DRE License 01170032 • NMLS License 290410 • For Broker Use Only
ownership portfolio of the individual or limited liability
company behind an individual property, along with
their mailing addresses, e-mail addresses and phone
numbers of key individuals.
This allows for direct contact with owners when
building marketing campaigns that involve sending
e-mails, direct mailers, marketing postcards or any
other marketing collateral. Knowing who to target
also helps in the process of tailoring a marketing
message. When there is no question as to who will be
on the receiving end of an e-mail or mailer, it’s much
easier to be specific and focus on presenting granular,
The personalization of a marketing message relies
heavily on the data used to craft those messages. When
building a direct-mail or e-mail campaign, mortgage
brokers can take their existing expertise about the
market and add layers of knowledge through granular
property, owner and debt/lender data points.
That knowledge can then be leveraged to create the
hyper-targeted and relevant, value-based messages
that move property owners to take action. Let’s say
you’re talking to Bob, an apartment-complex owner.
Instead of marketing generally to Bob about apartment
buildings or market trends, you can build a message
around Bob’s apartment complex, his county, his
portfolio, and his debt and lender history.
Following are examples of granular data points that
can be used to craft powerful marketing messages.
n Property data: First and foremost, property
location, asset type and physical-attribute data can
always be leveraged in marketing. To be specific, a
marketing message could include direct references
to a single property — or a single trait of a property
— in an owner’s portfolio.
With property data, language like, “your apartment
building” can become “your 60-unit complex on Green
n Owner data: Learning about a property owner is
helpful in building a hyper-specific message as well.
And now, brokers can access the ownership portfolios of their prospects. Available data shows all of
the properties in an owner’s portfolio, whether
or not those properties have current or previous
mortgages, and if those mortgages are shared
across other properties.
Specific details about an owner’s portfolio can be
leveraged to point out very granular value that helps
to cut through the clutter, grabbing the prospect’s
n Financing data: Mortgage professionals also
can view the current and past mortgages on any
commercial property. They can view the lender
for each loan, as well as the terms of that loan, the
amount, origination date, maturity date and more.
Origination and maturity dates can be used to send
marketing messages at the precise time a property
owner might be considering refinancing. Furthermore,
analyzing the type and terms of a mortgage allows for
a much deeper understanding of what the property
owner could be looking for from a lender.
n n n
Access to commercial real estate data enables mortgage brokers to build very strong, pointed marketing
strategies. Brokers can reach out at the appropriate
time with a targeted message that undercuts their
competitor’s pitch — and provides obvious value to a
In the end, marketers are only as good as the data
that informs the decisions they make. Commercial real
estate data is improving by the day and can no longer
be ignored by mortgage brokers, especially in their
pursuit of marketing success. In order to build truly
effective marketing messages for mortgage-financing
prospects, data is nothing short of essential. n
<< Marketing continued from Page 36 “Access to commercial real estate data
enables mortgage brokers to build very
strong, pointed marketing strategies.”