5 Key Presentation Rules in a Commercial Real Estate Agency

The presentations made by commercial real estate agents today must be of the highest quality if the agent is to win the listing. It is a fact that most listing presentations are ‘competitive’ and that a few good agents will in most cases be chasing the same listing. Influencing the client to use your services over that provided by others is a skill to be practiced and refined. That’s what presenting and pitching is all about.

A client needs to see that they are choosing an agent of confidence and relevance. The client’s property is not an ‘experiment’ in marketing, but a ‘challenge’ that requires a solution. Fortunately in this property market we have quite a few listing alternatives and marketing tools to use to get the message out about the property. The best agents do this very well.

The client will invariably choose the agent that has all the right solutions and the commitment to take the property to the market in a specific way. The ‘generic’ approach to property advertising and marketing has little place in this business environment. Only use the ‘generic’ approach with ‘open listings’. Your presentation should be based on an ‘exclusive’ listing process; that is how you will build market share in most cases.

Here are some ideas to help you with preparing for your listing presentation:

  1. Review the property beforehand so you fully understand its opportunities and challenges. Take care when it comes to title restrictions or orders or notices on the property. They will be hurdles in the marketing process and you may need to remove them or resolve them prior to promoting the property.
  2. Check out the competing properties and the market evidence locally. There will be some clear facts and figures that have application to the property that you have for sale or lease. Market evidence will be valuable as you prepare for the release of the listing onto the market.
  3. Understand the client’s requirements today, and the property history. They will have operated the property in a particular way; perhaps for their business or as an investment. Understand how the property has been operated and why.
  4. The financial facts will be essential to taking the listing onto your books. The income and expenditure history will be relevant if the property has been operated as an investment. The financial results should be a good average or better when compared with other similar results locally with other comparable property assets.
  5. Look at the opportunities that are available with the property into the future. Look for supply and demand issues, zoning changes, material change of use, and redevelopment.

When you have the property background fully reviewed and established taking into account the above facts, you are ready to take action on the property presentation. You can make some choices that are of value to your sales pitch or presentation. The client will listen to you.