To build your commercial real estate business as an office in your local town or city, and to gain the right market share for yourself, you are going to need a 'Strategic Marketing Plan'. Before you create the plan, you will need a 'Strategic Marketing Position'.

In this way will you make an impact on a consistent basis with the right prospects and players of the commercial property industry. Simply you want the market, the business owners, the property investors, and all the local tenants and buyers, to know that you are the best out there and can help them with their special property need.

So before you start to consider your marketing plan it is worthwhile considering what makes you better than the other agents and brokers in the area. You should have a real reason in being different in your property business, and your prospects must know you for that. This is both an issue for the office and for you as an individual. Everyone in your office should be pushing the same story when they talk to prospects.

Do not say that:

* You are the best in the area, and you know what you are doing
* You are honest with the client from the outset
* You communicate with the client every step of the way
* You have operated locally for 20 years and know everyone in town, etc

These generic statements are just that and are of no relevance to the people that you want to attract. Your reason for serving the property marketplace has to be significant and of benefit to the people that you deal with.

You can specialise in a single property type to achieve that relevance to the prospects that you want to attract. Consider statements like this: