Selling and leasing commercial investment property can be done in two different ways from an individual point of view. The method you choose will largely impact the outcomes you get over the long term and your ability to create the success you require.
In simple terms you can do either of the following in your career in commercial real estate:
You prospect, list, sell, and lease commercial property so that you can get more income and become more successful, or
You can provide an exceptional level of specialised knowledge and service to those people that need to sell, lease, purchase, or develop commercial property. You sell from an inner core or purpose to really help your clients.
As the great Jim Rohn has said, 'Your career and job should be centered on the degree of improved value you can bring to the client. When you bring more personal value, the business and your success will follow'. What he was meaning here was that your ability to bring the prospect exceptional skills and unique knowledge will make you far more relevant and therefore successful.
I could not agree more. In the commercial property industry the majority of salespeople just serve the client with little specialty or excellence. Whilst they think they are doing a great job, the reality is that they are not much better than the agent or broker up the road. Generality breeds poor performance.
When they have nothing special to offer, the client will usually base their choice of agent on those with lower commissions or no or smaller advertising costs; totally the wrong choice and for all the wrong reasons. The end result is a poorly promoted property with little or no focus on outcome, success, and target market, time on market, or best price or rent. The clients deserve better and you deserve better.
When you do your job with a deliberate and greater personal focus or purpose on helping the client with their property problem, the market sees it, the client sees it, and you stand at a much higher level of excellence than your competitors. You are soon known as the best in the industry and your competitors respect you based around your high levels of success in listing, negotiation, closing, and conversion. That should be your ultimate goal. On that basis you should change your focus and improve your skills. Make sure you are of 'higher personal value' to your clients.
On that basis I ask you to now consider the question, 'What can you do for me that I cannot get with other agents?' Can I really see and feel that this point of difference that you claim to have actually exists? Is it relevant to me? Does it make you important to me?
This whole concept needs careful consideration if you want great success in the property industry as a property broker or agent. You need to make your mark in your area as the agent of choice. So how are you going to do that? In two simple words, specialise and practice.
The agent or broker that is the 'specialist' brings much more value to the client with property knowledge, negotiation ability, database control, documentary preparation, target marketing, presentational skills, and personal drive to achieve a great result at the best price or rent. If any of these are a weakness for you, then you have a target to practice on. Make yourself of greater 'value' to the client and results will follow. Good luck and may success be with you this year!
John Highman is an expert coach in investment real estate, property performance, and tenant mix analysis for Real Estate Agents and Brokers. Learn about real performance opportunities here at http://www.commercial-realestate-training.com/sign-up-here.html
John helps brokers, and real estate agents improve their listing opportunities and commission targets. He has personally specialised in major commercial, industrial, and retail property for over 30 years and knows what works and what doesn't. Get John Highman's free tips and tools in commercial, industrial, and retail property at http://www.commercial-realestate-training.com
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