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A Personal Marketing Plan for Commercial Agents

June 06, 2012 | Comments: 0 | Views: 176

In commercial real estate, your ability to implement a personal marketing plan will significantly change and strengthen your market share. The personal marketing plan will help strengthen your image as a professional and top agent in the local area.

So to work through this, we should firstly define what a top agent looks like in commercial real estate sales and leasing. Here are some of the clear definitions that we see in the market today:

  • They have a dominant market share of quality properties in the local area.
  • They can cross sell their services from sales to leasing to property management. They understand how to improve and market a property through each of these methods.
  • They specialise in a particular property type and focus their efforts and knowledge specifically on that. They understand that you cannot be a specialist in everything within the industry.
  • They convert most of their listings to successful transactions rather than let the listings stagnate on the market without any enquiry.
  • They have a significant database containing qualified sellers, tenants, buyers, and landlords. They can contact these people easily and successfully given that they are constantly marketing themselves to the database.
  • A top agent will not take on every listing simply for the chance to market the property. The agent will be very selective when it comes to the marketing process, the quality of the property, and the commitment of the vendor or property owner to vendor paid marketing.
  • The clients of these agents have chosen them based on significant market knowledge and a history of successful closed transactions. The clients will also be aware that the agent has a significant source of established enquiry from previous campaigns.
  • Every transaction for this agent will be accurately created and then personally followed through to finality. The agent will be pushing the deal forward to ensure that the momentum is maintained and all the issues are suitably negotiated or closed.

A personal marketing plan for a top agent will help them grow their market share quickly and effectively. That being said, the plan itself is quite specific and will reach into the group of targets that the agent has identified. On that basis you need to know your market and the activities that will produce future opportunity.

A personal marketing plan will usually involve strategies similar to the following:

  1. A defined and specific geographical area that contains enough properties and potential listings
  2. A specific type of property, such as office, industrial, or retail.
  3. A specific discipline such as sales, leasing, or property management
  4. A strategy to connect with your prospects and clients on a daily basis
  5. A good database to contain and record recent activities with all of your prospects
  6. A variety of marketing tools such as e-mail, direct mail, telephone calls, personal meetings, and newsletters.

Take a look around your local area and see what property types are in abundance. Identify the current levels of enquiry and the nature of the recent completed transactions. These facts will give you some leads and ideas for the future of the area. Check out the planning and development changes in the area to see what supply and demand factors will apply with new properties.

If you want some more tips and ideas to help your commercial real estate agency and convert more opportunity into listings and commissions, you can get a free ebook of tips and tools at

John Highman is an experienced Commercial Real Estate Agent, International Speaker, and Sales Coach.

Source: EzineArticles
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