Let’s face it, the commercial real estate market needs to be fixed and moved into the twenty-first century. Is the old way of prospecting a thing of the past?

After all, your prospects and potential clients are being bombarded by well over 5,000 marketing messages a day – they’re everywhere. And what if what I said last week in my newsletter is true – that traditional sales tools are broken and no longer effective tools to build relationships and generate sales? Then how do you compete for your prospects attention?

The key is to adopt a valuable keep-in-touch campaign that provides timely, meaningful and relevant information designed to help your prospect – information they wouldn’t dare tune out. Hmm…we’re on to something here.

Marketing experts are fond of telling us two things: people buy from those they ‘know, like and trust’, plus they need to receive somewhere between 5 and 9 marketing messages from you, in sequence, before they even begin to notice what you are saying. Or even, pay attention. But whom do we market to and how?

There are three basic steps:

1. Focus on developing a targeted list of potential clients you can market to who meet your ideal client profile, instead of assuming that all people involved in commercial real estate are your ideal client.
2. Create a highly targeted email campaign, including a monthly newsletter, specifically designed to convey relevant information that adds value to the email recipient, instead of only sending out generic commercial real estate information that’s available everywhere.
3. Allow clients to tell you when they are ready for your service – instead of asking for the sale again and again.

The results will be nothing less than remarkable – I promise.

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