Your Commercial Property Was Listed—but Did It Reach the Right Buyers?
Was Your Commercial Property Marketed to the Right Buyers?
A commercial property can receive considerable online exposure and still fail to reach the buyers most likely to recognize its value.
Effective marketing is not simply placing the property on listing websites. It begins with identifying who is most likely to purchase it, understanding what matters to that buyer and presenting the opportunity accordingly.
Investors
Investors generally focus on the income a property produces and the potential return on their investment. Rent rolls, operating expenses, lease terms, tenant history and opportunities to increase income can all influence their interest.
To attract investors, the marketing should provide clear financial information and explain why the property may be a good investment—not simply describe its physical features.
Owner-Users
An owner-user may evaluate the property based on how well it supports their business. Location, layout, parking, visibility, accessibility and occupancy costs may be more important than the current investment return.
An owner-user may evaluate the property based on how well it supports their business. Location, layout, parking, visibility, accessibility and occupancy costs may be more important than the current investment return.
Was your property presented to the buyers most likely to value it?
Developers
Developers may see opportunities that other buyers overlook. They frequently consider zoning, permitted uses, density, redevelopment potential and whether the property could be expanded or repositioned.
Providing accurate zoning and property information can help developers quickly determine whether the opportunity fits their plans.
Neighboring Property Owners
A neighboring owner may have a strategic reason to purchase the property. It could provide additional parking, room for expansion, improved access or control over an adjoining parcel.
Directly contacting nearby owners can uncover interest that may never result from relying solely on online commercial-property listings.
Commercial Brokers and Their Buyers
Commercial brokers may already be working with qualified buyers looking for a particular property type or location. A proactive broker-to-broker campaign can introduce the property to buyers who might not discover it through a general online search.
This is why direct communication with the commercial brokerage community should be an important part of the marketing strategy.
Exposure Is Not the Same as Targeted Marketing
Listing a property online may create exposure, but exposure alone does not guarantee that the right buyers will recognize the opportunity.
The property’s financial performance, operational benefits, zoning possibilities and strategic value may appeal to very different buyers. The marketing strategy should identify those buyers and present the property in a way that addresses what is most important to them.
If your commercial property did not sell, the problem may not have been a lack of buyers. The property may not have reached the right buyers with the right message.
Would a Fresh Review Be Helpful?
If selling is still your goal, I would be pleased to provide a complimentary Commercial Property Sale Review. We will discuss what happened during the previous listing, who the most likely buyers may be and what could be done differently when returning the property to the market.
A brief conversation may be all it takes to identify what needs to change.
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