“It’s all in the presentation” should be taking over for “location location location” when it comes to real estate sales. There are always questions which should be answered BEFORE a listing goes to market. For that matter, an off-market opportunity should have the same consideration. I had another example earlier this week..
While seeing a presentation for a $21 million opportunity in Panama, a commercial broker in attendance asked “What about tax advantages for U.S. investors?”. At that moment, I was already thinking that the presenter should have STARTED with that information. It should be expected that presenting an international opportunity to U.S. based investors would start with why it should be considered.
Without starting with an attractive financial benefit, many, if not most, of the brokers and investors being presented are likely already starting thinking about the problems and concerns with international opportunities. They may be disinterested by the time they hear the details. Quite honestly, if I was a licensed broker, matters like tax investments or incentives for U.S. investors would be the very first thing I would want to know before taking on the listing.
What made it worse for me was that the highly experienced broker answered the question with a weak, “We could look into that!”. With all due respect for real estate professionals, that agent blew the presentation right there. I have no idea how that would not have been mentioned already, or at the very least be a ready and fast answer.
Expecting your target audience to do the research is not a reasonable thing, especially when you are working with a multi-million dollar asset, whether there are additional challenges or not. When coaching or training real estate investors, I constantly preach having three major elements in a property or opportunity pitch or presentation. Obviously, the buying or selling points are the most significant. However, there needs to be more. Another point to be included is to add or bring credibility to the broker, seller, or presenter. Show the experience, expertise, and that you did your homework and preparation. The other element which should be included in a presentation is showing how, where, and why the potential buyer or investor fits in with the plan.
The broker presenting the international property totally blew her opportunity and showed a clear lack of foresight and preparation. Potential buyers don’t go by her “being there” and should expect more.
My mission is to improve the quality of real estate presentations, with a service ranging from creating or adding research, strategies, and public speaking training to the mix. Be in a better position to be “first in” on new opportunities!
