Showing buildings,
suites, or retail storefronts is an important part of our job as commercial
real estate professionals. We refer to this simply as “touring.”
As I write this, I
have a client in town. Later today, we’ll spend time walking several locations
that could house their expanding business. What they’ll see in a few hours is
the result of several days of preparation.
Which got me
thinking, what actually makes a great tour?
In my experience,
it’s not just unlocking doors and walking through space. A great tour is a
curated experience. It’s intentional. And when done well, it moves a client
meaningfully closer to a decision.
Here are the key
elements.
Preparation. A
great tour starts long before you arrive at the first property.
Preparation means
understanding your client’s business, their operational needs, and their
financial guardrails. It also means confirming availability, access, and timing
for each stop.
Nothing erodes
confidence faster than fumbling for lockboxes, waiting on unresponsive listing
agents, or showing a space that clearly doesn’t fit. Preparation eliminates
friction. It shows professionalism. And it tells your client, “I value your
time.”
Previewing. Whenever
possible, preview the spaces.
Photos lie.
Marketing packages exaggerate. And sometimes what looks perfect online simply
doesn’t translate in person.
By previewing, you
can eliminate the obvious “no’s” before your client ever sees them. More
importantly, you can walk into each tour stop with context, highlighting
strengths, addressing weaknesses, and controlling the narrative.
You don’t want to
be discovering the property at the same time as your client.
Collateral. Bring
the right information.
A clean tour book
or digital package with property summaries, site plans, and key metrics goes a
long way. Your client shouldn’t have to rely on memory after seeing five or six
buildings.
Good collateral
allows you to compare options in real time. It also reinforces your role as an
advisor, not just a door opener.
Showing Order. Sequence
matters more than most brokers realize.
Start with a
strong, relevant option, but not necessarily the best one. Build momentum. Let
the client calibrate. Save one of the top contenders for later in the tour when
their perspective is sharper.
Ending strong is
critical. The last property seen often becomes the benchmark against which all
others are measured.
Financial
Modeling. Real
estate decisions are financial decisions.
As you walk each
property, translate what your client is seeing into dollars. What does this
option mean monthly? Over the term? What are the hidden costs such as
improvements, operating expenses, and relocation?
When you can
connect the physical space to the financial impact in real time, you elevate
the conversation. You move from “Do I like this building?” to “Does this make
sense for my business?”
Follow Up. The tour doesn’t
end when you get back in the car.
A timely
follow-up, same day or next morning, is essential. Summarize the properties,
gather feedback, and begin narrowing the field.
This is where
decisions start to take shape. Strike while the impressions are fresh.
Final
Thought. A
great tour is never accidental.
It’s the result of
preparation, intentional sequencing, thoughtful communication, and financial
clarity. When done right, it creates confidence, for your client and for you.
And confidence is
what ultimately leads to action.
No comments :
Post a Comment