In commercial real estate today, the abundance of agents in the property market means that most listing opportunities are a competition to win the business. Every agent invited to the listing presentation process with the client will put on their best pitch and strategy for the listing.
This can be good and bad, but the fact of the matter is that many agents tackle the listing process very generically; they are largely complacent and quite ordinary when it comes to target marketing and direct marketing. You can adjust your pitch and presentation to be quite specific to the property type, the client, and the location. When you do this your chances of converting the listing rise greatly.
If you are known as the local real estate agent of skill and relevance, you will get invited to more listing opportunities. All or most of your leads and listing invitations will come from your local market presence and personal networking. You cannot wait for the leads to walk into your agency; it doesn’t work that way in this market.
To be known for the right reasons is an unusual equation that requires planning on your part. Consider your local property market. What would make you the top agent? What would let people know that you are the best in a particular property type and location?
Here are some ideas to help you build your local brand:
- Signboard presence will always be the number 1 factor in territory dominance and market share. You cannot claim to be a top agent unless you have the majority of the signboards on all the top quality properties. Now I know that this is difficult to achieve, however dedicated networking and prospecting will get you there.
- The internet will bring you many leads and opportunities today. All of your property adverts on the internet should be optimised for the search engines and customers that are looking to buy or lease property. So how can you do this? Do a keyword search on your property type and local area. Do this in http://Google.com with their ‘keyword search tool’ to see what people are typing into the search engines today when it comes to looking for local property. Take a selection of those words (not too many at once), and feed them into your marketing material and online advertisements.
- Write a blog about commercial investment property in your area. The blog process will cost you virtually nothing to establish using http://wordpress.com or http://blogger.com . Over time you can fill the blog with regular market updates and property tips. Do not focus on listings, but do focus on helpful information about the local area. That simple internet marketing process will help build your personal brand well above the other competitors locally.
- Create an email newsletter that is supported by an auto responder. Put all of your clients into the system and keep in contact with them through the regular email market updates.
- Make lots of telephone calls every day. The telephone remains the most powerful personal marketing tool that we have. Use it well.
In today’s property market you really must be known as the best solution for the clients that you serve. If they can see your name and face in more locations it will help you rise to the top of your market faster.