I never cease to be amazed. The other day I sent a survey to my clients asking
what topics they’d like to learn more about and the response was unanimous
- MARKETING.
It’s funny because when we were all busy getting our degrees, certifications
and real estate licenses we forgot to take a course on how to market our
services. We never learned this stuff!
The point of marketing is to generate a never-ending flow of prospects that
call you! Who wouldn’t want that?
I have come up with 7 Magic Marketing Tips (or Strategies) for Commercial
Real Estate success:
Marketing Tip #1 – Brand Yourself as an Expert
Most individuals and companies prefer dealing with an expert. List ten ways
you can be known as an expert in your niche and than start checking each
one off as you accomplish it. Before you know it, you will be the “expert.”
One of the best ways to be seen as an expert is to be published. Write articles,
write newsletters, write a book, write a special report – just write.
Marketing Tip #2 – Don’t be Afraid to Think Outside the Box
Brainstorm ideas with yourself and/or others. Most commercial real estate
professionals think alike. Every action step is the same. I have noticed
that even though my clients want to try something different, when push comes
to shove, no one ever will. Remember, if you want to get a different result,
you have to take different action steps. This requires thinking outside the
box. Be willing to take risks.
Marketing Tip #3 – Have a Marketing Calendar
Each November map out the next calendar year by putting in all the marketing
steps you intend to take, the date(s) they will be taken, and the desired
results. This can be written on a calendar (best method), entered in a spreadsheet
or any other method you choose. The point is, plan ahead in writing and follow
through.
Marketing Tip #4 – Have an Assistant Help Implement the Plan
You cannot possibly do everything yourself. When I work with clients and
their marketing calendars we strategize to have as many things as possible
be included that the broker does not have to do personally. For example,
implement a postcard campaign where your assistant designs and sends a postcard
on the second Tuesday of each month. Or, draft a newsletter but have it edited,
improved upon, and sent out by somebody else. Perhaps have your assistant
invite three people to join you for lunch each Tuesday (including making
reservations and confirming each guest). You get the idea, don’t you?
Marketing Tip # 5 – Follow Up Regularly
This is a fact: 90% of commercial real estate brokers have poor follow-up.
A lack of consistent contact causes valuable relationships to suffer, or
even dwindle to the point where somebody else who’s stayed in contact snatches
the business.
Marketing Tip #6 – Don’t Confuse Marketing with Sales
Before you can sell your service, you must have a prospect. Before you have
a prospect, you must have a lead. Trying to jump from stranger to client
isn’t a fruitful strategy. Instead, implement an effective lead- generating
system (Learn how to do this by joining my Commercial Real Estate Success
Inner Circle – watch for the re-launch later next month!). Focus your efforts
entirely on generating qualified leads and keep your pipeline full!
Marketing Tip #7 – Don’t Give Up Marketing
Give your new marketing campaign a chance to work. Remember it takes five
to nine times receiving a message before it kicks in. And, you must continue
to stay in contact. If you don’t – your competitor will!