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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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Robotic Listing and Selling in Commercial Real Estate Brokerage

In commercial real estate brokerage the listing and selling process can almost be ‘robotic’ if you follow the rules and use a plan to move people through your ‘pipeline’.  I am not inferring that the ‘robotic’ approach is negative; it is actually a great way to help your contact pipeline feed the listings to you and over time that means more market share.  Here are some notes from our Newsletter this week.

Listing and selling commercial real estate today is really just simple communication.  It is a matter of how ‘good’ you are at the stages and levels of interaction.

Let’s simplify the ‘pipeline’ for you.  It works this way:

  1. Property and prospect research – this is in knowing how to find the right properties and people to work with.  Research the market every night so you can get traction in better clients and listings.
  2. Prospecting activity – this is a regular daily requirement.  There is no other faster way to build your market share.  Put your prospecting time in your diary and implement the process each morning.
  3. Qualifying clients and prospects – some people that you talk to will be open and honest when it comes to their property requirements. Others may be less so open.  Ask the right questions to get to the real facts of every property need or transaction.
  4. Meetings and presentations – they should occur every day as a direct result or prospecting new people.  Target 2 new meetings per day.
  5. Listings – converting listings can be a special process. You must stand out from the competitors in your market.
  6. Marketing – this should be focused on the target market for the property and the region.
  7. Handling objections and negotiating – every property is different so be prepared for every negotiation.
  8. Documentation – accuracy is critical to help a deal move ahead
  9. Follow through on closed deals – don’t let a deal slow or get diverted due to inattention.
  10. Long term relationships – they will bring you the leads over time.

They are the simple things in commercial real estate that are all as important as each other.  One stage leads to the next stage.  It directly follows that you should be very good at all of the stages if you want to generate some quality listings and the better deals that go with that.  If you are not doing so currently, then practice and personal improvement is required.

So the ‘robotic’ approach starts to appear when you have all of the stages working well and integrated into the other stages.  When you look at the commercial property industry overall and in most locations, you can improve so many listings and commission opportunities when the separate parts of the process are ‘optimised’.

You can get more tips like this in our Newsletter right here.