The success of your commercial real estate office and you individually as a commercial real estate salesperson will have a lot to do with your prospecting plan. The prospecting plan is a particular process that is developed by each salesperson relative to their property type and local area. If you want to be successful in this industry, it is very wise to establish your plan as early as possible in your career.
It is notable that most salespeople in the industry are of an ordinary performance level. This then leaves a significant opportunity wide open for those that can move to the top of their industry through established prospecting activities and professional skills.
So let’s look at some prospecting rules that will help you build your market share.
- Clearly define the type of property that you are to specialize on. That property type should be comprehensively incorporated into all of your marketing efforts. When you work exclusively on a particular property type, it is easy to be seen as the local property expert. You will also achieve higher quality listings over time because of this relevant and comprehensive knowledge.
- It should be said that your specialist property type should be in significant abundance throughout your territory. You need to know that the property type churn will produce necessary sales and leasing opportunity as the case may be.
- Review the history of your area for property changeover and property leasing activity. How much commission has been generated by your territory over the last 12 months? How many sales have occurred in your area over the last 12 months? How much leasing activity has occurred in your area over the last 12 months? All of these questions should be answered so that you have a clear future in your property type and sales territory.
- Get to know your competitors and the listings. You will soon understand the difference between top agents and everyone else. When you have identified the top agents, study their business activities and their points of difference. Is there sufficient room for you in the same market with similar points of difference? Should you develop alternative points of difference, or work on different property types?
- Commercial real estate is an industry where personal branding is a significant part of your listing generation and commission opportunity. You will need to have a significant personal marketing plan implemented on a daily basis to encourage new clients towards you. That is the best way to attract property opportunity.
- Whilst you may work for a prominent local or regional commercial real estate agency, you will be the reason for any listing to be converted to a transaction. The industry is based on people and the knowledge and skills behind those people. Whilst your agency may attract some enquiry to you, it is your personal skills and knowledge that will convert the listing and drive the enquiry. On that basis, you should optimize and grow your specialized skill at every opportunity.
Prospecting in commercial real estate is a personal process, as we have mentioned above. When you truly understand that fact and develop the prospecting systems around you, the property market will open up for you in opportunity. This opportunity is always available in any economy and in any location.
The top agents of the industry are always prospecting for new clients and new opportunity. Your existing database and client list will eventually become tired and restrictive when it comes to commission opportunity. Always be on the lookout for new people and new properties. That’s what prospecting is all about. Over time you can build a significant commercial real estate business with fresh people in your prospecting model.