In real estate and commercial real estate there is a lot of difference between being a salesperson and a professional salesperson. The later makes a lot more commission and has better relationships with clients and customers in their local property market.

Clients and property owners want to work with the best real estate agency and also the best professional real estate salesperson. If you can create that mantle for yourself, then business and new listings will be attracted to you. You are a brand, in addition to that of your office.

You could say that prospecting is part of building your brand and being a professional salesperson, but in commercial real estate there are a few others to add to the list, such as:

1. Advanced negotiation skills that reflect the real needs of the property and challenges the owner faces in the current market.

1. Marketing skills that tap into the target market for the property so that the time on market is shortened.

1. Pricing and rent strategies that obtain the best results for the property owner in the shortest time.

1. A market share that attracts buyer and tenant enquiry to you constantly so that listings are exposed to the widest share of enquiry and opportunity.

1. A database that includes all of the qualified enquiries in the current market and a summary of what they are looking for.

1. Inspection processes with property listings that capture the main selling points of the property.

1. Confidence in handling all types of enquiries and people so that they are qualified and controlled before any information is released.

1. An awareness of competition properties in the local area that can impact the subject listing whilst providing a strategy to win against them.

1. Evidence of relevant property prices and rents across all property types in the local area, so that the client can make informed decisions before going to market.

1. Marketing alternatives and methods of sale or lease that provide different approaches and budgets that can be used in taking a property to market.

1. Client communication methods and systems that keep the client fully informed at all times in the promotion of property for sale or for lease.

Most real estate salespeople struggle with providing all of these skills. The more skills and information you can bring to the client, the chance remains that the listing will be yours for the duration of the sales or lease cycle.

To win a listing in this market, it is not about your office, your manipulative pricing, or your discounting of commission and marketing. It’s all about you as a professional salesperson, your brand, and how you can solve the property pain that the owner is experiencing.