The One Size Fits All Sales Pitch in Commercial Real Estate Agency
In commercial real estate, you will be pitching for the business frequently. It doesn’t matter if you are chasing a sales listing, property management appointment, or leasing listing. Your deliberate connections and strategy in the presentation will help your conversions.
Top Agents know how to pitch your ideas and present strategies for the listing business. They refine their skills by practice. They have a checklist approach to the presentation, allowing them to improve at every opportunity.
The clients we work with just want to know that they are choosing the best agent with the right ideas and processes to solve their property challenges. The good thing is that most agents will deal with that fact generically, leaving the door wide open for you to do a great job in the presentation.
Tougher Property markets
So, this property market is a bit tougher in a few different ways. To improve your listings today, it is wise to examine your sales pitch process and how it can be improved. The following strategy tends to fit most if not all, property situations.
1: Choose Quality Listings for Results
Quality listings are the secret behind getting results. When you focus on quality listings, you will get better enquiries from your marketing, which will help your database. When you have a good database, you have the chance to match more people to better properties. It’s a cycle that starts with better-quality listings.
2: Client connection and trust
Respect and trust should be established from the outset of the presentation. The connection is all about the property and the client; it is not about you and how long you have been in the real estate business. The client already knows that you are a local agent, and that is why you are talking to them today. Focus on the client and the property as a priority throughout your presentation. Get the clients talking by asking property questions and telling stories of similar properties and owners you have helped locally.
3: Comprehensive Property Investigations
Show that you understand the property. To do this well, you will have had to inspect the property comprehensively and recently. Take plenty of photographs of the property to have as a ‘rolling photo show’ on your laptop computer. The client will always be interested in the images of their property. When you set up the photos to run automatically, the images can complement your words and recommendations.
4: SWOT the Property Marketing
Determine the property’s strengths and weaknesses. Show the client how you will tap into the strengths with some good examples of marketing and inspections. Any weaknesses should be assessed and discussed to resolve them prior to the marketing commencing.
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5: Provide Real Strategies for Today
Talk about the market as it exists today and how you will use the current levels of enquiry to bring people to the property. Tell the client about other properties nearby with which they compete.
6: Set the Target Markets Clearly for the Client
Define the target markets best suited to sell or lease the property. Tell the client how you will reach that part of the market and why you will do it that way. Give them some confidence that you are the best choice of real estate agent.
7: Go Deep on Client Requirements
Address the client’s immediate needs and problems. They will be quite specific, so ask questions to understand the challenge. In this way, you will connect with the client comprehensively.
8: Produce Your Plan
Tell them what you will do and why that is the case by giving them a good strategy and mode of attack. You can do this well by showing them a graphical timeline of the process that can be used to move the marketing and inspections forward.
9: Three Marketing Alternatives
Allow them some alternatives in marketing. The clients that we work with always like some choices when it comes to property marketing. Give them three choices and ensure the choices are specific to the property.
10: Be Direct and Professional
To win a property listing today, you must be specific in what you say and do. Many ‘good’ agents are out there chasing the business, but there are not many ‘great’ agents to compete with.
Conclusion for Agents
To be a ‘great agent’ you must choose to be so, and give the client plenty of reasons to see it that way. The property market always has plenty of opportunity; look for it, and you will find it. The secret to winning more business as a top agent lies within; start learning, improving, and practicing.
