When you are selling a commercial property, the property listing is often the first exposure that potential buyers have to it.
In that instant you'll either gain their interest or lose them forever – your listing is your opening sales pitch. You must get it right?
If you have chosen to sell without the help of a commercial property agent, you’ll need to produce the property listing yourself. This is not always a problem, as agents are not always the best people to write excellent marketing copy – they are salespeople, not copywriters.
You know your property best and can put that knowledge into action.
But what makes the perfect commercial property listing? No two buyers are the same but some simple rules will help you craft a listing that will get their attention, keep their attention and make them want to buy:
Writing your property description
The fact is people have limited attention spans, especially when sifting through lots of listings! It is essential that you grab their attention immediately and present them with the selling points and positive aspects of the building in as simple a way as possible.
People are likely to switch off from lengthy, wordy descriptions that go into a lot of detail and make it difficult to find the most impressive parts of the property. Consider these tips for writing a property description:
- Write a killer headline – a simple few word tagline that gives the essence of the property. “Spacious, modern, office near lake” for example. Give the reader a reason to read on.
- Use bullet-points – break things like amenities, important information and layout factors down into bullet-point lists.
- Focus on the most important points – lead with, and focus on, what makes the property great – is the location amazing? Is it light and airy? Is it part of an incredible business community? Are the facilities exceptional?
- Be brief – write in short, snappy text that speaks the language of the audience you are trying to sell to. Never say something in 20 words when it can be done in 10.
- Structure it right – separate the listing into “property type” information and “property facts”. Many online platforms will provide sections to add the basic “property type” information like location, property size, price etc.
The “property facts” information should expand on the basic information in a narrative form using emotive and descriptive language to sell the essence of the property. This information is where the interest will be cemented in the buyer’s mind.
- Don’t be vague – you might be struggling to pad out your listing, but don’t fall into the trap of adding information that you think sounds good but doesn’t really explain anything about the property. Don’t get trapped in talking about “vibes” or “culture” or other vague marketing terms. Your property is what you need to focus on and, in many cases, less is more.
- Legal information – include any certifications (gas, electric) that will explain the quality and safety of the property. Illustrate everything is above board.
Whatever you write, without quality photos of the property your listing is likely to fail! Property pictures can mean the difference between making a sale and not.
Photos give visual representation to your property and speak louder than any description. This needs to be taken seriously and it is recommended to use a professional commercial property photographer. Don’t go taking badly lit and terribly framed photos on your phone – that won’t cut it!
The better the photos the better they will look across all listing, in print and online, increasing your chance of a sale.
It is also becoming common for property agents and listing sites to include interactive 3D tours of properties as well as photos. Advances in augmented reality and virtual reality are starting to bring properties to life, and companies adopting these technologies are seeing the benefits in sales.
Add a prominent call to action
Put simply, a “call to action” is you telling prospective buyers what they need to do next. Ensure that your contact details or those of the property agent are clear on the listing and make it as simple as possible for the buyer to follow them.
If the listing is online, make sure they can get in touch with you with as few clicks as possible. Business owners are not always time rich, so saving them valuable time will be viewed positively.
Following these simple tips will help you write the perfect commercial property listing and entice many buyers to your sale.