_____ 1 _____ part ic ipat ion g uide how to create a marketing splash _____ 2 _____ before your read this book Congratulations on your new affiliation with Coldwell Banker Commercial® (CBC®). Successfully marketing your company begins before your doors officially open as CBC. This guide walks you through the marketing process and informs you about helpful resources offered to CBC affiliates by; describing the items, explaining why you need to utilize them, and how to execute. This book is not meant to be read in one sitting; there is too much information and your brain will go into sensory overload. It is meant as a guide for you to refer to when necessary. Should you have any questions, please call the Help Desk at 800-222-2162 and ask to speak to someone in the Marketing Department. It is important to note that many of the items listed in this book can be found on our local intranet site, www.cbcblueprint.com, including a downloadable PDF version of this book with easy to use bookmarks to take you directly to any section of the book and hyperlinks that can lead you directly to the items discussed in this book. Note: If you are not already set-up in Blueprint, you need to stop reading now, and get set-up in Blueprint. That way, you will be able to poke around when you see something of interest. Blueprint set-up: The responsible broker of your company must take the initial training in order to get a Blueprint Super User account. This Super User account is used to set up all individual users. If your company isn’t set up, call the Help Desk at 800-222-2162 and they will be able to direct you to the initial training. _____ 3 _____ table of contents What to do First 1. Prepare your Firm a. Knowing the CBC Value b. Marketing Plan c. Business Advantage Program b. Other Discounts and Tools c. Programs You Should Have d. Useful Websites 2. Utilize the CBC Brand Name a. ID Standards b. CBC Logo Usage c. Templates d. Order Stationery e. Business Cards f. Signs Public Relations 1. Step-By-Step Guideline for PR 2. New Company PR 3. Press Releases & Media Alerts 4. “Hot” News and “Not” News 5. Social Media & Online Blogs 6. Opening Event Web 1. Your Company’s Intranet Site 2. cbcworldwide.com 3. Brand your Site as CBC 4. Re-Market Your Listings under your Coldwell Banker Commercial DBA a. Re-market on CBC Website b. Free Listing Sites Make your presence known to other CBC Affiliates 1. Top Notable Transactions 2. Contact CBC and CB Residential Offices Near You 3. Reach out to International Affiliates 4. Submit referrals within CBC 5.Join Specialty Practice Groups 6. My Network on Blueprint 7. BlueMail 8. Attend CBC Events Miscellaneous Marketing Advertisements, Marketing Materials & E-mail Campaigns 1. Advertising Campaign 2. Regional Advertising 3. Online Advertising Directories 4. Flyer Creation-e-Presentations 5. Announcements/Direct Mail 6. Company Collateral 1. List of Your Company’s Professionals 2. External Professionals Database 3. Client Database 4. Comps Database 5. Market Data 6. CBC Blue Book 7. Industry Events & Sponsorships 8. Promotional Items _____ 4 _____ table of contents (cont’d) Continual Marketing 1. Stay in front of Clients a. Holiday Cards or E-mails b. Newsletter c. Announcements 2. The Simple Things Go a Long Way 3. Tracking your Efforts 4. Stay in tune with CBC Information 5. Keep Website Updated 6. Be Tactful with Marketing 7. Other Helpful CBC Documents 8. Next Generation Marketing Appendix PR and Advertising Tools 1. PR Do’s and Don’ts 2. Small Business Advertising Basics 3. Advantages / Disadvantages of Media Outlets 4. Where to Advertise: Helpful Websites 5. National Advertising Discounts Coldwell Banker Commercial Tools 1. Win Business & Marketing Packages 2. Enhanced Graphics 3. Project & Communication Management 4. Financial Analytics _____ 5 _____ what to do first Branding is one of the most important things a new company can do. This section takes you through some of the processes to help your company brand themselves within the Coldwell Banker Commercial organization. The topics in this section include: 1. Prepare your Firm a. Knowing the CBC Value b. Marketing Plan c. Business Advantage Program d. Other Discounts and Tools e. Programs You Should Have f. Useful Websites 2. Utilize the CBC Brand name a. ID Standards b. CBC Logo c. Templates d. Order Stationery e. Business Cards f. Signs _____ 6 Knowing the Value of CBC Description One of the first things you need to do is know and understand the value of this international brand that you have become affiliated with. You should also know the company’s vision. Value You’ve joined a great organization. Make sure you utilize or at least know about everything that is offered to you. You may not use some of the tools and resources; but they can be used as selling points when talking with clients and may be the aspect that helps you win the business. It is important that you also know the vision of the company. Execute Although much of the Value of the Coldwell Banker Commercial organization will be covered in this document, You can download the entire document dedicated to the Value of CBC. www.cbcblueprint.com — Library — Keyword: Value _____ Marketing Plan Description Before you start going down the path of making your company branded Coldwell Banker Commercial, you should have a marketing plan in place. Value When it comes to marketing, many businesses are eager to skip the “legwork” and proceed directly to pursuing clients. After all, the goal of any commercial real estate business is to get more business, right? But before you dive headfirst into developing advertisements, postcards and promotions, it’s wise to first do some in-depth preparation, and determine the who, why, where, what and how of your marketing – in other words, to develop a marketing plan. The more preparation you do in advance, the more successful your marketing efforts will be. Execute Download the vision brochure The Coldwell Banker Commercial organization has developed a sister “How to Guide” to assist in creating www.cbcblueprint.com — Library — Keyword: Vision your company’s marketing plan. www.cbcblueprint.com — Library / Keyword: Plan how to create a marketing plan Pillars of Success part ic i pat ion g ui de Value Proposition for Winning Business _____ 7 _____ Coldwell Banker Commercial Business Advantage Program Description The Business Advantage Program can assist in preparing your firm. There is some preparation your firm needs to do for quality product development. A good printer is essential for highquality products. Binding materials should also be considered, as they create a professional look for your presentations. Value Your firm may be small, and sending documents to professional printers could be costly. At times, there is a need for on-demand or short-run printing that can be done in house. Spending a little extra money up front ensures that all products produced in house are of professional quality. As a Real Estate Professional you need to know everything from how to run an office to the latest market statistics to managing your business. Your job is about making the right choices. from identifying the right staff to helping your clients and business thrive. The Coldwell Banker Commercial Business Advantage program is a matchmaker — finding the best companies to help you improve you bottom line. It is about offering you choices. With more than 80 nationally recognized companies — you can choose from an extensive selection of companies that understand your business to help you reach your potential. To learn more about these programs, click on the Business Advantage link under the Tools section on cbcblueprint.com. RealBiz360 (888) 226-7404 www.costar.com The #1 Commercial Real Estate Information company that provides building-specific knowledge through a proprietary database of commercial transactions. CBC affiliates receive a 15% discount. VisualTour (800) 873-0699 www.visualtour.com Create stunning Internet, CD and diskette-based virtual tours. Custom Marketing Solutions www.cbcblueprint.com → Tools Tab Order affordable on-demand enhanced graphics such as 3D Floorplans, Flyers, Stacking Plans, Maps, Labeled Aerials, 3D Building Models and even Offering Memorandums (Marketing Packages). Listings Domain OffICE SOLUTIONS Premiums and Awards individual property websites ® (800) 826-5123 where a HOME gets a WEBSITE of its own www.listingdomains.com Create a beautiful website for any property in just a few minutes! Building a single property website is a simple and effective way to win listings, keep sellers happy and keep buyers interested! TM LoopNet (888) 567-7442 www.loopnet.com LoopNet operates the largest and most heavily trafficked online commercial real estate listing service. CBC affiliates receive up to 55% discount! Lowen Sign Company (800) 545-5505 www.lowensign.com Lowen Sign Company designs, manufactures and screen prints real estate signs and job site signs, including photo signs, for sale signs, riders, photo riders, site signs, construction signs, commercial signs and banners. Oakley Sign (800) 373-5330 www.oakleysign.com Fast, durable, and affordable quality signs. Execute Marketing Tools º Printing º Premiums, Awards & Apparel º Signage º Listing Websites º Promotional Items Wall Street Journal (212) 597-5989 Take advantage of advertising discounts in the Wall Street Journal, with a worldwide circulation of 2 million. Dee-Sign (800) DEE-SIGN www.deesigncompany.com Complete sign packages, frames, signs and more, from the largest yard sign manufacturer in the United States. A sample of the Business Advantage Program: • Office Solutions º Supplies & Equipment (Staples, binding materials, printers, computers, UPS, AT&T Wireless, Verizon, Sprint) • Travel - Hotels, Vacation Certificates, Rental Car (888) 732-5249 www.realbiz360.com Easily create High Resolution Virtual Tours and Slideshows with the exclusive iVuZoom immersive, interactive viewing experience. CoStar View all the Business Advantage Programs at www.cbcblueprint.com under the Tools Section • BUSINESS ADVANTAGE PROGRAM LISTING EXPOSURE The Coldwell Banker Commercial® Business Advantage Programs are a compilation of various products and services provided by nationally recognized companies offering cost savings, specialized tools and high-quality services. American Image (800) 385-9223 www.americanimageawards.com Quality name badges and awards–FAST! Clayman Promotional Group (800) 545-1113 Huge selection of promotional products for your business. Recognition Express (800) 457-7030 www.recognitionexpress.com Badges, Signs, Awards and Promotional Products in one convenient place. R We Make America's Badges, Signs, Awards & More! Professional Resources AON E&O Insurance (215) 773-4531 An affordable and extremely comprehensive Real Estate E&O product. Coverage is available in all 50 US states, but excludes Canada. General liability coverage is also available. TM **Another simple device your firm can buy is a universal paper scorer / cutter. You can purchase something like this at any office store (Staples, OfficeMax) for under $20. This machine allows you to print full bleed flyers (by printing on 11 x 17, then trimming the edges) and it allows you to produce a folded piece with a professional score mark down the center. _____ 8 _____ Other Tools & Discounts Tool % Discount Execute Tools Blueprint (Local Intranet) FREE www.cbcblueprint.com CREST (enter listings/financials) FREE www.cbcblueprint.com - Tools Listings Manager (Enhance Listings) FREE www.cbcblueprint.com - Tools Local Worldwide (Company Website) FREE www.cbcblueprint.com - Tools Teamwork PM: Project & Communication Mgmt FREE www.cbcblueprint.com - Tools REIS (Market Reports) FREE www.cbcblueprint.com - Tools CBC Template Center FREE www.cbcblueprint.com - Tools Transaction Database FREE www.cbcblueprint.com - Tools FREE @cbcworldwide.com e-mail (forwarding) Argus Leasing Suite (Financial Analytics) 87% Automatic with Blueprint login ([email protected]) www.cbcblueprint.com - Tools 15% Speak with a CoStar rep and say that you work Costar for Coldwell Banker Commercial. 301-215-8300 www.costar.com 95% www.cbcbluprint.com (manager level) Commercial University (Training) FREE www.cbcblueprint.com - Learning CCIM Training Varies www.cbcblueprint.com - Library Continuing Education 30% www.cbcblueprint.com - Commercial University Emerging Broker Training FREE www.cbcblueprint.com - Commercial University Platinum Producer Training FREE www.cbcblueprint.com - Commercial University Lipsey Training Webinars FREE www.cbcblueprint.com - Commercial University Business Planning Series FREE www.cbcblueprint.com - Commercial University Wall Street Journal 78% www.cbcblueprint.com - Library, Ad Discount Wall Street Journal Online Featured Property 16% www.cbcblueprint.com - Library, Ad Discount Black's Guide Ad 15% www.cbcblueprint.com - Library, Ad Discount Real Estate Forum 25% www.cbcblueprint.com - Library, Ad Discount Lead Router* (Lead Communication) Education & Training Advertising / Listings _____ 9 _____ Programs You Should Have Description Optional Programs Here is a list of essential programs (or alternatives) you should have if you are going to do marketing. This is a list of optional programs to get if you need them. They aren’t as important as the programs you should have, they just might make you more efficient. • Microsoft Suite (Word, Excel, Powerpoint, Publisher, Outlook, Picture Manager) • Free Alternative - Open Office www.openoffice.org • Google Docs http://docs.google.com • Most Popular - Adobe Acrobat Professional www.adobe.com • CutePDF Writer - Free PDF Writer www.cutepdf.com • Primo PDF - Free PDF Writer www.primopdf.com • Graphics Editor (should have one) • Most Popular - Photoshop, or go for the cheaper ($99) Photoshop Elements; you can do almost everything in it. www.adobe.com • MS Picture Manager (free with MS Office Professional) • GIMP - Free Photoshop like devise www.gimp.org/downloads • Adobe InDesign www.adobe.com • Microsoft Publisher - free with MS Office Professional Suite • Create .eps files (for signs, large graphics) • Most Popular - Adobe Illustrator www.adobe.com • PDF Generator • Advanced Layout Online Graphics Editor (like Photoshop) - Free • Photoshop Express www.photoshop.com/express • Splashup www.splashup.com • Pixlr www.pixlr.com • Foto Flexer http://fotoflexer.com • Mapping • Bing Maps 3D http://bit.ly/osE8e • Google Earth http://earth.google.com/ • Free Alternative - Inscape (can save as .eps, but not open .eps files. Can edit Illustrator files. www.inkscape.org • Scan in Business Cards (creating database) • Cardscan - best one I have used - $150 www.cardscan.com • Transfer PDF to Word • OmniPage Scan - Best one I have used - $150 www.nuance.com/omnipage • Some PDF - Free alternative www.somepdf.com • Create 3D Buildings - for more advanced users • 3dvia Create 3-d buildings for the Microsoft Maps Free www.3dvia.com • Google Sketch-up Create 3-D buildings - Free http://sketchup.google.com/ • File Extension Viewer • IrfanView - view AutoCad, PhotoShop, Illustrator and other file formats - Free www.irfanview.com • Create Video from Pictures • Photo Story 3 (Microsoft) http://bit.ly/1zcCCK _____ 10 _____ Useful Web pages Description Here is a list of useful web pages. CBC Sites & Tools Blueprint www.cbcblueprint.com Worldwide www.cbcworldwide.com Blog www.wordpress.com Image Resizer - Free http://rsizr.com/ State & County Property Tax Assessor Links www.realmarketing.com http://publicrecords.netronline.com www.propertyassessmentdirectory.com People Look-up - Free www.addresses.com www.anywho.com www.whitepages.com www.yellowpages.com www.spock.com High Resolution Logos - Free www.brandsoftheworld.com www.logotypes101.com Free Web Hosting (At Space) www.atspace.com Free Web Meetings (VYEW) http://vyew.com/site Upload Large Files to Send - Free Nakido You Send It www.nakido.com www.yousendit.com Covert File to Another Format - Free www.zamzar.com Online Classified Ad Creator - Free www.postlets.com Stock Photos (free or cheap) List of Stock Photo Sites Stock Xchange - free Flickr - free iStock Can Stock Photo Dreamstime www.bluevertigo.com.ar/bluevertigo.htm www.sxc.hu/ www.flickr.com www.istockphoto.com www.canstockphoto.com www.dreamstime.com Commercial Real Estate Forms http://bit.ly/hyknw Virtual Tours www.tourvista.com _____ 11 _____ Identity Standards CBC Logo Usage Description Description The Coldwell Banker Commercial® organization has created a series of identity standards for every affiliate to follow regarding the use of logo, signs, advertising, etc. The CBC logo should be on everything your firm utilizes: website, letterhead, fax cover sheet, memo, signs, business cards, internal business signs, announcements, advertisements and flyers. Value In order to establish and maintain international brand recognition, it is imperative that each Coldwell Banker Commercial affiliate in every marketplace adhere to the exact and correct use of the brand’s service marks, trademarks and logos. Execute If you do not have a printed copy of the Identity Standards Manual in your office, please call the Coldwell Banker Commercial Headquarters at 1-800-222-2162, or download the PDF version from Blueprint. Periodically check to see if you have the most up-to-date version as new standards are constantly, being added. www.cbcblueprint.com — Library — ID Standards Value The CBC logo is a widely recognized logo in the commercial real estate business. The power of our brand has global reach. The use of the CBC logo also creates the illusion that your firm is larger than a “one-office small shop.” Execute Some general rules of using the logo include: • If it is used on a background other than white, it must have a white border around it as shown below. • It should not be used without your designated company name. The company name should be ALL CAPS, Book Antiqua Font, and not larger than the C in the bug and the L in Commercial. • Please see the identity standards for further instructions. Download CBC logo www.cbcblueprint.com — Library Identity Standards Manual Identity Standards For Franchisees Of Coldwell Banker Commercial Affiliates and Franchisees Outside Of The United States Revision Date: 08/09 3D Logo Option The CBC logo is also available as a 3D version. The 3D version follows similar rules to the tradtional logo with a few exceptions listed in the Identity Standards Manual. Download CBC 3D logo www.cbcblueprint.com — Library Templates _____ 12 _____ Description A series of templates have been created for affiliates to use and are available through the Blueprint Tools. Templates Value Execute When trying to create a marketing splash, it is important not to waste time trying to reinvent the wheel. We make your job easier by having relevant documents stored in one central location. Using templates also creates a uniform look among all Coldwell Banker Commercial® offices. Sample Templates Available: • PR • Advertising • Flyers • Fax/ Memo • Available Properties • Case Study • Branding Templates www.cbcblueprint.com — Tools / Template Center _____ 13 _____ Stationary: Xpressdocs Business Cards Description Xpressdocs is the leading provider of printing services and marketing solutions for the real estate industry. Xpressdocs can assist with your branded marketing materials. Value The Coldwell Banker Commercial® organization has a strategic alliance with Xpressdocs offering national volume discounted pricing. •P roducts and online services for all marketing, prospecting and self-promotional needs •C ompliant with brand standards including color logos and award designations •P remiere customer service representatives who know your business and are dedicated to serving you •E asy ordering via phone, fax or online. Online ordering offers speed and greater accuracy. Order goes directly to production, saving up to 3 days in delivery. • Fast turn-around time •P roducts include: Business cards, stationery, note cards, marketing brochures and postcards, and recruiting tools. Other services include: mailing, personal marketing and bulk purchases. Execute www.cbcblueprint / Tools / Xpressdocs Description Everyone knows what business cards are, we use them every day to generate new contacts. One of the first things you should do when affiliating with the Coldwell Banker Commercial® organization is to have your business cards created. Value By following the ID Standards set by the Coldwell Banker Commercial® organization, when you hand out your business cards, clients will know that you are with the Coldwell Banker Commercial organization and will have instant brand recognition. It doesn’t look professional if you have business cards with old contact information, and have written your new contact information on the back. Make sure everyone within your company has the same look to their business cards. Execute Business cards can be ordered through Xpressdocs. _____ 14 COLDWELL BANKER COMMERCIAL Office Signs Description An office sign creates a welcoming atmosphere for your clients and gives them the confidence of brand recognition. Value By having standards for office signs, we create a message in the marketplace that although we are individually owned, we are united by our “One Voice” message. If you walk into one Coldwell Banker Commercial® office, it should have the same welcoming atmosphere as the next. COLDWELL BANKER COMMERCIAL Property Signs _____ Execute The Coldwell Banker Commercial® organization has strategic alliances with many sign companies: Aztec Marking Company, Inc. 800-835-2548 Barlo Signs 800-227-5674 x356 Dee Sign® Company 800-DEE SIGN Lowen Sign Company 800-545-5505 Oakley Signs and Graphics 800-373-5330 Reichert Signs 800-513-9199 Reprographics 800-777-3776 Sign Experts 800-874-9942 You can download all the sign templates including 3D logo versions from the Blueprint Library in Adobe Illustrator format to send to your sign vendor. If you don’t use one of these listed companies, be sure to review the ID Standards for Signs. www.cbcblueprint.com — Library — ID Standards — Sign Templates OFFICE IDENTITY — OFFICE SIGNAGE Reproduction of the Office Signage ALTERNATE EXTENDED FORMAT Description One of the most effective ways to promote buildings for sale or lease is with a building sign. Building signs attract potential clients that otherwise might not be reached. If you have current listings with your previous affiliation, it is important to change the signs to Coldwell Banker Commercial brand signs. Otherwise, you will be sending mixed messages to the marketplace. Value ASPECT RATIO Signage Size: 60" x 8.75" (142 Grid Units to 21 Grid Units) IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. A correct Mark is 21 Grid Units in height and 142 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by 6.7619. The result should equal the width. The grid should never be reproduced as part of the signage or the Mark! Scale 1/8" DBA Letter height is 2 Grid Units. Disclaimer height is 1 Grid Units. PROPERTY SIGNS Standard 01/2005 31 ONE-LINE COMPANY DBA TWO-LINE COMPANY DBA 48"x48" Colors: Coldwell Banker Commercial ® Blue & Black on White Background. Commercial signs are available in 24 gauge steel, .090 Polyethylene and 10 mil corex plastic. Scale 1/8" 48"x48" Colors: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel, .090 Polyethylene and 10 mil corex plastic. Scale 1/8" In order to create a uniform appearance, the Coldwell Banker Commercial brand has created standards for building signs. Also, property signs are a great form of advertising. The more building signs you have up, the more your firm is recognized as an industry leader. _____ 15 _____ public relations Generating PR is one of the first things your company should do after affiliating. In this section, we will provide you with the tools for effectively generating PR to publicize your office. 1. Step-By-Step Guideline for PR 2. New Company PR 3. Press Releases & Media Alerts 4. “Hot” News and “Not” News 5. Social Media & Online Blogs 6. Opening Event _____ 16 _____ A STEP-BY-STEP GUIDELINE TO PR FOR NEW CBC AFFILIATES ACTIVITY Step 1: Establish your local image. Step 2: Develop your own media relations tools. Step 3: Create a list of media contacts. TASKS •Determine what sets you apart from competition. •Create a mission statement that will provide the undertone for your communication with the press. •Boilerplate for press releases — A boilerplate should be used as the last paragraph of every press release your company generates. It creates consistency of message, and, in one paragraph, should describe key facts about your company and your company mission. •Press Kit — Create materials for a press kit including: 1. Fact sheet: one-page description of your company 2. Biographies: background on key personnel 3. Services fact sheet: brief overview of the services your company provides 4. Press releases: news about your company • Call your local real estate editors. CBC can assist you with identifying these people. • Update the list every six months. Step 4: Establish positive relationships with your local media. •Announce your affiliation with CBC to your list of contacts; invite local media to your office opening event. •Cultivate relationships with editors the same way you would a business contact. Send them a press kit and follow up. If you have big news, take an editor to lunch! Step 5: Continue to distribute press releases about your company. Step 6: Merchandise publicity! •Whenever there is news to report, e-mail or fax a press release to your media list. •Whenever you secure coverage on your office, create a binder of the press clippings or get reprints for display; consider framing really great stories for your office. _____ 17 _____ New Company PR Description Corporate can assist you with your PR efforts when you first join the CBC organization. The “Press Release Preparation” form should be filled out by new affiliates. Press Release Preparation / New Affiliate Form Please send completed form to Coldwell Banker Commercial, ASAP to: PR Dept. [email protected] or Fax 973-407-6615; DATE ______________________________________________________________________ NEW AFFILIATE CBC NAME __________________________________________________ PREVIOUS COMPANY NAME _________________________________________________ ADDRESS & PHONE ___________________________________________________________ ______________________________________________________________________________ NAME OF PRESIDENT _________________________________________________________ ACTIVATION DATE (TENTATIVE) ______________________________________________ COMMERCIAL SPECIALTIES ___________________________________________________ NUMBER OF BROKERS IN AFFILIATE ___________________________________________ INDUSTRY AFFILIATIONS, MEMBERSHIPS ______________________________________ ______________________________________________________________________________ NUMBER OF YEARS OF COLLECTIVE EXPERIENCE ______________________________ CLIENT LIST __________________________________________________________________ RECENT DEALS OVER $10 MILLION ONLY ______________________________________ ________________________________________________________________________ PLEASE ADD ANYTHING ELSE YOU’D LIKE PUBLICIZED RELATIVE TO THE AFFILIATION (a quote about how pleased you are; what the CBC brand means to your business) ________________________________________________________________________ Value ________________________________________________________________________ Completing the “Press Release Preparation” form streamlines the process so that corporate can assist you in generating PR for your firm. Corporate will generate a press release that will be sent to the national real estate publications. This form will also generate the information needed to create press releases at your local level and can be used as the foundation for your company’s web text. Execute Fill out the “Press Release Preparation” form located in the beginning of your “New Affiliate Binder.” Send the form back to [email protected]; attention PR Dept. A representative from our PR Dept will call you to confirm and get any additional information necessary. _____ 18 _____ Press Release Description A press or news release is the main PR tool to describe the news you’re promoting. A release is written in journalistic style and should be written so that an editor can take the release and publish it without making significant changes. • T o the point: The release should have a direct and clear-cut headline. • T op Heavy: Start with a first paragraph that includes a summary of all the important facts. If you look at a newspaper, you’ll notice that you can get the entire gist of the story through the headline and first paragraph. Subsequent paragraphs should provide details. • J ust the Facts: Include relevant facts and be articulate and accurate. • T hird Person: Press releases should always be written in the third person. Sample Press Release Template NEWS RELEASE CONTACT PERSON PHONE/E-MAIL COLDWELL BANKER COMMERCIAL DBA ANNOUNCES RECORD BREAKING YEAR FOR SALES City, State, Date – Coldwell Banker Commercial <DBA> today announces a record setting year for transactions in 2007. In fact, the company’s sales increased by an astonishing 56% from the previous year. Positive word of mouth about the company in regional publications as well as a continued focus on providing the best in customer service, are the keys to the company’s continued success in a competitive industry. According to SPOKESPERSON, “We are delighted to have had such an incredible year in sales. The commercial real estate industry has always been first and foremost a people business and we must continue to respect the needs of our customers, listen to their feedback and implement the processes that will provide the best personal service. This will enable us to continue to grow upon all our current successes.” About Coldwell Banker Commercial <DBA>, Inc. Include boilerplate information about your office. Value Execute •News coverage increases the visibility of your office in your market — and it’s free • Editorial coverage is a third party endorsement •N ews coverage can tell a whole story where advertising focuses only on a “message.” • It is a powerful way of reinforcing CBC brand awareness How do I get news coverage about my office? • Be proactive and contact the press •K eep things in perspective and send quality news stories to the media. While all of your office’s progress or success is great for your business, it may not all be newsworthy. Think about it from a reporter’s point of view. Use the Sample “Fill-in-the-Blank” Press Releases, located on Blueprint www.cbcblueprint.com —Library _____ 19 _____ Media Alerts Description Media alerts are another effective way of quickly spreading the word, particularly if you are hosting an event. Sample Media Alert Template Value Execute A good media alert is a one-page “call to action” document that presents just the facts: who, what, where, when and why. Issue a media alert a few days before the event, either by e-mail or fax. Don’t forget to include directions to your event (particularly useful for broadcast outlets). Use the Sample “Fill-in-the-Blank” Press Releases, located on Blueprint www.cbcblueprint.com – Library _____ 20 _____ HOT NEWS & NOT NEWS: Below is a list of items the media will consider important enough to cover and worthy of a press release. Consider the following: HOT NEWS: New CBC Affiliation: if you’re a new affiliate to the Coldwell Banker Commercial organization, announce the affiliation to local press; include why you joined. Notable Transactions: any major transaction that your company has closed or won (typically $1 million and above). Personnel appointments: promotions, new hires. Company or sales professional extracurricular involvement: community service, a concerted effort to work with local charities or events, speaking at or joining a professional society, etc. Introduction of new programs: such as the launch of new marketing programs and campaigns; or a new service line. Awards: company and sales associate awards from Coldwell Banker Commercial or from other real estate and community organizations. Office achievements: such as quarterly sales volume or number of transactions. NOT NEWS: Yearly anniversaries of office openings. Only significant anniversaries (5, 10, 20 years, etc.) should be announced. If a CBC professional closes their first deal (this is internal company news). Exiting employees (could be perceived as negative). Inconsistent volunteerism — Any professional or broker that doesn’t participate on a regular basis with the organization. When you receive new programs from Coldwell Banker Commercial. (It’s only news when you put the item into action or when you can report results of the program or promotion). Make sure your competition hasn’t placed higher in a particular category. Watch out for low numbers — use percentages in case actual numbers “sound” low. Make sure that when you state your numbers, they are higher than the last set of numbers you released. Don’t “bash” or name the competition — be positive about your success. _____ 21 _____ Social Media & Online Blogs Description Social Media is conversation online. Sites such as LinkIn, Twitter and Facebook are currently the forerunners. Value Social Media is here, and it is taking over traditional marketing campaigns. It is important to incorporate Social Media into your marketing plans. Execute You don’t have to be on all the sites, but choose one or two to have a presence on. These sites aren’t meant for hard selling, they are meant for developing relationships. You can use them to become known as subject experts. Download the compete How to Use Social Media for Business from Blueprint / Library / keyword: “Social”. An example of an affiliate with a blog is: An affiliate with an Online Blog is: Michael Levinson of Coldwell Banker Commercial NRT in Pittsburgh. You can check out his site: http://pittsburghcommercialrealestate.wordpress.com/ If you do a Google search: “commercial real estate, hill district, Pittsburgh”; his blog shows up #1 (changes daily). You can’t buy search engine placement like that. Execute There are thousands of online blog sites available. One of the most popular is www.wordpress.com. It is free and easy to use. You can sign up and create a blog for your company. Wordpress allows you the ability create as many tags as you like for your blog to ensure optimal search engine traffic. www.bloggers.com is another free site that is popular. Whenever your company generates any PR: closes a deal, hires someone new, or any of the aforementioned “Hot News”, someone should post it on your company’s blog site. You can also “re-purpose” information released by the corporate office. The key thing with blog sites is to continually edit or add content so your site stays fresh and will get more search engine optimization. Take the test: Do a Google search for your company (use “ “ Online Blogs Description A blog is a website where entries provide commentary or news on a particular subject. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Value An online blog is a cost-effective, easy way to generate search engine traffic about your company. They can be maintained in a matter of minutes. Several affiliates already take advantage of Online Blogs. Coldwell Banker Commercial Trademark Properties, NC, takes full advantage of blogs and their information is posted through-out the web. to limit your search) and see how high your website shows up; or what else shows up about your company. Create a blog site for your company, posting anything pertaining to your company. In about two or three days, do a Google search for the topic you blogged about...you should have a high search engine placement. It is as simple as that. Then, take it a step further and send your blog to your clients, especially when you close a deal with them and encourage them to comment or follow your blog. _____ 22 _____ Opening Event Description Opening Events help new companies generate awareness in the business community. Value An opening event is great PR to let clients and business communities know that you have joined CBC, and what your company is about. It provides a chance to reach your clients on a more intimate level. Execute Event Suggestions • Banquet • Amusement Park Picnic • Outdoor Event – Concert, Show Date/Time Selection • Allow plenty of time for preparation. If possible, plan the event 3-4 weeks in advance. • Avoid holding the event on the weekend or a major holiday. • Determine the type of special event you will conduct. Morning functions, for example, will have an entirely different atmosphere and style than an evening cocktail reception. Luncheon gatherings usually require food and beverage. • Avoid late evening functions. Few people will want to go home to change clothes and go out again. • Morning events should begin no earlier than 8am. • “Soft Open” your company first, don’t hold an opening event on the first day your doors open. Who to Invite • Current, past and potential customers • Friends and family along with your employees’ families • Media • Anyone who helped you get started: bankers, lawyers, architects, advisors • Neighboring business people • Chamber of commerce staff members How to Invite • Send out a Save-the-Date in advance to give attendees a “heads up.” • Include all critical information in your invitation: who, what, where, when, why. • Be sure your contact database is up to date before sending the invite. • Always have a way of confirming attendance so you can plan food & drink requirements. • Send a follow-up or reminder e-mail when the date gets closer. Planning • A brief program will add focus to your event. • Check with the town if you plan to hang banners or have any extravagant outdoor decorations or activities. • Plan for the media - have press kits available. • Have a backup plan for bad weather, such as moving indoors or to a local restaurant/hotel. • Consider having a door prize or raffle to lighten the business atmosphere and increase enjoyment. • As a rule, no ceremonies should run past 15 minutes, and 10-15 minutes is ideal. • Limit the number of speakers and length of their speeches. • Only introduce those people who need to be introduced rather than acknowledging everyone in attendance. • Conclude the event with a ceremonial or symbolic activity to let the guests know the program is over. • Send thank you notes to all who helped you arrange or participate in the event. A thank you in the local paper to all attendees may also be appropriate. _____ 23 _____ advertisements, marketing materials & e-mail campaigns It is important for new companies to create marketing materials that are consistent and relevant to your firm. The following items should be considered: 1. Advertising Campaign 2. Regional Advertising 3. Online Advertising Directories 4. Flyer Creation-e-Presentations 5. Announcements/Direct Mail 6. Company Collateral 24 _____ _____ Advertising Campaign Description Value Your company should develop an Advertising Campaign. An advertising campaign is a series of advertisement messages that share a single idea. Advertising campaigns appear in different media across a specific time frame. The value of an Advertising Campaign is to hit the masses. A targeted message such as an Ad speaks to your clients and asks them to take action (call you to list their property, view your website, respond about a property) Before you advertise in any medium, consider the region your office is in and your competitive position. What sets your office apart in your market? What are the key benefits of your services? Advertising shouldn’t focus on features but on the benefits of what your product or service will do for your customers. Execute The CBC National Advertising Campaign is designed to be flexible and broad enough that CBC affiliates can take the brand ad templates and create similar looking ads within your own marketplace. Apply the following criteria to test the effectiveness of your advertising message: 1. The ad states a single message. 2. The ad evokes a specific, acute emotion. 3. The ad is being presented in a space where it will likely be noticed. 4. The ad has a “call to action,” such as “contact our office now.” Download the advertising templates from www.cbcblueprint.com — Library The ad templates are available in a variety of formats including Adobe InDesign and Microsoft Publisher. Be creative and effectively consider your target audience: where they live, work and play, etc. ** If you need assistance, the Coldwell Banker Commercial marketing team offers assistance with copy writing, layout, and final output. National Campaign Affiliate Adaptation A COLLABORATIVE SUPPORT SYSTEM NATIONAL KNOWLEDGE, ADAPTING LOCALLY JUST ONE ELEMENT OF SUCCESS. Sometimes, standing tall requires plenty of collaboration and support. That’s why it helps to have the vast global reach of the Coldwell Banker Commercial® system behind you. By providing unmatched resources to our local offices and empowering them to make independent decisions, we help eliminate the obstacles that stand in the way of your success. For the backing of a powerful national presence and the agility of a local market innovator, put your trust in a Coldwell Banker Commercial professional. ACCELERATE SUCCESS SM www.ColdwellBankerCommercial.com ©2007 Coldwell Banker Real Estate Corporation. Coldwell Banker Commercial® is a registered trademark licensed to Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Each Office Is Independently Owned And Operated. CBC_RealShareCG_Ad8.5x11.indd 1 12:04:39 PM JUST ONE3/14/07 ELEMENT OF SUCCESS. The real estate professionals at UNITED REALTY recognize that Fayetteville is a developing marketplace: the population is growing and the service industry is expanding. Our affiliation with Coldwell Banker Commercial® (CBCsm) presents UNITED REALTY with a perspective on the commercial real estate climate in markets nationwide, giving us the knowledge necessary to help clients adjust to change. But because each CBC office is independently owned and operated, we will still offer the same level of exceptional service our local clients expect from us. SELLING/LEASING Commercial bldgs Industrial bldgs Office Space Retail Space Commercial Land Industrial Land Retail Land SPECIALIZE IN Short Term Investments Long Term Investments 1031 Tax Deferral Investments Land Partitioning Property Management Selling Entire Residential Subdivisions (developed and undeveloped) www.cbcur.com (910) 483-9420 Main Office UNITED REALTY © 2007 Coldwell Banker Real Estate LLC. Coldwell Banker Commercial® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Each Office is Independently Owned and Operated _____ 25 _____ Regional Advertising Description Execute Regional advertising is the concept of collaborating with other Coldwell Banker Commercial® affiliates in your overall marketplace to share the cost of advertising. Find offices near your marketplace by doing an office search on www.cbcworldwide.com. Contact them for potential collaboration. Locate a newspaper, magazine, or trade magazine that covers the markets of everyone involved and create an ad that works for each of your firms. It can be as simple as listing your combined services or areas served. Value Pooling ad dollars and resources together has significant value including: • Increased exposure Download the advertising templates from www.cbcblueprint.com — Library • Significant cost savings ollaboration with other offices can generate •C business between the offices **If you need assistance, the corporate marketing team offers assistance with copy writing, layout, and final output. CBC® has California Covered COMMERCIAL REAL ESTATE SOLUTIONS MADE SIMPLE PROUDLY SERVING CALIFORNIA PRO PROUDLY SERVING NORTH CAROLINA Charlotte Raleigh, Durham, Chapel Hill Coldwell Banker Commercial MECA Brokerage 704-971-2000 www.ColdwellBankerCommercialMECA.com Coldwell Banker Commercial TradeMark Properties 919-782-5552 www.TradeMarkProperties.com Fayetteville Wilmington Coldwell Banker Commercial United Realty 910-483-9420 www.cbcur.com Coldwell Banker Commercial Sun Coast Partners 910-350-1200 www.CBCWilmington.com One of o the largest commercial real estate brokerage organizations in the world, the Coldwell Banker organ Commercial® System (CBC), is committed to providing Com exceptional commercial real estate services for all excep property types and service lines. prope CBC iin California: • Ove Over 600 professionals Covering over 30 markets • Cov Closed over 2,400 transactions (7/06-6/07) • Clo Visit ColdwellBankerCommercial.com to locate a professional today. ACCELERATE SUCCESS SM www.ColdwellBankerCommercial.com ©2007 Coldwell Banker Real Estate Corporation. Coldwell Banker Commercial is a registered trademark licensed to Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Each Office is Independently Owned and Operated. ® ACCELERATE SUCCESS SM www.CBCWorldwide.com ©2007 Coldwell Banker Real Estate LLC. Coldwell Banker Commercial® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Each Oﬃce is Independently Owned and Operated. _____ 26 _____ Online Advertising Directories Description There are many online or print directories such as Yellow Pages that allow you to be listed for free. It is important to make sure your firm shows up in these directories. Value The value of using these directories is simple: free exposure. Most of these guides offer business listings at no cost, so the only cost to you is the time it takes to put your business listing in them. There is no reason not to have your business listed. Putting your company in Online directories also gives you better search engine optimization. Plus, if you are meeting with a client, they may call directory assistance for directions. Execute The following chart can assist you to make sure your company is listed properly. Internet Sites SuperMedia is the nation's most advanced Internet Yellow Pages, with more than 17 million U.S. businesses. EXECUTE - http://www.supermedia.com/business-listings Super Media also sends listings to: Superpages.com, Switchboard.com, LocalSearch.com,SuperTradeExchange. com, SuperGuarantee.com, ShieldPower.com, DirectoryStore.com, Verizon Yellow Pages Yellow Book is an online search engine to locate businesses or people by name, category, phone number, or distance. EXECUTE – www.yellowbook.com Yellowpages.com is a wholly owned subsidiary of AT&T that offers searchable directory listings of businesses. EXECUTE- www.yellowpages.com, click advertise with us. Also sends to Anywho.com * Must contact local Yellowpages to be added to print version Google Places is the driver of the Google Maps platform. List your company on the #1 search engine. EXECUTE- www.google.com/places Google+ aims to make sharing on the web more like sharing in real life. They’ve added company pages. EXECUTE - https://plus.google.com/ YELP’s purpose is to connect people with great local businesses. EXECUTE - https://biz.yelp.com/signup/ Facebook’s mission is to give people the power to share and make the world more open and connected. It has more than 800 million users. Without doing anything else, you can list your business on the site. EXECUTE - http://www.facebook.com/pages/create.php LinkedIn as over 135 million members, and is the place where professionals connect. Make a company page, and make sure your employees link their profile to your company page. EXECUTE - www.linkedin.com/company/add/show Magic Yellow is an online business search engine searchable by name, keyword, or location. Provides the business name, address, phone number, along with reviews from other users. EXECUTE - http://www.magicyellow.com/Add_Your_Business.cfm to add your business listing for free. Bing also lists business on their maps. EXECUTE - http://www.bing.com/businessportal Yahoo! Local is a search engine to locate businesses. It gives the names and phone numbers of local services and businesses, and also shows information related to them. EXECUTE - http://listings.local.yahoo.com/ Click on Sign Up. Citysearch is the essential local guide for living bigger, better and smarter in your city. Covering more than 75,000 locations nationwide. Citysearch partners with a variety of other sites. EXECUTE - http://www.citysearch.com. Must sign up for an account. Local.com enables consumers to find local businesses, products and services. Its search engine and related products deliver the industry’s most relevant search results. EXECUTE – www.local.com, click Advertise with Us. Best of the Web is a comprehensive directory of categorized websites, and is the internet’s oldest search engine. EXECUTE - http://local.botw.org, add a business at the bottom. Hotfrog is a place for you, the small business owner, to tell the world what you do differently. EXECUTE - http://www.hotfrog.com _____ 27 _____ FLYER CREATION — e-presentations Description Value E-Presentations is a tool offered to Coldwell Banker Commercial® affiliates that provides the ability to create “push-button publishing” completely free of cost! Generate Interested Client Lists with e-Presentations. You can create a marketing campaign that allows you to not only track who opened your email, but also track who clicks through. If they click through, they are at least somewhat interested. You can generate a report that shows the interested parties, thus creating an instant “warm” client list for you to follow up with. A brief summary of the product: • Easily create marketing materials within minutes • Information automatically populates from CREST EDG/ Listings Manager • Download and print flyers or create blast e-mail campaigns • Use when “Obtaining the Listing” to show clients exactly how you will market their properties • Easily upload your contacts from Outlook, ACT or Excel or copy/paste them into the program • Utilize templates that automatically link directly to your listing on CBCWorldwide.com • Upload PDF files from your computer into Marketing Packages • Wow clients with an e-book version of your piece Execute Enter your listing into CREST EDG, then go to www.cbcblueprint.com —Click on Tools —Click on Epresentations —Follow Instructions provided Check out training webinars or download the Tips, Tricks & Limitations document. Recommended Templates: • Advertisements • Announcements • Property Flyers • Multiple Property Templates • Recent Transactions • Postcards • Flash Templates • Biographies • Newsletter _____ 28 _____ Announcement/Direct Mail Campaign Description Value When you first affiliate with the Coldwell Banker Commercial® organization, it is important to do an announcement campaign. This is a series of announcements sent to your current clients, future clients, industry leaders and competition. It can be either incorporated into your advertising campaign, a direct mail campaign (inexpensive postcards), or a cheaper electronic campaign. If you don’t tell the world, how will they know? People aren’t mind readers. Yes, you know that you have joined the CBC organization, but do your clients or competition know. By sending it to your existing clients, they know how to reach you for future business. It also reassures them that you are still here to serve them; your company’s name changed, not the service. By sending it to your competition, they will know that you are a new player in the marketplace. They will understand that they need share their information with you and you need to share information with them. It is suggested that you do a three-pronged approach 1) You’ve joined CBC a. B e specific as to why you joined: national support, enhanced market knowledge, regional collaboration, brand name, tools, etc. b. Inform them that your service quality hasn’t changed, only improved. Then follow the first announcement with a second announcement 2) Services you offer a. New Services b. Existing Services Finally, send a third announcement 3) Professionals within your firm: a. List of Brokers b. Their specialty c. Their contact info When doing an announcement campaign, be sure to hit current clients, potential clients, industry leaders and competition. Marketing to one just isn’t enough. Also, create your announcements with a similar look and feel. Always include your firm’s contact information, website and telephone number, a call to action and a clear message statement. ** Stagger the campaign out, sending an announcement every 3-4 weeks. ** Make sure your contact lists are up-to-date before sending the announcements. An announcement campaign is only as good as the list it is sent to. Execute www.cbcblueprint.com — Click on Tools — CBC Template Center For Postcards: Xpressdocs www.cbcblueprint.com / Tools / Xpressdocs (Offers discounted rates on postcards) _____ 29 _____ Company collateral Description Execute Collateral consists of marketing pieces that provide information to your clients. Through Xpressdocs, the Coldwell Banker Commercial team offers several brochures for affiliates to order. Value The Capabilities Brochure (Client Services) is an 8-page brochure that includes a back pocket for inserts and die cut for your business card. The Capabilities Brochure is great to use for prospective clients as a follow-up piece highlighting the Coldwell Banker Commercial organization and what separates us from our competition. It has recently been redesigned. Collateral is an easy way to leave behind important information about your company, capabilities and the Coldwell Banker Commercial® organization. It allows the client to read the information on their own time. Collateral can also be e-mailed or mailed to potential clients to help win business. A template has been created that can be downloaded from Blueprint that will allow you to fill in your individual company information in a format that matches the new design of the Capabilities brochure. www.cbcblueprint.com / Library / type in Client. It is called: Client Services Brochure – About Your Company Template Page Affiliates are encouraged to create their own collateral as well. After all, each office has different client services. It may also be helpful to contact other CBC offices near you to see what collateral they are using, since there is no sense in recreating the wheel. When creating your own piece, we ask that you kindly e-mail the marketing team at [email protected] for a quick approval. Remember to follow ID Standards. You can also reference the affiliate library which has various samples created by affiliates all stored in one location. www.cbcblueprint.com / Tools / Affiliate Library _____ 30 _____ web Now that your company has handled print materials, it’s time to consider the web. 1. Your Company’s Intranet Site 2. cbcworldwide.com 3. Brand your Site as CBC 4. Re-Market Your Listings a. Re-market on CBC Website b. Free Listing Sites _____ 31 _____ Your Company’s Intranet Site Description Execute Blueprint is the Coldwell Banker Commercial® intranet site that hosts many of the tools discussed throughout this book. Only members of the CBC organization have access to Blueprint. www.cbcblueprint.com Each company is offered a free “private” intranet site on Blueprint. Documents can be uploaded to the Library that are relevant to your company and only you would have access to; such as forms, deal documents, templates, company PR or calendars. Value Intranet sites are extremely valuable to companies. You can post necessary forms and documents that can be downloaded from any location. The nature of the real estate business is to be off-site dealing with clients. Even if you are off-site, you can download the proper forms to help you complete the deal. It is also a central location to post News, Events or other general company information that otherwise may get lost when e-mailed. * Make sure your company is set up in Blueprint. The responsible broker of your company must take the initial training in order to get a Super User account. This Super User account is used to set up individual users in Blueprint. If your company isn’t set up, call the Help Desk at 1-800-222-2162 and they will be able to provide the link for initial training. TO SET UP YOUR INDIVIDUAL INTRANET The person from your company that has administrative rights can control what is entered into your individual intranet site on www.cbcblueprint.com. There is also training available on Blueprint regarding the individual company intranet site. _____ 32 CBCWorldwide.com Description One way to create a marketing splash is to have accurate profile pages on www.cbcworldwide.com. A profile page is a brief summary of your company, notable clients and transactions, a list of professionals, etc. Value Whenever a client is searching for an office, they can click on the office to get more information. If you don’t have accurate information on your profile page, you may miss out on attracting that particular client. The metrics of CBCWorldwide for 2008 that are listed below show why you should have a profile page: Over 15,000 listings Over 200,000 yearly visits Over 1,000,000 annual page views Execute www.cbcblueprint.com The Super User for Blueprint of each company must complete the Office Profile Page located on Blueprint. Each individual should also accurately complete their Profile Page in Blueprint, since that info will show on www.cbcworldwide. Also available is a mobile version of the national site that you can download in the app stores (Android & Iphone) or go to m.cbcworldwide.com _____ Brand Your Website as CBC Description A website is a place where you can easily store information about your company. Large audiences can access the information quickly and easily. Your company should have a website. If you have a current website with your previous affiliation, it is important to change it to the Coldwell Banker Commercial brand. Otherwise, you will be sending mixed messages to the marketplace. If your company doesn’t have a website, you should get one developed. Value In today’s business world, it is essential to have a website. Consumers don’t use telephone books to get information, they head straight to the web. Execute Local Worldwide Because you are part of the Coldwell Banker Commercial organization, you have the ability for your site to mirror the look and feel of www.cbcworldwide.com, at no additional costs. We have created a tool that simplifies the process of creating a website. Your company administrator can login to Blueprint and use the Web Developer Tool. Your website will be hosted on the national server. For some tips on how to easily generate traffic to your site: Download the How to Generate Traffic and & SEO for your website: Blueprint / Library / Keyword: Traffic. _____ 33 _____ Re-market listings Under your CBC DBA Description One of the most effective ways to market listings is to post them on websites. Everyone is on the web seeking product. If you have current listings with your previous affiliation, it is important to change the listing information to the Coldwell Banker Commercial® brand. Otherwise, you may be sending mixed messages to the marketplace. All of your listings should show on cbcworldwide. By entering your listing into our CDX system, it is automatically pushed to Listings Manager, cbcworldwide.com, Local affiliate sites, commercialsource.com, Catylist, Realup and more. Each property has it’s individual Property Website. The individual property website includes tabs: • Overview • Exterior • Interior • Demographics (automatically populated) • Financials (optional) • Media (flyers, video, etc) You can directly link to the web page which allows clients to immediately e-mail the responsible broker for the property. You can also send your listing directly in the e-mail body to potential clients. Value cbcworldwide.com attracts 1 million property searches per year. You have a better chance of hitting more clients if you post your listings on as many sites as possible. Execute At the current time, CBC affiliates are required to enter their listings into CREST EDG. CREST EDG is a tool that was adopted from the residential side of the business; thus some of the information isn’t relevant for commercial properties. This is where Listings Manager comes in. Listings Manager is an easy to use tool that allows such enhancements as the addition of unlimited photos, attachments and streaming videos. Log in to CREST https://crestedg.coldwellbanker.com/ — Listing for Sale – Commercial TR — Listing for Lease – Commercial Lease — Property Mgmt – Commercial PM Then go to: www.cbcblueprint.com — Tools, Listing Manager — Manage Listing — Select the Listing that you want to edit The more information you enter into one of these programs, the better you listing will show to the public on it’s individual property website on www.cbcworldwide.com. *If you don’t have your CREST login – you must first be set up by your company’s data entry person into CREST (usually Office Manager or Responsible Broker). Once you are setup, they will be able to e-mail your login, and the password is “password!” One way to ensure complete data is to send your brokers the “Listings Manager Entry Forms” located in the Blueprint Library: keyword: Listing Free Listing Sites _____ Description In addition to the sites CBC automatically pushes your listings to, there are many sites that offer free listing for your properties. Value The more exposure you get for your listing, the better the opportunity you will have to sell / lease the property. Execute There are many local sites that you can list your property... too many to mention here, but you can locate those local sites and post your listings. Your listings don’t have to be on all the sites, just the ones that work for you. Here is a list of some of the national free sites: CoStar — The industry’s most comprehensive commercial real estate database with more than 2 million properties representing more than 38 billion square feet of inventory and over 760,000 for-sale and for-lease property listings. Many people don’t know that although CoStar is a paid service, it is free to list with them, you just have to call in your listing. They always encourage new listings. 1-877-7-COSTAR, www.costar.com LoopNet — LoopNet operates the largest and most heavily trafficked commercial real estate listing service online with more than 2.4 million registered members and 915,000 unique visitors monthly. LoopNet is one of the easiest programs in which to enter your listings. You can enter a free basic property without a membership. www.loopnet.com 34 _____ Xceligent - A newer property listing site. Xceligent has learned that the best way to understand the ever changing market is to have their local Client Services teams in the field every day. You can enter a free listing without a membership. www.xceligent.com CIMLS — The leading online commercial listing service with unlimited property listings and national coverage for free. www.cimls.com Craigslist.com - Many real estate professionals are starting to post their properties on Craigslist. You get a more localized audience, and you reach potential clients that you may have not thought of reaching. It is free to post to your local Craigslist, and there are some sites that will automatically build your craigslist ad. www.craigslist.com and search for your local Craigslist. Utilize www.postlets.com to generate Craisgslist templates. Choose Your item — Offers a free listing service for all commercial property types with up to ten photos and around-the-clock editing availability. www.chooseyouritem.com/recommercial For Sale or For Lease - ForSaleOrLease.com is a privately owned company dedicated to providing a low cost effective way for property owners, brokers and agents to advertise and market their available properties to nationwide buyers and investors. www.forsaleorlease.com _____ 35 _____ make your presence known to other coldwell banker commercial® affiliates As you meet other CBC firms, the opportunity to cross reference your services increases. This business is about sharing information, collaborating and scratching each others’ backs. There are several ways to make your presence known to other CBC affiliates. 1. Top Notable Transactions 2. Contact CBC and CB Residential Offices Near You 3. Reach out to International Affiliates 4. Submit referrals within CBC 5. Join Specialty Practice Groups 6. My Network on Blueprint 7. Use BlueMail 8. Attend CBC Events 36 _____ _____ Top Notable Transactions Description The Top Notable Transactions Public Relations Program is a means of communicating affiliate announcements to industry-leading news outlets and to educate prospective clients/affiliates about Coldwell Banker Commercial® organization accomplishments in the local, regional and national marketplace. Affiliate achievements will be communicated to commercial beat writers at the Top 50 newspapers, business magazines and commercial trade/online publications. The Top Notable Transactions news advisory will highlight the following affiliate announcements: • Closed sales/lease transactions of $1M or more • New or national assignments • Property management assignments Top Form NewNotable AffiliateTransactions Form Please fill out the following form to include your company’s accomplishments in the monthly Top Notable Transactions PR program. The transaction must have taken place within the last four weeks. Each entry must be filled in completely or it will not be used. Today’s date: _________________ CREST TR # / Agreement # _________________________ Transaction type (check one): Represented (check one): Sale Buyer Lease Seller Property Management Assignment Lessor Lessee Closing date: ________________________________ Name of seller or lessor: ____________________________________________________________ Represented by: ________________________________Company: _____________________________________________ Name of buyer or lessee: ____________________________________________________________ Represented by: ________________________________Company: _____________________________________________ Permission to publicize? Seller _________ Buyer_________ (both approvals are necessary to issue a press release) Property type: Office Industrial Retail Land Hospitality Multi-Family Details: (# of apartments if multi-family; what land will be used for if land; anchor stores if retail) _________________________________________________________________________________________________ _________________________________________________________________________________________________ Address of property: ______________________________ City: __________________ State: ___________ Length of lease: __________________ Square footage: _____________________________ Amount of sale or lease ($1,000,000 minimum): ___________________________________ Coldwell Banker Commercial DBA: ____________________________________________ Address: __________________________________________________________________ City_______________________ State________________________ ZIP_______________ Contact Person: _____________________________________ Telephone: ______________________________ Email: ________________________________________ OPTIONAL DETAILS (attach separate page if necessary): Value • Provide a description or further information about your deal and its background. Execute _______________________________________________________________________________________________ _______________________________________________________________________________________________ By packaging affiliate news and distributing to targeted Fill out the online form located atand send form back to Send completed form and required attachments to: media, the Coldwell Banker Commercial brand will maintain on Blueprint / Tools Coldwell Bankercorporate Commercial Attn: Tom Nolan regular communications with top-tier media outlets, increase www.cbcblueprint.com/cbc/tools/tnt.html 1 Campus Drive, Wing 2A Parsippany, NJ awareness of the platform’s achievements and recognize its or 07054 mail to: (973) 407-6615 [email protected] “sluggers.” 1 Campus Drive, Wing 2A Attn: Marketing Department Parsippany, NJ 07054 Or try the new electronic form found under Tools on Blueprint. _____ 37 _____ Contact Coldwell Banker Commercial Offices near you Contact Coldwell Banker Residential Offices near you Description Description With over 200 companies across the US, there is a good chance another CBC office is located near you, or near your marketplace. With over 4,000 offices across the US, there is a good chance a Coldwell Banker residential office is located near you, or near your marketplace. Value Value Once you have located these offices near you; you can leverage your needs, wants and haves vs. the other company’s needs and wants. Coldwell Banker firms deal with clients that also have commercial needs. If CB agents don’t know you exist in their marketplace, they may be referring this business to a competitor. You may have a client looking for land, the other company may have the land. Collaboration breeds business. Execute Search for offices in your area on www.cbcworldwide.com Execute Search for offices in your area on www.coldwellbanker.com Schedule a meeting with the local offices and present your capabilities and services. Offer them an easy-to-use referral system by creating a referral form and a streamlined process. _____ 38 _____ reach out to international Description Execute The Coldwell Banker Commercial organization is truly global with presence in over 20 countries. Don’t forget about these other countries when marketing your properties www.cbcblueprint.com — Library — International Category on Left — CBC Affiliate Directory Value You may have a property that will attract foreign buyers. By reaching out to the international affiliates within CBC, they may bring potential purchasers that you didn’t previously have access to. Map is available for download to use in presentations: Blueprint / Library / Keyword: “International” or Keyword: “Locations” for a US version _____ 39 SUBMIT REFERRALS WITHIN THE CBC ORGANIZATION Description The Coldwell Banker Commercial organization has a system in place to submit referrals to affiliates. Value Part of the reason for joining the Coldwell Banker Commercial organization is to receive referrals from any of the 200 offices. Execute Submit your referrals: www.cbcblueprint.com — Tools — Referral Form _____ Join specialty practice groups Description Coldwell Banker Commercial® (CBC®) organization has formulated a series of Advisory Groups for various property sectors throughout commercial real estate to discuss emerging trends, identify best practices and ultimately secure assignments and close deals. The groups are: Office, Retail, Multi-Family, Industrial, Investment, Property Management and Marketing (MAC). Value The value of a specialty group is everyone within the group shares a similar interest. Plus, you can market your properties through the specialty groups. Execute www.cbcblueprint.com — Go to the Library Tab — Click on the Special Practice Groups on left All of the groups have specific membership criteria. fill out respective form for the group you wish to join. COLDWELL BANKER COMMERCIAL® INDUSTRIAL ADVISORY GROUP MEMBERSHIP APPLICATION After reviewing the specific qualifications for membership to the Industrial Advisory Group, please complete the following application and submit along with a current resume or biography. Application and information should be sent via fax to Industrial Advisory Group Membership at (866) 223-9325 attention: William F. Hinson. The co-chairs, Greg Barsamian and William Ostlund will review. All membership applications will be reviewed by the specific Industrial Advisory Group and responded to in writing within 30 days of receipt. APPLICANT’S INFORMATION Business Phone: Fax: Cell Phone: Email Address: Web URL: Name: Title: Company: Address: City/State/Zip: DESIGNATIONS CCIM SIOR CRE CPM MEMBERSHIPS MAI CHB CRB RPA Other_________________________ NACORE IDRC ICSC NAIOP Other_____________________________________ _____________________________________ Area of Expertise: Industrial Leasing Sales Tenant Rep Specific Niche: In order to qualify for membership, you must answer the questions below: Do you possess three (3) years of Industrial brokerage experience? Yes No Have you closed at least ten (10) Industrial transactions over the past two (2) year period? Are you an active member of SIOR? Yes No If no, are you planning on becoming a member? Yes No Please provide list of major Industrial clients represented in the past two years: 1. 6. 2. 7. 3. 8. 4. 9. 5. 10. MEMBERSHIP APPLICATION page 1 of 2 Yes No _____ 40 _____ My Network on Blueprint Description Value Blueprint offers the My Network system, which can be used to locate other CBC professionals. It has more advanced search features than those offered on the public website: cbcworldwide.com. You are trying to win business with a national client, however you do not have an “established” relationship with them yet. By using the My Network tool, you can do a search for that client, and find a CBC professional who has a long standing relationship with that client. Then, you can leverage that relationship to get your foot into the door and win the business! Using My Network, Affiliates can: • Make connections with other CBC professionals nable others to find you by completing your Blueprint •E profile earch for CBC professionals by their major clients, •S specialties, languages, designations, and years of experience onfidently refer your client to an experienced professional •C within the CBC platform OR You have a retail client that needs space in a market you don’t cover. You can easily search for a qualified affiliate in that location using My Network. Now, when you contact that affiliate, you aren’t just randomly contacting an office looking for the proper person that handles retail. It becomes a “warm” call to that office. Execute www.cbcblueprint.com — Go to the My Network Tab — Make sure you fill out an accurate profile page, as this is what drives the search capabilities of My Network _____ 41 _____ BlueMail Description Value Blueprint offers an e-mail system internal to Coldwell Banker Commercial called BlueMail. You are part of an organization with over 3,000 professionals. By leveraging BlueMail, you can send targeted e-mails to get your properties sold faster. BlueMail allows affiliates to: • Distribute properties to the entire CBC network of professionals. • Target your e-mails by specialty or state. • Send general text e-mails about haves / wants or other announcements. • Send e-mails on behalf of another professional within your company Rules of BlueMail The Coldwell Banker Commercial organization had similar programs like this in the past that didn’t do so well. Affiliates complained of receiving too many e-mails. When building this tool, we took that into consideration, that is why each professional is allowed 2 e-mails per month. They don’t roll into the next month, if you don’t use your 2, they disappear. It is also a great selling point to be able to tell your clients that with the push of a button, you can reach every professional with the Coldwell Banker Commercial organization. Execute www.cbcblueprint.com — Go to Tools — Make sure you fill out an accurate profile page, as this is what drives the e-mails within BlueMail. Download the BlueMail FAQ: Library / keyword BlueMail Download the Quick Guide: Library / keyword BlueMail _____ 42 _____ Attend CBC Events Description Value There are various events that CBC affiliates can attend to meet other CBC affiliates. Attending these events provides valuable information that you can share with clients, and it is a great opportunity to network. Hand out plenty of business cards and let everyone know that you have recently joined the CBC organization. GCC — Global Commercial Conference Regional Meetings — Events held throughout the year in various locations to foster collaboration between CBC offices. ICSC — the major retail event held in Las Vegas, along with smaller regional meetings held throughout the year Execute You can check for the dates on these events on: www.cbcblueprint.com —Events _____ 43 _____ miscellaneous marketing There are many other forms of marketing that firms may not think about. The following miscellaneous marketing opportunities are covered in this section: 1. List of Your Company’s Professionals 2. External Professionals Database 3. Client Database 4. Comps Database 5. Market Data 6. Blue Book 7. Industry Events & Sponsorships 8. Promotional Items _____ 44 _____ List of your company’s professionals Description Execute This is a list of people that work in your office. It usually contains: •Name •Title / Area of Specialty •Contact Info: phone, e-mail •Company contact info: address, phone, fax, website Create it in Word or Excel format, one that is easy for your competition to use for their own purposes. Have one person control the content, so everyone isn’t changing the format. Update it as necessary and re-send it to the competition when changes are made. If it’s just a simple title change, no need to re-send to everyone. If you have two new employees, that would be a time to re-send the list. Value The value of having a professionals list is to send it to competition so they can share information with your team members. The real estate business is about sharing information. If they have a property for sale, you may have the client interested in that property and vice versa. If you don’t maintain an up-to-date broker list, you or someone at your firm may be missing out on valuable opportunities. James Johnson Senior VP Investments (212) 555-5554 [email protected] John Doe Senior VP Retail (212) 555-5553 [email protected] Jane Doe Director Marketing (212) 555-5552 [email protected] _____ 45 _____ External professionals Database Description Jones Lang LaSalle www.joneslanglasalle.com An external professionals database is a list of people that work for your competitors. Lee & Associates www.lee-associates.com It usually contains: • Company • Address • Name • Title / Area of Specialty • Contact Info: phone, e-mail • Company contact info: address, phone, fax, website Value The value of having an external professionals database is to: • Send properties to competition • Send announcements The real estate business is about sharing information. If your competition has a property for sale, you may have the client interested in that property and vice versa. If you don’t maintain an up-to-date broker database, you may not be reaching all of your competition. Execute Create it in Excel, so it is easy to use and sort as necessary. Have one person control the content, so everyone isn’t changing the format. The initial creation: Start with the national real estate firms first. If these firms are located in your market, contact them and ask for a list of their professionals. Tell them why you want the list: to share information. Be sure to send your company list to them. Coldwell Banker Commercial (other offices) www.cbcworldwide.com CB Richard Ellis www.cbre.com Colliers International www.colliers.com CRESA www.cresapartners.com Cushman & Wakefield www.cushwake.com Grubb & Ellis www.grubb-ellis.com Marcus & Millichap www.mmreibc.com NAI www.naidirect.com Newmark www.newmarkre.com Prudential Commercial www.prudentialcres.com Remax Commercial www.remax.com/commercial/index.aspx Sperry Van Ness www.svn.com Studley, Inc. www.studley.com Transwestern www.transwestern.net Once you have tackled all the national firms, move onto smaller, local firms. It is important to get their contact information as well. Sometimes these smaller firms have brokers that are really engaged in the market. You can easily find these smaller firms in the Yellow Pages or online. e as thorough as you can when creating your database. •B If a company gives information about specialties, be sure to include it. It will come in handy when you are seeking proper contacts. •U pdate the database at least once a year, calling all firms on the list for updated information. When you get their updated list, forward your list as well. ** Note: I always get asked the question, should I purchase a list. My answer is no. You don’t know how good the list is and usually they have to be scrubbed anyway. If you do purchase, make sure you check what you got. _____ 46 _____ Client Database Description A client database is a list of professionals your company has worked with. It usually contains: • Company • Address • Name • Title / Area of Specialty • Contact Info: phone, e-mail • Company contact info: address, phone, fax, website • What you know them from • Move in date (tenants) • Personal Information about them • Last Contact Date • Type of product that interests them (investors) Value The value of having a client database is to: • Send thank yous •G enerate business • Send announcements • Maintain contact with your clients • Know what your clients are looking for You shouldn’t think of only working with a client on a one-off basis. That isn’t good business practice. Your clients should be your clients for life. Sometimes maitaining simple contact with your clients will bring in business just because you are fesh in their minds. Also, your clients know people as well. Your relationship with a particular client can branch out to their circle of contacts. Execute If you don’t have a contact management system such as ACT or REA, create your client database in Excel, so it is easy to use and sort as necessary. Have one person control the content, so everyone isn’t changing the format. Outlook isn’t the best program to use because only you can see updates you’ve made. It is important to have a shared client database within your company to generate collaboration and to avoid duplicates. Your firm will not look professional if two associates are contacting a client at two different times, and neither of them knew the other was talking to the client. The initial creation: et yourself a program called CardScan (www.cardscan. G com). This unique item allows you to scan in business cards. It is fairly accurate and will save tremendous amount of time. Maintain your database. Get as much information as you can, you never know what connection you may have with a client. You should contact all your clients on a regular basis in some format. Some simple ways to maintain contact with your clients include: • Newsletters • Thank You • Year Lease Anniversary • List of local restaurants near their new space • Holiday Messages or Gifts (not just for Christmas time) • Gift / Breakfast on Move-In Date • Buildings that sold near their building (investors) • Birthday e-mail • Deals you have closed • Interesting Sales / Leases in the market • Market info _____ 47 _____ Comps Database Description A comps database is a list of transactions that have occurred in a particular market, over a certain time frame. At the bare minimum, it should contain: • Building or Site Address • Size • Price • Date of sale or lease such a group. Contact the local broker shops to see if they would be interested in meeting. Everyone wins when the information is shared. Maintain your database. Get as much information as you can on each transaction. Also, be sure to cite your information, for info can be different from various sources. If you can get the data, you should include the following fields: • Buyer info • Seller info • Brokers Contact Info: phone, e-mail • Previous Sales of that building / site • Cap Rate • Lease Amenities • Lease Info • Sale Info • General Building data: Year built, # of stories, ammenities Google Alert Another good thing to do is set-up a Google Alert. A google alert allows you to choose key words, then every day, will update you as to what articles / websites it found based on your search parameters. It’s a good alternative to starting a comps database. Value To set up your google alert: you need a free google account. Once you have a google account, login to your account, click “My Account”, “Manage” under “Alerts”. The value of having a comps database is to: • Have a good working knowledge of what transactions happen in your marketplace •K now when leases may be expiring • Know the price since the last transaction • Know how much buildings are worth based on similar characteristics When setting up your account, choose any competitors in your marketplace. Put quotes around their name to further filter the results: “CBRE, VA”. Or you can get more specific if you choose. Execute Then, when you get a google alert, check to see if there are any deals being announced. Record those deals into your Comps Database. You may need to contact the broker for more information, if they are willing to give it out. If you are lucky enough to be in a market where Reis, CoStar, Real Capital Analytics, LoopNet or Xceligent are offered and you subscribe to such a service, start there. These programs provide detailed comps about transactions that occur in certain marketplaces. Realup also offers free comps. However, don’t rely on this data as being gold. The data isn’t always accurate. It’s important to maintain your own comps database, that way, you can combine data from these sites, and mix it with data you have extracted on your own; whether talking with a client or with another broker. Many times, if there are several people from different companies doing research in a marketplace, they may meet regularly to discuss comps, etc. If there isn’t anyone meeting in your marketplace, you may want to start up You can build as many Google Alerts as you like; searching for your main competitors in your market. Tax Records: You can also use tax records when creating a comps database. However tax records differ from state to state and from county to county. Some will allow you to search by recently closed, etc. Find your tax records at www. realmarketing.com. CBC Transaction Database You can also utilize the CBC Transaction Database searchable database of over 140,000 transactions completed by CBC professionals from 2000-present. Fill out the form under Tools on Blueprint to submit your request. _____ 48 _____ Market Data (REIS) Description It is important for your company to have some form of market data. The Coldwell Banker Commercial organization has an agreement with Reis, giving affiliates access to the tool. Reis is one of the most trusted providers of impartial commercial real estate information and analysis at the metro, submarket and property level. Each affiliate company receives a complimentary quarterly allotment to run Reis reports: • Sales Comps (Buyer, Seller, Cap Rate, etc.) • Rental Comps (Rent, Vacancy, Expenses, Concessions) • Rent, Vacancy and Inventory Data • Market Reports • Sub-Market Reports • Trends & Economic Forecasts • Construction (Planned, Proposed and Underway Projects) • Asset Advisory Report (encompasses many of the above reports) • Also view the free Quarterly Briefings webinars or Capital Market sessions Win Potential Business with the Asset Advisor Report The Asset Advisor is a comprehensive 60-page report containing all metro, submarket, and property-specific information Reis has on the address you enter. In most cases this will include history and forecast information on rent, vacancy, and concession data, class cut analysis at the submarket and metro level, detailed new construction projects, and a quarterly narrative overview of conditions in the market. Imagine how prepared you would look to your client if you brought the Asset Advisor Report in when trying to win the business. Execute www.cbcblueprint.com — Go to Tools — Reis Sales Comparables Office Property Location and Physical Characteristics Make sure your company is utilizing this free tool. Reis covers many markets (complete list available on Blueprint). Property Name Property Type Multi-Tenant Address 660 Madison Ave Building Area (SF) 254,474 City New York No. of Bldgs./Floors 1 / 13 State/ZIP/County NY / 10021 / New York Year Built/Renovated 1958 / 1993 Metro (Submarket) New York (Plaza) Asset Class A Comments Masonry exterior walls. Value The value of having market research: Sale Details and Analysis Sale Date 30 Aug 2007 Sale Price $375,000,000 Sale Price PSF $1,474 Vacancy at Sale Reis Cap Rate Analysis Proforma All per square foot figures are on an annual basis Rentable Area Assumption Potential Rent Revenue Vacancy Loss/Rate Seller 1. C/O Broadway Real Estate Partners, LLC / (212) 319-7100 / 375 Park Ave, Ste 2107, New York, NY 10152 2. Broadway 660 Madison Fee LLC • Become a local expert • Gain insight on unfamiliar markets • Observe all perspectives by viewing multiple sources Keep up with your competition Effective Rent Revenue $24,212,218 $98.35 In Place Rent x 239,969 SF Expense Reimbursements $182,507 [$0.72 PSF] ($21.69 PSF Exp. - Avg. Stop @ $20.93) x 239,969 SF Free Rent Concessions Credit Loss Additional Income Buyer 1. Luigi Zunino / Italy Comments Reportedly, the p/sf set a record high for NY real estate. Effective Gross Revenue Operating Expenses Capital Reserve Net Operating Income Estimated Going-in Cap Rate ($310,664) [$1.22 PSF] ($263,880) [1.0%] $0 [$0.00 PSF] $23,820,181 ($5,519,541) [$21.69 PSF] ($25,447) [$0.10 PSF] $18,275,193 4.9% Based on Sale Price of $375,000,000 Reis Indexed Metro Off Cap Rate Reported Cap Rate, This Sale Reis provides information for more professional looking sales packages and proposals: See samples at www.reis.com 254,474 SF $26,387,971 ($2,175,753) [5.7%] $150.00 Market Rent x 14,505 SF 6.3% (Q3 2007) None Additional Details When Available Seller's Broker 1. Douglas Harmon, Eastdil Secured, 40 W 57th St, 22nd Other Broker Fl, New York, NY 10019, (212) 315-7200 Interest Purchased Buyer's Broker Lot Size Time on Market Key Tenants Parcel Number 1375-1102 Deed Reference Financing Details Property leveraged at a more modest 70 percent, with Deutsche Bank providing the financing. Other: Previously sold in May 2006; see Reis Sales Comparable ID 132927 Copyright 2007 Reis, Inc. Page 3 of 7 _____ 49 _____ the blue book Description The CBC Blue Book is a market intelligence report that is powered by affiliate data. It is published two times a year, for year end and mid year. Value The Blue Book offers the following benefits, each of which helps both you and the CBC national brand: • Increased visibility in the national and local marketplace • Market information on a primary, secondary and tertiary market basis, a strategic differentiator for the CBC organization • Real time market information to help clients make informed decisions • The Blue Book can be used as a tool to position your company as a thought leader in your respective market • The Coldwell Banker Commercial Blue Book is also a great resource to show to your clients or to post to your social media offerings using the public link above. Execute Submit your Market All we need you to submit is the following: • 3-4 bullet points about your individual market(such as new tenants, developments, construction projects, major transactions, etc) • Market data on rental, vacancy and absorption rates (have the numbers moved up, down or remained static since the previous quarter -- and please note, exact numbers are not required) And that’s it! All CBC companies who participate will receive full credit in the Blue Book report for supplying the market intelligence. www.cbcblueprint.com — Go to Tools — Market Intelligence Section _____ 50 _____ competitive Market Data Description Jones Lang LaSalle www.joneslanglasalle.com/Pages/Research.aspx Just like seeking out your competition for their comps, you should also focus on gathering their market data. Market data is a source of market information for reference for property packages. Many reports contain: NAI www.naidirect.com/mr.aspx • Market Highlights / Snapshots • Vacancy & Absorbtion Rates • Opportunities • Challenges • Forecasts Value The value of having competitive market research: • You can compare your data to your data to get the most up-to-date data Studley http://www.studley.com/cs/research_ideas Transwestern www.transwestern.net/Market-Research.asp Price Waterhouse Cooper www.pwcreval.com/survey/current.asp Execute Other Sites You should make sure you review the market data of all of your competitors. They may have access to information that you don’t have access to. Here are some of the competitive sites that have market data. • www.Realtyrates.com • www.RCAnalytics.com (pay site) CB Richard Ellis www.cbre.com/USA/Research (must register) Colliers International www.colliers.com/Corporate/MarketReports/ UnitedStates/ Cresa Partners www.cresapartners.com/tenantsguide.asp Cushman & Wakefield www.cushwake.com / Knowledge Center (must register) Grubb & Ellis www.grubb-ellis.com/Research/Reports.aspx _____ 51 _____ Attend Industry and Local Events Sponsorships Description Description Every city has local industry events that you can attend or real estate organizations you can join. One of the best ways to create a marketing splash is sponsorships. The very same industry events you attend, your company could also sponsor. Value Attending industry events not only provides valuable information that you can share with clients, it is a great opportunity to network. Hand out plenty of business cards and let everyone know that you have recently joined the Coldwell Banker Commercial® organization. Execute Go to some of the major industry websites to find schedules of their local events. NAIOP — National Association of Industrial and Office Properties www.naiop.com SIOR — Society of Industrial & Office Realtors www.sior.com CCIM Institute — experts in commercial investment real estate www.ccim.com CPN — Commercial Property News www.cpnonline.com CoreNet Global www.corenetglobal.org Real Share Conferences www.almevents.com/rs_index.cfm BOMA — Building Owners and Managers Association www.boma.org IREM — Institute of Real Estate Management www.irem.org ICSC — International Council of Shopping Centers www.icsc.org Value Sponsoring an event or activity with a particular audience is widely recognized as an effective way to make that audience aware of your capabilities, products, or services. Often, it is an important supplement to print or electronic advertising. Execute Seek out local industry events (listed on the left) or charitable organizations for various sponsorship opportunities. The Coldwell Banker Commercial organization has a national charitable partner: Big Brothers Big Sisters of America. Your company may be able to sponsor one of their events. A guide has been created to further help affiliates with participation in the BBBS program. www.cbcblueprint.com —Click on Library —Download the BBBS Participation Guide _____ 52 _____ Promotional Items Description Execute Promotional items are items imprinted with your company logo or symbol. There are thousands of websites that sell promotional items. A simple google search for promotion items will list several good sites. Value Promotional items are inexpensive items that are great for introducing a company, reinforcing your corporate identity, thanking customers for past business and encouraging prospects to become customers. Xpressdocs (as explained earlier) offers several promotion items (as seen below). www.cbcblueprint.com / Tools / Xpressdocs _____ 53 _____ continual marketing Throughout the previous sections of this book, we have explained “How to Create a Marketing Splash.” The final step in this process is continual marketing. Even when you have completed all the tasks in the previous sections, your job isn’t complete. It is important that you continue your marketing efforts. This section covers the following ideas for continual marketing: 1. Stay in front of Clients a. Holiday Cards or E-mails b. Newsletter c. Announcements 2. The Simple Things go a Long Way 3. Tracking your Efforts 4. Stay in tune with Coldwell Banker Commercial information 5. Keep Website updated 6. Be tactful with marketing 7. Other helpful CBC documents 8. Next Generation Marketing _____ 54 _____ Stay in Front of Your Clients Holiday Cards/E-mails Description Send cards or e-mails for holidays. This doesn’t just apply to the holidays in December. Send an e-mail for other holidays: Thanksgiving, 4th of July, etc. Value Simply creating holiday messages allows your company to stay in front of your clients. Your clients will appreciate the gesture and you may even get responses to your friendly e-mail. This response could spark a conversation between you and your client where you may discover that they have a service need. Execute A simple e-mail with a graphic in the body of the e-mail would do the trick (attachments are not recommended because they can be filtered by junk mail filters). When sending an e-mail, be conscious of the file size. Sending a 1MB graphic to 500 clients will really clog up your server. If you are using an image, reduce the file size or resolution of the image. Since it is being e-mailed, screen resolution (72 dpi) works fine. Create the graphic in Photoshop (if available). Go to File, Save for Web and other devices (this will create a much smaller file for e-mailing). Save the file as a jpeg, and you can experiment with the settings to create the desired size. Then, open an e-mail, click on the body of the e-mail and insert your image. Tip: if you want text written above the graphic, either type the text 1st, or hit enter once, then insert the image. If you don’t have Photoshop, you can create the graphic in Powerpoint, but do a “save as” and save it as a jpeg. The file size may be larger. ADVANCED VERSION: To create an animated GIF e-mail if you have a release of Photoshop earlier than version CS3: save as a Photoshop File, Click/Open in Image Ready. Click on Window/ Animation tab. Click on duplicate current frame. Hide or show layers that you want visible by clicking on the eye next to the layer on the layers box. Make as many animation frames as you like. Change the delay time as necessary. You can also add “tweeners” (fade objects between transitions). Click File/Save Optimized as, save as a .GIF Photoshop CS3 Click on Window/Animation, Click on duplicate current frame. Hide or show layers that you want visible by clicking on the eye next to the layer on the layers box. Make as many animation frames as you like. Change the delay time as necessary. You can also add “tweeners” (fade objects between transitions). Save for Web or other devices, save as a .GIF _____ 55 _____ Newsletter Announcements Description Description A Market Newsletter is a source of market information to send to clients and is a good way to stay in front of them. Many reports contain: • Market Highlights / Snapshots • Vacancy & Absorbtion Rates • Opportunities • Challenges • Forecasts • Completed Transactions • General Info about your Company Announcements are an easy way to stay in front of clients. They can be used to announce closed deals, new hires, etc. Value If you don’t tell them, they won’t know. How else do you think clients/competitors will find out what is going on within your company? Announcing deals will get people thinking, “that company is really busy, they are hot right now. I think we need to be doing business with them.” You can also announce deals that you have won. Value The value of sending a Newsletter: • Your clients may seek you for advice on the market based on what they read in your newsletter. However, you don’t want to send out every transaction you complete. You should group a couple of smaller transactions together, and you can be vague about the information. Recently brought X tenant to building at, rather than Recently leased 1,500 SF at building X. Execute Execute The Coldwell Banker Commercial organization offers a template to create your own newsletter. Download the Viewpoint template to create and send to your clients www.cbcblueprint.com —Library —Keyword: Viewpoint You can look at various examples from some of the competition that was previously mentioned in the “Competitive Market Data” section to gain their spin on your market. COLDWELL BANKER COMMERCIAL® VIEWPOINT National 2008 Q3 Q3 News Stories $835M Manhattan Project Scores Approval A planned $835 million hospital development won a key approval when city officials reversed an earlier decision not to raze a hospital building currently on the Manhattan site. Florida Real Estate Experts Staying Calm Florida real estate experts are not panicking in response to the national economic crisis, according to a recent survey by the University of Florida. Florida’s housing crisis is worse than in other states, Archer said. But respondents to the survey think the state will benefit the same way it has in the past, by capitalizing on retirees. But the recent drops in the stock market and the tightening of credit will probably delay the plans of retiring baby boomers, Archer said. Collapsing Fundamentals Drag Down California Economy The forecast for 2009 is substantially more pessimistic than the outlook presented by UCLA Anderson in its third-quarter 2008 report on the economy, released at the end of September. That report did not forecast a recession but suggested that economic growth had stalled at about 1 percent growth in gross domestic product in the third quarter and would likely decline to 0 percent in the fourth quarter. Everything’s Bigger in Texas? Not When It Comes to Real Estate Slumps Indeed, industry folks in Houston, Dallas, San Antonio and Austin seem to feel just a little bit blessed lately. Even though the capital market’s tougher restrictions have drastically slowed down land transactions here, the Lone Star State’s diverse industries and healthy job growth have helped insulate Texas somewhat from a slump that has stymied much of the rest of the country. www.cbcblueprint.com —Click on Tools —CBC Template Center _____ 56 _____ The Simple things go a long way Description You’ve spent a lot of time creating your databases and marketing the properties, but don’t forget about the simple things. Value When trying to retain existing clients, it doesn’t hurt to ”Go the Extra Mile”. By doing any of these things for your clients, it may spark additional business in the future. Your clients will appreciate the gesture. Just like you appreciate when a waiter / waitress goes the extra mile, your clients will share the same gratitude. Execute Here are some examples of inexpensive “simple things” you can do: For Tenants • Create an amenities map for new tenants you place into a building. Their workers may not know the area or where to eat lunch. For instructions, See How to Create a Marketing Package. www.cbcblueprint.com • Provide breakfast for tenants or something simple when they move into their new space • Remember the tenant’s 1 year anniversary from when they moved into the space • Keep tabs on all tenants you place. Keep track of when their lease expires. Send them a friendly notice about a year before their lease expires and ask if they are happy in the space; or do they need to find alternative space. • Pay attention to all tenant information you find out. Keep track of lease expirations...you never know when you might have some inside info on another tenant vacating a space and your tenant would fit perfectly in that space. • A nice gift is a water-color painting of a tenant’s new space or a building purchased by an owner; they typically cost about $200, and can be ordered from our relationship with ReBackOffice. www.cbcblueprint.com / Tools / Custom Marketing Solutions In General • Stay in front of your clients with business. Tell them about transactions you have closed or anything going on with your company, new hires, new services, new website, etc. • You probably get things from your personal real estate agent or your mortgage agent for your house. You always think it is a nice gesture, even if you don’t use the product they send you. Don’t you think your clients would feel the same thing if you sent them something? It could be anything. • Go the extra mile with your public information. Use CBCworldwide as your personal webpage and personal property webpage. The information is only as good as what you put in. Look at your listings / bio and ask yourself. “Would I buy / work with this professional?” • Send them the “Client Centric Pieces.” We’ve created a series of documents called Client Centric Pieces that are meant for your clients for the purpose of staying in front of them. Download them from the Blueprint library: keyword: Centric. • Get creative with sales. Approach owners that might not be currently selling their property; run some numbers and show how much they could make if they sell now. Also show how you would market their property, and find them an alternative to put their money back into. • Keep accurate databases: property, clients and other brokers. • Turn your transactions into referrals. Ask your client if they have an additional needs: Construction Mgmt, other locations, Property Management, etc. • Don’t re-invent the wheel; utilize what is given to you and speak with other Coldwell Banker Commercial professionals. They may have already mastered the thing you are struggling with. • E-mail a “Thought of the Week.” It doesn’t have to be industry related, but if you do it consistently enough, people may start to look for your “Weekly E-mail” and this will begin to establish yourself as “thought leader.” • Send a brief recap of industry events. Or classes you attend, especially if you think your clients will find the information useful. • “Catch up” with them. Take them out to lunch; even if it’s just to “catch up” or stop in their office to say “hello.” Keep it simple, it doesn’t have to be business related, in fact, it shouldn’t be. Drop in to see how their business is doing and keep the conversation casual...tell them about a “hot tip” you heard regarding a tenant or a building. _____ 57 _____ Track your efforts Description Tracking Social Media Tracking is figuring out what is working by using some form of measurement. You should track the success of your social media: It is something that is often overlooked, and takes minimal time & effort. • # of Re-Tweets Value • what style of writing is generating the most interest • # of followers / friends / likes • # of direct contacts Why you need to track: You can use Klout to track your Twitter usage. • See what is successful Facebook pages give you insights • Weed out unnecessary work • Play to your strengths Execute You should track your marketing efforts. Each effort may require a different tracking mechanism. Tracking URLs It is important to track URLs. You can show the client how many hits it received, etc. You can use a URL shortener such as Bit.ly to track your URLs. Tracking Website Traffic Tracking Closing: To track what helped you close the transaction, ask the broker that represented the buyer / seller - “How did you initially hear about the property?” This will give you an idea of what marketing efforts are working and will help you focus your efforts. Tracking Procurement To track how you won the business, survey clients: • Why did you use my services? • What did you like? • What can I improve on? Create a form on Google Forms and send it to clients you have represented. If you utilize the Local CBCWorldwide tool, you receive monthly metrics to track your website traffic. _____ 58 Stay in tuned with Coldwell Banker Commercial Information Description This may sound like a no brainer, but corporate often changes or updates tools (adapting them based on feedback received from affiliates) or offers new systems or tools. It is your job to stay in tune with these changes. Value You may have tried to use a particular tool, and found a bug with the tool, discouraging you from using the tool again. However, corporate also learned of the bug and promptly fixed it. Now the tool does exactly what it is supposed to do, but you will not know, unless you check again. Execute Corporate sends out e-mails, such as “What’s New on Blueprint” or mailings to all affiliates notifying them of new things and uses Blueprint to disseminate information about what is new. Make sure you check Blueprint once in a while to see what’s happening as the carousel is changed weekly. Also, whatever your login is to Blueprint is the e-mail all communication is sent to. Make sure your information is up-to-date. If you have a single point of contact that disseminates info throughout your company, please advise the corporate office at 800-222-2162 as this ensures information is received in a timely manner by all affiliates. Also, if a tool needs to be updated or changed, please call the help desk at 800-222-2162. The best way to stay in tuned with what the CBC organization offers is to have someone from your company join the Marketing & Admin Committee (MAC). There are bi-monthly calls that discuss new items and give you a first-look as to what is being released. _____ Keep website up to date Description Information that resides on your website changes. New deals close, new people are hired or new services are offered. Value Keeping your website updated maintains a professional image for your company. If a client is meeting with a broker that is relatively new to your company, the client may check out the broker’s resume online. If that person isn’t even on your website, then the company’s professional image is tarnished. Or, you tell a client about a listing that you have. The client goes to your site to get more information, yet the listing isn’t on your website yet. How does that look in the client’s eyes? Execute This is just a simple maintenance issue. Once in a while, hand out current resumes to everyone in your firm and ask them to edit as necessary. Then, post these updates on the web. Also, check listing data. If it has changed, make sure you update it on your website. Be Tactful with your Marketing Description Throughout this book, we’ve offered several suggestions on how to successfully market your firm. However, you need to be tactful with your marketing. Don’t become the firm that is automatically deleted because you send too many e-mails. Value Tactful marketing allows your messages to get across, without losing any credibility for your company. If your messages are targeted and concise, your clients will view your messages as helpful information. Execute Send out announcements, but don’t announce everything individually. Combine several announcements into one. Choose your messages wisely. _____ 59 _____ other Helpful CBC documents Document Keyword Hyperlink Other How to Guides • Marketing Package “Package” http://www.cbcblueprint.com/library/viewdocument.php?documentid=1855 • Win Business (Obtain the Listing) “Obtain” http://www.cbcblueprint.com/library/viewdocument.php?documentid=1854 • Thrive in a Challenging Market “Thrive” http://www.cbcblueprint.com/library/viewdocument.php?documentid=3195 • Marketing Plan “Plan” http://www.cbcblueprint.com/library/viewdocument.php?documentid=1714 • Business Plan “Plan” http://www.cbcblueprint.com/library/viewdocument.php?documentid=3176 • Generate Traffic & SEO to your Website “Traffic” http://www.cbcblueprint.com/library/viewdocument.php?documentid=4597 • Get Involved with Brand Charity “Brothers” http://www.cbcblueprint.com/library/viewdocument.php?documentid=26 • Use Social Media for Business “Social” http://www.cbcblueprint.com/library/viewdocument.php?documentid=5457 Presentation Enhancers • CDX Slide “CDX” http://www.cbcblueprint.com/library/viewdocument.php?documentid=2215 • Map of CBC US Locations “Locations” http://www.cbcblueprint.com/library/viewdocument.php?documentid=461 • Map of CBC International Locations “International” http://www.cbcblueprint.com/library/viewdocument.php?documentid=3498 • Recruiting Guide “Recruit” http://www.cbcblueprint.com/library/viewdocument.php?documentid=3435 • Stock Building Photos “Stock” http://www.cbcblueprint.com/library/viewdocument.php?documentid=1476 • Client Centric Pieces “Centric” http://www.cbcblueprint.com/library/viewdocument.php?documentid=4518 • 3rd Party Free Tools “Discount” http://www.cbcblueprint.com/library/viewdocument.php?documentid=4037 Templates • Flyer, Postcard, Announcement “Publisher” http://www.cbcblueprint.com/tools/templatecenter • Cash Flow Analysis “Cash” http://www.cbcblueprint.com/library/viewdocument.php?documentid=2215 • Property Signs “Sign T” http://www.cbcblueprint.com/library/viewdocument.php?documentid=982 • PR Advertising / PR, then Templates • New Listing Checklist “Listing” http://www.cbcblueprint.com/library/viewdocument.php?documentid=4155 Forms • Listings Manager Entry Forms “Listing” • Awards Award Category • Specialty Group Applications “Group” http://www.cbcblueprint.com/library/viewdocument.php?documentid=4395 Other Documents of Notete • Capabilities Brochure (Client Services) “Client” http://www.cbcblueprint.com/library/viewdocument.php?documentid=21 • CBC Affiliate Directory “Phone” http://www.cbcblueprint.com/library/downloadfile.php?documentid=4581 • Marketing and Technology Brochure “Resources” http://www.cbcblueprint.com/library/downloadfile.php?documentid=3736 • Global Client Solutions Brochure “Solutions” http://www.cbcblueprint.com/library/downloadfile.php?documentid=3915 _____ 60 _____ Next Generation marketing Description In this digital age, marketing is changing. What typically worked to market properties in the past may not work five years from now. Value It’s important to stay “in tune” with what new technologies are out there. You may not need to know all of them, or even how to use them, but you should be aware of them. You should also start trying to incorporate some new technologies into your repertoire before other brokers may pass you by. The “Old School” way of doing business is fading. A handshake simply isn’t good enough anymore. Execute Youtube Ads or Videos of properties Everyone knows what Youtube is (if you don’t, it is a video depository of just about any topic) The videos are uploaded by individuals. You can create videos of your properties and surroundings and host them here. Sharing Information The “Old School” way of thinking was, my information should remain close to my heart. The Next Generation knows that information is more readily available. You have to share information to get information. If you aren’t sharing your information, you may be missing out on details that you never knew you had access to. The residential companies are starting to create websites such as “Open House.com” where it lists all open houses for all companies. OK, so there aren’t open houses in commercial real estate, but the concept of all information for all companies on one site doesn’t seem to far off. Here are some examples of “Next Generation Marketing”: Residential Marketing It’s good to stay in tune with what the residential companies are doing. At first, it may not seem relevant to commercial, but remember, just like it is in the “real world”, commercial always follows what happens in residential. Residential booms, commercial booms two years later. Residential slumps, commercial slumps two years later. The same should apply to marketing techniques. If it works for them, it MAY work for you, but not always. The information portrayed are examples of marketing done by Residential Agents, and will be the next generation marketing for commercial properties. “Virtual” tours of properties This is common in the residential side of the business, but there should be no reason it cannot be incorporated into the commercial side. Digital cameras and certain programs make this even easier in today’s world. Through the Business Advantage program, CBC affiliates get discounts from Realbiz 360 www.realbiz360.com Web Presence You need to have a web presence. Not just on your website, but elsewhere on the web. Sites such as Linked In, Digg.com are good places to start. A typical flyer just doesn’t cut it in today’s marketing scheme. Utilize the individual property webpage on Worldwide. You can even take it a step further and buy a specific URL for your property (less than $10): www.123smithstreet.com and redirect it to the page on Worldwide. Again, residential agents are currently doing this, why shouldn’t commercial agents. _____ 61 _____ in conclusion We hope you found the information in this book valuable to your firm. We have tried to simplify the process based on findings from an actual office opening. There may be some things we missed. As you go through the process of “Creating a Marketing Splash” and come across something that wasn’t in this book; please forward your feedback to the Marketing Dept. at corporate by calling 800-222-2162. We are always looking for feedback to improve the products we offer to our affiliates. © 2013 Coldwell Banker Commercial Affiliates. A Realogy Company. All Rights Reserved. Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial, the Coldwell Banker Commercial Logo, CBCWorldwide and Blueprint are registered (or unregistered) service marks licensed to Coldwell Banker Commercial Affiliates. _____ 62 _____ appendix Public Relations and Advertising Tools 1. PR Do’s and Don’ts 2.Small Business Advertising Basics 3. Advantages / Disadvantages of Media Outlets 4. Where to Advertise: Helpful Websites 5. National Advertising Discounts Coldwell Banker Commercial Tools 1. Win Business & Marketing Packages 2. Enhanced Graphics 3. Project Management 4. Financial Analytics _____ 63 _____ Following are some guidelines for responding to the media: DO’S DON’TS • Do understand the needs of the media. •D on’t make “off-the-record” statements. There is no such thing — they will become on-the-record and get printed! •D o speak with one voice consistently through a designated and experienced spokesperson. • Don’t debate subjects. •B e accessible to the media so they don’t feel that they need to utilize other sources. •D on’t feel obligated to accept the reporter’s facts and figures or answer hypothetical questions. o follow up with the journalists to determine if they •D need anything further and when the article will run. • Don’t attempt to assess blame. o collect and keep track of your press clippings as •D well as those of your competitors. eprint (with permission from the publication) •R prominent clippings about your office and use as a promotional tool. •D o send photos whenever possible — and try to position the Coldwell Banker Commercial logo or signage so that it will appear clearly in the frame of the photo. Do identify each person in the picture by writing the names of the people on the back of the shot or attaching a list to the picture. •D o try to send releases to the press at least once a month. This ensures momentum and keeps you top of mind with the media. • Don’t overreact or exaggerate a situation. • Don’t deviate from your company policy. •D on’t provide any internal material or documentation to the media. •D on’t berate or scold the journalist if they misinterpret or misprint your information in an article. You may call to gently remind them of the correct data. They may print a correction or take heed for the next article they write about you. When asked to do an interview: •D o your own research — Make sure to research and confirm any facts or figures you are uncertain of, and try to identify any area you may be uncomfortable discussing. • T alking points — Write down some talking points so that you have them in front of you. • Don’t come unprepared, try to make up stats or lie to the media. If you are put on the spot about a situation, either offer the truth, or explain that you are unable to provide the information at the present time and offer them alternate information. • If you are uncomfortable talking about a topic, offer alternative, positive information without feeling pressured to answer any particular question directly. •D on’t just say “no comment.” It is often perceived negatively by journalists as well as the public. If in doubt, feel free to call the CBC Public Relations team. _____ 64 _____ Small Business Advertising Basics Ad Measurability Many offices face the challenge of how to start their marketing launch. Should you run quarter-page ads in your local paper? Should you pay a Search Engine Optimization firm to get you better Google rankings? Should you sponsor your kid’s little league team shirts? The answer isn’t about where to spend money, it’s about what order to spend it in. Presumably all of these placements will produce some visibility for your company. But businesses like Coldwell Banker Commercial® affiliates don’t just need visibility; they need a financial return as quickly as possible. Time to Action Time to Action is a measure of how quickly our advertising results in an action. CBC affiliates need to turn ad dollars into actions very quickly, so comparing how quickly your media performs is critical. Track-ability While we want to produce quick results, we need to track those results as well. If we don’t know what’s working, we don’t know how to respond effectively. Since most of your initial marketing will be a test of itself, you need to put those items you can measure at the top of your list. Even if they don’t produce the best results, the fact that you can measure their efficacy will allow you to finetune your message and adapt to your customers earlier. Return on Investment Of course we want our marketing dollars to produce a healthy return on investment. But if the return takes 2 years (Time to Action) and we have no idea where it came from (Track-ability) it doesn’t really help us! All marketing should be accountable and provide a measurable return on investment. Always remember, if you can’t build a clear and obvious model for return on ad investment dollars, walk away. Don’t get lured into thinking that just because it builds awareness it’s a good way to spend money. You can build awareness until you’re blue in the face, but unless you’re bringing in business, it just doesn’t matter. The idea is to find out what works best, move it to the top of the stack, and then exploit it until it can’t provide any further results. _____ 65 _____ Advantages and Disadvantages of the Major Types of Media It is important to understand the different types of media before choosing which one will be the right one for your firm. Adapted from Bernard Hodes Group, 2001 and Joscon Networks, 2001 ADVANTAGES DISADVANTAGES WHEN TO USE • Most personal form of advertising • Mailing can be pinpointed to precise geographic area • Can target specific groups • Evaluate its effectiveness by calculating response rates • Difficult to find home address mailing list of prospects by occupation • Cost for reaching each prospect is high • Many people don’t like unsolicited offers • If the right mailing list can be found, this is potentially the most effective medium – no other medium gives the prospect as much a feeling of being specially selected • Particularly valuable in competitive situations • Specialized audiences • Long life • Not timely • Often have competitive clutter • Only appropriate to have your company listed. • Relatively cost-effective • Target types of viewers • Messages can be timely • Ads can be interactive • Able to reach a global audience • Difficult to gauge impact of Internet advertising • Range of costs can vary dramatically • It is still new to consumers • Appropriate for ongoing campaigns, especially as a resource for additional information. • Banners, Ezines and links can help drive traffic to your website. • Select targeted audiences • Ad size flexibility • High quality printing • Prestigious editorial environment • Long life – prospects keep magazines and reread them • Wide geographic circulation – • Long lead time for ad placement • Costs can be high • When it is a specific property that tailors to a unique audience • When time and geographic limitations are not of utmost importance • Easy to ignore • Considerable competitive clutter • Circulation not specialized – you pay for unwanted readers • Poor printing quality • Targeting specific audiences is limited • When you have a very local property • When sufficient numbers of clients are clustered in a specific area Newspapers • Short deadlines • Ad size flexibility • Circulation concentrated in specific geographic areas • Reach a diverse audience Outdoor (roadside billboards) and Transit (posters on buses & subways) • Difficult to ignore. Can reach clients as they are traveling to their jobs • Precise geographic selectivity • Reaches large numbers of people many times at a low cost • Only very brief message is possible. • Requires long lead for preparation and must be in place for long period of time (Usually one to three months) • When you want to have an ad for a long period of time Point-of-Purchase (promotional materials at recruiting location) • Quickly recognize brand • Creative flexibility • Inexpensive • Shelf-life, kept at their desk or in their home • Limited usefulness: every company gives them out and clients don’t act on call to action • When you sponsor an event. • At your front desk in your office • When you want to stay in front of your existing clients. Radio and Television • Can be limited to specific geographic areas. • Creatively flexible, can dramatize employment story more effectively than printed ads • Only brief, uncomplicated messages are effective • Lack of permanence; client cannot refer back to it. (Repeated airings necessary to make an impression) • Creation and production of commercials – particularly TV – can be time-consuming and costly • Lack of special interest selectivity; paying for waste circulation • When a large impact is needed; a “blitz” campaign can saturate an area in two weeks or less. • Useful to call attention to printed ads or web site Direct Mail Directories Internet Magazines _____ 66 _____ Where to Advertise: Helpful Links Start with local publications for your advertising. You can also use the following links to assist you in finding more publications. Newspapers by State http://dir.yahoo.com/News_and_Media/Newspapers/By_Region/U_S__States/ www.newspaperlinks.com/voyager.cfm http://newslink.org/news.html Magazines by State www.newslink.org/mag.html Trade Magazines http://dir.yahoo.com/Business_and_Economy/Business_to_Business/Real_Estate/News_and_Media/Magazines/ City and Regional Magazines on the Web www.bibliomaven.com/citymags.html Radio Stations www.radio-locator.com/ TV Stations www.newslink.org/stattele.html www.shgresources.com/resources/tv/ Media Contact List (Paid Service) www.medialistsonline.com/list_build.asp _____ 67 _____ National Advertising Discounts Description Execute The Coldwell Banker Commercial® organization corporate has negotiated discounts on behalf of affiliates with national and regional publications, for both print and online. Review the chart below displaying some of the discounts offered or download the most current list of Advertising Discounts from www.cbcblueprint.com —Library Value Because the Coldwell Banker Commercial brand advertises with certain vendors nationally, we can negotiate a discounted rate for placements. We pass these discounts down to the affiliates. Publication Circulation Discount Contact Name Black’s Guide 2,000- 4,000 (varies by region) 15 percent Keith Davis CCIM 20,000 6X Rate John Davis (770) 973-5216 Commercial Property News 31,000 3 percent Paul Hayes (646) 654-4588 Heartland Real Estate Business 20,000+ 10 percent Scott France France Publications (404) 832-8262 Hotel Business 41,000 50 percent Allen J. Rolleri ICD Publications (631) 246-9300 x218 Hotel Journal 13,000 50 percent Allen J. Rolleri ICD Publications (631) 246-9300 Midwest Real Estate News 30,000 24 percent Tricia Haddon RE Communications Group (312) 644-7168 Multi-Family Executive 25,000 5 percent Rich Davis, Multi-Family Executive (215) 794-8252 National Real Estate Investor 33,301 10 percent Matt Butcher National Real Estate Investor 40 percent (Classified Section) (Sunday) (Wednesday) Russ Freyman Managing Director Phone (866) 364-6114 (212) 204-4240 New York Times 1,700,000 Northeast Real Estate Business 20,000+ 10 percent Scott France France Publications (404) 832-8262 Real Estate Forum 33,250 25 percent Greg Christensen Real Estate Media (212) 929-6900 Shopping Center Business 34,000+ Scott France France Publications (404) 832-8262 The Wall Street Journal 3,500,000 10 percent Varies by region (42.5% in Business Classifieds) Geoff Madden Dow Jones Advertising (212) 556-4618 (212) 597-5650 _____ 68 _____ Other Useful Coldwell Banker Commercial® tools It is important to create professional-looking listing packages and packages to win business. CBC offers a variety of tools to assist you in creating your packages. Win Business Package & Marketing Package Templates Description A Win Business Package is a proposal that is used when trying to “win the business”. A Marketing Package is a proposal you create after you have won the business to market the property to prospective clients. Execute Both templates can be downloaded from www.cbcblueprint.com in the Library tab. Type “Package” in the search. Templates have been created in a variety of formats for both of these packages. They are available in three formats: • MS Word • MS Publisher • Adobe InDesign Value Accompanying the templates is a How to Guide that explains how to get the proper information. The templates were created due to high demand from Coldwell Banker Commercial® (CBC®) affiliates seeking help with their proposals. The contents of the template were thoroughly examined to determine what methods should be used to best portray your company. Many of the recommendations come from proven packages that have won listings for some of our affiliates or have successfully marketing the listing. 1 _____ how to create a win business proposal part ic i pat ion g uide The templates were also created to generate consistency among affiliates. We wanted to make it easy for you to create a professional Win Business proposal and Marketing Packages. _____ _____ 69 _____ Enhanced Graphics Project Management Description Description RE Back Office is a pay-per-item solution center offered at a discounted rate to the CBC organization of affiliates. It is important to keep all of your listings organized. It is also important to keep your client apprised as to where you are at with marketing their listing. A brief summary of the product: • 3D Maps • Artist Renderings • Floorplan Recreation • Stacking Plans • Map Recreation • Flyer Design • Website Design Value Purchasing these products at significantly discounted rates improves the quality of marketing packages. You can also purchase a gift for your client. If they recently sold or bought a building, you could have a nice watercolor done for about $250. Execute Value Keeping your client in the loop is the first step in customer satisfaction. Execute CBC affiliates receive access to a communication and project management tool: Teamwork PM. This web-based communication and transaction management tool enables professionals to connect with their team members or clients and share information at any time. This tool offers immediate access to project files, including: lease contracts, floor plans, project timelines, task lists, team rosters, property data and all project communications - allowing you to easily keep your team members and clients informed. www.cbcblueprint.com in the Tools section. www.cbcblueprint.com in the Tools section. _____ 70 _____ Financial Analytics Description Execute As an affiliate in the Coldwell Banker Commercial® organization, you have a unique opportunity to get a substantial discount on financial tools to analyze all the rents, improvements and other occupancy-related costs in detail via Argus Leasing Suite. Argus Leasing Suite is offered as a paid service through the CBC organization. We have negotiated an 87% savings on behalf of our affiliates. ffice, industrial, retail, mixed-use and •O multi-family analysis • Cash Flow, Tenant Reporting, Returns and Valuations • Real-time Calculations • Instant sensitivity for acquisition, management and disposition xpense Recovery Calculations with •E Instant Auditing Capability • Reporting and presentation tools • Exchange with Excel, Argus and other industry tools • Lease vs Buy Analysis www.cbcblueprint.com — Click on Tools — Financial Analytics We do offer an excel template to run financial numbers as well...not quite as robust as Argus, but you can run a 10 year financial projection by simply entering in a couple of numbers. www.cbcblueprint.com — Click on Library — Financial Analysis Resources Value Prepare “Argus” like runs with this simple program to create more professional Marketing Packages for your listings, and it isn’t as difficult to use as the main Argus program.
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