How to Attract More Sellers in Commercial RealEstate Sales

by John Highman

CommercialCoaching

How to Attract More Sellers in Commercial Real Estate Sales

Understanding the sellers of property in your location will help you package your commercial real estate

services and win many more listings. Winning listings is the foundation of brokerage success. So, there is a

plan and a system that is needed here, and it is a personal thing to work on. It is an individual approach

where you can connect with more sellers over time and convert more new business. Understand the

location, your territory, and the sellers that are likely to move on a property matter in the future. Find the

people and start connecting with them.

Review the ZoneSo, how do you start the process? When you look at properties in your town or city, there are plenty of

issues and concerns that can sometimes merge into a listing presentation or a property discussion; some of

those issues are the leverage that you need in attracting the focus of the client.

You can make a story out of problems and challenges in commercial real estate; the more that you know

about your location, the stories will flow to you when you need to attract the attention of a client or prospect.

The CompetitionThere are always plenty of agents and brokers as competitors in the property industry in your location who

are ready to take your clients and listings at the first opportunity. Package your real estate services through

deliberate and direct property facts and strategies that the client will find hard to ignore.

Winning a listing is not about discounting commissions or marketing costs; the listing process is all about

engagement and providing solution based recommendations. If your listing ideas are specifically focused

on the current property market conditions, it is easier to engage the client’s thinking.

How to Attract More Sellers in Commercial Real Estate Sales

How to Attract More Sellers in Commercial Real Estate Sales

What Does the Client Want?So a prospect or client is looking for certain things in the agent that they choose to market their property.

They are also likely to talk to many other local agents as part of getting a comprehensive selection of agents

underway, and particularly so for the before listing decisions are made. They want to make the right

choices in property promotion. Your job is to make their property challenge easy.

There are some strategies to develop here. If you want to stand out as ‘the agent of choice’ for the clients

that you work for, try some of these ideas:

How to Attract More Sellers in Commercial Real Estate Sales

How to Attract More Sellers in Commercial Real Estate Sales

1. Local property market coverageLocal property market coverage – consider the local area and the primary zone where you will get

your listings from. That ‘primary zone’ will be geographic first and foremost. There will be

property precincts in the location that can be your focus. In the precincts, you can focus on

buildings and streets. There are owners and clients to contact as part of local area coverage and

awareness. Create a planned approach to make things work for you in the precincts. When you

know your local area, you can talk about properties and locations quite specifically. Tell your clients

what you have seen and done locally with property.

2. Strong local brand for the property typeStrong local brand for the property type – you and or your brokerage will have a ‘brand’ that might

give you some advantage in marketing and listing. Use your other listings as leverage in any

discussion about property listing enquiry and activity. Have a map of the area where you can show

your existing listings to any potential client. The same comparisons can occur with property types.

3. Substantial inbound enquirySubstantial inbound enquiry – talk about your recent property enquiry, and always track the

enquiry in a promotional campaign. One listing will lead to others if you grow conversations and

comparisons around listing stock. Tell your clients how you feed enquiry across different locations

and listings to ensure that the property enquiry is fully optimised.

4. Excellent marketing methodsExcellent marketing methods – any good quality property should be exclusively listed and then

comprehensively promoted. That promotion will take vendor paid marketing funds to cover the

process. Become an expert in both marketing and campaign coverage; quality is important. Reach

out to your property market with high-quality promotional campaigns. Use professional photos and

advert layouts to help make your listings stand out both online and offline in any promotional

material.

5. Feedback with marketing, inspections, and negotiationsFeedback with marketing, inspections, and negotiations – always give plenty of feedback to the

clients that you serve with listings. Client conditioning to current market circumstances takes time

and strategy; a successful negotiation is the result of client conditioning over time. Be prepared to

engage the client a few times each week with listing and promotional feedback. Share plenty of

information about the location and the other properties that are in direct competition to the client’s

property.

How to Attract More Sellers in Commercial Real Estate Sales

How to Attract More Sellers in Commercial Real Estate Sales

6. Shorter time on marketShorter time on market – when you compare your property listings to that of others, how do you

rank when it comes to ‘time on market’? Can you say that you are getting positive results sooner

and at better prices? Remember that the clients that you serve are looking for results, so be

prepared to show them how you get those results. Talk about the numbers and the results.

So, all of these things should be used in pitching and presenting your services to a seller of commercial

property. The longer that you are in the industry, the easier the process will get. Experience builds

confidence and momentum in any broker or agent.

Are you ready to win the listings that are out there? Develop your system and start implementing it each

day in reaching out to more sellers in your location. That is the foundation of a good real estate business.

Control your listing stock through exclusivity and professional client services.

How to Attract More Sellers in Commercial Real Estate Sales

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