Attention Commercial Real Estate Brokers- Increase Your Sales Through Direct Marketing

The commercial real estate industry has remained the same over the many years it has made people real estate tycoons. There is a common way to do things that many of the most seasoned investors and brokers will not stray from. However, there is a progressive outlook that is changing the way commercial real estate is done. This change is initiated by the use of direct marketing techniques within a brokerage.

Many brokers simply sit back with their listings and wait for the random buyer to call or walk in the office. They may have prepared a good looking property information package for the properties on their listing, but generally, they let the buyer- investors and end users come to them.

While this is a very common strategy, why can’t the broker go to the investors? Create a strong client list of repeat buyers that has specific criteria and investment strategies? It is a lot like having clients within a business whom have a specific profile that can be catered to. There are a few very successful brokers who use this technique. However, there are more who do not, for whatever reason. Either they do not know how or are too lazy to make it happen.

We are going to discuss just a few ways how direct marketing can greatly increase the amount of properties you sell as well as increase the speed in which you can sell them. Every broker should employ these easy techniques and have an endless supply of buyers on his or her side. Want to never have a problem selling a viable property again? Then read on to learn how.
There are three items that you need to implement this direct marketing technique:

1. A website
2. A newsletter
3. A buyer’s list

Many brokers have a website, but it is purely informational- the location, a biography, and the properties that are listed for sale. There might be a contact section for an interested investor to get more information about a property. Direct marketing on the internet is the easiest, cheapest way to collect great contacts and build a profitable list.

Transform your website into a list builder by creating a weekly, bi-weekly or monthly newsletter filled with valuable information for a buyer- purchaser, end-user, or whoever else you may be looking to attract to your list. You are a wealth of knowledge about your specific location, market, purchasing techniques etc. Take what is in your head and provide valuable information to those who visit the site.

Now, the visitor does not get this information for free, however. They must opt-in or sign-up for the newsletter by giving you their first name, primary email and even phone number. When they sign-up for the newsletter, you now have a hot contact! The more people who opt-in to the newsletter, the larger your list becomes.

Now that you have these people’s contact information, you can send automated, extremely personal emails asking for their interests, criteria in commercial properties, what projects they most like to work on, and if they are looking for anything in particular.

You can get to know each person on your list and find properties according to their criteria. Here you have a buyer’s list that is showing interest in purchasing specific types of properties that you find. If you pick up a property, all you have to do is send it out to the people you think would be most interested. Keep your list happy, especially those who purchase from you. These people are your goldmine and will continue to purchase properties if you pay attention, listen to what they want, find suitable properties, and provide exceptional customer service.

Sure this is more work than waiting for a buyer to present himself to your office, but a thousand times more profitable!
With this simple and effective direct marketing technique, you will be able to increase the number of properties on your listing, and both your sellers and buyers will be pleased. This equation equals success and for all parties involved.

Do you realize the power of having a buyer’s list available to you at all times? You do not have to sit on a raw land property for three years when you can sell it in six months to a raw land investor on your list. You can bet these people will keep on coming back for more properties if you deliver a successful experience.

Your entire business will be streamlined without a lot of guess work and problems. There are many resources available to you that can help increase your online direct marketing efforts. Take it upon yourself to see what tools and techniques you can implement that will greatly increase the profitability of your business.

By: Tony Seruga, Yolanda Seruga and Yolanda Bishop