Real estate marketing is not "show biz", but many of the players in the commercial and luxury lanes could benefit by strategically taking the stage. Like with properties, real estate investments do not "sell themselves". Those that continue to think "all you have to do" to present an investment opportunity is present the numbers may continue to struggle for weeks or months longer than they need to if their opportunity truly is worthwhile.
One of the oldest lines in marketing is, "Sell the sizzle, not the steak". Although the below linked website is not about real estate, the way they portray the "steak" further enhances the sizzle. My office has zero to do with any of this, but this is an ideal example for my clients, students, and connections. When you detail the 10 years of legal battles, show how other major companies are a part of this, and detail an investment opportunity like the subject company has done, you have a winning formula which deserves attention.
I love that it didn't matter to the featured company that they are working with Disney "products" including Cinderella, The Little Mermaid, and Sleeping Beauty. The point is that many companies in the same position (which, based on the effort show, there would not be) would have made it simple and stopped at pointing out the Disney affiliation, sat back, and waited on investors. Instead, we get the aggressive presentation which acts as though the readers have never heard of any of these long-time treasures.
They are answering questions they don't need to in a thorough effort to entice investors. One more important factor is addressing so much more than the numbers. Providing information to show marketing strength, other leading companies involved, the track record, and the depth of the project seemingly answer every possible question.
It is a great reminder about the value of showing, in as much detail and as easy on the eyes as possible, every aspect of a possible investment deal. The lesson is how it is presented as an opportunity instead of just a property.
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