How to Do a Sales Pitch in Commercial Real Estate

In commercial real estate, you will undertake a variety of presentations, in a variety of circumstances. Most of them are business-like in nature, focusing on the needs of the tenant, the property buyer, or the property seller.Get to the core issuesEach of these groups has unique property requirements and points of focus. It is their needs which must be identified and clearly addressed in the sales pitch or presentation. Many successful commercial real estate agents will have a preliminary meeting with the client or customer so that they can identify key issues and concerns. This allows the commercial agent to return to the client or customer in a few days with a well structured proposal that addresses the needs of the customer or client.It’s all about THEM, not YOU!When you design an investment or commercial property proposal for presentation, the document should be 90% regards the property and the client. Frequently you see this rule disregarded or broken with the proposal document being largely regards the agency and the personnel.Rarely is the property transaction a simple matter of the property rental, the property price, or the physical elements of the property. In most situations, it is the combination of these things which must satisfy a fundamental equation of need that the customer or client has. In getting them to this fundamental need, you will identify an element of pain that the customer or client is experiencing. This is what you focus on.They are ExperiencedIt is interesting to note that many clients and customers in commercial real estate are reasonably comfortable in circumstances of business negotiation. This means they may not tell you the total big picture or all the elements of a transaction until they are ready. Conversation and connection in the presentation process should be biased towards the client or customer using well selected questions which allow the agent to interpret the body language coming from the client’s response.When you believe you have identified the element of clients pain related to the property transaction, you start to magnify the problem in terms of today’s market, then offering stable and logical solutions that your real estate agency business can provide to the client or customer. Invariably, the commercial real estate transaction in today’s market centres on financial matters such as:
High vacancy factors
Other property choices and chances are available
Underperforming leases
Unstable cash flow
Unstable tenancy mix
Tenanted conflict
Escalating building operating costs
A shift in demographics which exposes the property to a unstable future
Mortgage payment pressures
Age of the asset
Needs for refurbishment or extension
Competition properties attracting tenants away from the subject propertyThis type of information and interpretation requires your intimate knowledge of the local region. This is by both property type and by location. This is the higher value that you bring to the customer or client. Being able to distinctly define local market awareness is a major advantage in any commercial real estate presentation or sales pitch. You must be seen as the best knowledgeable solution to the problem.From ExperienceAfter many years working exclusively in the commercial real estate industry, I found that my unique skill was in market knowledge and the display of that in any formal presentation to the client. Being able to talk about market trends and financial performance in a solid and sound way will help the client understand that they need your services. Coupling that with your extensive and relevant database of enquiry clearly shows the client that they need you.A fantastic commercial real estate presentation is a function and balance of lots of things. Things like:
A well established pre-planning process is a strategic advantage for every commercial real estate presentation. Strategy is everything in commercial real estate. Every property presentation requires planning.
Making sure you are asking the right questions of the client or prospect. Plan your questions relative to the subject property so that you help the client think about opportunity and changes that are possible.
Using your market knowledge and giving good answers. Have a variety of market facts and trends available to call on. Feed them into your presentation; facts are always useful. They can also be used as a channel to direct the discussion when the client is forcing you to justify your approach or your experience. Confidence and control must be the basic rule of your property presentation. When the client takes control of the presentation you have lost.
Using your experience in the marketplace so that you are telling relevant stories of success in similar properties. Stories of other properties will always interest of the client.
Making sure your personal presentation is optimised for the connection in the presentation. It can be that you are using a combination of the proposal document, the marketing document, and computer slide presentation, samples of your database, photographs of the subject property projected on to slides, and photographs of comparable properties projected on to slides.
Choosing the placement of people at the table or strategically positioning them in the room is always important. Much has been written about where you should sit relative to the client. The basic rule is adjacent to the client rather than across an area of barrier such as a table. Being within arm’s reach allows you to pass documentation to the client at the appropriate time. Documentation should not be provided to the client until you are ready for them to review it; otherwise it is a distraction of their attention.
Make sure that your proposal is simple and yet well directed with a clearly defined outcomes of sale or lease. Many proposal documents in commercial real estate are much too wordy so the main messages are lost and not clearly defined. The best proposals are less wordy and more illustrative. The best balance of a commercial real estate proposal is a mixture of 25% words, 25% pictures, 25% graphs, and 25% white space. This becomes a document which is clearly read and understood.
Combine good illustrations and photographs of the subject property into the proposal or presentation so that any lengthy descriptions or paragraphs are broken up. This will keep interest of the client in your documentation.
Make sure that your marketing package is value for money, and yet reaching the target market that the property serves or needs to attract. All too often, we see examples of generic marketing by the commercial real estate agent to the broader and less specific marketplace. Showing the client that you clearly know and will attract best the target market will always help your conversion to a potential listing. Be very specific about the target market and how you will reach it.
Ensure that your commission costs are fair and reasonable for the location. In most circumstances, discounting your commission should not be an option as it will make you poor and remove or detract from your enthusiasm for the sale or lease. ‘Cheap’ means ‘cheap and without focus’ and the client needs to know this. The property deserves better. You are not cheap because you are the best and you do a great job. A fair commission is always paid for a positive property outcome.
Always provide testimonials that are relevant to the property transaction. When you combine relevant history and details of happy customers into your presentation you will make the client feel more comfortable.
Always display clear and sound market knowledge that impresses the client relative to their property. This will include extensive awareness of comparable properties that compete with the subject property. You should be able to talk solidly about property prices, comparable rents, rental growth, returns on investment, changes to the future demographics of the area, and properties in the immediate precinct of relevance. In many cases, it pays to walk around the local area just prior to any property presentation so that you bring immediate and clear pictures of the precinct to the discussion. Many times this has been of significant advantage in my presentation processes. Talking about neighbouring properties localises the client and their thought processes.
Come up with a variety of ways to serve the client. Innovation and relevance will always impress. In today’s market, this is relatively easy considering the marketing opportunities and tools provided by the internet & technology. Be proactive in your property promotion processes so that the listing for sale or lease stands uniquely different in its marketing campaign from the others in the area. This does not have to be expensive to the client or to your office, given that the internet and electronic technology is historically cost effective. In today’s market, the traditional methods of publicising the property in the property pages of the local paper, is becoming much less important in the marketing campaign. Most commercial property buyers and tenants research the market from the Internet first and foremost.
Almost every property agency will say that they have excellent communication and connection skills to support the property promotion process. From experience, this is largely incorrect and typically the average commercial salesperson or leasing person will exercise ordinary communication channels with the client. Put yourself in the shoes of the client. They expect and deserve frequent updates on the promotion of the property even when nothing is happening or when the adverts are producing little response. When a property campaign is not producing the results, it is important that you act or adjust with alternative recommendations and strategic changes to the promotional campaign for the client to consider. Rarely would you get to the property campaign correct in the first week. It is in this time that you must consider fine tuning the promotion process so that the target market is being reached in a timely and effective way. This means that every property enquiry generated from your promotions must be tabulated so that you understand what channels of marketing work most effectively with the property in question.
When addressing the client or the client group in a formal property presentation, the answers and information you give must be delivered well and provide relevant solid property knowledge, in a practiced and professional delivery. Any sales or presentation tools relative to the property must be relevant and you should know how to use them with exceptional skill. Fumbling and faking information is not tolerated by the client.So there you have it. These are some of the key skills to use in a commercial real estate presentation. Whilst many real estate agents think that they are the best alternative in the market to promote sell and rent commercial property, the reality is they do not get the message across when it matters most in front of the client.To be the best commercial real estate agent in your area, you must show that you are just so, and you do this in the first 10 minutes of the time that your presentation takes. The client will have formed an opinion by then.Be prepared to walk away from any demands for discounting that the client or customer demands. In this market they need a great commercial real estate agent providing a great job; discounting is not an option. Show pride in your services and walk away when the client demands discount in marketing or lower commissions.

Real Estate is Not a Good Investment

With falling property values, the stock market on a roller coaster ride and the economy worsening many people will wonder if it is time to start investing in real estate again. The answer to this question is a very simple and very obvious one: not any time soon.Pending home sales fell by nearly 30 percent in June according to the National Association of Realtors. Many people will see this as an opportunity to pick up but bargain properties as investments but it is not.Real Estate is Overvalued
The reason why people should avoid real estate investment at this time is that real estate is still way over valued in most of the United States. In many areas homes that are worth less than $100,000 are still being sold for $200,000-$300,000 and condominiums that are worth less than $100,000 are still being sold for a half million dollars.If you don’t believe me take a look around your area, drive or walk around and look at the houses for sale. Chances are you’ll see broken down old dumps with smashed windows and shingles falling off the roof for sale. Do a quick Google search on those properties and you’ll discover that they’re probably selling for $100,000 or more.The market for commercial property is even worse, I know of one depressed Colorado town with high unemployment where questionable retail space is renting for $900 a square foot. This space is being leased in a building in a very cold area where natural gas the cheapest fuel for central heating in the US is not available. This means heating costs will be double or triple those in an area where natural gas was available. Not surprisingly that retail space has been sitting empty for years.Sooner or later the market will catch up with all that over priced real estate and property values will fall to realistic levels. My guess is that real estate prices in most areas of the United States will still have to fall by 25 to 50 percent to reach a realistic level of value. This means that persons who invest in property now could loose 25 to 50 percent of their investment.Properties are Over-Mortgaged
The main reason properties are overvalued is that many of them are over-mortgaged. Over the past few years it was so easy to get a mortgage that many people put two, three, or even mortgages on their properties.Many pieces of property are mortgaged for more than they are worth, they are “underwater” in real estate parlance. Media reports indicate that as many as 25 percent of American homes could be “underwater.”One terrible situation out there is that many property owners who want to sell can’t because they know they couldn’t make enough from the sale to pay off their mortgage. Naturally, nobody will want to take over the mortgages on those properties because they would loose money. This means that a lot of real estate can’t be practically or legally sold at this time.If this wasn’t bad enough, a lot of those underwater properties are encumbered by all sorts of liens, especially tax liens. This means that anybody who takes over such properties will be faced with a big legal bill.There Will Be a Glut of Foreclosed Properties on the Market
Anybody who has followed the news over the past couple of years knows that are hundreds of thousands of homes in foreclosure. This means that people haven’t been able to pay their mortgages and have been evicted. To this figure we can probably thousands more homes where the owner has simply walked away and the mortgage holder hasn’t bothered to take the property back yet.Many of these foreclosed properties are sitting empty and off the market right now. Quite a few realtors won’t touch foreclosures because of all the problems with them so they’re hard to sell.Sooner or later all of those foreclosed properties are going to come on the market and drive real estate prices down further. In cities like Detroit and Cleveland where a large percentage of the homes are in foreclosure full sized homes in some neighborhoods are selling for less than $20,000. We’re going to see similar situations across the country in the next few years. When this occurs, the value of real estate in many cities such as Denver, Las Vegas and Los Angeles will fall to levels rivaling those of Cleveland and Detroit.Property Taxes are Too High
To make matters worse we’ll soon see a situation where property taxes will exceed the value of the property in quite a few areas.This will occur because in many areas of the country property taxes are based on “property value.” Unfortunately this property value has little or nothing to do with market value. The values used to determine property taxes are based on a figure determined by a government official usually the County Assessor in most areas this individual is elected and needs no training or expertise. In many areas it is based on what “comparable properties” sold for in the recent past. Not surprisingly the local government sets the property values as high as possible so it can collect as many taxes as possible.In other areas the property taxes are based on what the property last sold for. This means if you bought your house for $500,000 in 2005 but its now worth $100,000 you would still be taxed as if the property was worth $500,000.The property tax situation will make the foreclosure mess worse because many owners won’t be able to afford to pay their property taxes. Many owners will simply walk off and leave the property to be seized by the local government and sold at a tax auction for pennies on the dollar. Many of the foreclosed properties will also end up at the tax auction because nobody is paying the taxes on them which will greatly increase the real estate glut.When to Invest in Real Estate Again
Naturally people will ask: when should I start investing in real estate again? The best answer to this question is when the real estate market hits bottom which should be in about two years.At that time we’ll see a real estate investors’ paradise with great properties selling for $50,000-$100,000 or less. Many people will be able to pick up tremendous bargains at foreclosure and tax auctions.Until then your best strategy is to avoid real estate investment and keep your money in money markets, stocks, foreign currencies, CDs or precious metals. If you have a lot of cash I would recommend that you put it in precious metals like gold because a collapse of the dollar could be just around the corner. If the Euro collapses because of the European debt crisis it will bring down the dollar. Some foreign currencies such as the Canadian and Australian dollars and the Swiss Franc will be good investments too.It would also be a good idea to sell off any property other than your home that you own right now. That way you will be able to avoid taking a huge loss on it in the future. For seniors who have no mortgages on their home, I would recommend taking out a reverse mortgage and investing the cash from it in stocks or precious metals. This way they can still live in their home and cash in.Real estate is simply not going to be a good investment in the United States for the next five to ten years. Smart people should start seeking alternatives to real estate investing now.