The Real Estate Expert: Marketing Hat

As realtors we wear many different hats to serve our clients. Sometimes we wear our analytical hat, while other times it's the organizational one. Maybe it's negotiating, planning, or managing as well as many others. Today I'm going to talk about marketing. When I'm wearing my marketing hat I am thinking about finding a prospect to fill a need of the client. I am going to speak from the agents perspective, but if you are an owner and don't use a realtor, you can still apply.

First, each project we market is different. Period. I along with our staff develop a plan that is unique to each site wheter it's for lease or sale. I goal of the plan is to do those tasks that have the highest probablity to locate the desired prospect.

To make our processes more streamlined we do have a baseline group of tasks that we do no matter what. Some of those include, internet advertising where prospect usually go for infomation, create a take away piece to leave with prospects, and signeage for most cases.

The next step is to identify those tasks that might be uniquely beneficial to a certian site. That may include:

• Gap analysis
• Broker luncheon
• Direct mail
• Postcard campaign
• Targeted business lists
• Helieum Balloons

The sky is the limit and this is where we have a little fun trying to figure out the best ideas.

So what do you think you can do will have the best opportunity to show your offering to a prospect? Also ask yourself why you think it will be effective. Have you identified a targeted group that is appropriate for your space or building?

Finally, don't be afraid to try something new. Some of the simplest ideas have been very effective. For example, we started putting flyer boxes on some of our properties. Residential realtors have been doing this for years, but few commercial agents understood the value of immediate information in the prospect's hands.

Every project big or small needs a plan and measurable objectives to be met. Once you have organized your campaign, you are on the way to a successful transaction.