In commercial real estate, not every opportunity is created equal. Some sparkle at first glance but fade with time. Others seem ordinary but blossom into career-defining deals. After decades in this business, I’ve learned that success often comes down to asking the right questions before diving in.
That’s why I developed the QUALIFY framework.
QUALIFY is an acronym — a checklist, really — designed to evaluate whether a prospect or assignment is worth your time and effort. It stands for: Quantitative Need, Urgency, Authority, Loyalty, Intent, Fuel, and Yearning. Let’s take a quick look at each piece:
• Quantitative Need: Is there a real, measurable requirement? A client who says, “I’m looking for space,” isn’t enough. How much space? When? Where? Why?
Years ago, I was approached by a business looking for a large industrial building. On the surface, it seemed like the perfect assignment. But as I ran through QUALIFY, warning signs appeared: vague needs, no urgency, and no clear decision-maker. I politely stepped back. That “opportunity” dragged other brokers through months of wasted effort.
On the other hand, a small but highly motivated manufacturer came along shortly after. They checked every QUALIFY box — and we closed their lease within 45 days. It became one of the smoothest and most rewarding transactions of my career.
The lesson? In business — and in life — our most precious resource isn’t money. It’s time. We owe it to ourselves to invest our time wisely.
Before you chase the next shiny opportunity, take a moment to QUALIFY it first. Your future self will thank you.
Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104. His website is allencbuchanan.blogspot.com.