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In addition to the actual real estate brokerage, showing and negotiating services; your Commercial Real Estate (CRE) broker will provide marketing services for your lease or sale listing. The variety of services and market range varies from company to company. Because visibility and marketability separate your property from the rest on the market, it is wise to review your options with your broker prior to listing. While these opportunities may look different at each firm, marketing strategies should include three areas of expertise and action.

RELATIONSHIPS: Much of real estate success is based in the relationships within the business community. An audience with the active owners and landlords of the community can bring your property into the limelight. A CRE brokerage house should have relationships with local chambers, business organizations, development councils and participate in community events and networking. Relationships with municipal boards and committees provide answers to the logistical/zoning questions regarding the best location for your business. While you might think of marketing as ad sales and large signs, the value of marketing potential through relationships with clientele and investors can be more effective than any billboard.

DATABASE & MEDIA: CRE brokerage websites should, at a minimum, be designed to offer a personalized property search and a unique property listing page with customized brochures including photos, floor plans and detailed listing information. They might also include daily blog posts of property news and local market information. In addition to a firm’s own website, your property should be listed on local and international property platforms, bringing in leads from all markets.  Ask how email and internet marketing campaigns are customized to highlight your listing. And finally, review the firm’s social media posts to ensure that posts are current and relevant.

PRINT: Print marketing comes in different forms including custom signs with QR coding technology, custom brochures, and targeted snail mail campaigns if it is determined to be advantageous for the listing and the demographic.

While each CRE firm offers different services, it is imperative to understand their marketing strategies in order to be confident in the exposure and market placement of your sale or lease listing. – Swisher Commercial Marketing Team

To view the marketing services provided by Swisher Commercial, CLICK HERE.

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On the surface it may seem that residential and commercial real estate are similar and can be handled by any licensed Realtor, but in fact, they are vastly different. To assume that your residential broker could also provide you with commercial real estate opportunities would be similar to asking an orthopedic doctor to do heart surgery…not wise. Specialization and knowledge are critical.

Consider, “What are your future business needs and how can real estate serve those goals? versus “What is your family looking for in a home and neighborhood community?”

 · Commercial agents have current market knowledge and have built relationships with local commercial property landlords and municipalities that can span a decade or longer; just as residential agents know their local sales history and current inventory of houses. These are two different markets and there is little crossover.

· Your commercial realtor will know that commercial property listings are not maintained in just one place and while your local residential MLS system may provide the homes for sale in your area, it will not have thorough coverage of the commercial real estate available. Contacting your commercial real estate broker will give you a glimpse of both on and off-market opportunities for your business using commercial search databases.

· A commercial sales contract differs from a residential property lease or purchase agreement. A commercial realtor will be well versed and understand the critical differences of the buyer, seller, landlord or tenant’s investment. Issues such as CAM (Common Area Maintenance) and  Lease type (NNN, modified gross or full service) can be explained by your commercial broker. Other factors, including but not limited to, zoning use, parking information, property visibility, floor plan, power capability, and data access for specific use. Property or suite improvements (referred to as Tenant Improvements – TI’s) may be needed and should be included in the lease. 

Commercial real estate needs are best handled by commercial brokers with the specialty knowledge and local market connections. While residential brokers can help you find the right neighborhood and pick out a home with the perfect backyard, don’t forget that your future business should be in the hands of a commercial broker. – Charlie Koenn, Associate Broker

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