Cutting through the Noise with Clear and Impactful Communication
In response to the industry's resounding plea for substance over fluff, we'll dive into the insights from a recent commercial real estate panel discussion, offering a four-section guide to crafting messages and pitches that resonate with commercial real estate owners and investors. This blog post equips you with the strategies needed to articulate the value of your solution.
Together, let's navigate this dynamic landscape, where technology meets sustainability, and discover how your greentech offering can play a pivotal role in shaping the future of commercial real estate.
#1 - The technology must support the bottom line
In the dynamic world of commercial real estate, the demand for innovative greentech solutions is on the rise. Yet, amidst the noise, the plea for substantive value echoes louder than ever: "No fluff, PLEASE." Commercial real estate owners are seeking technologies that not only align with their financial goals but also contribute to decision-making at the corporate/investment level, enhance tenant experiences, and optimize building operations.
🌐 Financial Impact: Clearly articulate how your greentech solution supports financial objectives. Identify its role in corporate decision-making, tenant satisfaction, and operational efficiency.
🌐 Success Factors and Piloting: Define success factors early in the pilot phase and tie them explicitly to financial goals. Aligning expectations from the beginning ensures a smoother journey toward adoption.
#2 - Solve a real problem
To capture the attention of commercial real estate investors, your greentech pitch must address tangible problems and offer solutions that make investment decisions easier. Emphasize how your technology simplifies processes, overcomes hurdles, and fundamentally enhances property operations.
🌱 Investment Decision Ease: Demonstrate how your greentech solution simplifies and facilitates investment decisions, making the process smoother and more efficient.
🌱 Tenant Experience: Highlight how your technology contributes to the hospitality thinking trend, easing the experiences of individuals entering, staying, and exiting buildings.
🌱 Functionality and Streamlining: Showcase how your solution impacts the functionality of a property—streamlining processes, enhancing safety, and adding overall value to operations.
#3 - Where technology and data come together
Beyond the buzz of technology and data, emphasize their practical applications. Connect data to problem-solving, address transparency concerns, and showcase your commitment to cybersecurity. Acknowledge the historical challenges in data transparency within commercial real estate.
🔍 Data Relevance and Quality: Illustrate how your technology utilizes the right data and maintains high-quality standards, solving specific problems in the real estate landscape.
🔍 Data Transparency: Address the longstanding Achilles heel of commercial real estate—data transparency. Showcase your understanding of this challenge and how your solution addresses it.
🔍 Machine-to-People Handoff: Clarify how your technology facilitates a seamless hand-off between machine and people, making the integration into existing processes more efficient.
🔍 Integration and Cybersecurity: Assure that your technology seamlessly integrates with existing systems and meets the highest standards of cybersecurity, building trust among investors.
#4 - When pitching
To cut through the clutter, a compelling pitch is essential. Understand your audience, align with both business and IT perspectives, and present your greentech solution as a holistic portfolio enhancement, not just a one-off property fix.
🚀 Quick Decision-Making: Acknowledge the fast-paced nature of decision-making in the industry. Capture attention within the first five minutes, then delve deeper based on the room's interest.
🚀 Audience Understanding: Tailor your pitch by understanding the diverse concerns of different real estate types and ownership structures. Recognize the alignment between business and IT, ensuring a comprehensive approach.
🚀 Holistic Portfolio Thinking: Emphasize the importance of thinking holistically about the entire real estate portfolio. Investors are not just interested in individual property solutions; they seek comprehensive, long-term enhancements.
🚀 Relevance and Priority: Position your greentech solution as not just one among many but as a relevant, priority-list-worthy investment. Navigate the technological landscape and demonstrate its unique value.
What's Next?
Ready to elevate your greentech messaging strategy and capture the attention of commercial real estate investors? Let's explore together how we can help refine your pitch, align your messaging with real estate owner priorities, and position your greentech solution as a game-changer in the evolving landscape of sustainable real estate.