Monday, June 4, 2012

Commercial Real Estate Proposal Structure and Strategy

When it comes to the process of listing and marketing a property for sale or lease, your proposal to the prospective client has to be specific to the property and the existing property market.  Generic proposals are a waste of time for all concerned and will usually be declined or unsuccessful.  Here are some tips from our Newsletter for Commercial Agents.

When you specifically write your proposal to the requirements of the client and incorporate factors relating to the prevailing market conditions, you have a far greater chance of winning the listing. 

Your document should be simple and straight forward; set a limit on the number of pages so the document is not overly large.  You really need the prospective client to read it or at least most of the important bits.  Bulky documents are not read; that’s the findings and the rule.

A Good Structure

Your proposal structure can be optimised with local property and market information.  The document should be making specific strategies to the client about how you can solve their current property pressures. 

That being said, you should take the time to understand exactly what the client is looking for in taking the property to the market now; they will also have some concerns and pressures to be accommodated in your recommendations.

Here is a good proposal structure and order for your proposal.  You can add to the list and categories as the property type or market requires:

  1. At the front of the proposal you should always have an ‘Executive Summary’.  It will be no more than 2 pages long and will feature all the high points for the process of sale or rent (as the case may be).  The format of the summary will be in ‘dot point’ configuration.
  2. Detail the property facts and include legal and locational descriptions in ‘The Description’.  This helps the client understand that you really have looked at all the issues in the property and the issues nearby.  You can show them that you have all the right facts to move ahead.
  3. Summarize the client requirements in ‘The Brief’.  The client can then see that you really do understand what they want to do, when, and why.
  4. Detail the current market conditions in ‘The Market’.  As part of this, tell the client about the prevailing property market, the nearby properties, the competition, and the recent results of other sales or leases as the case may be.  As part of this section you should give some estimates of price or rent that the client could expect.
  5. Define the target prospects in ‘The Target Market’. That should include the levels of interest currently in those categories, and how you are going to reach them.  Tell the client about the current levels of enquiry and how many people you have in your database currently that could qualify for an immediate inspection when the property comes on the market.
  6. You should have a part of your document that deals with the parts of the property that need attention or improvement before the campaign commences.  Call this section ‘The Recommendations’, and give the client some clear ideas of the things that will need to be fixed or upgraded before you take people to the property.
  7. Make specific recommendations in ‘The Strategy’.  Those factors will include your marketing efforts and budget, the timing of the campaign, and the best methods of sale or rent as the case may be.
  8. Tell the client about the people that will be running the marketing campaign for them and give some testimonials for the office and the salespeople.  Call this section of the document ‘The People’.
  9. Give a timeline to the process of helping the client.  This should be done in a ‘Pert’ or ‘Gantt’ model of graphing.  They can then see how you intend to move forward and the timing of all the processes.

Close off your appointment with a listing form or appointment that is applicable to the property concerned.  Make it easy for the client to accept your offerings and recommendations.

Need some more ideas?  Join our Commercial Real Estate Agents Newsletter here.