When you’re shopping around real estate agents to list your commercial property asset, the subject of marketing will come up. A common tactic among some agents is to promise low or “zero cost” marketing, often alongside a low commission fee, to win the business. 

While that might sound enticing – who doesn’t want to save money? – vendors should be aware of what these supposed savings are actually costing them. 

For a property to attract a premium price, the simple fact is that you need multiple buyers to create competition. That competition is what drives the sale price up. 

“An active effective marketing campaign can generate up to 6.3 times more enquiries when compared to low or no-cost marketing,” says Kollosche Commercial lead agent Adam Grbcic. 

“Marketing gives you access to more buyers, creates more competition, and ultimately ensures a better outcome. To put this in real dollar terms – you should aim to overmarket by $5,000 and oversell by $50,000.”

Two Broadbeach development sites marketed at the same time provide a pertinent case in point. The first went to market with a low-cost campaign – the site was listed online, had a signboard out front, and appeared in the local newspaper, with a marketing spend of around $11,500. The second site was supported by a full multi-channel marketing campaign across digital, social media and print, with a spend of around $44,500. 

“The first site received 26 enquiries and one offer, but did not result in a sale,” says Adam. “The second campaign attracted 164 enquiries and 25 offers, selling for 31% above the valuation, which well and truly covered the marketing spend.”  

What is Effective Marketing? 

An effective multi-platform marketing campaign should always have a paid social media component – this allows you to directly target prospective buyers whose demographics and online behaviour indicate their active interest in properties like yours. 

Kollosche Commercial is also highly active in print publications such as the Gold Coast Bulletin’s Prime Site section and its own monthly prestige property magazine. Print marketing – be it advertising or editorial – captures passive buyers who aren’t actively surfing the portals but will purchase when the right opportunity jumps out at them. 

Kollosche Commercial engages professional suppliers to prepare high quality photography, videography and copywriting to present your property to its highest potential. On the main real estate web portals, the top tier package gives you the highest level of exposure, keeping your property at the top of the search results for longer. 

A detailed Information Memorandum ensures prospective buyers have access to all of the information they need to make an informed decision, removing any barriers to purchase and paving the way for a smooth path to settlement. 

Email marketing is another powerful tool, provided the database contains buyers with the capacity to purchase. Kollosche Commercial has amassed a powerful database of high net worth contacts over many years, nurturing them with quality weekly content.

“When you market a property effectively, you’re essentially buying yourself an insurance policy to make an informed decision,” says Adam.

“You also set yourself up for the best opportunity to sell within a desired timeframe. If you fall short on the marketing and don’t achieve a sale, your property can be left lingering.” 

Reach out to Kollosche Commercial to lead your next marketing campaign for a premium result.