Before pursuing a real estate deal, QUALIFY it first
Before pursuing a real estate deal, QUALIFY it first
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. Here’s what it stands for:
—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.
Allen C. Buchanan is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104.
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