Downsell Sequence for Commercial Brokers Email Guide
Why Downsell Sequence Emails Fail for Commercial Brokers (And How to Fix Them)
You spent weeks nurturing a high-value client, only to hear 'no' at the last minute. The deal you poured effort into just slipped away.
Many commercial brokers assume a 'no' means the relationship is over, and their efforts were wasted. This thinking often leads to missed opportunities and a higher client acquisition cost.
But a 'no' often just means 'not right now' or 'not at that price point'. A well-crafted downsell sequence transforms initial rejection into a stepping stone, keeping your prospects engaged and moving them towards a more accessible solution that still delivers value.
Below are strategic email templates designed to pivot a rejection into a new opportunity, ensuring your efforts don't go to waste.
The Complete 3-Email Downsell Sequence for Commercial Brokers
As a commercial broker, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Understanding
Acknowledge their decision and show empathy
Hi [First Name],
We understand that the initial [SERVICE/SOLUTION] we discussed might not have been the perfect fit for your immediate needs or current budget. It's common for complex decisions, especially in commercial real estate, to require careful consideration of all factors.
Our primary goal is always to help you achieve your objectives, whether that's securing the ideal property or improving your portfolio. While the original proposal might not have moved forward, we believe there's still a way to get you started on your journey towards those results.
We value your time and interest, and we're committed to finding a solution that truly aligns with where you are right now. We've been thinking about your specific situation and wanted to offer an alternative that addresses some of those initial concerns.
Best, [YOUR NAME]
This email uses reciprocity and validation. By acknowledging their choice without pressure, you build trust and open the door for future engagement. It shifts the dynamic from a failed sale to an ongoing conversation, making them more receptive to what comes next.
The Alternative
Present the downsell as a perfect starting point
Hi [First Name],
Following up on our last conversation, we heard your feedback about the initial investment and the overall scope of the [SERVICE/SOLUTION]. It's clear that finding the right entry point is important for your business.
That's why we've prepared an alternative that offers a more focused approach, allowing you to experience significant benefits without the larger commitment. We're confident this option can deliver tangible value immediately.
We're introducing [PRODUCT NAME], a streamlined solution designed to address [SPECIFIC BENEFIT 1] and [SPECIFIC BENEFIT 2]. Think of it as the perfect first step: it's less intensive, more flexible, and provides a clear pathway to future expansion when you're ready.
This solution offers [KEY BENEFIT] and [ANOTHER KEY BENEFIT], making it an ideal way to begin seeing results and building momentum for your clients. It allows you to tackle an immediate need without overextending resources.
Let's explore how [PRODUCT NAME] can fit your immediate needs and start delivering for you.
Best, [YOUR NAME]
This email uses anchoring and contrast. By presenting a smaller, more accessible option after a larger one, the downsell appears more appealing and achievable. It provides a clear, practical next step that directly addresses their stated concerns, making the decision easier.
The Last Chance
Create final urgency for the downsell offer
Hi [First Name],
Just a quick reminder about [PRODUCT NAME], the focused solution we discussed that can help you achieve [KEY BENEFIT] without the larger initial commitment. This special opportunity to get started with [PRODUCT NAME] at this introductory rate ends on [DATE].
We wanted to ensure you didn't miss out on an accessible way to make progress on your commercial objectives. This is your chance to secure [SPECIFIC ADVANTAGE] and begin seeing immediate returns for your clients or your portfolio.
Many brokers find this initial step provides valuable insights and builds confidence for future, larger investments. Don't let this chance pass by.
Take action now before this offer is gone and the opportunity to secure [PRODUCT NAME] at this favorable entry point expires.
Best, [YOUR NAME]
This email employs scarcity and loss aversion. People are often more motivated by the fear of missing out than by the prospect of gaining something. The clear deadline creates a sense of urgency, prompting immediate decision-making and preventing procrastination.
4 Downsell Sequence Mistakes Commercial Brokers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a 'no' on a major deal means the client is lost forever. | Implement a downsell sequence to offer alternative, smaller-scope services or solutions, converting initial rejections into future opportunities. |
✕ Failing to uncover the true underlying reason for a client's hesitation or rejection. | Ask open-ended questions and actively listen to identify specific objections (budget, timing, scope) to tailor downsell offers effectively. |
✕ Presenting a downsell offer as a 'lesser' option, diminishing its perceived value. | Position the downsell as a strategic first step, a focused solution for immediate needs, or a pilot program that offers distinct, valuable benefits. |
✕ Neglecting to follow up with prospects who initially declined a premium service. | Maintain communication through a structured downsell sequence and ongoing valuable content, keeping them engaged until they are ready for a larger commitment. |
Downsell Sequence Timing Guide for Commercial Brokers
When you send matters as much as what you send.
The Understanding
Acknowledge their decision and show empathy
The Alternative
Present the downsell as a perfect starting point
The Last Chance
Create final urgency for the downsell offer
Send within 24-48 hours after the main offer closes.
Customize Downsell Sequence for Your Commercial Broker Specialty
Adapt these templates for your specific industry.
Office Space Brokers
- If a client rejects a long-term premium office lease, offer a shorter-term flexible workspace membership or a co-working space trial.
- For clients hesitant about a large build-out, downsell to a fully furnished, move-in ready smaller office suite.
- When a client finds a prime location too expensive, suggest a satellite office in a secondary market with high growth potential.
Retail Brokers
- For tenants balking at a high-rent flagship store, propose a pop-up shop opportunity or a kiosk space in a high-traffic mall.
- If a client is overwhelmed by a large retail development, downsell to a smaller unit within a curated lifestyle center.
- Offer market entry consultation services focusing on location analytics and demographic studies if a full lease is too much.
Industrial Brokers
- If a client can't commit to a large distribution center, offer a smaller storage unit lease or a shared warehousing solution with flexible terms.
- For businesses hesitant about a new build-to-suit project, downsell to an existing, smaller industrial facility that allows for incremental expansion.
- Propose a land lease for future development instead of an immediate purchase, reducing upfront capital commitment and risk.
Multi-Family Brokers
- For investors finding a large apartment complex too costly, suggest a smaller duplex or quadplex investment opportunity in a growing neighborhood.
- If a client is reluctant to manage a full property, offer a partial investment in a syndicated deal or a property management consultation service.
- Downsell from a prime urban development to a suburban property with strong rental growth potential but a lower entry price point and less intensive management.
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