Author: Allen Buchanan This post originally appeared on Location Advice and is republished with permission. Find out how to blog with us on theBrokerList.
In commercial real estate, not every opportunity is
created equal. Some sparkle at first glance but fade with time. Others seem
ordinary but blossom into career-defining deals. After decades in this
business, I’ve learned that success often comes down to asking the right
questions before diving in.
That’s why I
developed the QUALIFY framework.
QUALIFY is an acronym
— a checklist, really — designed to evaluate whether a prospect or assignment
is worth your time and effort. It stands for: Quantitative Need, Urgency,
Authority, Loyalty, Intent, Fuel, and Yearning. Let’s take a quick look at each
piece:
• Quantitative Need: Is there a real, measurable
requirement? A client who says, “I’m looking for space,” isn’t enough. How much
space? When? Where? Why?
• Urgency: Is there a compelling timeline? Deals
without deadlines often drift. Urgency adds gravity.
• Authority: Are you dealing with the true
decision-maker? Chasing opportunities through multiple layers of approval
rarely ends well.
• Loyalty: Is the client committed to working with you
exclusively, or are you one of many brokers they’re contacting?
• Intent: Is the client serious about transacting, or
are they simply “testing the waters”?
• Fuel: Do they have the financial resources to
complete the deal? No amount of motivation can overcome a lack of funding.
• Yearning: Finally, is there emotional motivation? A
client who needs to move, grow, or solve a pressing problem will push through
obstacles.
Years ago, I was
approached by a business looking for a large industrial building. On the
surface, it seemed like the perfect assignment. But as I ran through QUALIFY,
warning signs appeared: vague needs, no urgency, and no clear decision-maker. I
politely stepped back. That “opportunity” dragged other brokers through months
of wasted effort.
On the other hand, a
small but highly motivated manufacturer came along shortly after. They checked
every QUALIFY box — and we closed their lease within 45 days. It became one of
the smoothest and most rewarding transactions of my career.
The lesson? In
business — and in life — our most precious resource isn’t money. It’s time. We
owe it to ourselves to invest our time wisely.
Before you chase the
next shiny opportunity, take a moment to QUALIFY it first. Your future self
will thank you.
