Forget about the competition and focus on creating a successful game plan for landing that perfect listing. Here’s how:

Determine what type and location

Retail, industrial, office
Size: big, small
Urban, suburban
Areas you’d like it to be located in

List all possibilities in this category

For example, if you pick smaller suburban retails properties to lease; list all these properties within your area.
You can’t prospect that which you have no awareness of – do a thorough job on this step.

Gather contact information

Collect the contact information on each property you’ve identified including name, address, phone, fax, and email.
You want all of this information so that you can contact these property owners using a variety of mediums.

Identify the common problems these owners have and suggest a solution.

List all of the problems your prospects may be experiencing as a property owner.
Pick the top three and focus on a solution.
Let the prospect know you can solve their problems! *
*THIS ONE IS BIG!!!!! PEOPLE BUY SOLUTIONS!!!!!

Come up with a game plan for contacting each owner.

Write a letter introducing yourself and let them know you can solve their biggest problem (see #4 above).
Call next, your name hopefully will be familiar to them as a result of the letter.
Email after you call. Either thank them for their time or write how you’ve “missed” talking.
Fax a letter.
And so on.
The point here – have a game plan.

Set up an appointment to meet the prospect and “snag” the business.

Show up prepared.

Have nearby comps
Know who’s in the marketplace already (don’t forget these businesses still can be candidates to lease if you are seeking a leasing assignment).
Provide a sampling of who could be viable buyers or lessee’s (don’t be afraid you’re giving away a few of the goodies).

Bring pages and pages of testimonials (written statements from those who have been happy with your service).

This is “social proof” that you are what you are portraying.

Provide an outline of your marketing program. Bring some samples.

Signs
Invitation to all brokers to bring a buyer/lessee
Direct Mail
Emails
Fax Blasts
Advertising
Online venues – Loopnet, CoStar, and others
Etc

Provide a prepared written document with all the frequently asked questions your prospect may come up with.

Even call them – FAQ’s.

Find out what methods of communication the prospect prefers.

Written or verbal
BE SURE TO PROMISE COMMUNICATION WEEKLY – then do it. This could be the single most important thing you do once you get an assignment.
Communicate the good news, bad news, or no news. Don’t be afraid of no news or bad news – communicate all news.

Provide a success story or two. It makes the story telling easier.

Use the PAR formula, state the:
P = PROBLEM
A = ACTION TAKEN
R = RESULTS

Let the prospect know what they can expect from you.

Lastly, ask for the business!

If you don’t let the owner know you’d really like, appreciate and value their business, there’s a good chance you will not get it.
Too many say, “They know I want the business why should I ask?” Don’t get trapped into this way of thinking.
Ask, Ask, Ask.
If the above feels like too much work – choose another career. It is a lot of work to continually land successful listings. That’s why it’s called ‘WORK”. Go get ‘em and good luck!

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