When coaching or consulting with a broker or investor with a property or opportunity to sell, I like to begin with two questions, and ask them both at the same time.
"What property are you selling?"
"What situation are you offering?"
I continue to be surprised at how often the answer is about "the property", before going on to explain the reason I ask both questions at the same time. It's easy to overlook how people make buying decisions, including for big ticket items, for different reasons. They are often different reasons than what you, as the seller or representative, expect them to be.
Buying a car is an example. Some people buy a car based on their budget, as in, "What can I get for $xxx?". Others must have a specific brand or model, or require a certain level of performance. There are some more concerned with the look and status than the performance record. There are some that need room for the entire family or for space to carry equipment or merchandise. It is possible that some people could be looking at the same vehicle even though it is for different reasons.
These are examples I constantly point out to my clients, students, and valued connections. A property or opportunity appeals to different potential buyers for different reasons. It should be up to you as the seller, presenter, or representative to do everything you can to point out that reason which would get their attention. Whether you have a piece of raw land, an abandoned house, or an entire office building, there are likely to be multiple scenarios to present. Your eventual buyer may be most interested in ONE of them, and may miss the opportunity if they are not made aware.
Tell a potential buyer why they would want to build, renovate, or relocate "HERE" as much as all about what is "there" for them to acquire. Presenting the right reason(s) for them could make them "first in" to a successful transaction.
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