In the commercial real estate (CRE) industry, success has always depended on relationships. From the initial handshake to closing the deal, brokers need to build trust and rapport with clients. However, as the industry evolves and digital tools become more prominent, the way brokers form and maintain relationships is changing. For brokers to stay ahead, leveraging technology while keeping a personal touch is essential for fostering long-term partnerships. Here’s how brokers can thrive in the digital age by balancing tech with relationship-building strategies.
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1. Embrace Technology, But Don’t Forget the Human Touch
In today’s fast-paced market, clients expect immediate access to data, whether it’s market trends, property details, or financial information. Technology has made it easier to provide clients with real-time data, but this doesn’t mean the human aspect of your role as a broker should take a backseat.
Use Digital Tools to Enhance, Not Replace, Personal Interaction
Tech solutions like property listing platforms, virtual tours, and video marketing tools such as VidTech allow brokers to efficiently present property details. However, these should be seen as conversation starters, not replacements for meaningful dialogue. When presenting a virtual tour or sharing data from a listing, follow up with personal insights that show you understand the client’s specific needs. Instead of letting automation handle all interactions, use it to create more space for personalized conversations.
Schedule In-Person or Virtual Check-ins
Whether your clients prefer meeting face-to-face or virtually, regular check-ins remain a cornerstone of long-term relationships. Don’t rely solely on emails or automated updates; take time to reach out personally, whether through a quick phone call or a Zoom meeting. This helps keep relationships strong and reassures clients that their business is top of mind.
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2. Leverage Data to Offer Tailored Solutions
One of the advantages of the digital age is the vast amount of data available to brokers. Market analytics, property performance metrics, and demographic insights can help you offer highly tailored advice that aligns with your client’s investment goals. However, simply sending clients data reports isn’t enough. Brokers need to interpret the data and provide meaningful recommendations that make a difference.
Understanding Market Trends and Forecasting
Clients look to brokers for expertise, not just raw numbers. By analyzing trends in different asset classes—whether retail, office, or industrial—you can provide forward-looking insights that help clients plan their investments. For instance, if you notice a growing demand for industrial spaces in a particular city, share this insight with your client before they miss the opportunity. In an era where data is readily available, offering actionable insights is what sets a broker apart.
Local Market Intelligence
While national data is useful, clients want to know what’s happening in the specific markets they are targeting. Make use of localized market reports, commercial development plans, and demographic shifts to provide clients with a deeper understanding of the area’s potential. Platforms that aggregate this information—like VidTech’s video marketing and data analytics tools—help brokers visually demonstrate how local market conditions align with a client’s investment goals.
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3. Create Value Beyond the Transaction
Closing a deal is important, but fostering a long-term client relationship means creating value that extends beyond individual transactions. Whether your clients are investors, developers, or tenants, they should see you as a valuable resource long after the deal has been signed.
Becoming a Trusted Advisor
Position yourself as a long-term partner, not just a transactional broker. Offer to assist with property management referrals, updates on market trends, or even advice on future acquisitions. Clients are more likely to return to brokers who provide consistent value over time. This means being proactive about staying in touch and offering advice that isn’t tied to a specific transaction.
Personalized Follow-ups and Milestone Check-ins
An easy way to maintain long-term relationships is by setting up personalized reminders for key client milestones. Did they purchase a property last year? Reach out on the anniversary to check how their investment is performing and offer insights on current market conditions. This thoughtful approach keeps your relationship top of mind and shows that you’re invested in their long-term success.
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4. Video Marketing: Bringing CRE Listings to Life
One of the most effective ways to build stronger relationships and engage clients is through video marketing. In commercial real estate, visuals matter. Investors want to see more than just static images—they want to experience the property virtually.
Virtual Tours for Remote Buyers
In the digital age, many clients, particularly remote investors, may not have the time to visit every property in person. Video tours and drone footage, offered by platforms like VidTech, give clients the ability to explore properties from anywhere in the world. This level of convenience strengthens trust, as clients appreciate brokers who offer cutting-edge solutions to save time and effort.
Highlight Property Features and Market Context
Video marketing allows brokers to not only showcase properties but also provide important context. For example, using aerial drone footage to show how a retail property is situated within a thriving commercial district or near a high-traffic road can help clients see the full potential of a property. Supplementing this with data about local demographics or commercial activity can seal the deal.
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5. Adapt and Innovate to Build Loyalty
The most successful brokers are those who adapt to new technologies and market trends while maintaining their core relationship-building skills. Clients appreciate brokers who bring fresh ideas and innovative approaches to the table. The CRE landscape is changing, and new tools are constantly emerging to help brokers succeed.
Use Social Media and Content Marketing
Social media platforms such as LinkedIn, Instagram, and YouTube offer powerful opportunities for brokers to showcase their expertise and properties. Sharing video content, market updates, and success stories can keep you top-of-mind with current clients and attract new ones. Clients often turn to brokers who have a strong digital presence, as it signals that you’re plugged into modern trends.
Offer Unique Client Experiences
Going beyond traditional deal-making strategies can also help build long-term relationships. Consider offering educational webinars, in-depth market reports, or even hosting local market tours for clients interested in exploring new investment opportunities. These experiences help create a sense of community and build loyalty.
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Conclusion
In the digital age, CRE brokers must balance technology and personal interaction to build long-term relationships. By leveraging data, offering tailored insights, using video marketing tools like VidTech, and creating value beyond transactions, brokers can thrive in this evolving landscape. Success in CRE is no longer just about closing deals—it’s about becoming a trusted, forward-thinking advisor for years to come.