There is extreme pain in finding legitimate, commercial real estate professionals, even for us, with the entire database at our fingertips! Let’s change that.
The other day we fielded a call from a prospect looking for help in finding a commercial real estate professional (broker) to assist with a lease renewal in southern California. (Yes, we actually answer our phones to help people!) The visitor to our site was not sure what broker would be the best to fit their needs. They received a renewal letter from their landlord with a huge rent increase! Well thanks to those members of our site who actually complete their profiles and tell us what they do, we were able to give the lead to a broker. (That’s how we roll!)
We are sharing this experience with our audience because we learned a valuable lesson.
The general public still has a hard time sourcing commercial real estate brokers, leasing agents and property managers, within this giant industry called “real estate”.
Finding a commercial property or finding a commercial real estate agent is not easy. On top of all of that, we as an industry do not make it easy either. Let’s start to make it easier. If we all work together, there may be a good chance more business may come our way!
And guess what? We found that to be so profound for everyone to think about.
Can you imagine being a small business person or even a corporation with a person in charge of the commercial real estate? They are new to the job and have never had to interface with somebody in commercial real estate in their life. Let’s say they are new to the job or maybe they just graduated from college and are new to business entirely. How on earth can they find a consultant or expert to help them? If they never had any experience in real estate, ever, more than likely it was with a residential agent or a residential leasing agent, perhaps. They do not know our terminology. Just Google it and you will see what I mean!
— Maybe they have a cousin who has a real estate license. Scary.
— Or maybe they will go to Google for the answer. (Popular method) Super scary among the giant advertisers who are not necessarily the best source either.
So the million dollar answer is, let’s make it easier. Even when we get these phone calls, it sends shivers up our spines here at tBL. We are almost embarrassed at the lack of detail on our member profiles. No information, no websites, no Twitter links, no completed Transactions, no keywords, no description or pitch to the person looking to hire you. No nothing. So we hunt and peck and try so hard to drill down into the content to find a shred of evidence that there is an expert in that geography. It is very, very sad. So the bottom line is that if you do not tell us what you do, show us what you do or use terminology that can help us figure it out, nobody else will be able to figure it out either.
Call to Action Pitch and Mini Pitch boxes:
1. How can you help me?
2. Describe what you do in regular terms.
3. Add a brief example of how you can help someone. Notice this terminology should be the example of the customers you want to attract when they are searching. Be sure to put your geography in there and affiliations or credibility building words and examples of what makes you compelling to hire. Do not make this read like a resume! Nobody wants to read a resume. Use Linkedin for the resume and be sure to have your Linkedin profile listed as a part of your profile.
- I can help you save money on your next lease renewal. That is all I do. I am 100% Tenant Representation in the Inland Empire industrial market.
- My focus is agricultural land. For 15 years I have inventoried every piece of land in Iroquois County Illinois and I am active with the Iroquois County Board for 5 years. I have closed 10 land deals in 2014.
- I manage and lease commercial office buildings in the River North submarket of Chicago Illinois. I have 4 properties I am directly responsible for leasing totalling 560,000 sf. I am active with the Chicago Leasing Agent organization and I use every tool possible to market my properties. My occupancy rates average 97% across my portfolio.
- I sell multi family apartments in the midwest, including Illinois, Iowa, Wisconsin, Michigan. I have a database of 4,000 buildings that tracks each sale for the last 12 years. I have a team of 6 brokers and that is what we do day in and day out. Call us if you wish to sell your multi family apartment building. We specialize in estate transactions.
So your homework for the Thanksgiving holiday, besides eating, is to look at your profiles inside your tBL Control Panel and update your Pitch boxes to tell people what you really do and how you do it. Use keywords and speak to the customers in language they will relate to and take away the pain in potential clients finding you! Happy holidays to all!
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