Commercial Investment Real Estate is the magazine of the CCIM Institute, the leading provider of commercial real estate education. CIRE covers market trends, current developments, and business strategies within the commercial real estate field.
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seems obvious, property location details and agent contact information should be included. "I see so many email blasts that assume the reader knows where some obscure suburb of a small or midsize market is," Hausman says. Basic company information is also a must, and many CCIMs promote their strengths and track record — along with their unique advantages. "I always ask myself: Why would I choose me?" Ward says. "What do I bring to the table that another company may not provide? And of course I point out that I have the CCIM designation." Another important step is qualifying potential buy- ers, sellers, and other clients. "My time is as valuable as theirs," Tucker says. "Unless there is a motivation to [close a deal], we are wasting our time." Ward always looks at what types of properties potential clients own, their typical holding period, location, mission, major stakeholders, and any mutual business contacts who can vouch for her as a qualifi ed candidate. In-Person or Online? T ough showcasing properties online has become more popular, many CCIMs still prefer in-person presentations. T e live setting facilitates a give-and-take that's diffi cult to achieve otherwise. For example, Tucker spends 15 min- utes of his in-person presentations walking the audience through the place mat, and then he takes questions. "I fi nd that if I listen 70 to 80 percent of the time and only talk for 20 to 30 percent of it, it will be a successful presenta- tion," he says. And it's important to share the speaking load if it's a company team presentation. "It is paramount to have equal speaking time per person," Ward explains. "If one person dominates the pitch, it can diminish the 'team' proposal." She also suggests running through a presentation at least twice in advance. Another concern that arises when considering any type of in-person presentation: What should I wear? "I keep my personal attire at least one step above the audience's," says William Gladstone, CCIM, SIOR, a sales agent with the Bill Gladstone Group of NAICIR in Camp Hill, Pa. When the "pitch suit" is at the dry cleaners, a virtual HOW TO WIN LISTINGS (AND INFLUENCE PEOPLE) Sometimes the key to making a successful pitch is to make no pitch at all. "My partner and I are the leading commercial salesmen in our region … and we've never done a listing presentation in our career," says Beau Beery, CCIM, CPM, president of Coldwell Banker Commercial M.M. Parrish Realtors in Gainesville, Fla. "It is all about getting people to like you and has nothing to do with tools and fancy gadgets." Beery honed this approach with the help of Dale Carnegie's bestseller How to presentation via email, webinar, or another online plat- form can be eff ective. Hausman uses MNet, Marcus & Millichap's internal listing network, and an email database of pre-qualifi ed buyers. T e former includes a built-in check that alleviates one potential problem associated with Web-based market- ing: "In order to list a property, brokers are required to sign off that the listing price is within — or very close to — the range pro- posed by the agent," Hausman says. "T is way the items on MNet are sure to be sal- able assets at current market prices." He fi nds most of his deals through this online resource. Win Friends and Infl uence People. Carnegie encourages readers to become genu- inely interested in other people, be positive, and use other peoples' names often in conversation, among other tips. "People want to work with their friends, so we just become everyone's friend," Beery says. Before meeting with a prospective client or a fellow agent about a listing, Beery learns everything he can — not only about the property and surrounding area, but also about the person with whom he's meeting. "When you're in a midsize town, no more than two or three degrees separate you," he explains. Identifying these con- nections stokes the conversation, and getting other people to talk about themselves is the foundation of a successful meeting. "We arouse in the other person an eager- ness to work with us," Beery adds. After this initial conversation, Beery asks for a tour of the space and gives a quick assessment. Before he leaves, he always says: "I'll send the listing agreement." And they're happy to sign it, he adds: "You can't do that just by taking them on a walk- through and breaking out an iPad." 34 September | October | 2012 Technology's Role When creating and delivering a pitch, it's easy — and dangerous — to rely too heavily on soſt ware and gadgets. "Technology ini- tially turned my presentations into encyclo- pedias that were curing my clients' insom- nia," Tucker says. But a strategically placed image or report can enhance a well-built pitch. Tucker uses REI Wise analysis tools to create his off ering memo and STDB for maps and demographics. PowerPoint, which is part of Microsoſt 's Offi ce Suite, is the most common soſt ware used to organize in-person presentations. It's so common, in fact, that some CCIMs have embraced alternative programs to set themselves apart. For example, Weiskopf Commercial Investment Real Estate