Tuesday, 12/02/08 10:58 AM
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Tuesday, 12/02/08 10:58 AM |
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Member Services : COCIE : Features & Benefits : Marketing your listings with COCIE Marketing your listings with COCIEBy Catherine Erney Information about your listed property, including a property photo, about 10 fields of available data -- and a great deal of REALTOR® contact information is immediately pushed to 11 EDC web pages. For example, we currently feed listing information to the Columbus Board of REALTORS® web page at www.cocie.org; the Columbus Chamber of Commerce's GIS at www.columbus.org; the City of Dublin's web page at www.dublinecondev.com; the City of Gahanna's web page at www.gahanna.gov; the Fairfield County EDC at www.businesscounty.com - among others. This process is designed to give you maximum exposure for your client's listings while driving all real estate inquiries to you -- the listing agent. This passive marketing requires no more action on your part. When you update your listing information on the CDX, all but one of the appropriate web pages are instantly updated. Because the Columbus Chamber's page is a GIS application, it is updated bi-weekly. Anyone in the Columbus market with an e-mail address (or at least 1,634 of them interested in commercial real estate) is aware of the next marketing tool available through COCIE-- CDXMail Plus. Anywhere between 10 and 40 CDXMails go out on any given day; trumpeting new listings, searching out client needs, making broker announcements or advertising open houses or meetings. Love it or hate it -- this e-mail blast tool has transformed the Columbus real estate market. Deals are being accomplished more quickly and with more cooperation among more different parties. Two other valuable marketing tools available through COCIE are CDXDirect and My Exclusives. These enhanced services take your listing information and feed the information directly to your own web site. The result can be customized to mimic the look and feel of your web site. CDXDirect provides a web-site search engine allowing you to maintain instant and accurate real-time updates to your listings online from our database. My Exclusives is an agent listings feed that allows you to market yourself through your website with your resume, experience as well as current lease and sale listings. Tenant ProspeX is another marketing tool tailor made for the real estate industry, allowing commercial real estate professionals to research tenants directly from the exchange. This data intensive company database is based on Dunn & Bradstreet information and a few other sources. Being linked to the Xceligent property database enhances the information even further. Data elements in the records include company name, address telephone number; up to three contact names, business type, number of employees, the lease beginning date, an estimate of the square footage occupied by the tenant and finally financial information about the business. The 73,000 plus companies in this database can be used in many ways, from prospecting to market analysis. For example, if you are representing a space formerly occupied by a law firm, it's already built out for a law firm. The most obvious tenant to occupy the space -- you guessed it, a law firm. Using Tenant ProspeX, you can locate every law firm within a three mile radius of your property. Or you can locate every law firm in the entire Columbus Metro that generates over $1 Million in sales volume annually, currently leases its office space, has more than four employees and moved into its current office between two and three years ago. Or -- you search both criteria at once. All the data is there and very easy to access --it's up to you to decide how to slice and dice it. If you are representing a neighborhood shopping center, you can use Tenant ProspeX to analyze the trade area around your center. For this procedure, you'd use the mapping feature of the Tenant search. It's as easy as drawing a polygon around your subject property -- following the natural boundaries created by freeways, highways, rivers, etc. Maybe you'll discover that the neighborhood around your center is overloaded with Dentists but low on coffee shops. Once you see what is needed in the area, you can target for retailers in that category either by SIC (Standard Industrial Classification) code -- or just by typing the company type -- caterer -- in the business description field. If you are representing space, you can quickly and easily print targeted mailing labels to send your property flyers to prospective tenants. We also have a tenant report all ready for your cold calling efforts. Actually, our broker-friendly report leads to "warm calls" since you already know the appropriate contact person's name and phone number, the business type, number of employees and how long they've been in the current space. As with all of our data, you can export your results in Excel or commadelimited format. From there, it's easy to create mail merge letters -- or download the prospect information directly into your own contact management program. For more information on marketing your listing through COCIE's enhanced services, contact our office at (614) 430- 3343, Angela Utz at (614) 537-0967 or Catherine Erney at (614) 202-7025. We'll be happy to demonstrate these services in your office and show you how they can help in your marketing efforts. COCIE NewsAs a COCIE member, not only do you have access to the data for the Columbus area, but for Xceligent systems nationwide. Therefore, you have access to: Columbus: Nationwide: New online CDX classes added New firms Ethics for the Commercial Agent Case studies for the commercial REALTOR® will be used to identify ethical and unethical behavior and to determine which articles of the canon and code of ethics are being violated. Discussion will address the grievance process, how complaints are evaluated, arbitration and mediation, as well as, identifying the possible penalties for ethics violations. Cost is $45 if paid by 2/29 ($55 after 2/29). Register online at ColumbusRealtors.com. Attention Commercial Members COCIE Classes |
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