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How Apto marketing follows you around the internet, and 10 things to know about paid ads

By Michael Bevan on Mar 12, 2019

black-white-buildings-320-213Every now and then, we’ll get an email from a broker who’s had about enough with Apto ads.

“Please take me off your list!!! I see your ads everywhere.”

We even got a similar email from someone in the commercial real estate industry who markets herself as a thought leader and digital marketing expert. This person didn’t understand paid advertising either.

The thing is: it’s just not that simple for us to “turn off” those ads off for any one person, across multiple platforms. That’s just not how it works. It’s not an excuse―it’s digital advertising, and if you want to use it to your advantage as a broker, then there are a few things you should know.

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What makes a good target prospect? How to identify top opportunities in your market.

By Elizabeth Knight on Mar 7, 2019

broker-building-phone-tablet-320x213Have you switched to the top-of-mind prospecting system?

The concept is appealing. Outlined by Blaine Strickland in his book, Thrive: Ten Prescriptions for Exceptional Performance as a Commercial Real Estate Agent, the strategy involves less cold calling, and instead outlines a method that focuses on identifying 125 high-value targets in your market to build relationships with so you’re “top of mind” when they need an expert CRE advisor. Over time, they’ll give you a healthy income, and you don’t have to spend all day on the phone.

But what exactly makes a good target prospect for that list?

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How WeWork, Keller Williams, and Zillow create innovative marketing (and how you can, too)

By Erik Dolan-Del Vecchio on Mar 6, 2019

wework london office-320x222What separates a Facebook post with just a handful of likes from content that has everyone in the industry talking?

While the power of your brand and the depth of your outreach are big factors, everyone from veteran industry professionals to junior brokers can tap into the marketing strategies that position content to go viral. That’s increasingly true in today’s digital environment, where over 4 million blog posts are published daily, 500 million tweets are sent, and 5 billion Google searches are made everyday.

With that kind of volume, it isn’t a given that anyone’s marketing efforts will cut through the noise. And while there is no surefire way to ensure your next Facebook post or live video really gets people engaged, there are clear strategies you can use to elevate your marketing game.

We take a look at three companies to see how they’re expanding their reach with innovative marketing, and provide three key takeaways.

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How to beat another broker in a competitive deal

By Elizabeth Knight on Feb 26, 2019

chess-beat-competition-1We started getting the barrage of calls and emails last summer.

Apto currently occupies the second floor of a building right in the heart of downtown Denver. Our lease is up later this year, and since we’re a growing company, we’ll probably need to expand somewhere a little bigger.

So it makes sense that it was last summer that brokers started pounding on our door. They would talk to whoever they could get a hold of on the phone―our customer support line, our salespeople, our operations manager...they even requested demos of our product just to make their pitch to us.

For better or worse, we already had representation in place, thanks to our founder. He was a broker himself and had connections to get us an experienced team.

But it got me thinking. What would it take to uproot an incumbent broker? Or just to beat another broker in a competitive situation? After all, our product promises to give brokers a competitive edge, and I do believe our technology lives up to that promise. But how exactly does it work? And what else does it take to win?

It comes down to this: If you’re up against another broker in winning a competitive deal, you need to be more knowledgeable, more proactive, or more organized. To find out where your gaps are and how you can win, ask yourself these three questions.

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8 tips for commercial real estate brokers to tap the power of social media for business marketing

By Cary Brazeman on Feb 19, 2019

Social-Media-Marketing-for-Commercial-Real-Estate-Agent-Operations-AdobeStock_122318125If PR is a prime strategy to raise your profile in the market — think speaking engagements, community relations and attention from third-party media — social media can be a powerful complement to build relationships and enable others to spread the word on your behalf.

Social media is “shared” media. You and everyone else participating jointly share the platform. The downside is negative feedback exposed widely, which can set back your marketing efforts. The upside is the opposite: a multiplier effect for positive interaction, with the information and conversations shared with many more people than through one-off interaction.

The big question to ask first is whether this tactic suits you. Most brokers are sociable, to be sure. But for some people being social on demand is a stretch. Likewise, receiving negative feedback from total strangers isn’t fun, and that can happen on social media. If that makes you uncomfortable, social media marketing may not be a good fit.

All that said, if you’re prepared for the interaction and accept the risk, here are 8 tips to make the most of social media.

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3 strategies to build influence and become a market leader

By Erik Dolan-Del Vecchio on Feb 5, 2019

black-and-white-city-man-people-1It’s no secret market leaders consistently attract bigger and better deals than their lesser known competitors.

Everybody wants to work with an expert, and unsurprisingly, becoming your market’s go-to expert is easier said than done. But that doesn’t mean you shouldn't try; on the contrary, working towards that type of influence and recognition is one of strongest ways to advance your career.

So whether you’re a junior broker just starting to build a name for yourself or an industry veteran with years of experience, there’s always room to boost your presence and grow your market influence. From building your personal brand to finding creative ways to bring people together, follow these steps to build influence and win more deals.

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7 sales conferences where brokers can build their skills in 2019

By Kim Howard on Jan 24, 2019

sales-conferences-networking-320x213Commercial real estate brokers may wear many hats when working a deal, but at the end of the day, you’re a salesperson. Whether you’re pursuing new business and pitching your services to a prospective client or telling a building's story and presenting to an interested buyer, brokers are always selling.

Because of that, commercial real estate brokerage typically attracts outgoing people who have some natural sales ability. Competition can be fierce, and you can’t rely on charisma alone to close deals (though it doesn’t hurt!). There are many way you can hone those sales skills to stand out from the crowd, and one of the best ways is to attend sales conferences and learn from top sales leaders across various verticals. You’ll get out of the brokerage bubble and come away with tips that can be applied to brokerage and your prospecting process.

We’ve compiled a list of top sales conferences brokers should check out for 2019.

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8 PR tips and tricks for commercial real estate power brokers…or aspiring power brokers

By Cary Brazeman on Jan 22, 2019

man-coffee-cup-pen-large-320x213PR, short for public relations, is a prime strategy to raise your profile in the market and create goodwill that can be leveraged to support your commercial real estate business marketing.

PR is a great complement to Apto’s CRE Digital Marketing Checklist, which includes useful tips on website marketing, content marketing, social media and online advertising.

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This pipeline report template will help you stay on top of your business and cash flow all year

By Elizabeth Knight on Jan 17, 2019

visibilityDid you meet your income goals for 2019?

Commercial real estate brokerage is an inherently risky industry, and it can be difficult to get transparency into your business when you're working through complex deals that can take years to close. Sometimes it probably seems like deals can fall through at the drop of a hat.

It might seem difficult to predict when a deal will come through, but the truth is that you can and should track your pipeline. It is possible to better manage the risk involved and get some level of visibility into your cash flow. After all, if you ran a retail store or restaurant franchise and didn’t have any reporting on the business, how long do you think you'd last?

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Our 9 favorite website templates and resources for CRE brokers

By The Apto Team on Jan 10, 2019

Is this the year you finally revamp your brokerage website? Frankly, we’ve seen a lot of brokerage websites over the years, and many haven’t been updated in a decade or more! Those could probably use a little love.

Fortunately, these days, there are plenty of ready-made, easy-to-use templates to create a professional website. Some are even free! A website overhaul doesn’t have to be expensive or even that cumbersome. While you should be thoughtful about your approach and take time to do it right, you can switch over to some new site templates without much hassle.

Here's what you need to know to get started—and a few website templates to inspire you.

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