“Why are the big brokerages getting all the deals and I’m being passed over?” – Everyone
Sometimes it feels like we’re seeing nothing but press releases congratulating those huge brokerages on yet another deal and we’re wondering how we can possibly compete.
There are a few ways we can effectively stand out against the bigger brokerages.
#1 Personalized Brand.
The larger brokerages depend on huge advertising budgets to get in new leads. We don’t have huge commercial real estate marketing budgets.
What we do have is our unique voice. We compete by being human and caring about what happens to our client’s transaction.
Unlike big brokerages, we don’t shove our client’s transactions into a “process machine” without a care about the results on the other side. We listen, evaluate, and do what’s right for our clients and their properties.
“I don’t want to do a Personal Brand!”
If you’re reluctant to do any “personal brand” commercial real estate marketing work, I understand.
Being the face of the company is a huge commitment.
You don’t need to show anyone’s face to do a personal brand. Check out How to Get on Video WITHOUT Showing your Face.
High-quality content can be created for email marketing, social media, and any other marketing strategy with branding tools like Canva – without ever showing your face.
#2 Unique Selling Proposition.
You can have multiple service offerings, but you need to have one unique selling proposition. If you don’t think you have one, ask yourself (or your clients) some questions.
- What makes clients return and continue doing business with you?
- What challenges are your clients facing?
- What are your clients’ biggest fears?
- What are your clients’ biggest frustrations?
- What do your clients want to learn more about?
- If your clients could get any kind of result from working with you, what would it be?
- Do your clients feel supported after they sign a contract? Why or why not?
Answering these questions will get you closer to figuring out what makes YOU truly unique. And will shed light on what you can provide that those big brokerages cannot.
If possible, take some time to ask these questions directly to your clients. You might be surprised at the responses.
#3 Use the “Dog Whistle”.
The “dog whistle” tactic is one of my favorite techniques. It is a subtle change in your commercial real estate marketing to attract certain clientele without repelling current clients.
For instance, if you want more industrial deals, but you feel stuck in office deals, start using subtle cues to move to industrial. Use industrial images in your social media, even when you’re just talking about leasing / selling in general. Share industrial videos and industrial related posts. If you do any kind of content creation, make sure you’re using industrial photos sporadically.
You don’t have to change your entire marketing right away, you can use “dog whistle” tactics to bring in different clientele without the commitment to changing your entire business or specialty.
Competing with bigger brokerages is 100% achievable.
How many times have you sought out a smaller vendor because you felt ignored by the big box? I, personally, will never go to Walmart to get my car fixed. I prefer car shops with a person’s name on them. That’s the best indicator that they care about their store’s reputation and, by proxy, your car. Many people feel this way about all kinds of service providers!
There are plenty of investors, property owners, and tenants that value personal service over massive, process-oriented big brokerages.
Lead Generating Website
If you’re ready to advertise your uniqueness to the marketplace, I’m ready to create a lead generation website for your needs.
Anyone can build a website.
Anyone can put buttons on a website and call it “lead generating”.
I’m the only one that provides the Sales Funnel Masterclasses, giving you strategies to drive traffic to your site, setup automations, and keep in touch with automated welcome sequences to turn traffic into sales. If you don’t have a sales funnel, you won’t get long-lasting results, period.
If you’re nodding along and agreeing that it’s time, 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 coming? Schedule a call or zoom.
