When you take a commercial or retail property to market it pays to use a marketing system and sales pitch that creates real enquiry and gives solid feedback to the client.
Even if your real estate service and approach is not that different than other agents in the same location, it is up to you to make it seem better and more relevant to the client. Again it comes down to systems to explain and support the marketing process, your presentation, and the sales pitch.
Your clients understand that they have a choice in the agent to market their property. You should give them the real reason to pick your agency over the others that are available or pitching for the same work. How do you do this? Make the clients property special in both its offering and its features.
A simple system to follow in pitching your marketing process differently for commercial real estate can be best summarised as:
- Clarify the target market that best suits the property.
- Set real reasons for the method of sale and the timing of sale.
- Show the client how your database already features a good base of property enquiry in that target market.
- Show the client the features of their property as you see it for the local buyers that are active at the moment.
- Take the client for a walk through their property to highlight the way you will inspect the property with qualified buyers.
- Identify 4 or 5 focus points that will be emphasised in the marketing.
- Use photos of the property as discussion points in your sales pitch with the client.
- Show the client what the advertising will look like in draft form across all the media alternatives to be utilised.
- Give the client 2 or 3 choices in the marketing approaches for the property and alternative budget costing.
- Make recommendations that are clear and precise in solving the client's property pain.
Don't let your commission or sales fees be the deal breaker in the listing process; make those costs realistic, however do not discount unnecessarily to satisfy client requests. If you have sold your services correctly then commissions and fees are really secondary to the choice of agent to market the property.
When you pitch for any listing of a property, some graphical display in your proposal will help the client to understand exactly how you will take the marketing of the property forward. Use a mixture of PERT and GANTT graphs to show the clear stages of property listing, inspection, and marketing.
When you have a good system to support your interaction with your clients, the listing and the marketing is so much easier.