Morgul Marketing

    Your brokerage site gets opened on a phone, outside the building, in February

    Your website is not a brochure. It is what a tenant rep opens on a phone in a cold car outside a building, what a landlord reads the night before a listing presentation, and what an out of state analyst uses to decide whether your firm is real. All three are impatient. The Chicago version of the job has specifics: this building stock generates facts that decide deals, heat and who pays for it, what the lower level is actually worth, whether a truck can make the rear alley. A site that leaves every one of those in a flyer PDF makes each broker start every call from zero.

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    The listing page gets opened in a car on Ashland with the heat running

    Assume a phone, a cold hand, a weak signal and about one screen of patience.

    Brokerage sites get sent more than they get found. The link came from a broker, an email, a sign or a text, and the person holding it is checking one thing before a call or a tour.

    Design for that reader. Address, size, availability status and a direct number visible without scrolling. Numbers that dial when tapped. Addresses that open a map.

    Then design for the second reader: the person the link gets forwarded to inside a company, who has never heard of your firm and is deciding in a few seconds whether it is a serious one.

    Both are on a phone. Test on one, on a connection you have deliberately slowed down, in a browser you did not build the site in.

    Two sentences at the top can end the wrong half of your inquiries

    Say which side of the city and suburb line you work, and which asset classes you trade, before anything else on the page.

    A firm doing North Side retail and small multifamily is a different business from one doing suburban industrial across DuPage and Will. A visitor cannot tell them apart from a photograph of the skyline.

    Write it plainly. What you trade, where you trade it, whether you also manage. Naming Oak Park, Evanston or Berwyn does more work than any stock aerial of the Loop.

    The gain runs both directions. Fewer wasted inquiries from outside your coverage, and the right ones arriving already confident that you cover them.

    Put it in words, not in a rotating banner. Words get indexed, read on a slow connection, and survive being screenshotted into an email.

    Heat type and who pays for it belong in the listing template, not the flyer

    The building stock here generates a short list of facts that decide deals, and most brokerage templates leave every one of them buried in a PDF.

    Add fields for heat type and who pays for it, lower level square footage stated separately from the ground floor, loading and whether it comes off a rear alley, parking, and the municipality rather than just the address.

    None of that is exotic. Brokers say it on every call. Putting it in the template means the call starts one step further along and the page can be found by somebody searching for exactly that.

    Report, do not conclude. State what the owner provided, and leave structure, drainage and sewer condition to the buyer's engineer or inspector. A marketing field is never the place for a conclusion about a property.

    The municipality field earns its keep on its own. A tenant reading from out of state cannot tell that a Cicero or Skokie address is not the city, and that one distinction changes who should be calling them back.

    Slush covered exterior photos are heavy, dated, and the first thing a tenant sees

    Image weight and image season both cost you, and a brokerage site is usually carrying too much of each.

    A hero shot taken in February ages the moment the snow melts. Keep a clear weather exterior at the top and put the winter frames where they inform, like the roof or a plowed loading area.

    Compress everything. Serve modern image formats, size images to how they are actually displayed, and tell the photographer what the site needs instead of accepting full resolution exports.

    Defer whatever is not on the first screen. Map embeds, listing feed widgets, video players and chat scripts can all wait until the page is usable.

    Flyer PDFs are the quiet offender. Link them, never embed them, and keep a web version of the same information so nobody on a phone is asked to pinch and zoom through a document built for paper.

    Build two doors: one for a tour, one for the rent roll

    A tenant asking to see a suite and a principal asking for financials are different people, and one contact form serves neither of them well.

    The tour door stays short. What they need, roughly how big, where, when, and how to reach them. Municipality matters more than a price range, because it decides who calls back.

    The document door belongs to the investment sale. Ask for the entity, the person's role and a phone number, then send the package fast. A competitor has all afternoon to get through your gate. The principal still deciding whether your firm is worth a call does not.

    Show a phone number on both. Some of your best inquiries will never touch a form, and a firm that hides its number loses them without ever knowing.

    Route on the building, not on seniority. A Hyde Park mixed use inquiry that lands with an industrial broker in the western suburbs goes cold while everyone is being polite about it.

    Put the after hours number where a tenant with a burst pipe can find it at 2am

    If your firm manages anything, winter turns your website into an emergency contact page several times a season.

    Frozen lines, ice dams and water in a lower level are ordinary events here. The tenant looking for who to call is not going to work through a services menu to find you.

    One page, linked from the footer of every other page: the emergency number, what counts as an emergency, and what to do in the first few minutes while they wait.

    The same page wins management assignments. An owner comparing firms reads it as evidence that somebody actually answers the phone in January.

    Keep the guidance general and safe. Tell people what to shut off and who to call, and leave diagnosis, code questions and anything touching a claim to the trades, the building department and the owner's own insurer.

    Questions we get

    Should we build our own listing search or use a feed widget?
    A widget is fast to install and usually the heaviest, slowest thing on the site, and its pages often cannot be indexed properly. Where availability is central to how you win work, it is generally worth having listing pages that live on your own domain with your own fields. Where listings are incidental, a well deferred widget is a reasonable compromise.
    Who should be able to update availability?
    The person who knows first. If a broker or an assistant has to email marketing to mark a suite leased, the site will be wrong within a week and you will pay for it in both organic and paid traffic. Build editing that a non technical person can use in a couple of minutes on a phone.
    Do we need drone video?
    For land, industrial sites and anything where the surroundings sell the deal, aerial stills are often useful. Video is expensive and heavy and rarely changes a decision on its own. If you use it, keep it off the first screen, never autoplay it, and make sure the page is fully usable before the player loads.
    Should broker bios show cell numbers?
    An owner looks up the individual before they call, which makes a bio a decision page rather than a directory entry. Show the direct number if the broker will accept the calls. What matters more is territory and asset class, so somebody reading can tell in one line whether this is the person for their building in Naperville or their storefront in Pilsen.
    Where would you start on a brokerage site that already exists?
    Usually with the listing template, because on a site like this the missing fields are the whole argument. We would sit with a broker for an hour, write down the six things they end up saying on every call about heat, lower level, loading and municipality, and put those in the template as structured fields. Then the images, then the emergency page if the firm manages anything. What we need from you is one broker who will answer questions honestly and somebody with permission to change the site. What you own afterward is the content model and the login, not us.
    WordPress or a custom build?
    The platform matters far less than who maintains it and how fast the pages are. Either can be quick or slow. What is worth being firm about is that listing data lives in structured fields you control, that a non developer can update availability, and that nothing on the first screen waits on a third party script.

    Rules that affect your marketing

    Brokerage is licensed and advertising generally has to identify the brokerage rather than only the individual. The more practical constraint is that this industry is bought at submarket grain: a downtown tower and a suburban flex park are different products with different tenants, and content pitched at a whole metro tends to speak to neither.

    Written by KC Thompson, Morgul Marketing. Updated .

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