How to Capture a Prospect’s Attention and Compel Them to Take Action

AS YOU ARE probably aware, the basic tools for marketing your property are the Advertisement, the Brochure and the Board.

However, do you realise these need to be treated as merely the gateway to your property’s webpage or the Information Memorandum? Their sole purpose is to capture the attention of your prospects and then compel them to seek further information.

You see, any form of Marketing is actually a 3-step process. [Read more…]

Commercial Property: When Time Comes to Sell (Part 2)


Last week, you explored the various Selling methods available to you — which ones were the preferred, and why.

Plus, you were also given some initial insight into the benefits of using Web (or “Stealth”) Marketing techniques. But how does this differ from traditional marketing for Commercial property?

Traditional Marketing tends to adopt a “scatter gun” approach — which depends heavily upon expensive media advertising and a detailed Information Memorandum.

Whereas, Stealth Marketing is more like using a “laser gun” … focusing on your target market — using a personalised direct-email campaign; PLUS a dedicated website, to explain everything about the Property.

If you’d like, you can find out even more about Stealth Marketing. Meanwhile, you’re probably wondering …

What else should you Expect from your Selling Agent?

  1. Your agent should be able to explain the current state of the market to you in detail. As well as providing a firm estimate of the likely price for your property.
  2. But you’re entitled to expect a whole lot more. And so, by way of a quick checklist … a good selling Agent should also:
  3. Gather and collate all necessary information to ensure purchasers will be fully informed, and capable of making a decision to buy;
  4. Liaise with you and your lawyers, to make sure the documentation is fully complete and correct;
  5. Create a dedicated website (or at least several webpages) for your property — making everything available to prospective buyers, in exchange for their contact details.
  6. Co-ordinate the overall marketing campaign: Mailing out brochures and letters (or preferably, sending out personally-addressed emails, with direct links for the website) to those potential purchasers known to be currently active in the market;
  7. Try to secure editorial coverage within the various media being used;
  8. Qualify and record all the enquiries that are generated throughout the marketing campaign;
  9. Arrange for the various inspections to take place;
  10. Prepare prospective buyers for the actual Auction, or Tender;
  11. Keep you advised as to progress, on at least a weekly basis;
  12. Ensure all preparations are made, so that everything runs smoothly on the day of the Auction, or the close of Tenders;
  13. Conduct the Auction (or open the Tenders with you); and attend to signing of the contracts with the successful purchasers;
  14. Depending upon local requirements, ensure an early release of the deposit;
  15. Follow up with your lawyers to ensure that the documents have been executed to their satisfaction; and
  16. Once the deposit has been released … account to you with the deposit monies, 30 days after the sale — setting everything out in a detailed statement for the sale.

Bottom Line: Unless your selling Agent is proposing to undertake these vital 16 steps on your behalf … then you should be looking elsewhere.


Commercial Property on Your iPhone?

RATHER than you having to download an App to make these articles easier to read on your iPhone or iPad, you will discover they have been completely reconfigured for you.

If you’re reading this on your iPhone or iPad … simply, click on the link below to Read more, and you can then check out the new format for yourself. [Read more…]

Commercial Property: Home-study Course
Now Taking Shape

My new Training Course is quickly taking shape
Yesterday, I gave my Inner Circle a “sneak peek” at the outline for my brand-new training Course … “Mastering Commercial Property”.

And over the past couple of weeks, I have actually progressed a fair way down the track, in bringing it all together.

However, I just wanted you to see the direction in which it was heading.

Therefore, you can take a look now at just how the website is taking shape. And please keep your feedback coming — because, it’s been just so helpful.


“Early Bird” Discount Ends on 15 March

This year’s annual Property Workshop may not be until Saturday 4 April … but the “Early Bird” discount ends this weekend.

It’s being held at the Athenaeum Club in the Melbourne CBD.

And given the opportunities that are starting to emerge in the current market … have a read of what you’ll cover, and then make sure you grab yourself a seat at the Workshop.

You May be a Doubter … But I say: “Yes, we can!”

The Weekend Financial Review ran several articles, which seemed to echo many of the sentiments contained in my last blog about the Capital City Markets — but perhaps putting things a little more bluntly.

h3. Brisbane

Qeensland DebtMark Ludlow (on page 2) referred to Queensland as having moved from “boom state to gloom state” — because of its heavy reliance on resources. [Read more…]

Property Workshop … Early-bird rate soon to Expire

I was just checking through the enrolments for the Workshop so far … and it seems that the interstate people are currently outnumbering those from Melbourne … by about 3:1

Last time, local and interstate enrolments were more or less balanced … so let’s try and even that up.

Make sure you enrol now, to secure your pre-Christmas discount.

What you’ll learn at the Workshop …
[Read more…]

Property Workshop 2008?

All year, people have been pestering me to know when it will be. Well, the date has now been set for Saturday 1 March.

Again, it will be held within the Melbourne CBD — to make it easy for those flying in from interstate and overseas.

The last full-day Workshop turned out to be far too crowded. So, this one will be limited to only 27 people!

And, therefore, it will be on a first-come-first-served basis!
[Read more…]