In commercial real estate brokerage, the direct marketing process really does work when you have the right listings and you work across specialized segments of the property market. You can find a lot of new clients, listings, and transactions through direct marketing. Are you up to the challenge? So here are some ideas to help you progress with your real estate business using direct contact and marketing around that process. (NB you can get detailed instructions about Commercial Real Estate Brokerage in our free course here)
Here is a fact to be remembered from the very start. The random approach to new business doesn’t work in our industry and never will. Luck has nothing to do with your career as a broker or agent.
Dominate your market share through deliberate and direct promotional strategies at a personal level. You have clear choices that you can make here.
Direct marketing means that you are approaching people in a relevant way for a specific reason. On that basis your database should be carefully segmented so that the prospecting and promotional process can be most effective in every way possible.
Specific listings and property services are taken to specific people. On that basis, there is a logical reason why they should listen to you when it comes to the specific property.
You are the expert (or should be)
As the real estate expert for the location, this strategy can be very valuable to your real estate career and listing funnel of quality properties.
Use some ideas below to help you establish this direct promotional strategy in your commercial real estate business. Understand the listings and the advantages that they offer to your targeted segments of buyers or tenants as the case may be. Build your property campaigns around relevancy and target marketing. The direct marketing approach should then be firmly entrenched in your campaign strategy. You can pitch your listings on that basis.
- Segment your database understanding the streets and the buildings that you should be working across and into. If you focus just on listing quality buildings, the inbound inquiry levels will always be better than if you focus on ordinary or average properties. It’s your choice.
- Understand the requirements of your clients and customers before you pitch and present your ideas. Put the direct marketing process to targeted landlords, investors, buyers or tenants in your listing pitch.
- Control your listings exclusively so that all of the inquiry comes back to you. In that way you are supporting your client and their property challenges most effectively.
- Market every listing locally in a specific way. Look at the marketing choices that you do have, then select the right media types, time of year, and days of the week that you can connect into the target markets that you have defined.
- Talk to the local business owners and property owners directly. Don’t wait for them to come to you; find them yourself.
- Use listing letters, success letters and success emails. When something is happening in the local area, you have some work to do in spreading the message about the property or recent transaction. Put yourself in front of other people so talk about a property or a listing. There are big advantages to be had when you use your current listings and transactions as leverage for meetings and conversations. Talk about results and tell stories about the property and the location. That is how you engage more people in commercial property today.
So there are some good things that you can do here when it comes to building some channels of direct marketing. Establish your customer prospect orientation in all of your marketing processes.