Marketing & Showings
So you’ve signed an exclusive rep agreement and you’re ready to pop some champagne to celebrate. Right?
Don’t take your foot off the gas until the commission money is in your bank account. Once the agreement is signed, it’s time to market the deal.
If you’ve employed best practices in constructing your database, prospecting, writing proposals and recording your efforts in Apto, then chances are high that you have a deal that is market-ready. When you have a process set, it’s just a matter of putting in the effort to execute what’s already in place.
Here are some best practices for your marketing plan, and how Apto can help.
Marketing call lists
Pick up the phone and call your highest probability suitors. Don’t leave this important engagement opportunity to email or snail mail. Have a personal conversation about what you believe is a great opportunity for them. Doing so allows you to emphasize attributes of the deal that a piece of copy or pictures could never do on their own.
To do this, we turn back to customer segmentation and the Console featured back in our Prospect & Nurture section. This time, however, we’re building lists off of things like owned properties to determine whose portfolio your deal will complement.
To build a list of owners by types of properties owned, number one make sure you are tracking ownership. Then open the Contacts tab and click "Create New View" at the top of the page. In the criteria section of the Edit View page, find the field "Property Type" and use the "includes" operator and enter the value "Office" (or whatever type of property you are listing). See second image below for information on setting the criteria.
As they say, your buyer or tenant can be seen by standing on the rooftop of your deal. Try compiling a list of contacts within the submarket or zipcode of your property and get on the phone. Follow the same instructions above but this time use the "Property Cities" field.
In the event that personal outreach doesn’t yield much interest, it’s time to turn to your trusted network (emphasis on “trusted”). You want to control the deal, so leverage your company and their resources, then outside trusted brokers, and as a last resort, the third parties of the world wide web.
Following up on inquiries
If you have several deals in the works and a few more on deck, then you most certainly have your hands full. Managing inquiries, confidentiality agreements, tours, offers and follow-up calls is a lot to handle. No matter how good a memory you think you have, something will get missed. This is where Apto comes in to help you catalog and stay on top of your tasks.
Remember, it’s important to record contextual tasks to direct your work toward what needs to be done next. Use the “Related To” feature on an activity or call to make sure you’re keeping notes that will immediately tell you what’s next in the lifecycle of your deal.
"Related To" is featured on all activities in Apto. The easiest way to relate a task is to click "Log a Call" from the record you are wanting to relate the activity to. In the context of marketing your deal, open your listing or assignment from the "Listing & Assignments" tab, scroll down to Activity History and click "Log a Call". If you initiate the activity from the Contact, be sure to manually input the thing your call is related to.
Using the Related To option will give you unparalled context and insight into each activity you log in Apto making it much easier to conduct your follow up, recall relevent past activities and stay on top of your deals.
More exposure means more inquiries, and more inquiries mean more property showings. Property showings, or tours, are the prime time to create an emotional connection between the end user and a space or building.
As you schedule showings and tours, you should be tracking who saw what and what their overall impressions were. Whether you are working a lease or sale, Apto has you covered. Here’s how:
When it comes to working lease deals, it’s all about who saw what space and what they thought. To record these showings, use Apto’s “Spaces Shown” feature found on the Listing & Assignment tab. Search for the space, add the prospective tenant and change the status to reflect the result.
Like many things in commercial real estate, success hinges on logging your activities to build a database rich in context and ready to use at a moment’s notice. This time, you need to log tours as tasks right on the listing itself. Using the “New Task” feature, you can change the Marketing Phase to “Property Tour”. Be sure to fill out the primary contact and other fields to capture all context surrounding the tour. This has heavy implications in prospect registration and could mean the difference in getting paid.
Logging tours also makes it easy to communicate and stay accountable with the owner.
When communicating progress to your client, make sure to go beyond what you think you’re doing and determine what you’re actually doing. It’s easy to get busy and lose touch of the concrete tasks that make up your plan.
Thankfully, there’s Apto. In particular, there’s the Listings Activity Report. If you’re logging all your calls, emails and meetings on your listing or assignment using the Related To feature, then you are one click away from a report that demonstrates all your marketing activities — which you can send to your client on a regular basis.
To use the Listing Activity Report, open your subject Listing and simply click "Listing Activity Report". That's it.
Put these best practices to work and not only will you receive offers, but you’ll also be building into your database a rich history of success that can be used to win the next deal.