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27 Marketing Weapons For Commercial Real Estate Professionals

It’s a jungle out there. You are all surrounded by the enemy vying for the same bounty. The enemy is trying to steal your business or better yet, make sure no new business comes your way. These enemies are disguised as other real estate professionals, the very ones who greet you at conventions with a smile and ask about business. They stand waiting for you to get turned down for business and then swoop down for the kill.

These enemies thrive on competition. These guys are out to get you and get you good. But there is good news – by implementing a dynamic marketing program, you can beat your enemies at their own game! All you need is a solid marketing program consisting of approximately 10 of the Marketing Weapons listed below (part 2 and 3 of the list will appear in the next 2 issues of my newsletter).

Just make yourself a marketing calendar (a marketing calendar is simply a document that lists your marketing weapons and shows when and how often they will be implemented) through the end of the year. Make sure this marketing calendar lists your marketing weapons, the action step(s) required for each one, date(s) when each will happen, as well as a place to record the results. You need to record as you’ll soon learn which weapons work, the ones you’ll keep.

The 27 Marketing Weapons – Part 1:

1. Competitive Advantage: Make sure you have the competitive advantage within your target market. Be professional, referable, and provide outrageously good service. This is a good example of a daily marketing weapon.

2. Have a prospect List: Have a prospect list, keep it updated, and review it daily.

3. Follow-Up: Believe it or not follow-up is a marketing weapon because 90% of commercial real estate professionals stink at it! The best way to make sure your follow-up is working for you is to review your potential deals, deals in progress and deals under contract daily – determine what action steps are needed, make a list and then block out 1 hour of your time when you will not allow yourself to be interrupted and go for it. And, don’t forget all of those things you’ve promised people you would do. There are many other ways to create a follow up system – call me if you’d like to explore this.

4. Get an 800#: This number is easy to get, and you only pay when someone calls you. You can use it for pre-recorded messages. This is an easy way for anyone to contact you, a way to get some business from Canada (it is costly to call Canada and some people therefore don’t), and it gives you a very professional image.

5. Website and Online Presence: This one’s easy. Get a website and make it work for you. Then you can send prospects to your site for more information about you. And, while you’re at it, give away a free report in exchange for capturing their name and email address.

6. Make an Audio CD Interview: This is cool. Go out and buy yourself a digital recorder (I recommend the Olympus DS-2, $149.00 because you can download the recording directly to your computer and make CD’s from there), have a colleague get on a phone call with you and interview you about business. Have a list of questions prepared in advance so there are no surprises. You can then send a CD made from the recording to prospects or better yet, post it on line. This will give a taste for what you’re all about. Be sure to capture the “benefits” a client receives when working with you.

7. Host a breakfast: Send invitations to 6 of your favorite prospects and invite them all out to breakfast. Don’t be concerned with having them all together at the same time, promote this as a way to meet new people and network – even call it a networking breakfast! Before they leave, in addition to thanking each person individually for coming, give something of value (a copy of your favorite book, a gift card to Starbucks, anything). This is a great tool for a monthly or quarterly marketing weapon.

8. Postcards: Start a monthly campaign. It takes 7 to 9 times for a prospect to see your name before they will pick up the phone and call you. Remember, people do business with those they like, know, and trust. This builds trust and makes the prospect feel like they know you.

9. Speak at Conferences: For those who like to speak, this is a great way to quickly gain credibility. Just think of the times when you attend a conference and hear people speak, don’t you automatically view them as an expert? Speak on subjects you are comfortable with, that way it will be effortless.

10. Effective Use of Voicemail: Leave clear, precise and to-the-point voice mail messages. For example, if you have a space you are marketing, state the exact location and request a callback with any interest the prospect may have. Or, if you’re calling to confirm a meeting, state that. This eliminates guesswork and allows the recipient a chance to answer the question in the event that you are unavailable when they call. Also, when leaving your callback number please do not mumble or speak slowly. State the number twice. And finally, note that leaving a precise message increases your odds of a callback.

11. Provide Outrageously Good Client Service: Providing outrageously good client service will make you stand out and memorable. Why? Because most service providers do not! Take the time to create a system for “WOW” client service and then don’t forget to follow it. This one marketing weapon is worth mega dollars. Go out of your way to go the extra mile. The reward will not only be a client for life, but referrals too.

12. Testimonials/Brag Book: You’re probably asking yourself who does this? Exactly the point – you should. Create a Brag Book that consists of testimonials, letters of recommendation, descriptions of deals well done and even a list of deals completed. I can tell you few people have this and most clients love looking at them, and it will make a prospect feel like he or she is working with a pro.

13. Publish a Newsletter: This works, and I am proof! Consistently get good information in front of your target audience. Add value by providing information that would be of interest to your readers. Send it monthly, bi-weekly or even quarterly. For those that don’t know how to do this, I will be offering a free class coming up soon and I will give you the step-by-step process!

14. Host Teleseminars: This idea came to me last week. I realized how cool it would be for you to host a teleseminar (a group call lead by you on a specific topic). For example, 7 Steps Leasing an Industrial Space. Or, Don’t Get Caught in a Bad Location – 5 Strategies for Site Selection.

15. Have a Marketing Calendar: This simply means you map out in the beginning of the year or at the very least on a monthly basis, all marketing action steps you intend to take, the date (s) they will be taken, and the desired result. This can be written in a calendar, made as a spreadsheet or whatever. The point is to plan ahead and then follow through.

16. Post on e-bulletin boards: Although I have never carried out this particular marketing weapon, it is my understanding it can be quite effective. Just Google bulletin boards in your target market and begin answering the questions posted. This will then make you “the expert” (see #9). Prospects who participate in these types of informational exchanges will begin seeking you out – I promise.

17. Write a Free Report: Add value always. Your clients and prospects will profit by receiving a free report from you loaded with useful information. An example is “10 ways to Profit From Purchasing Your Own Building”; or, “7 Strategies to Choosing The Perfect Retail Location”. At the end, add a paragraph on the benefits of using you to assist them in their needs. (Hint: make it all about them.)

18. Be an Expert: This is a no-brainer! Everybody wants to work with an expert. List 10 ways you can become known as an expert in your niche and then start checking each one off as you accomplish it, and before you know it, you will be “the expert!”

19. Ask: We so seldom remember sometimes all that’s needed is to convey our need – more business. Don’t be bashful or shamed because you are asking for business. Ask and you shall receive. If asking catches your tongue, write up a script or two ahead of time and you’ll do fine.

20. Prospect Letters: Have an arsenal of prospecting letters you regularly send out. For example, if you notice a business acquaintance has changed jobs, send him a letter and offer to sit down and share some of your knowledge about his new territory. Or, mail a prospecting letter to your key centers of influence asking for referrals. But remember, if you don’t follow up with a personal phone call the prospecting letter will be less effective.

21. Word of Mouth: Learn how to work into casual conversations that you have just finished working with a couple of key clients and now have room in your schedule for a few more. Even better, spell out who an ideal client is. Let your peers know you’d like additional business and in exchange you will be mindful to send business their way as well when you can (get in the habit of referring).

22. Offer 5 FREE Consultations: By this I mean call up 5 prospects and offer to sit down with them over a cup of coffee and talk about their current and future real estate needs, no strings attached. Give a suggestion or two towards the end and then walk away without asking for business. The key is to follow-up, ask how it’s going and oh by the way, can I be of service to you? This works like magic.

23. Write a Book: Nothing will position you as an expert faster then writing a book – you will have instant celebrity status. If writing isn’t your thing, record it and have your assistant transcribe and edit it.

24. Join a Tips group: Join an existing group such as LeTip ( or BNI ( and get ready to have more business. The format of these groups is to have weekly breakfast meetings and share referral possibilities with each other. Better yet, form your own referral group and share clients.

25. Serve on an Association Board: Volunteer your time to associations and organizations that apply to your specialty, for example, ICSC (International Council of Shopping Centers). Offer to head up a committee or help another committee chair. Work your way up to being a board member. This gets you exposure, involvement and expertise.

26. Create a Resource List: Create a listing of valuable resources and share them with your prospects. Executives are so busy these days they will welcome any help you can provide. It will save them hours of research time and they will be grateful to you. It’s easier to give business to someone who has been helpful in the past. Plus, it shows you are resource-rich, always a plus.

27. Lastly, Be Professional: Show up on time, do what you say you’re going to do and do it with excellence.

10 Hot Web Marketing Questions Answered

The web today is a veritable tool to marketing as it has been researched as very versatile and cost effective. The reason I so much like web marketing is because of it’s convenient nature. You see, one has to put the right machinery in motion with very light follow up. The next is to stand back and watch profits roll in. it will not be news today that there are several marketing strategies and methodologies online, it will be advantageous to say that not all of them have what it takes to actually deliver. If you are a newbie in internet marketing, and you are reading this piece, you are in the right place, because all your pending fears will be allayed after reading this article and you will be able to avoid the pitfalls that most newbies find themselves in web marketing.

Question 1: How is advertisement a priority in web-marketing?

Answer: Advertisement is an essential tool that ensures business success. You see one thing is to have an idea and another is to propagate such idea for everyone to benefit. Business without advertisement is like winking to a beautiful girl in the dark. You only know what you are doing, other people do not! I have discovered that ezine ads are very effective advertising solution for better results, especially the small to medium sized ezines. When considering an ezine, ad purchase, one must check for availability. If ad space is immediately available, then it could mean that there isn’t much demand for the advertisement possibly because of poor results. However, if ad space is unavailable for several issues, i.e. If there is a waiting list, then this is usually a good sign that the advertising produces results. It is not a cast in stone rule, but it seems to be fairly consistent in my own marketing strides.

Question 2: Do you think a web-marketer can generate instant traffic? What do you think is the best way to increased website traffic?

Answer: Instant traffic is almost a mirage, the likes of fools’ paradise! As far as all of the hype promising it most people promise instant traffic in trying to sell a submission software or service for thousands of free for all (FFA) link pages or classified ad sites. Theses are shear waste of time and money and surely do not generate any of the advertised traffic. So watch out, do not buy those hits. From my experience, it is only one technique that can deliver instant traffic and that is a joint venture project.

Question 3: what are the needed marketing tactics that internet business owners should attempt to build their online presence?

Answer: what I will recommend is you relationship! Yes absolutely there is not a better daily marketing tactics that can be used. Building relationships is in facets. It includes training and working with affiliates, participating in joint ventures, trading ezines ads with other publishers, bartering for products and services, posting in online forums and answering emails. I believe this is the key to online business success.

Question 4: Do any of web promotion software and traffic tools produce results?

Answer: To be frank here, none of them can really deliver! All you get is SPAM mails from different people after you have submitted your site. So don’t even encourage it.

Question5: How can an internet business owner improve the response rates of his advertising?

Answer: The best way to this is to step in the shoes of the reader! Yes, think like a reader at all times, imagine what the reader likes to read, what does he want? If we could stumble upon your ad or your website what will he hope to find there? For majority, it is one of the following; o A legitimate way to earn money o A solution to an existing problem o A method of finding fulfillment and happiness.

Another point here is sincerity. Is your advertisement believable and realistic? Avoid hype that are too good to be true like plague. Advertisement like earn $30,000 in 30days or lose 30lbs in one week is lies and exaggeration, people won’t fall for such. The better option will be to specify exactly. for example ‘ Let me show you how I added 450 subscribers to my ezine in one week’ will be accepted than ‘Let me show you how I added over 500 subscribers to my ezine in one week.’

Question 6: what is the significance of headlines and ad copy to generating website traffic?

Answer: This is not far fetched! If your headline does not grab attention, your advertisement probably won’t be read. Headlines are absolutely vital to the success of any advertisement. I feel the following tactics will help write killer headlines. o Use power words that pull e.g. ‘Free’, ‘Limited’ and ‘New’ o Highlight customer testimonial. Let others sell for you. o Make them take a test. It helps them see reasons o Talk to the targeted o Instill a sense of instant action or urgency. I.e. today’s the last day.

Question7: Which method produces more responses using a website URL or an auto responder in your advertising? Why?

Answer: The two methods are very important and result oriented. If you are more concerned with guaranteed ability to follow up, then I would recommend using an auto responder instead of a website link. You will be able to collect the email address this way and can even trigger an entire series of periodic messages when the auto responder is mailed to. Testing both of these methods will show you exactly which one is most beneficial for your specific circumstance.

Question 8: Seems like for a while, that advertising in ezines was quite popular how effective is this form of advertising and how can it be used for best results?

Answer: For real, I would say that Top Sponsoring Ads and solo mailings would be your best bet for seeing results. You can also write articles and submit them to other publishers. This can add up to a lot of free publicity in a short amount of time, as you include resource box the bottom of each of your articles, which of course includes your website link. The best way however, to use ezines is to build your own opt-in mailing list. If you provide quality content, you will have loyal readers which are also loyal paying customers.

Question 9: Email marketing is both risky and effective, how can a web marketer reap the benefits of it without participating in SPAM? Is it possible to generate email leads without asking for trouble?

Answer: Don’t ever send someone unsolicited commercial email (UCE) also known as SPAM. There are much better ways of marketing online that are much better ways of marketing online that do not carry the consequence and repercussions that SPAM carries what works best to generate leads is to offer a freebie. Everyone loves the word “free” if you offer the right freebie, then you will most likely be able to see some significant prospects come along you way. Your freebies need to do TWO things in order to see similar results. o It needs to focus in on one of those 3 things that everyone wants, which I mentioned earlier. Provide financial gain; meet a need, point towards fulfillment. o It needs to consist of quality content. A poor quality will not only fail to fulfill its purpose, it will actually damage your business.

Question 10: What is the most important thing an online business owner can do to generate more profits?

Answer: I think there are TWO secrets to success online, and basically there are only TWO. The first is to establish an affiliate program for the products and services that you offer. An affiliate program is HANDS DOWN the best way to advertise your products and see the maximum amount of profits on the internet. The second secret to success online is customer service. You’ve got to provide high quality customer service on order to really succeed. I mean answer your emails promptly. Process those refunds even when the idiot just download your stuff and knew they were going to request a refund before they ordered. Be considerate of others, be helpful to others. Occasionally, give away you product or service to someone who could use them but does not really have the money.

I hope these answers will definitely help.

E-Mini Trading: Is Market Profile Even Worth Bothering With?

There are legions of dedicated Market Profile users who are hopelessly dedicated to this market-driven information tool. Though I don’t usually write about Market Profile (MP), for reasons I don’t completely understand, MP is a great tool to understand the overall structure during the course of the trading day. To clarify, I am a scalper so I don’t utilize MP in the longer term, but there are great applications using the system if your trading horizon is longer than 15 minutes.

What is Market Profile about?

The system has its roots at the Chicago Board of Trade (CBOT) and was initially developed by J. Peter Steidlmayer and was released in various incarnations in 1985 and later years. The purpose of Steidlmayer’s research was to gauge market value as it develops throughout the course of the trading day. In strict MP theory, various market participants are identified; locals, commercials, members filling orders for other members, and members filling orders for the public. Recent MP theory can be more easily understood in a popular book by James F. Dalton, Eric T. Jones and Robert B. Dalton entitled “Mind Over Markets,” 2013 edition. While the book is certainly not easy reading, careful study of the book can be very helpful in understanding daily market structure and helps identify the participants driving e-mini trading price movement.

So who cares who is driving market movement and of what use is this knowledge?

As I mentioned earlier, I don’t specifically initiate trades based on Market Profile, but use the profile to identify specific areas that potential e-mini trading may develop. Areas like values areas, developing value areas, auction actions and reactions, and bracketed markets are all very useful in alerting e-mini trading opportunities to traders. At this point you might wonder, if I don’t use the system to identify specific trading opportunities, how do I integrate MP into my trading system?

Order flow, is the wild card in this equation. I currently use tradetheeminis and sceeto order systems. If I can determine specific areas, using the MP system, where trades are likely to develop, then order flow can pinpoint (in real time) the direction of trade at these general areas where trades can be initiated with startling accuracy. Further, by using confirming real time indicators, like tape reading and analysis, in tandem with MP and order flow, you can initiate some extremely accurate trade set-ups.

Because of the complexity of understanding MP theory and applying it to your trading it is often glossed over as being too technical or time consuming for the retail e-mini trader. I can tell you that time spent understanding market structure, order flow, tape reading, and correlated markets is well spent and will greatly increase your trading accuracy. Is it tough stuff? Yep, it isn’t exactly a walk down in the park when you embark on the task of integrating these systems together; but the rewards are manifold.

The trading system I have described is in sharp contrast to the status quo of correlating lagging indicators and hope the market continues in the direction of your tardy entry trade point. I don’t fully understand the current crop of retail traders’ lack of acceptance of the real-time indicators and data that are emerging in recent years. I have noticed a great number of traders who desire to sit in a trading room and take calls from a lead trader. The key give away is wanting to see some sort of brokerage statement to decide whether a room is a good one. What ever happened to learning to trade without specific calls in a trading room? In my opinion, a trading room should be a laboratory where traders interact and educate themselves, with the ultimate goal of trading independence. Is it laziness on the part of retail traders? I can’t tell you how many traders expect to sit in a trading room and absorb, through osmosis, what is transpiring in the market, but the numbers of these types of inquiries are a daily part of my trading life. As the saying goes, “give a man a fish and he will be satisfied today, teach a man to fish and he will be satisfied for life.” I am interested in education and technique, not spitting out trades that participants blindly initiate. It’s no way to run a business, and your personal trading is a business. Taking blind trade calls is like owning an auto parts store and not knowing the function of a brake rotor or alternator. Like I said, it’s no way to run a business.

In summary, I urge you to learn and master the techniques of real time trading, as the tools to accomplish this end are emerging and being refined on a daily basis. The lack of more widespread acceptance of these tools, which were once the exclusive domain of professional and institutional traders, continues to even the playing field against the once dominant role large trading firms enjoyed.