Marketing a commercial or investment property ‘for sale’ or ‘for lease’ in today’s economic climate requires a broker’s utmost diligence, perseverance and talent. With fewer ready buyers and tenants in the marketplace, it is imperative that a marketing plan be developed for each commercial property listing.
‘Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.’ Al Ries
I look at marketing a commercial property as a process of strategic steps. The first step is to identify the ideal prospect. For example, a single user warehouse is usually best suited for an owner occupant, not an investor. So now I can target the marketing to this prospect. Next, it is imperative that the property’s features important to the ideal prospect be emphasized in the marketing. In the case of the warehouse, obviously its size is important but equally important may be its highway accessibility, number of dock doors or its warehouse ceiling height.
This information is used to create customized marketing material such as a flyer. Marketing materials should include a photograph of the building. I have seen property flyers with lengthy written descriptions but no photographs. Fewer words are always more effective and only the essential features need to be stated, not described. The intention of marketing a commercial property is to get the prospect to act upon the information and call for a showing.
There are many ways to seek prospects but the key is to be persistent. For example, one email blast of the marketing flyer to strategic alliances is not enough. This has to be done routinely in order to be successful. Also, putting the property in a listing service or on a website is fine, but marketing should never stop there.
Posted by Commercial Steve 
