Posted by Andrea Pirrotti on January 11, 2010 · 1 Comment
Proof Your Partners
A colleague of mine was surfing the web today and came across an ad that was place by a web broker for a business center location. The copy on the ad did not properly represent the brand and the photos were not of the location (we do not know where the photos came from).
Consider taking a fresh look at all your listings on every on-line broker site and directories:
- Update the description of your products / services to ensure you are clearly expressing your unique Bundle of Promises (BOP)
- Include a strong call to action.
- If you have the option feature an offer to drive response do so. Note:
Your competition is most likely running a one-month free promotion so try another offer. Upload new and representative photos to ensure a competitive edge.
Posted by Andrea Pirrotti on April 23, 2009 · 1 Comment
Marketing provides mass outreach. Sales builds relationships.
Many members of the business center category have a love-hate relationship with commercial real estate brokers. But, the fact is, right now they still own mindshare of most prospects who are looking for office space. Creating a killer broker communication program can really help to optimize your ROI from marketing. Here are some tips to consider when crafting your plan:
The role of sales and marketing
Sales and marketing must work hand-in-hand on this effort. Marketing’s job is to reach out to every single broker in “town” two to three times a month – every month – without fail. The role of the salesperson / team is to build relationships. Sales should identify the top 10-20% of brokers in town (you define “top” for your market) and foster a personal relationship with each. The process of building relationships takes time. Often, Sales can’t reach out to every broker, every month. That is why marketing communication is critical to keep the business center top of mind.
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