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Commercial Real Estate Brokerage – Email Marketing Attracts Good Enquiry So Use It

Have you ever got an email from someone that was unclear, confused or full of grammatical errors?  In commercial real estate brokerage, the emails that we send should be of the highest quality in all respects.

Low quality communications are usually ‘deleted’ faster than you can imagine.  They are typically not read beyond the first sentence.  If you want to have any chance of converting new business from email marketing and communications, your messages should be accurate and specific.

Email Frequency

We typically send out lots of emails every day as part of connecting with prospects, clients, and colleagues.  If anything, the volume of emails that we send is growing.  Quality in the email process is really important.

It is not unusual for a top agent to be sending out 40 direct emails per day with specific client or prospect communications; you can add to that number a few hundred or perhaps thousand emails from marketing based auto-responders.

Rules to Electronic Marketing

The quality of your email and written message is a direct reflection on your business skills and communication intelligence.  Consider these factors in your email marketing campaigns and or general business emails:

  • Property updates – If you are sending out property information make sure that it is up to date and accurate. Generic property information doesn’t work in our industry.
  • Personal facts – Always ensure that you have the person’s name and title correct for the purpose of sending the email. Any errors with addresses and names made will ‘kill’ your message and content.
  • Contact information – Provide your contact information so it is easy for the other person to connect with you. Include your email, website, mobile telephone, and social media connections.  Give the other person some alternatives in reaching out to you.
  • Informational – If you are providing attachments, convert them to pdf so that the formatting is stable and presentable. A pdf will usually get to the other end or person with accuracy and integrity.
  • Spell check – Get a spell check done automatically as part of message creation. You can set the email client program to do that for you automatically.
  • Timing – If you are sending a marketing based email it is generally more effective to send it around the middle to end of the week. Certainly avoid sending marketing emails from Saturday to Monday (inclusive) as most people have other interests away from business on those days.
  • Length – Long emails are generally not read in entirety. Your message should be contained in just 3 or 4 paragraphs.  Adults don’t like to read long and complex marketing emails.  The ‘deletion’ button is the common approach to lengthy emails.
  • Images re-sized – If you are sending photographs then make sure they are re-sized for dispatch. Compress the image size so it can send easily across the internet.  There are plenty of image based programs that let you create smaller file sizes for images.
  • Headings and highlights – If you have something specific to say then you will have a need for heading simplicity and highlighting of key issues within the message. Understand the important points that you want the other person to note.  Highlighting those points in a particular color is helpful with some important communications.
  • Hyperlinks – Check out your hyperlinks before you send the message.
  • Follow-up calls – If you are sending out marketing type emails, then you should be making follow up calls.
  • Title or topic relevance – If you are sending out emails as part of a marketing process, choose your key words and images with relevance and care. Professional photographs and message copy will always help open conversions.

The email process in commercial real estate is specific and direct.  Make sure you have all the elements of the communication process under control and optimized.

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Commercial Real Estate Brokerage – A Fresh Approach to Time and Task Management in Listing and Marketing

When you list a commercial property today on an exclusive basis, you really do need to focus your efforts from the point of listing onwards to achieve the best results for the client.  Don’t waste time during the campaign and make sure that you optimise your efforts of promotion from the very start.

Know what has to be done with every exclusive listing when it comes to pulling in the target market and listing enquiry.  Ensure that the client has given you sufficient vendor paid marketing funds to achieve that level of promotional momentum.

Exclusivity Really Matters

When you have converted a property exclusively, the stages of promotion should be set out and actioned in a timely way.  Make every moment count when it comes to creating enquiry and converting inspections.

How can you do this?  You can split the campaign up into three distinct levels of momentum.  They are:

  • STAGE 1: The initial two weeks where you are releasing a property to the market and the target audience. During this time it is quite important to spread the word comprehensively across the local property zone or precinct applicable to your buyers and tenants.  You really do need a marketing campaign to understand how you will reach the right people in the right way from all of your promotional efforts.
  • STAGE 2: The next four weeks will be critical to lifting the levels of inspections and enquiry and encouraging any offers. Any potential negotiations should be occurring during this time.  If the offers are not coming in, then it is a matter of looking at pricing the property differently or changing the method of sale or lease.
  • STAGE 3: If the property has not sold or leased or during the previous two stages, then there are issues which need to be addressed. That is where a rethink or a different plan needs to be achieved in the marketing of the listing.  Don’t let the property become stale and stagnant on the market.  Stage 3 is the adjustment phase if the property is not creating real interest or inspections.  Changes have to be made to lift levels of enquiry.

As indicated, split the property campaign into a number of weeks and stages of promotion.  Change the campaign during that period of time based on the levels of enquiry that you are achieving.

Every exclusive listing should be placed on market and promoted to a strict time frame and task regime; in that way you can ensure the best outcomes are achieved.  That is why exclusivity is so important for each individual agent or broker if they want to grow market share and potential income.  Don’t waste your time on open listings unless you really need them.

Monitor the Property Campaign

Every moment of a property campaign should be monitored and optimised to achieve the best inbound levels of enquiry; refresh the listing appropriately based on feedback and inspection results.  Understand why exclusivity is so important when it comes to promoting commercial property for sale or for lease.  Exclusivity allows you to focus your efforts and commitment to the client and the property.  Over time that means better results.

Ultimately a successful property promotion allows you to achieve greater levels of inbound enquiry, inspections, negotiations, and closure.  Eventually that allows greater commissions and a growing level of market involvement for you at a personal level.

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Commercial Real Estate Brokers – How to Comprehensively Present and Pitch for a Property Listing

If you’re looking to win more commercial real estate listings and particularly those that you can convert to successful contracts and leases, have a serious look at your listing presentation and the points of difference that you promote as part of the presentation.  Why are you special?  Why are you better than the other agents?  In simple terms you need to stand out as the top agent for the job.

Are you average or generic?

Far too many agents and brokers approach the listing process generically with little preparation and no strategy.  A client then has little to choose from when it comes to better ideas and looking for a positive outcome.  What can you do that is different and relevant to the property promotion?

A listing presentation is not all about providing discounted commissions and seeking low marketing funds.  Discounts don’t attract results.  The client has to spend money to make money, be it as part of a sale or a lease transaction.  Your job in the property presentation is to help them see why that is important.

What does the client want?

The client wants results and the listing presentation you make should be designed to convey all of the correct facts in the right way.   Help the client see exactly how you will connect with the right property people in the market in a timely way; those who will have a potential interest in the listing and occupancy or investment.

Here are some ideas to help your property presentation and listing pitch with the client, and to help them with interest and involvement:

  1. Split the campaign into time frames – A property promotion should be staged so that responses can be tracked and adjustments can be made. The stages are best set to the immediate property release (2 weeks), the inspection and negotiation stage (4 weeks), and the repositioning phase (4 weeks).  You only need to move into the repositioning phase if the property has not created sufficient enquiry or inspections.
  2. Explain exactly who the buyers or tenants for the property will be – Clearly set out who the buyers and tenants for the property listing will be, and then tell the client exactly how you will reach directly into those segments of people or businesses.
  3. Show what competing listings are doing locally now – Use photographs to show the client the other local listings that are on the market now and explain what has been happening with enquiry in each case. How will your clients listing stand out around those other listings?  What can you do in the property promotion that is special?
  4. Show specific tasks critical to the momentum – You are the property specialist and on that basis you should have some good ideas as to how you will make the listing stand out locally. Put yourself into the campaign with specific tasks and property market investigations. What can you do in the campaign that will create plenty of enquiries?  Split those important tasks into your request for an exclusive listing.  Put those tasks onto a time line for the client to understand what you will do, when it will be done, and why that is so.
  5. Get the client involved – There are things that the client can do as part of the property marketing campaign; get them involved. They could for example give you a summary of property history and ownership that would be of interest to the local community of investors or business owners.  Interesting information will help your marketing campaign and your inspections.

These 5 simple strategies will help your listing presentation stand out as comprehensive and relevant to the property market today.

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Commercial Property Management – Tips for Achieving Energy Savings in Managed Buildings

Like it or not, energy forms a significant percentage of property operational costs today.  In any retail or commercial investment property the common area power will drain a lot of profit from the landlord’s net income.

In simple terms the energy consumption factors of any investment property should be carefully controlled and optimised.  That is one of the main jobs of the property manager to focus on; to improve the property performance financially in a realistic and professional way.  In saying that, there are a few strategies that can work very effectively and directly in improving energy consumption and costs as part of the overall investment property performance.

Set Some Energy Strategies

Here are some ideas to help:

  1. CONTRACTOR MEETINGS: Meet with your maintenance contractors regularly as they will have some valuable ideas to share about the operational systems of plant and machinery. They understand the equipment better than anyone else; they will know what can be done to improve energy use whilst not overly impacting occupancy conditions in the building.
  2. THE COST OF ENERGY: Buy energy at the best commercial rates. There are different suppliers of energy in most towns or cities.  They offer certain economies and purchasing power when it comes to energy.
  3. DEMAND TIMES FOR  ENERGY: Understand your peak demand periods. With any office or retail property there will be certain periods of peak energy demand during the day and during the week.  Those periods generally do not change, but how you purchase energy at those times will impact gross costs.
  4. CLIMATE CONTROL AND AIR CONDITIONING: Review air conditioning operations. The air conditioning plant in any investment property will consume a lot of power.  In winter and summer those demands will shift depending on your typical outside climate and building design.  In conjunction with your air conditioning maintenance contractors you can review special internal climate strategies such as delayed starts, optimal starts, outside air use, and night purges.
  5. AFTER HOURS CYCLES: The after-hours use of air conditioning, lighting, and the building itself will put demands on operational costs. Some of those use factors will be recoverable from the tenants in the building.
  6. LOW COST LIGHTS: Lighting modifications can occur to common area globes and tubes so that common area lighting costs are reduced. Understand how lights function in special common areas such as car parking, entrance foyers, and toilets showers.  Sensor lights and LED hardware will help in saving costs.
  7. MOVING PEOPLE: Lifts and escalators are a big drain on power consumption. Whilst they are essential for the movement of people in a building, they could be partially shut down after hours.  For example consider a high rise office tower; there is no point running all lifts in the lift banks if the building is largely empty.  You can park lifts after hours and only run one lift in each bank in an office tower.   The occupants will very likely not be impacted.

So these simple factors of building use will have a great impact on energy consumption and savings in any investment property.

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Commercial Real Estate Brokerage – Start Now to Be Effective as an Agent

In commercial real estate brokerage it is far too easy to procrastinate and get diverted in time wasting activities.  Your peers and clients will all ask for some of your time and then you still have demanding tasks to get to on a personal basis.  As you get more listings, things get busier in all respects.

Realistically there are only a small number of things that should really matter when it comes to broker focus and business planning.  Those particular issues are simply summarised as:

  • Prospecting for new listings
  • Listing documentation and marketing
  • Personal marketing through the location and the precinct
  • Client contact and service
  • Deal negotiation and documentation
  • Database management and follow-up

If you focus your efforts daily at a personal level into these six simple factors of activity, your property market results will take a sharp turn upward and allow you to improve your listings and commission conversions.

Simple messages

So the message here is that you can change your focus immediately and start working on these six factors to improve your market share.  In saying that, don’t procrastinate and certainly do not divert away from the new business opportunities that exist in your property market.  Be prepared to do the challenging and difficult things every day and stretch your ‘comfort zone’ and reduce any skill limitations.

There are far too many agents and brokers in the commercial property marketplace that consistently achieve only average results and struggle a lot of the time when it comes to database growth and income.  The best agents comprise the top 10% of the property market, and control 75% of the quality listings.  There is a message in those numbers.

Changing your commercial real estate career focus

So what can you do here?  To change the momentum in your commercial real estate career, the first stage involves a change of thinking at a personal level; the second stage involves action in a managed and directed way.  Understand what is happening with the activities of local property investors and business owners in your town or city.

Look for the zones or the precincts through your town or city that have plenty of property activity and enquiry.  Also look for the property types and the new property developments attracting enquiry.  Specialisation will help you dominate market share.

Exclusivity is really important

From all of this information you can move into an exclusive listing focus across those segments.  Exclusivity is the key element of market domination, listing conversions, and a professional Top-Agent-Focus.  When you list properties exclusively, you control the client, the listing, the enquiry, the inspections, and the negotiations.  Conversely, the open listing process gives you little if any control at all.