In commercial real estate brokerage the listing presentation is likely to be the best and only opportunity you will have to impress the client with your professional real estate services. Most listing presentations today are highly competitive involving a number of agents.
Any high quality property is likely to be offered to the market only after the client has completed a series of competitive agency presentations. It directly follows that every agent or broker should be well skilled in explaining the listing strategy and marketing process that they can bring to the listing.
The marketing package presented to the client should be creative and competitive first and foremost. Whilst all of this may seem logical, many agents struggle with creativity and direct marketing; they thereby do not stand out as the ‘agent of choice’.
In a competitive listing situation the client needs to understand which agent offers the best marketing solutions, and just how they will attract the target market. How does your presentation rank in comparison to other agents?
To improve your chances as an agent in winning the listing, here are valuable some tips to help the process.
- Meet the client at the property so that you can review on site issues and identify the strengths and weaknesses of the property. The strengths can be merged into the campaign and the weaknesses can be dealt with as the case may be.
- Show the client how you will move prospective buyers or tenants through the property and explain the strategy of the process. This simple strategy shows the client that you really understand how to feature the property.
- If the property is of some quality, establish a display board within the premises where photographs and marketing material can be placed to refer to as part of the inspection process. The area in which the board is placed should be well lit and strategic for featuring the best parts of the property.
- If the property is large, arrange for a portfolio of professionally taken photographs to be used in any property discussion or on site presentation. You can also carry the photographs in your laptop or smart phone for ease of access.
- Show the client how you will use your marketing material to feature and help the inspection process. You should have some samples of brochures and flyers from other successful campaigns to explain the opportunity.
- Put together some local business information to help a prospective buyer or tenant see the benefit of locating in the area. Statistics on business growth, business types, transport and local infrastructure will be of use.
So the message here is precise. If you want to win a property listing, make sure that you are fully prepared for the presentation to be made to the client. Make your message clear and unique; stand out as the agent of choice to show how you can reach the target market of buyers or tenants. Prove that you have done so in other similar situations. Confidence and local property market information will help you do that.
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