Anonymous marketing of your gastro property

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Anonymous marketing has been increasingly requested since the outbreak of the pandemic. Of course, it is understandable that restaurateurs or hoteliers do not want to make their sales intentions public and therefore run the risk of losing their existing staff. On the other hand, anonymous marketing, without naming horses and riders, is already difficult and has not become any easier since the pandemic and the energy crisis.

And let's make a comparison with buying a car. How successful would an advertisement for the sale of a car with the following wording be?

"Blue SUV in good condition, 5 seater, all service intervals respected.

Price, brand, model and location: on request. "

The response to anonymous advertisements and tenders for catering properties or hotels is similar: zero! The challenge for the broker is to make the tender as discreet as necessary, but also as successful as possible. The effort involved in anonymous marketing is of course much higher, the costs for us as brokers with media etc. are around three times the budget. But that's not the only reason why we're skeptical about anonymous marketing.

chances of success

In the nature of things, the chances of success are significantly lower. And it doesn't matter whether we're talking about leasing or selling. Before the pandemic, it never occurred to us that we had to return an object, we have had the case twice recently - and surprise: both objects had to be marketed anonymously. Now that's not the best advertisement for our services, but we have to be honest, because even the owner or lessor hasn't reached his goal if we give up. It is therefore important to weigh up in advance whether it is less harmful to speak openly and honestly with the employees and share the plans for the sale or lease to a successor with them, versus marketing anonymously, with little chance of success. What is certain is that every successor, regardless of whether they are tenants or buyers, is dependent on staff and is accordingly happy if they can simply take over existing staff. It's also easier for us if we can offer the new operator existing staff because we've already spoken openly and the employees have expressed themselves accordingly. Many real estate agents now reject gastronomy objects in the marketing and if the desire for discretion is added, many either demand a fixed expense allowance or just wave it off.

But we, as specialist brokers for gastronomy and hotels, are no longer willing to support every level of anonymity. If the requirements are too high and the information that we are allowed to provide about the property is not enough, then we too will say NO. Because it is often forgotten that we are also a company that has to operate economically. And who accepts an order with little chance of success and thus profit?

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Conclusion:

1. anonymous marketing in the current market situation is even more difficult than it already is.

2. many brokers reject gastronomy objects and high guarantee payments are required for anonymous marketing

3. Speaking openly with employees is a better choice.