If you’re looking to win more commercial real estate listings and particularly those that you can convert to successful contracts and leases, have a serious look at your listing presentation and the points of difference that you promote as part of the presentation. Why are you special? Why are you better than the other agents? In simple terms you need to stand out as the top agent for the job.
Are you average or generic?
Far too many agents and brokers approach the listing process generically with little preparation and no strategy. A client then has little to choose from when it comes to better ideas and looking for a positive outcome. What can you do that is different and relevant to the property promotion?
A listing presentation is not all about providing discounted commissions and seeking low marketing funds. Discounts don’t attract results. The client has to spend money to make money, be it as part of a sale or a lease transaction. Your job in the property presentation is to help them see why that is important.
What does the client want?
The client wants results and the listing presentation you make should be designed to convey all of the correct facts in the right way. Help the client see exactly how you will connect with the right property people in the market in a timely way; those who will have a potential interest in the listing and occupancy or investment.
Here are some ideas to help your property presentation and listing pitch with the client, and to help them with interest and involvement:
- Split the campaign into time frames – A property promotion should be staged so that responses can be tracked and adjustments can be made. The stages are best set to the immediate property release (2 weeks), the inspection and negotiation stage (4 weeks), and the repositioning phase (4 weeks). You only need to move into the repositioning phase if the property has not created sufficient enquiry or inspections.
- Explain exactly who the buyers or tenants for the property will be – Clearly set out who the buyers and tenants for the property listing will be, and then tell the client exactly how you will reach directly into those segments of people or businesses.
- Show what competing listings are doing locally now – Use photographs to show the client the other local listings that are on the market now and explain what has been happening with enquiry in each case. How will your clients listing stand out around those other listings? What can you do in the property promotion that is special?
- Show specific tasks critical to the momentum – You are the property specialist and on that basis you should have some good ideas as to how you will make the listing stand out locally. Put yourself into the campaign with specific tasks and property market investigations. What can you do in the campaign that will create plenty of enquiries? Split those important tasks into your request for an exclusive listing. Put those tasks onto a time line for the client to understand what you will do, when it will be done, and why that is so.
- Get the client involved – There are things that the client can do as part of the property marketing campaign; get them involved. They could for example give you a summary of property history and ownership that would be of interest to the local community of investors or business owners. Interesting information will help your marketing campaign and your inspections.
These 5 simple strategies will help your listing presentation stand out as comprehensive and relevant to the property market today.