Let’s face a fact here that is just so common for agents working in commercial real estate. Almost every listing opportunity with office, industrial, or retail property, will involve a detailed sales pitch or presentation with the individual property owner or corporation board that owns the property. Commonly they are experienced people that know commercial real estate, and they have likely asked 3 or 4 agents to all pitch for the listing. Competition for the business will be fierce.
The pitch or presentation will normally take no more than 30 minutes and it will be your only chance to close on the listing. To successfully compete with and against other real estate agents, it pays to set some rules so you can control the situation as best possible.
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Confidence is the key to a great listing presentation. The way you get that confidence is to know your market trends, the property precinct, the deals, prices, time on market, the supply and demand factors, and the best way to market each individual property to its target audience.
Here are some tips for a great presentation or sales pitch for the commercial property listing:
Understand the listing and selling (or renting) needs of the client from their perspective. What is driving their actions today and how can you best serve that need? What is the ideal outcome for them and how long should that take to achieve?
Talk about and tell your story, but ask questions of the client about their understandings and needs. The whole presentation should be connecting and not a one way conversation.
Look the part from the start. Your physical presentation will impact your pitch from the outset. Any distractions or diversions on your clothing or in your appearance will not help you in any way. The client will assess you visually before they listen to what you have to say.
Never give out or send any proposal material to the client beforehand. Wait until the presentation actually starts. Your brochures and marketing material or proposal should be explained in ‘real time’ to avoid any misunderstandings and to encourage agreement.
Use lots of visually based concepts and ideas that are relative to the property listing. Pictures and graphs are great for the purpose.
Get plenty of pictures of the subject property and automatically run a ‘slide show’ on your computer or laptop screen. The pictures help your dialogue and conversation.
Get small agreements from the client as you proceed. Small step agreements move the discussion ahead and help you with the final agreement.
Show comparisons and trends of the market with photos and chart the outcomes in time and monetary terms.
Deal with the clients questions as they arise. If you put off a question, the client will suspect that you have some problem or issue. Expect them to test you on many concepts and ideas.
Have 3 or 4 relevant stories from the market to tell the client as part of the presentation. Stories are the most powerful tool you can use in a sales pitch or presentation. It has been proven that the client really listens and remembers.
These simple tips have helped so many people over the years. Take command of your presentation; it’s the only time you can convert the business that you need.
Commercial Property Agents – Top 10 Tips for Your Sales Pitch and Listing Presentations
