It is an interesting question to ask in this property market. Exactly why are you a better commercial real estate agent for a client to use than some other agents locally? Why do you stand out as the best choice to take on the listing? The clients and prospects that you serve will be asking themselves those questions and they don’t want to make mistakes in getting to the answer. Here are some tips from our Newsletter.
Here is what most agents say when it comes to providing the answer to their clients:
- We have all the experience with properties of this type
- We are top agents locally by far
- We have the best people on team that will serve you comprehensively
- We are part of a very big network of offices and your listing will be promoted across the network
- We know how to promote this property
- We have the results in the local area
- We know exactly what you want Mr Client
- We can do this your way without marketing funds and at a lower commission
- We are the best at getting results faster
Have you heard some of these before? If you say any of these things to a client you have to prove what you say. It is not sufficient to ‘throw out the line’ without any substance to back it up. The clients that you serve expect you to prove it.
It is no secret that the current commercial and retail property market is under some pressure in prices, rents, time on market, and negotiations. You have to do more with less when it comes to working and marketing a listing.
Do you treat your exclusive listings with the focus they deserve? Can you prove to the client that the exclusive listing process in your agency is quite special and unique to the point that it is exactly what they need to create the property enquiries and the inspections? As you can see from these questions, I am pushing you to think about the sales pitch and presentation that you use today, so you can make it highly relevant to the client and the property. When you do this the listings are far easier to convert.
New agents and salespeople in commercial real estate always find it difficult to attract and convert exclusive listings, and on that basis most of their listing stock initially is ‘open agency’. If this sounds like you, start to focus on improving your relevance and your pitch. Remove the ‘generic comments’ from your sales pitch and become very property specific. Provide marketing, inspection, and negotiation solutions that are matched to the property and the client. In simple terms, be very special.