In commercial investment property, the marketing report or proposal you create is critical to winning the business. You are not selling yourself as an agent or broker; you are selling what you can do for the property and its owner. Get to the point quickly and build on your benefits.

Too many agents and brokers try to win the clients business through inflated prices, low commissions or cheaper marketing costs. Any property owner that makes their choice on these criteria is tracking a property marketing disaster.

So what is the blueprint to a better marketing proposal to sell or lease the property for its owner? Here are some great rules to bide by.

Your Marketing Report should always be attractively presented and fully tailored to the client. Err on the side of simplicity at all times. Get away from lengthy diatribes of irrelevant bulky comment. No property owner wants to spend more than 2 minutes getting to the key facts in your proposal. If the facts can’t be found in 2 minutes then your document will be discarded.

The Marketing Report or Proposal should seek to:

Impress the vendor with your interest, professionalism and knowledge of the current market. What you know about the market and how you use that with your database is of real importance to the sale and promotional process.
Give the vendor facts that support current market trends. Your market evaluation will include prices (asking price and achieved price), time on market, and successful promotional processes used by others.
Describe the target market that suits your subject property. Give clear methods of attracting that target market. Show clear understanding of the target market and what they look for in a property.
Look closely at the subject property and list its relevant features. Rank the features in relevancy to the nominated target market. List these features in your proposal.
Provide samples of great marketing adverts that have worked for others in similar properties. You can call this a ‘Market Plan Generator’.
Determine how the property should be sold and make sound understandable recommendations based on logical facts.
Give your ‘creative brief’ for advert design and layout using the owner’s ideas on matters of property importance and history. Use the well known ‘AIDA’ marketing principal (Attention, Interest, Desire, and Action).
Handle the vendor’s existing questions and concerns about their property in your written proposal. You should have identified these earlier in the property inspection phase (you cannot create a marketing proposal and inspect the property in one single process).
Set clear and definite timing thresholds for the sale promotion and give stages to the regular feedback that you will give and the price adjustments that may need to occur.
Set out all costs associated with the marketing campaign and your fees based on the expected success price.
Make a positive recommendation about the property on which the client can make a sound decision.
Finally and lastly, sell you and your Company through your success and results on similar properties. Do this only after all other matters have been well detailed.
The marketing of a property is all about the client and the property. It is not about you the agent and how good you think you are. When you convince the client that you really know how to handle their property problem in a timely way, you will win the business. Forget about discounted marketing fees and lower commissions, they are not the way to win the business. Great properties need great promotion.