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Winning Sellers Trust - Repositioning Listings for Better Marketing Results

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When you as the real estate agent list a commercial property for sale or for lease, it is not uncommon for the tenant or buyer you seek to be evasive and or reluctant to commit in the current market.
In such case it is better to let the existing listing run its duration, come to an end and then take the property off the market for a while.
Tell the client that over saturation of the listing is not a good thing.
Reposition the property to come back in the market later, providing the client can wait the required time.
Pressured properties bring reduced prices.
The reality of marketing a property for sale or for lease today says that any property will be sufficiently exposed to the existing enquiry base within 6 to 8 weeks.
If it has not sold or rented in that time then perhaps the current market is not the right market to move the property.
As long as you have done the fullest job of listing, promotion and marketing, then withdrawing the property from the market is a sensible thing at least in the short term.
If you wish you can still market the property confidentially and "off market".
The public marketing of the listing should stop for a few months to allow the listing to refresh.
Every property listing is an opportunity in waiting.
Unlocking that opportunity takes skill and that is where the best real estate agents excel.
If you have to withdraw the property from the current market due to lack of the right enquiry then that is fine.
As part of the process you still want the client to give you another chance to bring the property back into the market and capture the right enquiry.
Here is a plan to bring the property back into the market:
  1. Track the best levels of enquiry for all your listings and tell the client what methods of marketing seem to be more successful.
    Use those newer methods of marketing where they give sustained market exposure for the property.
  2. Expand or shift your target market for the property and have the client agree to the new target base.
  3. Change the marketing to reflect new content, tag lines, selling points, and photos.
  4. Change the method of sale to another approach that is still controlling for the client.
    That can be tender, auction, or expressions of interest.
  5. Refresh signboards on the property, all internet advertising, newspaper adverts, and brochures.
  6. Put your property into a multiple property promotion where similar properties can share enquiry and inspections.
  7. Commit your client to another 3 month campaign with the newer direction agreed and targeted.
To bring a property back into the market, things have to change.
The buyers are still out there and have to be encouraged to generate the fresh market interest that you need.
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