Some commercial real estate agents and brokers struggle with prospecting on a regular basis. Over time that will have a major impact on their market share and listing conversions.Those agents and brokers are likely to say that the following are the facts of the market:The market has slowed
There are no buyers and tenants around
Enquiry is dead
It’s time for a ‘holiday’
Finance is not available
Deals are hard to put together
There are too many agents and not enough buyers and tenants to go aroundSo the list goes on, and I guess you may have a few other things that you can add to the list and have heard in the industry. Excuses are prolific and easy for most sales people to come up with in commercial real estate. If things are not good with listings and commissions they will fall back on one or more of the ‘excuses’ I have just given you.Show me a broker that is at the ‘top of their game’, and I will show you a focused and active prospecting salesperson. So prospecting is at the centre of everything. Without prospecting, nothing works. It really doesn’t matter what brokerage you work for, it is the prospecting that will give you market share and listing opportunity.To fix any problem of this type in commercial real estate, it is time to ‘look within’. Understand the personal things that are holding you back from finding more new clients and properties to work with. Deal with those ‘weaknesses’ and move ahead into the market with a fresh attitude on growth and client contact. Put your clients at the centre of your business and market share.If an agent or broker is coming up with ‘excuses’ as part of addressing low market share or commissions, it is time to turn the focus back on that salesperson to find out what they are not doing and why that is so. Training and performance planning can fix those issues.Responsibility MattersYou are responsible for the business that you generate and on that basis real action and focus is required. Market knowledge and skill may help you with some of your listings, but it is the prospecting that is more important than anything else. Find out why you are not prospecting enough and solve the problem.In an average working day, a commercial real estate broker or agent should be prospecting for 3 hours and at least half of that time should be spent with talking to fresh new people.Set some personal targets to connect with 10 or 15 new people per day. It will take you 30 or 40 cold calls to achieve that. From those connections you can create some valuable meetings and that will then be the start of a valuable client relationship for the future. That is what prospecting and networking is all about.
Category Archives: Uncategorized
Trying to Market ESL Or EFL Programs to Internationals? Multilingual Marketing Gives You an Edge
Schools offering English as a Second or Foreign Language (ESL or ESL) programs benefit from marketing their programs in a variety of languages.
Put yourself in the position of a parent who wants to send their son or daughter to a faraway land to learn English. Chances are, it will be one of their child’s first experiences living away from home and away from the family. The decision to send a child – even a teenager or young adult – is one that many parents take seriously.
Imagine this: Your daughter wants to go away and study a foreign language… maybe Chinese or French or some other language that you don’t speak. She tells you that she has found two possible schools and wants you to have a look at their web sites. She sends the links to you at the office. During your coffee break, you check out the first school’s site. All the information is written in English. You find out about the school, the teachers who work there, the homestay accommodations available and the program she will be taking.
You move on to the second site. All the same information is there (you think?) but it is written only in the language your daughter wants to learn. You surf around, look at the pictures and try to get back to the home page again. But you don’t speak the language the website is in, so the best you can do is get a general idea from the photos and site design.
After you’ve looked at both sites, where do you want to send your daughter?
The fact of the matter is that both schools may have excellent programs, but if students (and their parents) can read about it in their own language, you will build an unspoken relationship of trust with them. It’s both perception and perspective. You trust what you know.
For English as a Second or Foreign Language programs that recruit international students, translating your web site (or at least major points of it) into the languages of your major markets gives you an advantage over your monolingual counterparts.
This article is adapted from a chapter in the author’s book, 101 Ways to Market Your Language Program: A Practical Guide for Language Schools.
Want to cite this article in your own research? Here’s the citation information:
Eaton, Sarah Elaine. (2010). “Trying to Market ESL Or EFL Programs to Internationals? Multilingual Marketing Gives You an Edge”. Retrieved from EzineArticles.com.
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