You’re about to list your commercial property in the hopes that you find the right buyer at the right time.
There are many factors that determine the success of a commercial property sales campaign, these include the right agent (backed by the right company), visibility, pricing, and an established network; but great marketing is the most crucial element of all!
If you want to boost the visibility of your listing, it’s important that you choose a company with a seasoned marketing mix and the tools necessary to see your campaign through from start to finish.
There’s no one-size-fits-all marketing strategy for a campaign, but there are steps that you should be taking to increase the chances of success. Kate de Wet, Marketing Manager for Galetti shares her top tips:
5 Marketing Musts Your Broker Should Have in Place
1) Do they have a strong digital presence?
Like it or not, social media represents the future of marketing, and the commercial property industry is no exception. Social media marketing appeals to clients because it is less of a ‘hard sale’ – they are able to peruse a property listing at their own pace, without obligations. A well-designed social media post offers a more rich and immersive experience than the standard sales leaflet.
“It is beneficial to choose a company that already has a strong digital and social media presence. This will ensure that both your organic and paid-for campaigns reach the right buyer,” says De Wet.
2) Do they understand the power of a good website and SEO?
SEO (Search Engine Optimisation) is used to raise your ranking on search engines such as Google. This way, when someone searches for property keywords online, your property will appear near the top of the search results. As your listing will be on the agency’s website, it is essential that the site be well designed and easy to navigate. “A good website means that your property is in good hands! Good SEO aims to drive quality leads to your listing and reach more potential buyers,” she explains.
De Wet shares that an additional SEO boosting trick that agents can use to their advantage is regularly publishing blog posts about trending topics using targeted keywords that include links to your listing.
3) Do they have PR resources?
“Savvy real estate companies engage with Public Relations (PR) consultants to increase media exposure, further agency credibility, and raise public awareness around landmark transactions,” says De Wet.
Good media exposure amplifies CRE marketing efforts and creates a sense of excitement around a sales campaign. It’s also a good way to reach a bigger pool of potential buyers for your listing through media outreach rather than a direct sales campaign.
In addition, paid-for advertisements can be negotiated in targeted publications.
4) Are they using roadside advertising?
Above-the-line advertising focuses on mass media to help expand your reach.
However, not every company has the budget to implement these so it’s vital that you partner with a company that has the resources in place. Large billboards and signage on the side of the road are a great way to catch the eye of workers on their daily commute.
“As a very digital-focused company, we definitely still appreciate and make use of effective traditional methods,” she says.
“It’s important that the well-designed boards highlighting your property are installed in and around the area where the property is located, as these advertisements will be seen by people who live in and operate in the area and are more likely to be interested.”
5) Are they measuring marketing impact?
Finally, your broker should be measuring the effectiveness of the sales marketing campaigns and sending you weekly performance reports so that you can know exactly what’s working, and what isn’t.
A good broker will keep you in the loop throughout the marketing process, and make sure that you have all information necessary to feel confident in the success of the sales campaign.
Chat to our team to find out more about our targeted marketing campaigns and the results achieved to date!