When it comes to the sale of any commercial property today, there is plenty of competition to contend with. In most cities and towns, there are many good properties listed and being actively marketed. The biggest frustration in selling commercial property today is in finding the right buyers who can act with appropriate finance. In simple terms there are fewer buyers around; the experience and expertise of the real estate agent is more important than ever before in the sale process.
From the outset of the property marketing campaign, the specific target market should be the focus. All of the advertising should be written with a view to the targeted buyer. Clarity is important here.
All of the advertising for the property should be structured around the target and what they are looking for today; the advertisements, promotional material, Internet listings, and direct mail campaigns should all be similarly structured.
To understand this target market ask yourself these questions.
- Where is the buyer for the property coming from?
- What is the buyer looking for in selecting a property?
- How much can they spend and on what terms?
- What are the real features of the property that the advertising should be built around?
- What is the best time of year to attract a buyer to the property?
- What is the best method of sale that will attract the buyer to enquire and then to purchase?
- What are the negative issues relating to the property that should be addressed prior to the campaign commencing?
- What are the comparable properties nearby that frustrate the marketing process?
So these questions are critical to the property promotion strategy. The buyers in today’s property market are selective and fickle. There are fewer Lentor Modern Price buyers around and negotiations take longer. That being said, the experience and skills of the real estate agent in the promotion, inspection, and closing of a property transaction is now more important than ever before. Knowledge and practice will help the process.
Every marketing campaign has to address the target market and promote the individual property. The days of generic marketing are gone. Specific target marketing with dedicated advertising that really encourages enquiry should be the main focus of every campaign.