Colliers | Wisconsin

Corporate Wisconsin Office
833 East Michigan Street
Suite 500
Milwaukee, WI 53202
Tel:  +1 414 276 9500
Fax: +1 414 276 9501

CEO
Scott Welsh
+1 414 278 6808
scott.welsh@colliers.com

President
Mike Fardy
+1 414 278 6806
mike.fardy@colliers.com

Madison Office
8383 Greenway Boulevard
Suite 600
Middleton, WI 53562

Fox Valley Office
200 South Washington Street
Suite 203
Green Bay, WI 54301

Property Marketing

Our approach to property marketing is not a laundry list of marketing tactics. We have developed a go-to-market system that creates strong demand, a competitive environment and a continuous feedback loop, allowing course corrections throughout the property marketing cycle.

We distinguish our property marketing services from other firms in two ways: we segment your prospects to make the best possible use of marketing resources, and we have a system to drive prospects through a “transaction filter,” taking them from basic awareness of your property through the contract stage.

1. Market segmentation
Most real estate marketing proposals list dozens of tactics—signage, online listings, flyers and tours—but lack strategic segmentation of the potential market to make the best use of available resources.

Our approach is to develop a prospecting hierarchy that defines your best possible tenants or buyers, such as those with the greatest need or those likely to pay the highest price.

  • Primary targeting: We connect with the best prospects through high-touch, personal contact including calls and tours.
  • Secondary targeting: We connect with our database of appropriate targets through direct marketing, such as flyers, mail, email and broker contact.
  • Tertiary targeting: We ensure exposure to every potential target with broadcast tactics, such as advertising, online listings, signs and network exposure.

2. Transaction filtering
It’s not enough for a prospect to simply know about your building’s availability—they need to understand how it can better serve their needs, or else that prospect might dismiss the opportunity before fully appreciating its value to their business.

Our property marketing experts not only generate leads, but also carefully track them as we build the prospect’s knowledge about your property, answer questions and tackle concerns and impediments.

  • Awareness stage: The prospect is aware of the building availability, its location and features.
  • Understanding stage: The prospect sees the value for his or her own business and unique needs.
  • Interaction stage: The prospect tours the building and/or does space planning and a test-fit to determine suitability.
  • Transaction stage: The prospect moves through the negotiation and contract phase.

As a result of this stage tracking, we generate feedback that alerts owners to issues that can be corrected during the property marketing and brokerage process.

For example, when we solicited feedback from prospective tenants and brokers following one property’s tours, we learned that many perceived the building to be too far from the city center’s services. The marketing communications were revised to tackle these concerns by highlighting nearby amenities, access to transit and substantially better parking and freeway access than downtown buildings offered. As a result, leasing was completed at a rate comparable to buildings in the downtown core.

National expertise

Need national expertise or specializations? Browse the U.S. practice groups and service lines to learn more.

U.S. Site
Wisconsin
833 East Michigan Avenue, Suite 500 Milwaukee, WI 53202 United States | Tel: +1 414 276 9500