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Tour books intended for property tours include proprietary real estate research, comparable property information, a real estate market report, as well as other property and client specific information that highlights your professional expertise, market knowledge and client centric approach.
Every tour you give in each property you show will be unique. The space, the client, and how they use the space will always vary. To ensure that all of the necessary information is conveyed to a prospective tenant, buyer, or investor, most brokers will prepare a tour book. A tour book is a part of being prepared as a broker, just like checking the property before you arrive with guests. The best tour books are created to represent the broker, the brand professionally and illustrate market knowledge.
While much has changed with commercial real estate industry over the years, one element has not changed a bit. CRE transactions are built on relationships and the client’s confidence that their broker understands the marketplace and the property. A tour book can help with this.
Property tour books are about delivering as much information as possible. That means gathering and presenting actionable, digestible information, not providing a “data dump.” To that end, printing out a Co-Star survey, a real estate map, and a compilation of information from a third party doesn’t count as a tour book.
Remember, a tour book will be carried by the prospective client on the day of the tour. It should be functional as a decision-making resource. Doing small things like including a space for notes and comments, for example, ensures utility. A professional tour book should also feel good in the hand. Too often, brokers skimp by photocopying pages onto plain paper—that goes a long way toward convincing the prospective client that you lack professionalism. Be sure to work with a professional to create a great-looking book. Good supporting commercial real estate marketing materials help to create a winning property tour.
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