The essential components of a professional commercial real estate marketing plan

Every quality listing in commercial real estate brokerage should be the subject of a comprehensive and specific marketing plan.  When the elements of the property are matched to the levels of enquiry, the prevailing property market conditions, and the client, the marketing plan is likely to produce the better results from the selected target market.

Most high quality listings today are the subject of a competitive tender involving a number of brokerages and agents.  You may only have a short period of time or one brief opportunity where you can present your promotional ideas and marketing strategies to your client.

Your presentation, the listing pitch and the marketing plan will need to be of exceptional quality and relevance to attract the interest of the client and convert the listing.  It is very likely that the best agent will win the listing based on recommendations, commitment, and confidence.

The Best Way to Set Out Your Marketing Ideas

Here are the elements of a property marketing plan in commercial real estate brokerage.  These ideas will help you prepare your professional marketing plan:

  1. The title page – give the property and identity through the use of a title. That title should be specific to the property and where possible incorporate the history of the property.  It is quite likely that the local property owners and business proprietors recognise the property in a particular way.  That image or recognition can be incorporated into your marketing plan.
  2. Use professional property photographs – the front of your proposal or marketing plan should feature a professional photograph. That strategy should continue through the document.  Most clients will be drawn to the proposal that features the asset in a creative and professional way.  Through your marketing submission, you can add a number of professional photographs taken at different times of day, of different parts of the property, and use photographs that enhance the strengths of the asset to the target market.
  3. An executive summary – at the front of the document, make sure that you are using an executive summary to pull in all the features of the asset and the intended marketing campaign. The executive summary should be no more than one page in length and feature a number of dot points as part of the layout.  You want the executive summary to attract the interest of the client and refer them further into the document for greater detail.
  4. A table of contents – simplify your marketing proposal with a table of contents so that the client can refer to the correct parts of the document as part of the review.
  5. A preference for simplicity – keep your marketing document simple and informative. Avoid bulky submissions that complicate the marketing process.  Help your clients see the promotional strategy to be used with the target market.  The best way to do that is through the use of a Gantt chart displaying the different marketing strategies and the timing process to be applied.
  6. Property analysis and recommendations – show the client that you really understand the property and its position in the prevailing market conditions. Summarise the property as you see it today and provide details of comparable property market activity in the location.  From that information you can make specific recommendations towards a target market, the enquiries, and the inspections.
  7. The marketing plan – from the target market, you can specifically apply strategy to the marketing plan when it comes to the choice of the right media, the timing, and the expenditure. Help the client see exactly how you will be spending the money and why that is so.  Show the client that you are in control of the property marketing process and the feedback to be encouraged.
  8. Implementation and control – make it easy for the client to formulate a decision and move ahead with their marketing challenge. If there are any problems within the property that need resolving prior to promotion, provide specific solutions and ideas to help that occur.  Make it easy for the client to see the best way forward with their property challenge based on the attributes of the asset and the local property market.

 

Taking all of these things into account, you can make your marketing proposal stand out as specific and special with any good quality commercial real estate listing.  Make it easy for the client to select your services as the agent of choice in resolving their property challenge.