Marketing 101 - Know Thy Ideal Referred Client

Commercial Real Estate Agent with REATA Commercial Realty, Inc. Texas 537349

Most of my business comes from referrals. From past clients. From members of networking groups of which I'm a member. Occasionally, from other real estate agents - both commercial and residential.

Referrals are great. I rarely have to compete with other brokers for the business because the prospect already knows I'm qualified, competent and trusted. So I'm clearly a great fit for them.

But are they a great fit for me? Watson, we have a problem....maybe.

As a Corporate Real Estate Advisor or tenant representative, I represent companies which lease commercial space for their company use. My ideal client is a company which already leases space in a multi-story office building in North Dallas, Plano, Frisco and Richardson which have 10 or more employees in that office. I have underlined the key characteristics of the ideal client to be sure they can't be missed.

This is who I most want as a client. It is to these prospects that I will spend time and money marketing. I never spend time or money marketing to a non-ideal client. Ever.

So what do I do when one of my referral partners or past clients refers me to a company which wants to lease a warehouse or shopping center? Well, just because a prospect isn't the ideal doesn't mean I can't help them. It just means that I won't go out of my way to seek them out or spend money to find them. It also means that I will think long and hard before taking them on as a client. I have to ask myself, "am I the best solution for this company's needs?" If the answer is no, then I refer them on to someone who is a specialist in the service needed by that company.

Be sure you know who your ideal client is so you know who to ask your referral partners to send you. You can't serve everyone so be sure to serve the ideal first. If you have time left over, you can serve a few others occasionally. 

Posted by




Bob Gibbons

REATA Commercial Realty, Inc. | 1211 E. 15th Street, Plano, TX  75074

972-468-1946 p | 866-439-8015 f | 972-984-8580 m |




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Patrick White
Home Driven Realty, Inc - Baldwin, NY
Driven to bring New Yorkers home

Good Evening Bob

Thanks for the post and information, Have a great day

Jan 05, 2012 02:00 PM #1
go to & get 20 Listing Appointments per month
Real Estate Faster - Los Angeles, CA

Great post. Excellent points that you stated on knowing who your ideal clients are. All the best for 2012!

Jan 05, 2012 02:01 PM #2
Brian Rugg
Rugg Realty LLC Sun City Texas 512-818-6700 - Georgetown, TX
Sun City TX Real Estate - Georgetown, TX Real Est

Hello Bob:

You do a great job of defining your market, and your ideal client. Agents frequently lose focus and try to become more things to more and more people which is almost always a mistake.  Well done.  Well said.

Jan 05, 2012 02:18 PM #3
Charles Stallions Real Estate Services
Charles Stallions Real Estate Services Inc - Gulf Breeze, FL
Buyers Agent 800-309-3414 Pace and Gulf Breeze,Fl.

So right we can't help them all so choose the right client and be referrable

Jan 05, 2012 02:33 PM #4
Bob Gibbons
REATA Commercial Realty, Inc. - Plano, TX

Thanks for the comments. Now I just have to remember to say "No" especially when the pipeline isn't as full as I would like it to be.

Jan 06, 2012 12:48 AM #5
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