Cold Calling in Commercial Real Estate

Commercial real estate is an easier property market segment to work in because it is built around logic and not emotion. Most of the prospecting calls and meetings you make are with people that are ‘business savvy’, and know real needs and solutions when they see them.

The emotion seen with owners in residential property is not a problem in commercial real estate however you do need to know what you are talking about given that commercial is a complex investment property type and the property owners are usually very aware of what is going on. For this reason, and to all the newcomers to the industry, you must know your product very well and be able to talk to it from many angles. Without this many property owners will discount your relevance to them.

Get Your Head and Thinking Straight

B2B cold calling is an essential part of daily activities in commercial real estate however it frequently fails because most salespeople sound like they are making a cold call. Here are two essential rules of cold calling success in commercial real estate:

  • It is the ‘how you do it’ that really matters to the call conversions to appointments.
  • What you ‘think about’ in doing the regular call process also is a critical part of the method.

Change the Name – and you will change the results you get

‘Cold calling’ implies something less than ‘warm’ and pleasant. To solve this problem, I prefer to think of it as ‘Call Direct’. It is a more positive mental image than anything that is ‘cold’! To be successful in making these calls, you must sell the process to yourself and believe that you are good at it.

When calling a prospect in commercial real estate, most salespeople are trying to ‘get’ something from someone. They are trying to ‘get’ an appointment or ‘get’ a listing. The fact of the call is that no one wants to ‘give’ something to someone they do not know, like, trust and respect. This is why most commercial salespeople fail miserably at this process.

But ‘getting’ is not the purpose of ‘call direct’. ‘Call direct’ is a discarding or disqualifying process. It is just like panning for gold or digging for diamonds. You have to turn over a lot of dirt before you find the gems. If you do not understand or accept this principle, then you will become frustrated and think that your efforts are not working. You will give in far too easily (this is what most people do and they therefore struggle to achieve great levels of listings and transactions).

Your objective in ‘call direct’ is to disqualify as many people as possible, as quickly as possible. That eliminates the time and money wasted in sending literature or seeing people who will never use your services, and it stops the fruitless follow-up calls that lead nowhere but to frustration.

You only have 30-45 seconds to deliver a specific and compelling reason for the person on the other end of the telephone to ‘want’ to continue the conversation. Skip the small talk and get right to the point. Be a ‘top performer’ in the call process.

You will be most effective when your 30-45 seconds causes the prospect to identify a real estate related problem in their mind that you can help them fix. People will talk to you if you shed light on a problem they need to have fixed; only for that reason.

Problems in commercial real estate typically focus around loss of rent, tenant problems, wasted time, inefficiencies in returns, competition pressures, disposal needs, functioning of the property, age of the asset, or repositioning etc.

If the prospect (not you) identifies something that is having negative ramifications on their property performance (a problem) AND they are serious about getting rid of that problem, then you ‘may’ have a possible reason to continue.

If there is a possible fit between you, then you can set an appointment to explore the possibilities of helping that prospect in some way get rid of that problem. There is no point in setting up an appointment simply because the other person lets you do so. You must determine that they are relevant to you, they are the decision makers, and that they have an interest in what you are talking about.

Protect your time by qualifying the correct people over the telephone before you make that appointment. There are a lot of prospects out there who think that they are the ‘decision maker’, and in reality are nowhere near those that are. Think like a ‘top performer’ and protect your time; it is the most important resource that you have.

What to Say?

Have you ever been stuck to know what to say when you call prospects in commercial real estate? If you are like many people you will use a script that is fairly typical and ‘all about you’. The process has poor results and ends in low call conversions to appointments. You have to change the call process significantly so that it has some relevance to ‘them’. When you do this your call conversions will rise.

The object of the call is only to get appointments with relevant people. That is the only thing you should be ‘selling’ in the cold call. The call should be used to identify if there is a genuine need on the part of the person that you have called, and then only to set up a meeting.

You are a skillful and relevant commercial real estate consultant in your market, and on that basis you are calling people to see if they have a property need and if you can help them with that.

Remember this fact and make it the foundation of your calls. There is no purpose in setting up meetings with people that really do not need you, or have no ability to make a decision on commercial real estate matters. This market today is not something in which you should waste time. Your time is money and money is precious.

The Call Structure?

The ‘call direct’ structure is so important and must be centred on the prospects situation and not yours. Try this as a basic approach.

  • Tell them your name and company
  • Ask permission to talk to them for 60 seconds
  • Tell them that they can end the conversation if they want to after that point.
  • Get right to the point by focusing on their needs (not yours)
  • Help them identify their business problems by offering a ‘short menu’
  • Never try to convince a prospect to take your services or have a meeting without qualification; instead let them convince you it is worth your time and effort to meet with them.
  • Honour your agreement and let them off the hook if they do not want to engage

Here’s an example of ‘call direct’ for Commercial Real Estate Sales or Leasing:

  • Brian, this is John Brown from Atlas Commercial Real Estate. The nature of the call is property related.
  • Can I take 60 seconds of your time to chat and then you can tell me if we should continue speaking?
  • Thanks for that…. I will be brief.
  • I am just calling to see if commercial property is an issue for you in this market, particularly with sales or leasing needs.
  • ‘Results are on the radar’ for many local property owners at the moment, and we have some ways of helping with that.
  • Is that an issue for you?
  • That’s not a problem Brian, as I said I just want to see if we are a clear fit or a match and can help you in any way.
  • Many property owners are concerned about their returns or occupancy situation in the face of more competition or market pressure. They are looking for ways to increase reliability and consistency of the property’s performance.
  • Its good insurance in this market.
  • Brian, that being said, could these be things be issues for you in the future?….. Or is everything running 100% smoothly?’

In less than 60 seconds you will know if you have someone on the line that is relevant to you. If they do not have any commercial real estate problems that you can fix, then it’s over (for now). Remember, they may not have a property problem today, but they may have one in the future. Put them in the database for another call if you think it is relevant.

If you make ‘call direct’ a scheduled business event at the same time in your daily diary, and you action it with consistency, you will be amazed how much new business you will dig up. Understand also that ‘no’ is an ‘ok’ word that, when given by the prospect, simply needs qualification in case some future need is still hidden in the discussion. You will get many ‘no thanks’ comments as part of the call process. Do not try and push or convert every ‘no thanks’ to an agreement for a meeting, unless you really know that the prospect is truly relevant and that they will have a need in the future.

Make this call process part of your daily business model and continue it even when you become more successful. As you get more referral business from ‘happy’ clients you should still continue the call process as it is foundational to permanent and real success in all types of commercial real estate markets. The only other essential element to incorporate in this activity is a good database program where you can register leads and feedback. This will be your funnel for future business.

As simple as all this sounds it is surprising how many people do not do what I have explained here. They loose focus and quickly revert to old random habits and actions; they then get random results. Your success in the commercial real estate industry is centred around your choices and your ability to change your habits on the things that really matter to your business. Get the message? Happy hunting!

Find Austin’s Best With An Apartment Locator Service

Remember the story of Goldilocks and the three bears? Goldilocks was looking for something that was “just right” for her, but she had to first try out some things that really weren’t for her.

Finding a new apartment in Austin can make you feel a lot like Goldilocks. Perhaps you have an idea of what you want, but you just don’t seem able to find it. Maybe you aren’t completely sure what you want, but you know you’ll recognize it when you get there.

When you are looking for your “just right” new home, you can tour hundreds of apartment complexes. You can look at photos and virtual tours on the Internet. You can even get recommendations from friends and family.

There is another option that can make your apartment search easier. You can use an apartment locator service. Using an apartment locator service makes finding apartments in Austin as simple as entering your preferences. From there, you just let the experts find the apartments that fit your lifestyle and preferences.

Online rental agencies and websites for apartment complexes have been around for years. However, the concept of a professional apartment locator is a little newer. The service caters to people who are moving to the area and can’t look at apartments themselves.

Even people who are able to see Austin apartments in person use apartment locator services. The honest, expert opinions of the apartment locator professionals keep apartment hunters coming back for help every time they move.

What an Apartment Locator Service Can Do for You

If you already live in Austin, you may wonder why you’d need to rely on an apartment locator service. After all, you can just go look at all of the apartments in Austin yourself, right?

An apartment locator service does much more than just give you information about the complex you’re interested in. It also can give you details about the neighborhood, school district and community services available. An apartment locator service can help you find an Austin apartment based on the criteria that are most important to you.

An apartment’s number of bedrooms or proximity to a school or landmark might be at the top of your list. Or you may need an apartment with a dishwasher or a place to put your prize collection of porridge bowls. The suggestions that you get from your apartment locator service will only include Austin apartments that meet your needs.

Most of us have a price range to stay within when we are shopping for a new apartment. An apartment locator service can search for apartments in your price range with no problem. They also can search for apartments within your price range with the amenities you need. Do you need a dog-friendly apartment with no garage, within a ten-minute walk of your office? Do you need a quiet building with a gym and a pool? While you could find the apartments that match your needs on your own, an apartment locator service finds the best apartments and gives you honest and fair ratings of each.

Austin is a remarkable city. It contains some unique and truly incredible neighborhoods. When you want to find the best apartment home for you, Austin is a great place to look. Are you going to spend weeks sifting through the hundreds of available apartments? Or will you trust the search to an experienced and professional apartment locator? For those who are busy with work or other commitments, an apartment locator service is the perfect way to save time and find a new home that’s just right.

A Student’s Guide to Finding Apartments for Rent

The independence of renting your first apartment is exciting, but don’t allow your excitement to overshadow reason. Being a first-time renter is challenging and requires responsibility. Before you start viewing apartments, take some time to define your needs and calculate a budget. Add up all of your monthly income, including financial aid, and multiply this number by 0.3. The resulting value is 30% of your monthly income and roughly the amount you can comfortably spend on rent. Only consider apartments for rent with a cost close to this number. Now, do you have pets? Are you open to a roommate? What amenities do you prefer? Do you have transportation, or will you need to walk to class? Ask yourself questions like these, and stay within your budget to narrow your options.

Once you have a clear idea of what you’re looking for, begin your apartment search. The best place to start is at your college or university. Many schools offer affordable off-campus living, and most will at least have resources to aid in your search. You can also look for apartments for rent in advertisements posted around campus, or by using a few of the numerous online services as well as newspaper classifieds. Make a list of the rentals you’re interested in, and call each leasing office. Ask about rent, utilities, laundry facilities, activity areas and amenities, and extra fees. Most likely, this will eliminate some of your choices. Once your list is reduced to about five properties, you’re ready to start viewing.

Apartment viewing can be fun and exciting, but it’s important to focus and pay attention to the unit and the complex as a whole. To keep yourself on track, create a checklist of things to look for at each place. If you don’t wish to make your own, there are pre-formatted checklists available online. Never lease an apartment before checking it for basic safety standards and making sure everything works properly. Check fire alarms, hot water heaters, air conditioning units, fireplaces, showers, and faucets. Make sure all the appliances work and check floors and walls for scuffs or tears. If there are no serious issues and you decide to move in, make a note of any flaws you uncovered and report them to the property manager. You don’t want to be blamed for something done by a prior tenant when you leave.

Once you’ve selected an apartment to apply for, it’s time to start the paperwork. As a first-time renter, you’ll probably need a co-signer to provide credit information. Be prepared to make a down payment equal to two months rents plus other expenses. Most apartment complexes demand a fee just for submitting an application, whether you’re approved or not. Other additional fees include safety deposits and pet fees. The two most important things to remember when searching through apartments for rent are:

1. Take your time! The last thing you want is to rush into a lease and be stuck with an apartment that isn’t right for you.

2. Stay comfortably within your budget! Keep your rent and expenses as low as possible. Don’t try to lease an apartment that you will have to pour all of your income into. You’ll need money for transportation, food, and going out, too.

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