Exposure. Buzz. Building a long-lasting and lucrative reputation. These are the goals you should always have in mind when marketing commercial properties. The ability to keep the big picture in focus, while at the same time not overlooking any of the minute details, is the key to consistently selling commercial real estate and ensuring the longevity of your business.
As such, we set out to compose a list of the top four practices for commercial real estate marketing that will help you market better, sell more, and steadily enhance your reputation along the way.
1. Remember that commercial real estate transactions are still about interpersonal relationships, first and foremost.
While the commercial real estate industry has been slammed by some for its lack of urgency with regards to adopting the latest technology, there’s more than one reason for the disconnect. The lack of a tech renaissance that many feel the sector should be undergoing right now can be attributed to more than just a resistance to change. The major players in commercial real estate are the ones that cherish the value derived from mutually beneficial business relationships.
Without a doubt, technology has simplified, and even enhanced, the way that business is done in the present day. However, all of the sophisticated data and analytics supplied by modern technology are simply accompaniments that should serve to strengthen your sales pitch, as opposed to making up the entirety of it. Personal, insider knowledge of the area you operate in is the best way to lend credibility, both to yourself and the property you are attempting to market. The solutions provided by various forms of modern technology can certainly help you be a better broker, but only if you know how to use them correctly, as opposed to leaning on them as a crutch.
2. Be sure to market yourself, not just your listings.
The Internet has equipped everyone with a platform to make themselves heard. While the idea of using the Internet to market properties is old hat, the latest forms of self-promotion, such as content marketing, have become part of the new wave of brand-building strategies. Don’t go to the other extreme and think that the Internet is a black hole in terms of your property marketing efforts, that is obviously not the case. However, today’s consumer is being constantly bombarded with advertising language wherever they go. As a result, they have become desensitized to sales language to a large extent.
One of the best ways to cut through the noise, increase your notoriety and build your brand is by starting your own web publication with the intention of establishing yourself as a thought leader in the industry. If you do that well enough, clients will be looking less to buy properties because of their personal biases and more due to your reputation recommending them as a noted, trusted expert in the field. They will be seeking you out, not the other way around!
3. Use video.
We are all visual creatures, and if you’ve got a nice listing, you should be looking to showcase it using video. There are two primary reasons for this. First, videos of listings add a whole new dimension to the experience of contemplating and exploring a property. They add depth and a better feel for the dimensions of a space, helping inspire a feeling for the viewer that they’re actually on a property tour. Some may consider the sheer lack of a real estate presence on places like YouTube, one of the most popular websites in the world, as a sign that using video to market properties is not effective.
While a valid argument can be made that relatively no one visits YouTube first when looking to purchase a property, that doesn’t mean you have to completely squash the possibility of using video to market your listings. If you’re afraid of your content getting buried on YouTube, exclusively host the videos that you produce on your own website. But, you don’t even have to choose, you can do both for additional exposure. For instance, if you turn your personal blog into a popular resource for information on your local commercial real estate market, you’d merely have to add a link to your YouTube channel to your page in order to matriculate your site’s traffic to your channel. In turn, you could become one of the first commercial real estate brokers to have a prominent presence on YouTube. Talk about solid brand-building!
4. Think outside of the box.
Cliché, we realize, but sometimes such sayings become overused for a reason. You need to think outside of the traditional marketing methods as a means to gain additional exposure for your listings, and that entails doing the in-depth research required to be able to hop on a trend as it is developing, as opposed to after all of the value has already been siphoned out of it by the masses. Sites like theBrokerList are a great means of generating additional business and fostering lasting relationships between brokers by providing them with a platform to showcase their “wants” and “haves” in terms of different properties.
That means that you not only receive increased exposure for the listings that you put up on the site amongst a targeted network, but also increased visibility for future listings as you build your network. This is what modern, calculated technological solutions like theBrokerList tend to offer users: short and long-term benefits, simultaneously, following their implementation. If you’re already on theBrokerList, good for you! Now, it’s time to go find sites like it, because they’re out there and every additional marketing platform helps. If you haven’t heard of theBrokerList, you have now, and it’s a great place to start building your new, cutting edge reputation as a commercial real estate professional who’s in the know.
Now, get out there and start wheeling and dealing!