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Commercial Agents - How to Capture and Convert Enquiries for Property Today

April 16, 2012 | Comments: 0 | Views: 122

In this property market it is very important to generate the appropriate levels of enquiry for each and every property you have listed. Given that the commercial and retail property market is generally tougher to achieve a sale or lease, the levels of enquiry become more selective and restricted. Every marketing campaign has to be carefully planned.

It can be said that a quality property will always create enquiry. The assumption is generally correct although the volume of enquiry has lessened given the tightening of finance and loan activity.

A good database program is today more important than ever before, and it is the tool of choice for expert commercial real estate salespeople. Your attention to detail in any database maintenance will help you build significant market share in this challenging property market.

Here are some strategies for capturing and converting enquiries in every property marketing campaign.

  1. In most locations you will find that property enquiry is higher towards the end of each week. That is the period between Wednesday and Saturday each week. On that basis you should focus most of your advertising for each property into this window of time.
  2. Internet advertising of commercial and retail property remains one of the most effective and cost efficient ways of communicating property availability. To optimise the process there are some strategies and feature placements that can be applied to internet website advertising to place a feature of the property above others in the same location or suburb. This is sometimes called premium marketing or elite marketing, and is highly effective to gain a better position in the search engines when a person is looking for a property to buy or lease in a particular location. It should be said that there is a cost for this placement above that which applies to ordinary property listings on the internet.
  3. As a general rule, you should not give out any property information to a person enquiring over the telephone until such time as they have given you the appropriate personal contact details. It is not uncommon for other agents to masquerade as a property purchaser or tenant seeking listing information for their own purpose. If real doubts exist, arrange to meet with the enquiring part at your office.
  4. All inspections of commercial and retail property should be undertaken personally. In that way you can really understand what the property offers to the potential buyer or tenant from their perspective. You can also identify any other properties that are worthwhile bringing into the inspection process. Relationships are really important in property marketing today.
  5. Every property enquiry should be carefully collated into the database for any future opportunity or reference. As part of that process, details of mobile telephone numbers, email detail, and websites allow you to comprehensively contact and review the needs of the prospective purchaser or tenant. Asking the right questions and having a checklist for the process will improve your connection here.

Sometimes a busy and buoyant property market will influence us to forget the good business practices and prospecting models that should be occurring each and every day.

The agents and salespeople that keep their prospecting model running through all market conditions achieve long-term success and commission stability.

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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