Commercial Agents – Tips for Preparing a Commercial Property Lease Marketing Plan

When it comes to the marketing of commercial property today, specific target markets and marketing solutions need to be designed in the case of each property. Particular properties require unique marketing solutions to solve the property pain that the landlord may be experiencing.

This is where specialist commercial real estate leasing agents can offer high value and expertise to the property landlord.

When it comes to specific marketing proposals, commercial property leasing is a case in point. The marketing proposal is specifically written for the leasing project in the local area, whilst taking into account the trends of the market.

Here are some tips for structuring the lease marketing proposal and presenting it to the property owner in preparation for the campaign:

    1. The proposal document must be focused on the property and the needs of the client. A full 80% of the document should be structured around those two issues.


    1. The remaining 20% of the proposal document can be referencing the skills of the agency and leasing executives to be appointed to the project.


    1. Before the proposal document is created, it is essential to identify the target market that will be leasing the property. When you understand the target market, you can research the market conditions and market rentals relating to the inquiry from the target market segment.


    1. The critical criteria that should be set and defined from the outset will be the types of rental to be applied to the vacant premises, the levels of market rental in today’s property market, and the levels of incentive that will be applied to the new leasing opportunities.


    1. The standard lease document should be created by the landlord’s solicitor for preparation in use with all lease negotiations. The lease document will take into account the ideal lease term, rent review clauses, and option provisions. Other standard terms and conditions of the lease document may also be set in accordance with the landlord’s instructions or the function of the property. In established properties that are to be subject to renovation pressures or needs in the near future, it will be necessary to include relocation and renovation clauses within the lease document.


    1. Research comparable properties in the local area to understand the vacancy factors currently impacting the market. As part of that process, check out the supply and demand factors impacting the property from the new property developments expected in the near future. Any new properties should be checked out as to the levels of rental, the typical terms of a lease, and the levels of incentive to be provided.


    1. Review the property and its improvements to ascertain that the services and amenities match the needs of the target market.


    1. Obtain copies of the property layout and floor plan to assist in the lease marketing and lease negotiation.


  1. Provide the landlord with a timeline of the marketing campaign as it relates to the various parts of the property and in the case of a new property development the release of the project.

In summary, a well-designed leasing proposal for a commercial property will be a solution structured document that addresses the landlord requirements and the unique selling points of the property in the local area. Any comments in the proposal with regard to the agency and the history of your business are of little interest to the client. When you make this shift in proposal mindset, the proposal will be effectively read and accurately considered by the client.