Major Change Initiatives for Commercial Real Estate Brokers

Most years in commercial real estate will dish up a variety of market conditions.  You have to be versatile and driven as an agent or broker.  If something is not working for you, look for the signs and then implement change.  There are plenty of people to watch and use as role models.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)

What are the signs?

Top agents leave a trail of skills and information that you can replicate.  Watch what they are doing with their listings and marketing, and then pick the best activities for your own implementation.  Apply your own twists to a property initiative; there is no point in being ordinary in commercial real estate today.  Learn how to stand out as the person that commands the market and the enquiry.

Don’t struggle

If you are struggling in the market place, then create some major changes in your business and marketing efforts.  So how do you do that?  Try some of these for starters:

  1. When you take a property type and specialize in it.  You can monitor key performance indicators and weave those indicators into your client presentations and marketing recommendations. Real facts will help you connect with the client.  Show that you are a critical part of the marketing process.  Tell the client exactly what you will do if the client appoints you as the agent to resolve their property issue.
  2. Look deeply into your client relationships. Some of those clients will be well placed to take action on a quality listing.  Keep your VIP clients fully briefed on the best listings as they come to market.  There is nothing wrong with holding an inspection early in the campaign with your preferred and qualified clients.
  3. The email marketing process today is something that is part of the business. That being said, you can do it generically, or you can do it with relevance.  Why not send your campaigns with some focus or property type in mind?  Don’t send out too many properties of different types to everyone that you know.  Be more specific in segmenting your Email marketing efforts to business owners, tenants, landlords, and investors.
  4. Don’t just market your listings online; market yourself. In saying that I mean creating some valuable online property based information in a regular way that can help people.  The best way to do that is through a blog and a series of resources and articles shared on that blog.  You can then link your social media back to the blog, in that way showing your clients that you are significantly better than the other agents locally.

So there are some good things that you can do here in creating major change in your property and marketing efforts.  Don’t be ordinary in commercial real estate brokerage; strive to be different and relevant.

(N.B. these ideas are also sent out to regularly to our friends in Commercial Real Estate Online Snapshot to help amplify brokerage results…. Get your access here)

Commercial Real Estate Brokers – Implementing Team Skills in a Consistent Way

In commercial real estate brokerage, you will find challenges when it comes to every real estate team. The disciplines and business processes across sales, leasing, and property management will vary, and on that basis you need to know that every member of the team is implementing the necessary skills to serve the client base and improve the business.

Every brokerage principal or manager should be closely interacting with the client base to identify and determine any factors of under-performance or client concern. Invariably most clients suffering the effects of poor agency performance will tell others about their concerns before they tell the relevant agent or brokerage; over time they can do a lot of damage to the brokerage brand. It is common for a client to move on at the end of an agency term of appointment where the listing hasn’t been well serviced or communication with the client has been below par.

Whilst you may spend a lot of time encouraging the agents in the brokerage team to improve personal skills and strengthen opportunities, are they really implementing the necessary skills and habits to move to the next level? The only way you will know that is through tracking results of each agent when it comes to the core factors of the business. Most particularly they are:

  • The type of prospecting activities undertaken on an agent by the agent basis
  • The amount of prospecting undertaken each day by each agent
  • The conversions of meetings with new people as a direct result of prospecting
  • The leads and opportunities that evolve from client meetings and prospect meetings
  • The number of listing presentations made each week
  • The number of listings per agent on an open listing basis versus an exclusive listing basis
  • The time on market for each exclusive listing
  • The amount of commission generated per lease transaction and per sales transaction
  • The number of new clients entered into the database by each agent on a weekly basis
  • The accuracy of the database when it comes to client contact details and current information
  • The number of clicks and hits that apply to listings placed on the Internet by each agent
  • The way in which each agent will integrate social media to listing opportunities and marketing efforts
  • The amount of vendor paid marketing funds converted on a weekly basis for current listings for each agent
  • The listing refresh process and frequency that applies to current listings with each agent
  • The feedback that each client may give when it comes to the services provided by each agent with the listing

So there are plenty of things to track here when it comes to identifying performance opportunities, as strengths, and weaknesses. The rules should apply across the brokerage and should delve into the activities of each agent. You will soon see and identify the agents that are under-performing, allowing you to take the necessary steps of adjustment in each case.

The commercial real estate industry can be highly rewarding in so many different ways when appropriate tasks and opportunities are seized in a timely way. Almost every element of success in the industry will be centered on the activities of individual agents. Encourage your people in the business team to do the right things in the right way and to make adjustments where necessary.

How to Play the Numbers Game in Commercial Real Estate Brokerage

In commercial real estate brokerage, most successful sales people must play the ‘numbers game’ when it comes to new business and market share.  Without an awareness of the right numbers and just where they are headed, any opportunity for growth can be overlooked or not captured by the agent.

So what are the numbers to be tracked?  Here are a few of the important ones:

  • The size of the real estate market – every sales person should understand just how big their market is and how they are positioned within it.  That assessment will include the numbers of properties, numbers of businesses, and the historic sales and leasing records over the last couple of years.  From those facts they can assess just how they can improve with more market share.
  • The number of competing agents and brokers – every town or city will have competing agents in differing segments.  Some of those agents will be better than others.  There will also be specialisation factors that make some agents dominant in a market segment.
  • Prices and rents – during the year there will be fluctuations in price and rent.  That will occur across property types and in zones within the town or city.  Every agent must know how the prices and rents for property deals are trending.
  • Current listings – the other local properties should be watched for time on market, marketing method, success or failure, and enquiry rates.  Some properties will be more ‘popular’ than others.  Quality properties will always attract more enquiries.  Exclusive listings will help you with market share; you should control your listing stock wherever possible.
  • Internet listings – a lot of enquiry today is generated from the internet.  On that basis it is necessary to track online listing numbers by agent and brokerage.  It is best to do that on a Saturday when other things are less pressing in time.  You can also visit those properties to see if they are of relevance to your market activities.
  • Commissions and conversions – all top sales people and brokers should be tracking their personal commissions and conversions.  They should understand how their market is improving or expanding.  Those numbers can be compared to the local averages and the other brokers.
  • Numbers of signboards – the traditional signboard is still highly effective as a marketing tool.  The greater number of boards that you have placed in your sales territory, the better your enquiry rates will be.  That fact being said, focus on signboards on exclusive listings at all times; control your stock and your market.

So this information will help a broker or agent with self-improvement and market development.  Some would say that it takes time to track these things, and they would be right, however progress in any sales role takes understanding and tracking.  That’s what this is all about.

Prospecting Solutions for Commercial Real Estate Brokers

The commercial property market is a challenge at the best of times.  There are plenty of things to do when it comes to commercial brokerage and agency.  Each and every day a certain number of hours should be devoted to the prospecting process.  That activity will be at a personal level for any agent or broker.

It stands to reason that a good broker will have a successful prospecting model to encourage new clients and listings in a regular way.  The earlier that agents and brokers move towards this planning process and its implementation, the faster they move up the ranks of the market with listings and commissions.

Here are some tips to help you with the prospecting process that should be applied to office, industrial, or retail property.  Given your local market conditions, you can add to the list as appropriate:

  1. Understand the activities of the market over the last two or three years.  As the market been attracting activity or has it been contracting?  It is best to work within a market that has growth and opportunity.  It is best to work with property types that have a future.
  2. Many brokerages employ agents on the assumption that the agents will bring in the required new sales and leasing business.  Certainly that is the case to a degree; it should however be observed that a good real estate brokerage will have generic marketing strategies and material to help the agents with their daily prospecting activities.  An agent or a broker with little or no support from their principal will struggle.
  3. It is critical that a broker or an agent get signboards into their territory as soon as possible.  Those signboards should be on exclusive listings.  Signboard presence will always help local market profile and encourage inbound telephone calls.  On that basis you can build your database.
  4. The Internet today offers significant opportunity when it comes to business profile and property marketing.  Every brokerage or agency should have a substantial business website to promote sales and leasing listings.  The brokerage should always be updating the website with the latest technology tools to capture inbound enquiries.  A database portal is part of that process.
  5. Set aside 2 hours per day to contact new people through the local area.  The easiest way to do that is through a consistent and professional cold calling process.  When you have connected with a number of people across the telephone, you can move out into the marketplace and door knock a number of businesses and property owners.  Personal contact in our market today is really important.
  6. Every new property listing will give you an opportunity to talk to many other property owners and businesses in the same location.  Every successful transaction will give you further reasons to connect with the market place.  Use your existing listings and exclusive listings to connect with the property market.

In looking at these activities, it is easy to see that the involvement of the agent or broker at a personal level is critical.  Momentum is required every day to establish a good prospecting model to convert more listings and commissions.

The Top 7 Tips for Staying Ahead of Your Game in Commercial Real Estate Brokerage

In commercial real estate brokerage, it is very easy to get swamped with daily events and reactive issues.  Many people will want a slice of your time.  If uncontrolled, this can lead to a downturn in listings and market share.  In simple terms, you need to implement a system that allows you to stay ‘ahead of your game’ in commercial real estate.

The rewards in the industry are many, providing you stay on track and implement the correct system.  It is a personal process that cannot be delegated.  Here are my top seven tips to help you stay ahead of your game as a top agent or broker.

  1. Start the day with focus.  Each evening you should be preparing for the following day by planning your time and the key issues that need to be done.  Identify the four or five key issues that will have maximum impact on your client base, listings, and market share.  Those things should be a high priority in your daily action plan.  Get all of those things done before you do anything else.  When you feel in control, you get more things done.  On that basis, control your diary at an obsessive level.
  2. Understand the high value of prospecting and growing your database.  Devote approximately 2 or 3 hours to prospecting and client contact.  Split that time equally between new contacts and established contacts.  Track all of the conversations, the meetings, and the presentations that you make, so that you can see when your ratios and numbers are improving.
  3. As a general rule, focus on exclusive listings more than anything else.  The exclusive listings will allow you to build market share, focus your inspections and negotiations, and service the client comprehensively.  The agents that struggle in the marketplace are typically those that have difficulty with converting exclusive listings.  You simply must control the listing stock.
  4. There is a big difference between being proactive and reactive in the industry.  At least 40% of your day needs to be proactive and in that case should be directed towards prospecting, marketing, and client contact.  Unfortunately you cannot remove the reactive element of the industry given that you will be working with many different people who will impose on your time.  That being said, take the necessary steps to control the impact and limit the exposure that you have to other people’s priorities.  Manage your time accordingly.
  5. Every listing can be extensively promoted, and then adjusted to the market conditions.  When you have sufficient marketing feedback on a particular listing, you can make the recommendations to the client that will shift the enquiry rate and the inspection results.  Don’t take too long to get to the point of repositioning.
  6. Review all of the listing stock locally including those listings that belong to your competitors.  When they place a signboard on a property, make contact with all the other businesses and property owners in the region surrounding it.  They may like to compete with the other listing in the same street.
  7. In your town or city, you will find that commercial property ownership is typically for a period of 5 to 10 years.  At or during that time, the property owner is likely to expand their portfolio, or replace the property asset with another larger property.  When you track the cycles of sales from the region, you can identify the best clients to work with for upcoming property activity.

 

When you look at a list like this, there are plenty of issues to action and matters to get under control.  I go back to the point that you really do need to be proactive and not reactive in this industry.  Spend at least 40% of your day getting involved in proactive issues and strategies.  Soon the commercial real estate market will open up with opportunity in both listings and future clients.  Stay on track to your plan.