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Selling or renting real estate is a game of competition. In any market, but particularly in a market like we have been in, it is imperative that you take qualified prospects and usher them into your private presentation domain. We will focus in other articles about how to attract qualified prospects, but for now let’s focus on why you need to get them away from the competition and over to your presentation arena.

By Presentation, we mean any and all mediums you choose to use to present your property in the very best light. What happens when you succeed in getting a Prospect your presentation?

First, you are in a focused environment that is protected from the overcrowded marketplace. You can’t control the way your competitors are going to present their products. You can only control the way you want to present. The marketplace is loud and crazy and competitors are willing to do things that you wouldn’t do just to get ahead. A confused mind is one that will not make a decision. You need to attract them to an environment where all of there focus is on just your Presentation.

Second, you get to present the story the way you want it presented and not the way a listing service says it should be presented. Buyers and renters are hungry for information and will appreciate a different approach. Aggregators and their systems work because they deliver a uniform product to users across all properties. Unfortunately, they sacrifice pizzazz and creativity along the way. You as the property Seller or Renter suffer.

Third, when you control the process, you can guarantee that you will be at your most persuasive 100 percent of the time. This is because you are going to force prospects to listen to your story only after you have polished it and locked it into place. We are not talking about a physical live presentation here. Rather, a pre-prepared presentation that can iterate over and over. No worries about having a bad day, or a sleepless night, or personal problems. Your prospects are going to listen to you every time when you are the most compelling.

Fourth, your presentation will allow you to market on something other than price. Aggregation services, although beneficial to the user/prospect, present lots of competing products in a fashion where everyone looks the same. Unfortunately, the default selection criteria for Prospects in this environment is often–price. By getting your Prospect in front of only your presentation, it will give you the opportunity to persuade someone that your property is special enough that they should pay more than competitors are willing to offer their properties.

Finally, in a protected, focused environment, you can offer your prospect the immediate opportunity to view your real estate, after they have been marketed to and are excited about your property.

As we like say, help your Prospects to get from confusion and uncertainty to focused and directed. Focus all of your marketing on persuading your prospects to come to your private real estate message, whether that is a website or a pre-recorded 800 telephone number. At this point you have the highest chance of capturing a great Prospect for your rental or sale.

Having negotiated hundreds of contracts over the last three decades, I find it extremely disconcerting when I observe an organization negotiate anything without using a Request for Proposal (RFP) prototype. While RFP’s are helpful in all negotiations, any negotiations for conferences and/or conventions with hotels that do not utilize RFP’s invariably eventually having troubling outcomes.

Request for Proposals are important for many reasons. However, it is important that one first understand what an RFP actually is. An RFP is a specific type of inquiry that specifies in detail what the submitting organization’s needs are, and specifically asks the responder how they might address this concern. For the sake of understanding during this article, we will base this negotiation on a hotel negotiation. A properly formed RFP is a thoroughly researched and thought out document, where the organization determines its needs in as much detail as possible. When this is used, there is far less confusion “down the road.” Some of the reasons RFP’s are so important include:

(1) Organizations should use the RFP as a way of creating a competition between various alternative properties and/ or locales. It is important that the cover letter for the RFP let each responder know when an answer is needed by, and that the request is being submitted to multiple facilities.

(2) What types of items might end up being issues? For example, does the hotel charge for parking? Would the hotel make some sort of accommodation regarding this?

(3) Is there a charge for internet use? What concession might be made?

(4) In terms of audio-visual needs, which often become extremely important, what might the property be willing to do in terms of accommodations and concessions? What might be included for free? What kind of minimum guaranteed discount might be offered?

(5) Organizations who will be using guest rooms at a hotel should request complimentary meeting space.

(6) What kind of concessions might be offered in terms of Food and Beverage pricing? This is both one of the biggest profit centers for the hotel, as one of the largest expenses for the organization and its conference.

(7) What is the hotel’s policy regarding special meals or dietary requirements? What is the cost for this, if any?

(8) What decorations, etc., might the hotel offer on a complimentary basis to the organization?

(9) What upgrades, frees, givebacks might the hotel offer regarding guest rooms? What is the best room rates offered, and for which categories of rooms?

(10) What is the best the hotel will do regarding flexibility regarding attrition rate?

These ten items are certainly nowhere near the full needs of an RFP. I have simply used these items to demonstrate the types of things that should be included in an RFP. The answers to an RFP should then because part of the addendum to the hotel contract.

Use of Request for Proposal procedures are best handled by expert negotiators. Your organization should select an excellent negotiator, and permit that individual to guide the entire process. The negotiator should have major input from the beginning, so as not to hamper his ability to best negotiate in the organization’s behalf.