hit more enquiry given that the advert is working more effectively.
10. Use your email and mobile telephone number to facilitate real estate communication and connections with interested buyers or tenants.
11. Put a property reference number on every advert so it is easy for people to contact you and get more information.

These strategies can help your enquiries and conversions from every marketing effort.  Track your numbers to know what is working and what needs to be changed.