Strategies to Build Better Market Share in Commercial Real Estate Agency

In commercial real estate agency today, develop some personal strategies to help build market share.  Most of the successes created in the industry are personally generated.  Your employer and real estate agency has little to do with the process.  It’s all up to you.

Many salespeople join the industry thinking that the apparent opportunity for listings and good commissions will help them rise to the top of the market fairly quickly.  Reality sinks in after two or three months; the industry can be quite a challenge for new agents; prospecting and networking is required each and every day.  It takes deliberate effort and hard work at a personal level to rise to the top of the industry.  That’s what all top agents do.  You can do the same, however it is your choice to proceed in a systemized and deliberate way.

Here are some strategies to help you establish a solid market share as a real estate agent, and grow the opportunity for further commissions and listings.

  1. Understand the growth potential of the market.  Your local property market should be defined geographically so you know exactly where you can focus your prospecting efforts.  Within that geographical zone, research the necessary growth segments of the market to focus on.  There is no point in you specializing in something that has little growth potential.
  2. Check out your property precinct to see what is working when it comes to sales and leasing activity.  Certain methods of sale and certain methods of leasing will be much more successful than others in today’s property market.  Understand what works, and then merge those strategies into every listing presentation and sales pitch that you do.
  3. Check out the competing properties in the local area to see how long they had been on the market.  Understand why that is so, and avoid the errors of those other agents and those other properties.  Top agents know how to promote and market properties efficiently and effectively.  They don’t like to waste time.
  4. Observe and track all of the good agents in your local area.  Find those top agents that seem to be dominating market share and see what they are doing as part of that process.  You can learn a lot from other top agents simply by watching their activities when it comes to prospecting, marketing, client selection, and promotional activities.
  5. Signboard presence through the local area will help you personally when it comes to market share.  You should have plenty of signs in the local area on quality listings.  There is a real difference to be noted here, and that is the difference between open listings and exclusive listings.  Open listings are generally a waste of time, and the same can be said for putting your signboard on any openly listed property with many other agent signboards.  The signboards that will create a strong personal brand and professional image are those that are placed on exclusive listings.  Sell your services on the basis of an exclusive listing that you can control for a number of months.  Then devote the required effort on creating enquiry and getting inspections underway.
  6. Most of the listings that you pursue will be done so on the basis of a competitive sales pitch and presentation.  There will be plenty of other agents chasing the same listings.  That being said, your presentational strategy and relevance has to be finely tuned and of the highest quality.  Approaching a listing generically usually results in an open listing if any listing at all.  When you specifically focus on a listing and provide real and relevant strategies to the client, they cannot help but seriously consider your commercial real estate services and potentially take an exclusive listing with you.  A client that wants the best agent will need to take an exclusive listing with that agent.  The promotion of property today is not an experiment.  Good results come from top agents taking an exclusive listing over a quality property.  They then apply all of their efforts into the marketing campaign and inspection strategy.

Success in the commercial real estate market is not a random event.  It is generally well planned and facilitated through deliberate systems and actions on the part of each and every agent.  Only the best agents rise to the top of the market and that will be only through their personal processes and strategies.  You can do the same.  The market opportunity awaits you action.