Tips for Writing Commercial Property Listings – With Examples
Would you like to see higher levels of engagement and better enquiries from your commercial property listings? In a competitive market the quality of your copy can be the difference between sealing a deal and missing out on a potential opportunity.
When it comes to residential properties, purchasing and leasing decisions tend to be more emotionally driven than for commercial properties. This is because the decision is more personal. For commercial properties, raised capital or the company’s money is often used to make the purchase, and there may be a level of accountability to investors and other stakeholders to consider. Although it’s important to keep this in mind, emotional motivators will still be influencing factors.
So how do you tailor your approach to the commercial market and speak to a prospect’s emotions in your marketing message? The key is to weave benefits into the features that prospects take into consideration when purchasing or leasing a commercial property.
There are three main types of commercial property. These are OFFICE, RETAIL and INDUSTRIAL. Each have their own features and benefits that will play a role in a potential buyer’s purchasing or leasing decision.
- External office appearance & entry – will it make a good impression?
- A versatile internal layout – is there room for a client meeting space, break-out areas etc?
- Proximity to facilities – are there eateries, banks, other offices nearby
- Accessible location – can clients and employees get there easily?
- Healthy environment – are conditions such as noise levels, air quality, temperature, natural light sufficient for wellbeing at work?
- Staff & client parking – is it available?
- Co-tenants – are they a good fit, stable, successful?
- Amenities – is there a well-designed kitchen, bathrooms?
- Internet & phone connection – is the quality, reliability, speed good enough?
- Location – is the area serviced by public transport? Is it in a strip or within a centre? Is it close to shopping areas and/or tourist attractions?
- Visibility – can the store be seen from the road? Is it a prominent shop front?
- Convenience – is it easy to access? Can customers get in and out of the parking lot easily?
- Population – how many people walk or drive past? Is the area growing to support your own growth?
- Area crime rate – are there any issues with crime? Is there a local police station nearby?
- Zoning – are there any zoning restriction? Any upcoming construction or road work?
- Anchor store – is there a major retail store or grocery store in the centre or strip that will drive customers to your commercial space?
- Versatility – is it an easy conversion to suit a variety of tenants?
- Location – is it close to major highways or freight infrastructure?
- Accessibility – is it easily accessible to receive deliveries of goods? Is there sufficient car parking to service tenants and customers?
- Construction – is the roof high enough for forklifts and trucks to pass under?
- Amenities – are there staff amenities and an office space?
- Security – how secure is the premises? Is there secure fencing? Is it well lit?
- Visibility – can the industrial building be easily seen and identified?
- Zoning – do zoning plans allow a variety of business types?
When working on an ad for a commercial listing, start by breaking down your content into three areas. These are HEADING, POSITION, and PROPERTY.
A snappy headline will attract interest. It can make or break your content and should communicate a key benefit or feature. Here are a few examples:
- AFFORDABLE EXPOSURE
- OCCUPY, DEVELOP, INVEST
- POSITION PERFECT
- PREMIER RETAIL OPPORTUNITY
- THE BIGGEST AND THE BEST
- WIN THE RACE FOR SPACE
- TICKS THE BOXES
- RARE BLUE CHIP INVESTMENT
- BEAUTIFULLY PRESENTED, VIBRANT LOCATION
- A PLACE WITH SPACE
- BUSINESS OR PLEASURE
- METROPOLIS NOW
- UNTAPPED POTENTIAL
- QUALITY & QUANTITY
- HIGH PROFILE PREMISES
- LAUGH ALL THE WAY TO THE BANK
- HOT TICKET INVESTMENT
- HIGH AND MIGHTY
- TRY THIS FOR SIZE
- GROWTH OPPORTUNITY
- SEE THE LIGHT
- HIT THE HOT SPOT
- MOVE ON UP
Illustrating the benefits of a commercial listing’s position gets prospects thinking about the positive impact the property will have on their success. Here are some examples of phrases relating to the position of a commercial property:
- benefit from this high foot traffic location
- double frontage provides excellent exposure
- commercial premises in a rapidly expanding location
- a high-demand location
- exposure opportunity to attract instant attention
- this location offers a tenant excellent passing foot traffic
- set amongst corporate offices and retail outlets, this property offers great networking potential to the occupant
- the road frontage provides optimal exposure to highway and interstate traffic
- the property benefits from consistent foot traffic
- great signage opportunity with valuable exposure
- offering prominent exposure to passing traffic
- situated within a highly regarded industrial precinct
- prestigious business address to put on your cards
- offering quick and easy access to the national transport system and millions of potential customers
- located in an established development surrounded by leading regional businesses
- the nearby amenities will meet your everyday business, staff and customer needs
Every commercial property has specific features with benefits that can be woven into your property listing. The aim is to paint a picture of what prospects can achieve when they are in the premises. Here are some examples:
- this property welcomes many different usages with the zoning allowing for business or residential.
- additional storage areas provide further flexibility to this quality offering
- fully refurbished and ready for tenant fit-out
- generous reserved and visitor parking bays for your staff and customers
- retail and restaurant facilities on site provide for the needs of staff and clients
- the building offers tenants a flexible and modern working environment
- the building can accommodate an open layout or a segmented plan
- abundant parking for staff and visitors alike
- multiple driveways provide easy access for trucks and heavy machinery
- plenty of truck turning area for either parking or storage
- offering well-lit, secured facilities for peace-of-mind
- natural light, air-conditioning & fast internet connection ensure a comfortable work environment
- this location caters exceptionally well to clients and staff
- dual entry and exit points offering great access
- the space is efficiently fitted to an open plan work style
- a quality office in a highly sought-after development
- commercial property that ticks all the boxes
Here are a couple of general phrase examples referring to opportunities, ownership & gain:
- create your land bank for future development
- a prized gem in your investment portfolio
- a high-return option to add to your investment portfolio
- opportunity to acquire a proven income-generator in an established area
For your online listing, a bulleted list will allow prospects to easily scan multiple points and is a great way to highlight the key elements of your commercial property. Be precise with the details, don’t forget your call to action and include a high-quality photo.
KEY TIMESTAMPS: 09:25 Write better real estate listing descriptions using long input; 11:45 Experimenting with tone; 15:40 Best practice for creating custom templates; 20:00 Write an ‘About Me’ profile; 23:38 Write a client success story; 26:00 Write a client testimonial; 27:00 … client case study; 28:20 … social media content; 31:50 Cold outreach letters & emails.