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When it comes to commercial real estate or retail real estate we tend to focus on the features of the property as part of the marketing process. We inspect the property, review the target market, and build on the features that we determine are important to the marketing process.

Whilst this process works quite successfully for listed properties, it also needs to work successfully for you personally. Consider these questions:

• Exactly what are the features of the service that you bring to your customers and prospects?
• Why are you any different than any other agent in the local area?

To be a top agent in this industry, you really do need to determine some solid points of difference and features that you bring to your clients and prospects.

There is no point in being the same as every other agent in the local area.

When you ask an average agent about their relevance to the client and the listing, and perhaps even seek some guidance on the points of difference in their service, they will usually give you one or more of the following comments:

• We have been in the area a long time
• We understand the market
• We are better than the other agents in the area
• We have done the deals
• We have a great team of professionals
• People trust us to do the job
• We know what we’re doing
• We have a significant amount of knowledge and experience

Whilst these statements may be relevant and correct, just about every competitor in your property market will say the same thing. Clients get bored in listening to generality and soft marketing pitches.

There are no real points of difference in any of the above comments for the client to choose you as the best agent or salesperson to help them as opposed to any of your competitors.

Real points of difference are driven from strategy and confidence. Both of those are personal traits that can be incorporated by you into every pitch and sales presentation. This is an individual thing and that is what makes a top agents stand well and truly above everyone else in the market.

You can pick a top agent in the presentation and connection that they make with the client; they connect with relevance.

Cut out the ‘Generality’

The client doesn’t want to hear generality; they need to be convinced that you truly understand the best way forward to produce the best results for them in the shortest possible time. Those facts will always be built around strategy and confidence.

To solve the client connection problem, try answering the following questions for the client in your sales pitch or presentation:

1. How can we approach the market uniquely to achieve a better rate of enquiry than that which applies to competing buildings currently?
2. What will be the target market and how will you attract the target market to the property?
3. What makes the listed property stand out as unique and special to the target market segment?
4. How would you inspect the property with qualified prospects so that they fully understand the features of the property?
5. Given the features of the property and the improvements as they currently exist, how will you encourage negotiation and the process of going to contract or lease?
6. What challenges can you help the client with now as part of consolidating the listing and marketing process?

These questions are far more relevant to the client in the listing process than the generic statements that we spoke of earlier. If you can address these five questions specifically in your listing and sales pitch, it is quite likely that your chances of attracting the listing will be significantly improved.

You are actually the product or service that needs to be sold first; when you do that well, the listing becomes easier.

They say practice makes perfect, and when it comes to commercial and retail real estate in today’s market, the statement remains very relative. Take the five factors above and refine them into a specific sales presentation process covering your property specialty and property service.

Gentlemen listen up! The old adage, “it’s the thought that counts” is one hundred percent true. While flowers and chocolates make nice anniversary presents, they’re hardly special. Give her a gift that truly says, “I love you” by applying these three simple gift-giving techniques: make it personal, get creative and present it properly. With these easy-to-follow steps, you’ll be sure to knock the socks off of the woman you love.

She’s not generic, so her present shouldn’t be either.
Flowers, chocolates and jewelry are so expected. Sure they’re nice to receive, but when you think about it, do they really say “I know you” and “I love you”? Didn’t think so. Take a few moments right now to think about your wife and her hobbies. What does she enjoy doing in her spare time? Does she love cooking? Taking bubble baths? Shopping? Pinpoint just one of the things she loves doing and then select a gift that correlates to that action or hobby. If she loves cooking, for example, get her a beautiful cookbook or a subscription to Food and Wine Magazine. If she’s a bather why not buy her a selection of bath salts, bubbles and lotions. This technique can be applied to nearly any hobby she might have. But don’t stop there. You can take your gift to the next level with a little bit of creativity.

Apply a little creativity.
Let’s say that you’ve purchased a new cookbook for your wife, the aspiring chef. With just a little more effort you can make the gift even more thoughtful and exciting to receive. Open up the book and select one of the recipes from its pages. Now, hop on over to William’s Sonoma and get her a few of the utensils that the recipe suggests using or go to the market and purchase a some of the spices it calls for. Need another example? Add some scented candles and a smooth jazz CD to the bathing salts and lotions you’re getting your bathing beauty. It’s simple really, but with a little extra effort and a couple more components, you’re turning an already personalized gift into an even more thoughtful one. Now, one last component: packaging.

Presentation goes a long way.
Presentation is half the fun of gift giving and receiving. There’s a reason why women love getting a present from Tiffany & Co. as opposed to any other jeweler. Receiving their signature Robin’s Egg Blue box is almost as exciting as the treasure that lies inside of it! Try individually wrapping each of the gifts you’ve selected rather than throwing them unwrapped into a gift bag. With multiple gifts to open there are multiple elements of surprise to be had. Take it one step further and number each gift in the order of which you’d like her to open them. Then present her first with a numbered card that has a clue assigned to each number as to what each gift will be. You can even pepper your clues with a little romance. For example, wrap your cookbook and number it “1″. Then put a 1 on the card and write something to the nature if “Here’s to a future of candle-lit dinners.” No need to be long winded, just have a little fun with it and she’ll have fun, too.

Now doesn’t that leave flowers and chocolates out in the dust? With a little effort and thought you can easily give a gift that truly says, “I love you”. Just remember to make it personal, be creative and don’t forget about presentation. By following these three steps you’re pretty much guaranteed a happy wife. And a happy wife makes for a very happy anniversary. Now, get shopping!