An Opportunity For Commercial Agents x
Its amazing the huge percentage of commercial agents and
chartered surveyors still happy for their company to be represented
by a poor website featuring out-dated technology and dire
Yet could this actually present a huge opportunity for those
commercial agents who want to be proactive in a depressed property
market? Is this an opportunity to take advantage of the rival
Your website is the physical embodiment of your company. It is
projecting a market position, business ethos and level of
professionalism to the wider market on a daily basis. In many cases
what Commercial Agents are projecting via their website is very far
from how they actually perceive themselves.
So, to those of you that what to get ahead of the pack, here are
a couple of quick tips to enable you to take this opportunity for
1. Make The Right Impression
We all respond to visual stimulus. In conscious and
sub-conscious ways design stimulates our reaction to brands,
products and services in every part of our life. Design affects our
decision-making processes, constantly influencing the products that
we buy and the services that we engage.
Your potential clients are constantly making decisions affected
by this sort of stimuli, so why should it be any different when
they are looking for a purveyor of the services that you offer?
Great graphical design offers a huge opportunity to the
commercial agent who wants to set himself apart from his
competition. Great design will communicate a personality, position
and attitude far faster than the most expertly crafted prose every
can. Furthermore, even the greatest prose will struggle to change
the negative perception that bad design has instilled in the mind
of your potential customer. Design is powerful because it
communicates on an emotional level.
There is a plethora of evidence that proves that a poor website
will have a negative effect on the clients overall perception of
2. Be Seen
Your website looks amazing. It is picking up D&AD Awards
year on year, but if no one can find it what’s the point.
Getting seen presents a huge opportunity to the proactive
commercial property agent. Part of a websites job is to actively
sell your services and catch potential clients. A great Chartered
Surveyors website should be delivering a level of unsolicited
enquires on a regular basis.
One of the ways to ensure that your website will ‘Be
Seen” is via a high search engine listing. And with over 90%
of the search market, that means a high Google ranking.
Commercial Agent SEO
SEO or Search Engine Optimisation is the main contributor to
high Google rankings and getting you seen. It is probably the most
important part of website design as it influences the design and
structure of your website. It also influences your content and the
way that you manage that content in the future.
The opportunity lies in the fact that aside from the large
companies, most commercial agents and chartered surveyors have no
on-going SEO policy or support. Furthermore they have websites that
are so poorly designed from an SEO perspective, search engines get
confused when they review them.
Now, I get tired of Commercial Agents telling me that all their
business comes via their network or recommendation. That may be the
case, but what kind of commercial agent would turn away as much as
25% of new business enquires that could come via organic
Who Provides SEO
SEO is an on-going process. Consider that your market is
constantly evolving, you clients needs change and your competitors
are constantly changing their response. In addition, search engines
change the algorithm they use to review and rank websites on a
regular basis. Google alone makes literally hundreds of changes
A good website design company should include SEO within the
support package they offer, but many don’t. Find out what you
get for your money, because what seemed like a good deal can turn
out to be an expensive solution when all the extras are added. Also
beware of a designer that says they fully optimise your new website
at the build stage. That won’t help six months down the line
when Google have made algorithm updates and the market has moved
In conclusion, if you can make sure that your website will
“Be Seen” by potential clients and that you “Make
The Right Impression” when they do see it your business will
gain a significant return.
Philip Burrows, Marketing
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