In commercial real estate agency today, web based technology is essential for growing your client base and your market share. Today we have so many tools available to us as agents, and that can help us with market share growth. As to how we use those tools is the next part of the equation and perhaps the most important.
Can you avoid technology and adopt the traditional methods of business in commercial real estate today? Every salesperson or agent has a choice.
The fact of the matter is that technology is here to stay and certain parts of the technology process should be adopted in your business model. There are many things that you can do; choose the ones that work for you.
Here are some ideas relating to technology and commercial real estate today.
- At the top of the list we should put the word ‘database’. Your database is going to be critical when it comes to extracting the right people and relationships from the market over time. It is the top agents that do this consistently. It is interesting to note that many agents struggle with the disciplines behind a database. You cannot and should not delegate your database to administrative staff within your office. Take ownership of the process and commit to the growth of your contact list and ongoing relationships. Capture all of the data into the software package of choice.
- The process of e-mail marketing is closely aligned to the database that you create. This then says that the database should be suitably flexible to create an e-mail blast to people that have been screened and qualified. Those people should also have agreed to the e-mail process as part of ongoing contact.
- You cannot easily do a large e-mail blast from a conventional office based computer. There are restrictions on the number of emails that you can send out through traditional e-mail servers, and your domain can consequently be impacted by spam prevention tools. To avoid this it is better to use an auto responder service to send out your e-mail blast. This will preserve the professionalism of the process, and protect your domain.
- An e-mail newsletter should be sent out to your list of contacts at least once a fortnight. Top agents will usually do a newsletter once a week. This requires effort and organization. Each newsletter should comprise of no more than eight properties at a time. It is also preferable to group the property types into each e-mail. Depending on your agency listing profile, you could have a separate newsletter for office property, industrial property, and retail property. Each newsletter should be split into sales and leasing.
- Create a blog on matters related to commercial real estate in your area. Link the blog to your social media, linked in, and twitter activity. Relevance and consistency is the key to make all of this work for you. The best way to run a blog is to post at least twice a week on property relevant things.
- Your agency will have a website that is likely to be traditional in approach when it comes to listings and marketing. Link your blog to your website, and likewise do the same with your social media. Cross link everything so people can move around your online presence.