When you are looking to overhaul your marketing, what do you start with? Do you first start to think of a new “look and feel”? Do you start thinking of a slogan? Maybe you search the internet to find out what other top commercial brokers are doing?
Many commercial brokers constantly create new looks or buy new tools in the hopes of reaching prospective customers. While tools or even a new look can be helpful it will be wasted effort when you don’t take a step back and consider the following.
Who is your target customer?
It might sound like a simple question, but it is one that most brokers don’t answer before they launch expensive marketing campaign. After all consider the following types of commercial properties.
- Office Buildings and Office Complexes
With just these 5 types of commercial properties, ask yourself; is it the same type of client that wants to invest in each property? Which type of property do you have the most expertise in?
As you look at this list, consider your expertise and then ask yourself the following questions to help you create a marketing system that will bring you motivated prospects daily.
- What is most important to my target customer? – Think beyond “just price”. Even when price is THE answer, ask yourself what number will enable prospects to rush to the phone for your help. Is there a certain return that is more than just normal, one that is attractive? Is there a discount below retail (i.e. 20%, 30%, etc) that would have a stranger rush to call you for help? Think deep on each type of property and determine what is most important.
- How does my client do their research? – People don’t just ask “friends and family” when they consider listing or buying a new commercial property. From internet sources to print media consider how your clients do their research. When you craft the right marketing putting it in the right place will help you reach the maximum volume of new prospects in the shortest amount of time.
When you can match your personality to the right marketing and what is most important to your customer you will have eager prospects calling you for help daily.
Discover how you can double your commercial business in less than 90 days by starting with my free power-packed Commercial Marketing Manifesto.