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How to Create a Successful Commercial Real Estate Marketing Campaign

In order to best sell commercial real estate properties, you need to learn how to create an effective marketing campaign. A proactive commercial real estate agent is constantly marketing and looking for new clients, but a broad marketing campaign incorporates much more than a professional network of contacts.

It can be easy for a new commercial real estate agent to get frustrated with marketing because it is not something that initially comes easily. But marketing, like any other professional task, is something that develops over time and any real estate agent can learn to create successful marketing campaigns with enough experience.

One Message per Campaign

The golden rule for any good marketing campaign is to have only one message per campaign. For a very large, big-ticket commercial real estate property, make that property the focus of a single campaign. If you have a series of properties in the same block, then they as a whole would merit a focused marketing campaign.

If you include several messages in a single campaign, it can become overwhelming for clients or risk being dismissed as too bewildering. For example, a marketing campaign that lists all of your properties for sale is information overload and will cause people to ignore your marketing material.

Use a Variety of Mediums

Every good commercial real estate marketing campaign has several components to it and does not rely on just the Internet or print mediums. Your marketing campaign should include every medium which your potential buyers consume, starting with advertisements running on the Internet, in newspapers, on the radio, on television and so on. The more mediums you use, the more exposure you will get for your message.

Track Everything

For every different advertisement medium you should include your phone number with a unique extension for that medium. This means when buyers call you office using that number, you will be able to identify which advertisement they contacted you through. Via this method you will discover which ad prompted the most buyers to contact you, as well as how long it took between an ad's publication and when you began seeing referrals from it.

When you track marketing information, you are gathering valuable data that will allow you to create more successful campaigns in the future. For example, your data may tell you that advertising storefront retail space on the radio is ineffective. You can also track the behavior of your eventual successful buyers by marketing campaign as well. Perhaps those who contact you through the internet are less likely to actually purchase than those who contact you through newspapers. All this data together will help you put your resources where they are most effective for getting you sales.

Get Feedback From Customers

Each piece of your marketing plan should also include ways for customers to give you feedback on the information you are sending out. With text message marketing and most Internet forms of marketing, getting feedback from clients is easy. But print advertising makes it difficult, therefore if people make the effort to contact you with comments about your print advertising, it usually indicates a strong opinion about your marketing that you should heed.

The feedback from your clients should be incorporated in future marketing campaigns. For example, if you get a persistent stream of comments telling you that a particular camera angle you use for your commercial real estate pictures is annoying, then stop using that angle. If buyers feel you do not include enough technical information, or perhaps include too much, bear that in mind when crafting your future outreach.

Every Marketing Campaign Has a Time Limit

When you start planning your marketing campaigns, each campaign needs to have a start date and an ending date. If you are marketing a particular property, then put an ending date on that campaign and analyze the data you gathered from the campaign when it is over. If the property did not sell, then you need to determine why. You can do this by comparing it to previous campaigns or competitor campaigns, as well as external data such as market conditions and trends. Re-starting an unsuccessful campaign to sell the same property is not a good idea unless you are confident the lack of sale was due to external market weaknesses which have now corrected.

Ongoing marketing campaigns are extremely difficult to analyze and can often give distorted data. For example, the market conditions may have changed during the course of your ongoing campaign and you would have no way of measuring how those changes in the marketplace affected your campaign's ability to deliver an effective message to your clients.

Plan Your Campaigns and Learn From Them

Every commercial real estate marketing campaign should be planned out from beginning to end and have a concrete goal. You should project the kinds of data you expect to see, and then have ways to collect actual data to compare to your projections. The more that you learn from your campaigns, the more focused and successful future marketing campaigns can be.

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