Don’t Let Virtual Communication put an end to Face to Face Interaction”

April 19, 2012

By: Tommas Golia, Sales & Leasing Associate 

The increasing use of virtual communication has had an incredible effect on commercial real estate in San Diego.  Email, texting, and social media have created new spheres for commercial real estate brokers to communicate with each other and their clients.  It has had a significant impact on the speed at which information can be obtained—both in marketing and relationship building. However, the importance of face-to-face interaction has never been more important.    

Trust is one of the most important factors in building a relationship.  Face-to-face interactions create a personal connection between a commercial real estate broker and his client. In a study done by the Harvard Business Review, 95% of survey respondents agreed that in-person meetings are both key to successful long-term relationships and to building strong relationships.  Furthermore, 89% agreed that face-to-face meetings are essential for “sealing the deal”.[1] 

In tenant representation, sending a list of potential San Diego commercial real estate leasing that’s available is a good way to start the process, but actually meeting with a client and going through each potential property is much more powerful.  Following up the meeting with a property tour in person will further strengthen the client’s trust in the broker.  Landlord representation, especially in multi-tenant properties, tends to be a longer-term relationship.  Beginning with a listing presentation and continuing with status update meeting and successful leases, a broker of commercial real estate in San Diego is able to have a deeper sense of who the owner is and how he operates. 

Joanne Black, author of “No More Cold Calling,” says she’s not surprised by the strong feelings businesspeople have about the productivity-enhancing properties of in-person contact. “We have become so organized around technology that we have almost forgotten what it’s like to talk to people,” says Black. “But when you find yourself face-to-face with someone, you realize you can explore, ask questions, keep asking more questions and get to the heart of the matter.”[2] 

Marketing is another avenue where face-to-face contact is crucial.  There is no doubt that direct and indirect marketing opportunities that the digital age has provided in commercial real estate has multiplied the ways in which a property can be marketed.  Whether it is on listing databases such as COSTAR or LOOPNET, broker blasts via email, or marketing postcards to prospective tenants and owners, brokers of commercial real estate in San Diego are able to “touch” more people and, therefore, bring more visibility to the property.  In turn, this has created more opportunity for that face-to-face contact that helps to cement relationships—and, ultimately, productivity in business. 

[1] “Managing Across Distance in Today’s Economic Climate: The Value of Face-to-Face Communication” Harvard Business Review (2009)

[2]http://www.nomorecoldcalling.com/