CCIM社團法人台灣不動產投資協會

『B2B Research』商業對商業調查研究

美國不動產雙月刊 2014 3-4 月份

科技解決方案

商業對商業B2B 調查研究

By Mike Gray and Andrew Ryan

在大部份的商業場上, 包括商業不動產界, 社群媒體一直是個熱門話題. 現在有個平台, 針對商業開發, 是一個可以供大量有價值的搜尋工具, 就是 LinkedIn.

正當我們走出經濟大衰退時, 很 多現實生活也改變了, 我們商業 不動產的專業人士, 不管是投資 者、物業擁有者、管理者或仲介 商, 在尋找新的商業機會的方法, 也是被改變的產業之一. 當在尋找和接觸潛在客戶和商業

夥伴時, 專業人士們現在也需要更積極了. LinkedIn 在這方面有強大的功能, 但 卻常被忽略了.

跟其他的社群媒體不一樣, LinkedIn 是由那些瞭解如何開發業務和什麼是銷售過 程的業務執行者所建立的. LinkedIn 的資源可提供公司和專業人士所需的資訊, 以協助他們建立關係和成長. 現有 LinkedIn 的社群網絡規模, 很難讓人拒絕. 根 據最新的數據, LinkedIn 在超過 200 個國家中有超過 2 5 9 佰萬的使用者.

建立連繫

大部份的LinkedIn使用者都知道, 他們需要建立一個完整的個人資料檔案, 和一 個專業又吸引人的標題. LinkedIn的功能不只於讓人找到你, 同時有能力發現 你的潛在客戶和生意夥伴. 如果你知道想要尋找的人的名字, LinkedIn 可提供豐富的個人資料, 包括聯絡資訊、已往的工作經驗、教育背景..等等, 這些可以提供一個平台以建立關係.

最大的特點是, 可以找到相關連的共同性. 當你在查看某人的個人檔案時, 在螢 幕的右邊會有一些框框, 顯示出你是如何和某個人連結上的. 有些是經由你參加 的團體, 或更直接的是由某個聯絡人分享的. 如果你是在一個討論的團體, 你可 以透過這個團體聯絡上這個人; 更理想的是, 如果你是經由某人而連結上這個人 的, 可以要求這位人士幫你引薦.

這種聯繫方式, 在我們公司曾用過. 我們最近關注到一家建設公司, 想要將其設 為我們潛在的合作夥伴, 就經由LinkedIn搜尋到他們的領導團隊. 發現是經由某 一位共同的聯絡人把我們連結上的, 於是就請這位聯絡人引薦我們互相認識. 這 是一種容易且不具侵略性的方法, 這個引薦開啟了雙方對於一起合作的可行性 的對話和會議.

這種聯繫方式很像個人的聯絡人網絡, 就像你的朋友在一個CCIM分會的活動上 或經由其他的聯絡關係, 介紹潛在的客戶給你. LinkedIn 在網路上提供相同的功 能. 然而, 就像你必須出席那些社交活動一樣, 你必須要經由你的聯絡網絡或參 加的團體, 顯示在 LinkedIn .

公司網頁

LinkedIn公司網頁也提供了開發業務的豐富資訊, 當你在LinkedIn搜尋到公 司的網頁, 會列出該公司的員工資訊, 也會列出所有你和該公司有關的聯絡人. 這個表單是無價的, 甚或比在該公司官網上的員工資訊還要有用. 例如, 如果你 想要見該公司負責不動產部門的主管, 你可經由 LinkedIn 網頁上看看你們有哪 些互相共同的聯絡人, 或經由哪一個共同團體認識的人, 或有共同興趣的人.

LinkedIn的使用者也可追蹤公司網頁, 這項功能可讓你接收到公司將要進行任何 新開發項目、新活動. 當公司更新其網頁時, 你就會經由 LinkedIn 收到通知. 這 些小小的報導, 提供你一個和可預期的客戶接觸的理由.

這個搜查的工具對於許多商業開發來說, 已成為一個聰明的小撇步, 他們追蹤承 租人以分析這些濳在客戶的成長, 並瞭解其在國內是否需要擴充空間. 這些資訊 協助他們預估不動產的需求, 並製造和客戶接觸的理由.

LinkedIn 對於不動產產業, 可以做為商業對商業 BtoB的有力工具. 然而, 商業 不動產的專業人士們需要花時間去挖掘資訊. 這雖不是萬靈丹, 但確實可以提供 商業開發有價值的資訊, 你要做的, 就是看如何去找了.

By Mike Gray and Andrew Ryan

翻譯: 劉清痕 Michelle Liu, 公共關係委員會

美國不動產雙月刊 2014 3-4 月份 

 

 

 

TECHNOLOGY

SOLUTIONS

B2B Research

sSocial media remains a

hot topic among most businesses, including those
in the commercial real estate sector. There is one platform
in particular that offers a great deal of value, especially as a business development research tool: LinkedIn.

by Mike Gray and Andrew Ryan

As we continue to exit the Great Recession, a number of realities have changed, and the way that commercial real estate professionals — whether investors, property owners, man- agers, or brokers — identify new business opportunities represents one of those shifs. Professionals now need to be more creative when it comes to identifying and connecting with potential clients and business partners, and LinkedIn can be a powerful, but ofen overlooked, tool.

Unlike most social media tools, LinkedIn was built by business executives who under- stood how business development and sales cycles work. Te resources within LinkedIn

can provide businesses and professionals with the information they need in order to make connections and grow. Given the size of the LinkedIn network, it’s tough to pass it up. According to latest numbers, LinkedIn counts more than 259 million users in more than 200 countries.

Making the Connection

Most LinkedIn users know that they need to have a fully completed profile and a catchy professional headline. But the true power of the platform lies not just in the ability of people to fnd you, but leverag- ing LinkedIn to identify your own poten- tial clients or new business partners. If you know the name of the individual with whom you are trying connect, LinkedIn ofers great material on people’s profles — contact information, previous experience, and educational background — which can help create common ground to build a relationship.

Te best feature, though, is seeing what connections you might have in common. When looking at someone’s profle, there will be a series of boxes on the right side of the screen that lists how you are connected to that person. Tis may be through a group you have joined or, more directly, it may be through shared contacts. Tus, if you’re in a common discussion group, you can reach out to the person through the group. Even better, if you have a shared contact, you can ask that connector to introduce you.

20 March | April | 2014

Commercial Investment Real Estate

Kieferpix/Thinkstock

Tis approach has worked for our company. We recently targeted a construction company as a potential business partner and researched their leadership team through LinkedIn. We discovered a common connection and asked that connection to introduce us via LinkedIn. It’s an easy and nonaggressive process. Tat intro led to ongoing conversations and a meet- ing about possibly working together.

Te approach is very similar to in-person networking: a friend introduces you or you seek out a potential client at a CCIM chap- ter event or another networking function. LinkedIn provides the online equivalent. However, just like you must show up at the networking event, you need to show up on LinkedIn through your contacts and groups.

Company Pages

LinkedIn company pages also provide a wealth of information for business devel- opment purposes. When researching a company on LinkedIn, you’ll fnd a list of

a company’s employees on the company page. Tis listing also includes a detailed summary of what, if any, connections you have to that company. Tis listing is incred- ibly valuable and ofen more comprehensive than the staf listings on a company website. For example, if you are interested in meet- ing the executive in charge of real estate holdings, you can look for that person on the LinkedIn company page to see if you have any connections, belong to the same organizations, or have similar interests.

LinkedIn users can also follow company pages, which allows you to keep track of any new developments, projects, or initiatives that a company is undertaking. As the com- pany posts updates to its page, you can be alerted through LinkedIn. Tese news tidbits can provide you with a reason to reach out to a prospective client.

Tis research tool has become an intel- ligence boon for number of commercial developers. Tey track the company pages

of tenants with which they want to work and analyze their potential clients’ growth pat- terns to see if they’ll need more space and where they’ve been active in the country. Tis information helps them anticipate the real estate needs of these prospects and is used as a reason to reach out to them.

LinkedIn can be a powerful business-to- business tool for the real estate industry. However, commercial real estate profession- als have to put the time in to dig for the infor- mation. It’s not a panacea, but it does ofer valuable information for business develop- ment research — all you have to do is to look.

Mike Gray and Andrew Ryan are partners with CPG, a holding company comprising Common- wealth Partnerships, a full service marketing, communications, and community relations firm; Dogwood Real Estate Fund; and the Vir- ginia Real Estate Blog. They are based in Rich- mond, Va. Contact them at mgray@cpgroupllc. com and akryan@cpgroupllc.com.

Database USA Business Lists Now Available within STDB

DATABASE USA, a robust dataset containing over 16 million businesses
is now available within STDB. This dataset includes estimated sales volume, employee size, year business started, square footage, and in some cases, email addresses. The Database USA database can be accessed directly from the STDB Applications Menu.

For more information, please go to www.ccimtechsupport.com

®

The Site To Do Business for Commercial Real Estate Professionals

CCIM.com

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