Best Use of Your Brownfield Listing and Three Tips for Building Your Best Online Presence
Developing brownfields is tougher without having the right tools and knowing how to use them.
Brownfield Listings (BL) developed a different kind of real estate listing to meet the high demands of modern redevelopment projects. BL’s listing is built for every property, real estate project and potential project in the United States—no matter what physical condition it’s currently in or what conceptual stage the project.
Any and every kind of real estate—whether greenfield, greyfield, brownfield, redfield—can be listed on the BL marketplace. And any kind of real estate project—whether a plan, study, charrette, investigation, analysis or other type of work—can be posted.
Even if you only have the seed of an idea, you can plant it on BrownfieldListings.com. BL’s project mode can also enable a full suite of useful tools on the BL Project Board, which links through each listing with one click. And in this marketplace of ideas, anyone can post an RFP, RFQ, RFI or other scope of work and call for responses from experts, developers and/or consultants in BL’s ecosystem of redevelopment professionals.
BL’s project tools can also be shared and used as a common online workspace; or be used internally or shared among a project team to give every team member a common project dashboard. Many users never publish any information publicly and utilize BL’s powerful project platform as a web due diligence collaboration tool exclusively.
BL’s platform seamlessly scales to the unique needs of each situation. Both small sites with short operating lives and big, complicated sites in use for a century can be listed with equal ease. Every listing can be quickly “tagged” and categorized with descriptors that relay simple and clear information signals about the property/project.
And more complicated sites, with lots of due diligence and documentation, can be listed in detail. The listing itself calls for more than 20 documents. A document dashboard can also be easily added onto each listing to create a data room on the fly—uploading, labelling and categorizing as much information as you have available or is relevant. In this way, BL’s brownfield listings easily expand like accordions.
(Although there is a limit for individual file sizes. Large files may be uploaded to the platform, but can be slowed by the limits of the uploaders internet connection… as well as a future downloaders connection. BL recommends keeping individual file sizes below 25 megabytes.)
Looking to popup a high quality presence quickly and efficiently? Focus on the items in the tips below when setting up your listing:
(1) Use the Taxonomy and market tags thoughtfully
Tag each listing with the best Primary Status, of which you may only select one. Follow up by tagging each listing with all the Secondary Conditions that are relevant. A development property may be tagged with a Primary Status as a “Greenfield,” for example, because it is primarily an undeveloped parcel but it may also be tagged with “Bluefield Acres” for a wetland or pond or “Brownfield Acres” for a small previously developed footprint on the property.
The primary and secondary tags make up the BL Taxonomy. The Taxonomy and other tags also power BL’s search engine. Anyone may use the Primary Status and Secondary Conditions you tag your property/project with as criteria to search by. In this way, the tags neatly segment and sort properties/projects in the marketplace. This is especially helpful for developers and consultants who are only interested in properties with particular conditions, such as wetlands or contamination.
The Taxonomy tags also appear as icons throughout the platform displaying powerful and clear signals to the marketplace. So, use the tags thoughtfully—especially the Taxonomy tags in the first section of the listing and the geography, economy and transect tags in the Market section.
(2) Expand on your answers, beginning with the most important info and docs
Only the information you fill into the BL listing will be displayed. So, even though there are hundreds of fields you could complete in the listing template, sometimes less is more because it will focus the reviewers attention to what information is provided.
Empty fields will not be displayed. So, unlike most other real estate platforms and databases, reviewers are never distracted by endless fields and forms with unanswered questions and blank information.
Generally, BL recommends painting as complete a picture of the property/project as possible. This will improve communication, eliminate unnecessary questions and reduce false starts. It certainly is not necessary to fill in every answer before publishing a listing. When you have completed a listing that you feel comfortable sharing with others, post it for free or publish it with premium features (which are free for the first 30 days).
BL BEST PRACTICE TIP: Start with the most important information and work down from there.
You may catch lightning and receive immediate interest in your listing, or you may need to work up your listing over time. (Or, perhaps your best use of the platform will not be for marketing but rather as a working tool—in which case you and your team may spend on a lot time on the platform).
Easily edited and updated, you and your team can always improve your listing by coming back to fill in data gaps, add new documents or update information that becomes stale.
(3) Upload key documents and images
Primary materials are very important to make available. Documents and images give viewers what they need to get interested in your property/project. Some site selectors and developers will only evaluate a property if certain documents available, such a Phase I Environmental Site Assessment (ESA) on simple sites or Phase II ESA’s on more complicated ones.
When documents are present in the listing they will appear in the preview header. BL’s Premium Access audience can use premium search function to key on documents and sort the BL database–so, uploading a Phase I or Phase II report will make your listing stand out and get more views.
Finally, images can be almost as important as key documents. Photos of the structure interiors, report illustrations of site conditions and conceptual maps can all provide vital information that is easier to absorb visually. A picture is worth a thousand words because, in this case, those words are probably very dense, technical language buried on page 124 of a 350 page report.
Pulling these visual gems out of your materials and displaying them can make the difference between a successful listing that attracts interest and one that’s passed over or never looked at more than once. Images also lead the display of every property or project on the BL platform or linked to it. If there is no image uploaded, then the BL logo will be displayed instead—which isn’t as interesting as your primary materials (as much as we love our logo). So, uploading at least one image will make a real and visually impactful difference.
Focusing on these three areas when creating your listing will help it get noticed, get viewed and get interest. If you ever have questions or would like assistance with how to create a listing or a create your best listing, contact the BL team and we can help.