Commercial Agents – Marketing Presentation Kit Ideas and Tips

When it comes to selling and leasing commercial or retail property, the marketing presentation kit that you use has to be optimised for your area and your property type. The marketing kit something that travels with you each and every day as you meet with clients and prospects in a variety of situations. This then suggests that the kit itself should be very useful and relevant to help you close on any listings or marketing strategies.

You never really know when the opportunity will arise to present and pitch for a listing. If you sell, lease, and manage commercial property the kit will need to be suitably versatile. If you work on Office Property, Industrial Property, and Retail Property, then the kit will also be comprehensively adjusted to suit these property types.

In your marketing presentation kit, you should have a selection of the following:

  1. Provide samples of advertisements that have been used on the other properties of various types. These should be local properties of a quality nature. When the client sees samples of good advertising with other quality properties they are likely to accept your marketing strategy and recommendation.
  2. Give details of the diversity and depth of your database. The database is a significant opportunity in the listing process providing you explain its relevance to the client. The client is unlikely to discard your agency from the presentation process if you can comprehensively connect them to the relevance of your database in providing the appropriate seller or buyer for the property.
  3. It pays to have a two phase strategy when it comes to marketing campaigns. Given that most of the marketing is focused on the first three or four weeks of the agency, this is what we call the primary marketing time. At least half of your marketing effort should be directed into that primary window of time. Most of the enquiry will typically come to you during this period. The balance of your advertising money and campaign can be directed across the remaining agency period which is the secondary promotion time. Throughout the campaign you should be tracking the results of advertising in the different types of media used. If something appears to be working well then it needs to be encouraged. If another segment of advertising or marketing is not getting any enquiry, then there is a need to adjust your campaign. There is no point in wasting time or money when it comes to marketing property. The vendor is seeking enquiry results and that is what you should be creating.
  4. Email marketing of commercial property through the database is a very effective strategy to attract enquiry. It is low cost and also easily undertaken. Show the clients some samples of email marketing and how they can tap into this opportunity.
  5. The signboard on a property is still one of the most effective tools of promotion. It is relatively cheap, and is usually seen by all the local property owners and business proprietors. Given that most enquiries come from the local area, the signboard is fundamentally important to creating enquiry. Show the client some differences between specially designed signage verses generic signage. Make your recommendations accordingly.
  6. Subject to the property type and the chosen method of sale or lease, you can show the client three levels of campaign as they can apply to a particular property. For example that can be the gold package, the silver package, or the bronze package. You may like to call them something different but the inference is that different levels of advertising commitment are available depending on the appropriate levels of vendor paid marketing. When you use this strategy, the client tends to select the middle package as a suitable solution.

As mentioned earlier, you may be involved with different property types. Because of this, you should carry within the marketing kit photographs of quality properties within the category of property. The client will generally only relate to their particular property type and the location.

Learning How to Do a Sales Pitch or Presentation in a Commercial Real Estate Agency

In commercial real estate today the pressure of presenting and pitching your services can be high. Most opportunities for a listing will involve a few agents all chasing the same listing opportunity. This then says that your presentation process should be finely tuned and very professional.

The ‘generic’ approach to presenting your services to a client today just does not work. In every respect your presentation needs to be of the highest standard. To help you with that I have given you some tips below:

  1. Check out the client’s situation prior to developing any thoughts about the property and how you can take it forward. Find out why the client may be selling or leasing the property today; that information may impact your choices of property promotion. Find out why the client purchased the property in the first place. Also ask them about their impressions of property features and improvements.
  2. Get the facts of the market locally. There will be some competing properties in the general area that will tell you something about prices, rents, enquiry, occupancy and time on market. Get all of those facts together as part of your preparation to meet with and make recommendations to the client.
  3. Walk the streets around the property. As simple as this seems, the process of getting out of your car and walking helps you see and observe many things that you would normally overlook.
  4. Understand the property legally and physically. Most properties will have issues that are of impact to the marketing campaign. Look for the ‘hurdles’ that could affect your choices of marketing and inspecting the property with prospects. It is wise to remove the ‘hurdles’ prior to commencing property marketing.
  5. Know about the precinct and its history. The records of sales and leases should be accessed so you know what has happened in the area over the last few years.
  6. Give information to the client about the best alternatives in marketing and inspecting the property. They like to have choices and understand the logic behind each. In that way they will not be limited or frustrated in the final agent choice or decision.
  7. Show some successes as a local agent. Most clients want to work with the best agents and those that really know the local area. Have some examples handy of relevant property transactions that you have been involved with previously.
  8. Be relevant in your presentation and provide a visual time line to the actions that you will be taking. The client can then see how you will be moving things forward for them in a timely way. If anything, that will give them more confidence when it gets to the final choice of agent.

Presenting and pitching your services as a top real estate agent does not have to be hard. You can make a deliberate choice to be the best agent for the job and give the full facts of the process in moving ahead. Confidence is the key.