I’ve been working in commercial real estate marketing for a long time. There is one concept in commercial real estate that hinders your success but it keeps coming up again and again. And I want to set the record straight.
I HATE the concept of “GO BIG OR GO HOME.”
I hate this concept so much because it’s the biggest hinderance in commercial real estate marketing and business in general.
Commercial real estate agents and brokers believe they can’t start a marketing plan because they don’t have the budget right now. The reality is, you don’t need a huge budget to start a marketing strategy.
The truth is, little things turn into big things overtime.
Waiting for the right time to “go big” isn’t how anyone succeeds in this business.
It kills me that so many people refuse to get started on their commercial real estate marketing, even though they know will bring in money long-term, because they can’t afford to go BIG right now.
I’m here to tell you…You don’t have to go big! Start small.
Create a Freebie / Lead Generator ($0 to $197)
Offering a free resource is a great way to build your list over time. Digital marketing can be as simple as this, and a freebie can create brand awareness.
If you can’t afford to hire a writer / graphic designer right now, that’s fine – find a free Google Slides template and make yourself a simple checklist or FAQ page and export to PDF. You can use a 1-pager to get things started and build more over time.
If you’re willing to spend a bit of money to speed things up, check out Lead Magnet Hero. It has pre-made templates of freebies made exclusively for commercial real estate, including:
- (4) eBooks
- (3) Checklists
- (3) Cheat sheets
- (3) Video Presentation Slide Decks
- (3) Webinar slide decks
- BONUS: Blank Lead Magnet Template to Make Your Own
- BONUS: Custom Videos Slide Deck
Offering a freebie in your commercial real estate marketing can be a small expense that can make a huge impact in your list building strategy.
Offer the Freebie in Cold Calls ($0)
Are you having trouble with getting your cold leads to warm up? Offer your freebie / lead generator in your cold calls, emails, and texts.
Offering value is a great way to warm up a cold list.
Here’s a cold email marketing template you can edit for your own use:
Subject: Hi {{FIRST_NAME}}, is this a good or bad time to sell property?
Hi {{FIRST_NAME}},
Thinking of selling your property at {{ property address }}?
If you’re like most investors, you’ve been meaning to take action for a while…but the market is volatile, we don’t know which way it will go, and it’s difficult to know if it’s time to sell.
My secret to getting properties sold in any market is simple.
Click this link, Get my FREE eBook PDF:
5 Tips to Sell your Commercial Property by {{ your first name }}.My name is {{ your first name }}, and I’m a commercial real estate agent with {{ your company }} in {{ your city }}.
Let’s chat about {{ property address }}!
{{link to Calendly.com scheduler, or your phone / email}}{{ your signature }}
Not everyone is ready for a free consultation today. Downloading a free resource is a great way to ease someone into your circle.
Note: The eBook mentioned in this cold email template is found here: Lead Magnet Hero.
Newsletters for Follow Up at Scale ($0)
In commercial real estate, we deal with larger transaction amounts. The higher the dollar amount, the higher the lag time in-between first contact and paying client.
Because these lags are so long, follow up is more important in commercial real estate than other industries.
In the beginning, we can easily call, text, and email a list of 100 prospects individually. When your contact list grows, it’s time to start thinking about adding technology for scalable follow-up, and direct mail has gotten too expensive, so let’s focus on email marketing.
Mailchimp.com has a free starter package. Import your list and start sending them a weekly, bi-weekly or monthly correspondence. You can easily change colors and add your logo for branding yourself and your listings.
No need to get fancy! You can do a simple “Look what just listed / sold / leased” with a photo and description. Or a simple, text-only newsletter with helpful information that your target audience will love. Content marketing just needs content, fancy branding is optional.
You can also use this same information in social media posts and press releases.
No ideas on topics? Check out Newsletter Hero for 100+ prompts to keep your content marketing fresh.
Website for Lead Generation
Investing in a website is a smart move for any commercial real estate agent looking for branding and to grow their business and attract investment, leasing, tenants and/or development.
You can start with a very simple do-it-yourself website with a simple logo and your contact information. Just having a website is better than most commercial real estate agents, so even a small site is better than none. You can add on SEO and commercial real estate portals later.
If you’re ready to start generating leads, consider a website that’s made for lead generation. Our packages include websites that connect to sales funnels and can be scaled to showcase all your services and offerings, and includes basic SEO.
Anyone can create a beautiful website, slap buttons on it and call it “lead gen.”
I’m the only one offering the Sales Funnel Masterclasses to give you strategies on how to drive traffic to your website, create lead magnets that work, and nurture your leads so you can bring in more sales.
A website without the ability to be used as a sales funnel is just jewelry. Pretty to look at, but not useful.
Without a sales funnel, you won’t get long lasting results, period.
If you’re nodding along, let’s get started! Schedule a call or zoom.
I’m out to take the “broke” out of commercial real estate brokerage.
I want to start with you.
You ready? Schedule a call or zoom.
