How do you highlight your property's benefits in a lease proposal?

1 Know your audience

Before you write your lease proposal, you need to understand who your target tenants are and what they are looking for in a commercial space. Research their industry, business goals, budget, preferences, and pain points. This will help you tailor your proposal to their specific needs and expectations. For example, if you are leasing a retail space, you may want to emphasize the location, traffic, visibility, and signage opportunities of your property. If you are leasing an office space, you may want to highlight the amenities, design, layout, and technology of your property.

2 Focus on benefits, not features

A common mistake that landlords make is listing the features of their property without explaining how they benefit the tenant. Features are the characteristics or attributes of your property, such as the size, condition, utilities, or parking. Benefits are the outcomes or results that the tenant can achieve or enjoy by using your property, such as the convenience, comfort, productivity, or profitability. For example, instead of saying that your property has a large conference room, you can say that your property allows the tenant to host meetings and events with ease and professionalism.

3 Use clear and persuasive language

The way you write your lease proposal can make a big difference in how the tenant perceives your property and your offer. Use clear and concise language that is easy to understand and avoids jargon or technical terms. Use positive and confident language that conveys your enthusiasm and credibility and avoids negative or doubtful words. Use persuasive language that appeals to the tenant's emotions and logic and avoids exaggeration or manipulation. For example, instead of saying that your property is nice and affordable, you can say that your property is an ideal and cost-effective solution for the tenant's business needs.

4 Provide incentives and options

Another way to highlight your property's benefits in a lease proposal is to offer incentives and options that make your offer more attractive and flexible for the tenant. Incentives are discounts, concessions, or bonuses that you can provide to the tenant to sweeten the deal or overcome objections. For example, you can offer free rent, reduced rent, tenant improvement allowance, or early occupancy. Options are choices or alternatives that you can give to the tenant to accommodate their preferences or circumstances. For example, you can offer different lease terms, renewal options, expansion options, or sublease options.

5 Include testimonials and references

One of the most effective ways to highlight your property's benefits in a lease proposal is to include testimonials and references from your previous or current tenants. Testimonials are positive feedback or reviews that your tenants have given about your property or your service. References are contacts or sources that your tenants have agreed to provide to vouch for your property or your reputation. Testimonials and references can help you build trust and credibility with prospective tenants and show them the real-life benefits and experiences of leasing your property.

6 Use visuals and data

Finally, you can highlight your property's benefits in a lease proposal by using visuals and data to support your claims and arguments. Visuals are images, diagrams, charts, or graphs that can help you illustrate your property's features, benefits, or performance. Data are facts, figures, statistics, or evidence that can help you quantify your property's value, impact, or potential. Visuals and data can help you capture the tenant's attention, simplify complex information, and demonstrate your property's advantages and differentiation. For example, you can use photos or videos to showcase your property's appearance and condition, floor plans or maps to show your property's layout and location, or market reports or surveys to show your property's demand and competitiveness.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?