Identifying Client Needs in Commercial Real Estate

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Today we find many situations and variables when working with commercial real estate clients.  From the outset of any contact it is essential that we understand their focus and challenges.  To do that with efficiency it is essential that to know about the market, the competition, and the business community requirements.  Top agents do that very well.

Here are some rules to help the ‘first meeting process’ that you may be having with a client or prospect:

  1. Greet the customer with full business professionalism.  Your business card will be the ‘kick off point’ to the discussion and the contact.  Use protocols that apply to presenting the card and your services.
  2. The client will judge you in the first 5 minutes of the meeting.  How you look and how you sound will be more important than what you say during that time.  Only after they are satisfied with the ‘look and sound of you’ will they listen to the content and the words of your conversation.
  3. Build rapport and empathy through simple comments about the person and their business. Observe the things around them and in their office for ‘clues’.
  4. Ask questions more than provide comment.  The meeting and connection should be more about the client and not you.  If they ask questions, then answer them professionally.
  5. Have all the required business tools at your fingertips.  Be prepared for the meeting in all respects.  If you are to use the marketing tools that you have with you, understand how you will do that quickly and professionally.
  6. Do not carry a huge volume of marketing material with you.  Most of the sales and listings that you create will be as a result of your personality and professionalism.
  7. Have some valid and relevant stories to tell them about the market; clients like to hear about others that are in similar circumstances.  Observe confidentiality at all times but tell a story of relevance.
  8. Look for property ‘problems’ and ‘pain’ when it comes to the client or customer.  They will have issues that are troubling them.  You can be that person to solve the problem.  Asking deeper questions will get you to the bottom of an issue.
  9. When you get to the end of a meeting, ask the client to agree to move ahead to the next stage of action.  It is easier to get a commitment then, than to call the person back a few days later.

So the message here is simple.  Focus on the customer as part of the meeting and the connection.  By asking the right questions you will get to the core issues and concerns that they have.  That will make your presentation or pitch a lot easier.

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