Morgul Marketing

    Fixing what happens after a Louisville inquiry arrives

    A commercial brokerage in a metro this size does not have a traffic problem so much as a handling problem. The inquiries arrive. Some of them are real. Then they sit in an inbox while the broker who could answer them is out past the Gene Snyder looking at a building, and by the time anyone replies the occupier has toured with someone else. Conversion work here is mostly operational: who answers, how fast, with what attached, and what gets written down. It is also unusually hard to test statistically, because one metro rarely produces the volume that split testing needs.

    Talk to us

    Watch ten call recordings before you argue about a form field

    With brokerage level volume, listening beats testing, and it produces answers faster than any experiment you could run.

    Split testing needs sample. A firm taking a modest number of inquiries a week will wait a long time for a result that clears noise, and by then the market has moved.

    Recorded calls, with consent and handled according to whatever your counsel advises about recording in each state, tell you in an afternoon what a three month test would have guessed at. You hear the question everybody asks. You hear where the caller hesitates. You hear the broker promising to send something that never got sent.

    Do the same with the email threads. Pull the last twenty inquiries that went cold and read them end to end. The pattern is usually embarrassing and cheap to fix.

    Save the testing for things large enough to see. Changing an entire intake process is measurable. Moving a button is not.

    The second shift inquiry lands at eleven at night and judges you by seven

    In a metro built on logistics and air freight, off hours inquiries are not edge cases and the response window is shorter than brokerages assume.

    Operations people work when their operation runs. An inquiry submitted at eleven at night from somebody who finishes a shift at midnight is a real requirement, and if the first human contact happens at ten the next morning it has aged badly.

    Two workable answers. An answering service that captures the requirement and pages an on call broker, or an automatic first reply that is useful rather than a receipt. Useful means the specification sheet, the flyer and a direct mobile number.

    Measure the gap. Time of arrival to time of first human contact, per inquiry, reviewed weekly. Most firms have never looked and are shocked by the median.

    Weekend arrivals deserve the same treatment. A Saturday inquiry answered Monday afternoon has spent two days in somebody else's pipeline.

    Have the survey and the sprinkler drawings ready the day a Butchertown listing goes live

    Deals in older buildings stall on documents, and the document delay is a conversion problem that looks like a market problem.

    Reuse space in the historic neighborhoods raises the same questions every time: floor loads, column spacing, sprinkler coverage, freight access, roof age, power service. A tenant's engineer asks for drawings within days.

    If those documents have to be chased from an owner after the inquiry arrives, you lose a week at the exact point where the occupier is comparing you against alternatives. Collect them at the listing agreement, not at the first serious question.

    Attach them to the first substantive reply rather than offering them. Sending a floor plan is a different act from offering to send a floor plan, and only one of them keeps the thread alive.

    Do not interpret any of it. Route conclusions about condition, code or insurability to the tenant's own consultants and say so plainly.

    Canceled winter tours are a measurable leak and not weather

    January and February postponements are ordinary here, but whether a postponed tour ever gets rebooked is entirely within your control.

    Ice on the roads and morning fog off the river valley take tour days out of the calendar here, usually a morning at a time rather than a whole week. The failure is not the cancellation, it is the rebooking that never happens because nobody owned it.

    Instrument it. Tours booked, tours held, tours canceled, tours rebooked, tracked by month. A firm that has never separated those numbers usually finds a meaningful share of winter tours simply evaporated.

    Set a rule: a canceled tour is rescheduled in the same conversation, not later by email. Later by email is where they die.

    Use the slow weeks deliberately. Winter is when document packets get built, listing pages get rewritten and market reports get finished, and all three make spring conversion easier.

    An occupier new to Kentuckiana needs the map explained before the rent

    Relocating operations arrive with no sense of how this metro is organized, and confusion reads as risk.

    A steady flow of relocating employers and workers is a feature of this economy. Many of them cannot place Jeffersontown, Middletown or Clarksville on a map, do not know that Metro and Jefferson County are one government while the surrounding counties are not, and do not know what crossing the Ohio River means for a supply chain.

    Give them one document. A short orientation covering the counties, the ring roads, what each area tends to hold, and what changes across the state line. Attach it to the first reply on any out of market inquiry.

    It does more than inform. A newcomer who receives it treats you as the firm that knows the market, which is the only real differentiator in a first email.

    Keep the regulatory content general. Say that requirements differ across the state line and that specifics are worth confirming with the appropriate authority or their own counsel.

    Keep a hand written ledger of where signed deals started until your CRM earns the job

    You cannot fix a leak you cannot see, and most brokerage systems record everything except the thing that matters.

    Ask a simple question of the last twelve signed deals: where did the first contact come from. Most firms cannot answer it, because the CRM records the broker who closed it and nothing before that.

    Start with a spreadsheet. Date, source, county, asset class, first reply time, tour held, outcome. Twelve months of that beats any dashboard you could buy today.

    Agree definitions before you record anything. What counts as a requirement rather than an inquiry, and what counts as a tour, has to mean the same thing to every broker or the numbers are decoration.

    Once the ledger has enough entries to show a pattern, then automate it. Building the system first and defining the terms later is how firms end up with clean reports about nothing.

    Questions we get

    What should we measure first?
    Time from inquiry arrival to first human contact, and tours booked versus tours held. Those two numbers explain most of the gap between the inquiries a brokerage receives and the deals it signs, and both can be tracked by hand starting this week.
    Is a chatbot worth adding to a brokerage site?
    Rarely, in this trade. Commercial requirements are too specific for scripted answers and a bad bot exchange irritates a serious occupier. If you want faster first contact, an answering service that reaches a real broker generally does more good.
    Should we shorten our inquiry form?
    Usually, but not to nothing. Keep the fields that change what you do next: location, size, timing, and whether they run outside standard hours. Drop the ones a broker learns in the first two minutes of a call. Fields that only serve internal reporting cost you inquiries.
    How do we test anything with our traffic levels?
    Test things large enough to show up without statistics. A new intake and reply process, a document packet sent with the first response, or after hours coverage will move numbers you can see. Small copy tests on this volume will not produce a trustworthy result.
    Do we need a CRM before doing any of this?
    No. Start with a spreadsheet and agreed definitions, because the discipline is the hard part and the software is not. Firms that buy the system first usually end up with tidy reports built on inconsistent data. Once the ledger is being kept honestly, automating it is straightforward.

    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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