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!

Useful Tips to Find Apartments For Rent

The ever-expanding population of Gurgaon has made the real estate sector a thriving market. If you are new to the city and in need of a shelter, do not worry. You will have plenty of options. But, whether you want to purchase or simply take on rent, you need to be cautious about certain aspects of property transfer. The following are few tips that would tell you how to find apartments for rent.

Tips on How to Find Apartments for Rent

  • Create a renter’s resume where you would be jotting down all your details, including your permanent house address, your employer, length of employment, your current salary, personal references and even the contact details of your previous landlords.
  • To begin with your search, you may look out for apartments for rent in news paper classifieds, publications that are specifically for the apartment hunters and internet portals.
  • Estimate the amount that you would be paying as rent. You are advised to devote not more that 30% of your take away home income per month.
  • To make your search more effective, you can always go for the real estate agent. They are well aware of the market trends and as a result of which they would be able to provide you with best possible deal for the apartments for rent.
  • Before taking up preferred apartments for rent, make sure to run a check. In case of any damaged property, do not hesitate to inform your land lord to get it mended. It would also be beneficial for you to avoid any blame later while you relocate to some other place.
  • While making the best rental dealings find out the facilities offered to you. Amenities like an enclosed garage for parking, pool, tennis court, gym facilities and such.
  • Ask your landlord to define the cosmetic charges that your landlord would be bearing like painting walls or structural changes like the adding shelves.

If you are looking out for an economic rental deal, you can go for sharing. But be well aware of the habits and the character of the room mate as you have to live with the person. You might face trouble in case the person turns out to be a smoker or a noise maker.

Get all terms of agreement in writing. Also, fix up a definite time period within which your landlord has to return your security deposit once you move away as many landlords tend to drag their feet to make the payment.

Things You Should Be Aware of in Commercial Property Purchases

With the host of cooling measures rolled out in the residential market by the Singapore’s government to avert a property price bubble, investors are gleaning more investment potential in commercial properties. This segment of properties is exempted from Additional Buyer’s Stamp Duty (ABSD), Seller’s Stamp Duty (SSD) and restrictions on foreigners’ ownership – all of which affect the residential market.

In Singapore, there are two ways to buy a commercial property:

  • As an individual or;
  • As a corporation [via private limited or limited liability partnership (LLP)]

The subsequent sections proceed to highlight key points a budding investor in the commercial property landscape should take note of.

No utilisation of Central Provident Fund (CPF)

If you are making the purchase as an individual, do bear in mind that you cannot dip into the savings in your Ordinary Account of the Central Provident Fund to settle the downpayment or monthly loan instalment for the commercial property.

This means the downpayment has to be wholly funded by cash.

For the loan repayment, you will have to be prepared to incur cash outlay if the rental yields are inadequate (assuming that you are planning to lease out the property).

Property tax

Same as for a second residential property, or an only residential property that is wholly rented out or left vacant, the tax is a flat 10% of the annual value of the property.

But if you fail to lease out the commercial space, you may apply for a vacancy refund of the property tax. This vacancy refund also applies to a residential property.

Goods and services tax (GST)

Unlike for residential properties, the buying of commercial spaces from a GST-registered company is subjected to a 7% GST. An individual making the purchase will have to bear the GST himself.

However, if you are a GST-registered company – all companies with a turnover exceeding S$1million have to register for GST – you can make claims for the GST incurred on your purchases. Thus shrewd individual investors may set up companies expressly for a financial transaction, termed as Special Purpose Vehicles (SPVs), to circumvent the GST payment.

For companies with turnovers below S$1million, GST-registration is on a voluntary basis, subjected to certain requirements. Do note that being GST-registered comes with responsibilities. Check out what these are at IRAS.

Notably, the GST cannot be financed by the property loan. Buyers will have to stump up cash for this.

Rental yield and capital gains opportunities

It is estimated by Colliers Internationals that the yearly average gross yield of commercial spaces approximates 5%, compared to 2-3% for residential property. However, this higher gains can be offset by the steeper maintenance cost and renovation works generally required by tenants. Generally, the maintenance charge for a commercial unit is expected to be higher than for a residential property. Also, more may need to be splurged on basic setup, particularly for shop units leased out for business.

An exception are HDB shops with their lower maintenance fees of S$170 to S$250. But these properties tend to come with more restrictions such as the type of businesses permitted. Applications must also be made for renovation.

Still, small supply and strong demand can drive up the asset value of strata commercial property, making them worthwhile buys.

In land-scarce Singapore, strata-titled shops/offices are in limited quantity because most of the commercial spaces are owned by real estate investment trusts (REITs), and many of these REITs are in turn owned by the Government through proxies. As of 4Q2011, the supply of strata-titled offices in Singapore is estimated to be of 11.05 million sq ft, making up 14.2% of the total office stock (Bright Spot in Singapore Property Market: Strata-titled Office, Colliers International, pg 2). The stock of strata-titled shops also faces a similar small supply.

In addition, the slew of regulations in the residential market has diverted investors’ attention to the commercial sector. Together with today’s low interest rate environment, the two have fuelled demand.

Thus investors can make capital gains through direct sales.

Some investors are also looking toward en-bloc sales to make profit. In April 2012, in collective sales, strata office units at Parkway Centre and Burlington Square sold for $1,043 per sq ft and $1,318 per sq ft, respectively.

Besides capital gains, investors maybe hoping to profit from rental yields. However, official statistics on the occupancy rates for strata-titled shops and offices are not available. This makes reliable estimation of rental demand in the past, present and future difficult. Hence investors should be cautious if they are looking to profit from this avenue.

All in all, with more supplies coming on-board – either from strata or non strata developments – downward pressure on property values and rental is possible. Hence, only selective buys are recommended.

Tenure

Commercial/shop spaces in Singapore usually comes with 30-, 60-, 99-, or 999-year lease. Some may be freehold. For 99-year and shorter leasehold units, buyers should be mindful that financing institutions may quote a lower loan quantum for units running low on their lease.

Loans

Borrowers for commercial properties are allowed to take a loan-to-value ratio (LTV) of up to 80%, even with outstanding residential mortgages. The maximum loan tenor typically stands at 30 years. However, loans for commercial property tend to command a higher interest rate relative to residential property loans. Like the latter, these loans come in:

  • Fixed Rate Package
  • Variable (Floating) Rate Package

The requirements for a commercial loan, however, are more stringent. For example, the LTV ratio is contingent on whether the property is for owner-occupation or investment, with the latter subjected to stricter criteria by some banks. The next section explains the approval conditions in greater detail.

Credit worthiness and approval for commercial loans in Singapore

For purchases made under your name only your income, outstanding debts and credit history will be assessed. The maximum LTV ratio for a commercial mortgage is set at 80%, even with existing housing mortgages. But financing institutions will take a holistic approach in deciding whether to grant you a 80% loan.

For purchases made under a private limited or LLP company, the financiers will evaluate if the company has a cash flow record over the past few years that is sufficient to fund this investment. For instance, a company earning a monthly profit of S$15,000 deposits it into the company’s account in a timely manner, the lenders can, thus, lend up to 60 to 80% (typically) of this S$15,000. In other words, you can obtain a loan up to 60 to 80% of the debt servicing ratio (DSR). This is much higher than the DSR for residential property bought by an individual.

Conversely, buying under a private limited or LLP company without adequate cash flow or profit (or if the companies are special purpose vehicles), may result in the banks requiring that the directors guarantee any loans taken by the company under their individual capacity. The directors may also need to be Permanent Residents or Singaporeans. In many cases, these directors will need to furnish documentary proof that most of their incomes are derived from that company. If they earn their income from elsewhere, some banks will not grant the loan even with them as guarantors. While others may.

From time to time, credit officers of the financiers will impose new rules and conduct additional documentation checks. Often, credit officers may ask for more supporting documents if they want to do tighter cross checks.

References

Michelle Tee and Koh Siok Hui, Bright Spot in Singapore Property Market: Strata-titled Office, Colliers International White Paper March 2012, Web

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