Real Estate Sales Proposal Best Practices: WIN MORE BUSINESS

No matter whether you produce your sales proposals on the latest digital platform or do things the old way with printed proposals, there are certain must-haves you need to include in every document before it goes to a potential client.

Before any proposal leaves your office, you should run down the checklist and make sure you have ticked all the boxes to give yourself the best possible chance at winning the business.


When preparing your sales proposals, refer to this checklist to make sure you have covered all your bases and are supplying potential clients with the information they need to make an informed decision. Traditionally, most sales proposals follow a structure based on four essential components.

1. Introduction – This typically includes a cover letter to the prospect, title page and a brief personal introduction with all your contact details
2. Situation and Needs Summary – This section is very much focused on the client and includes an Executive Summary (also known as a Client Summary) up front. This will cover the needs, aspirations and “must-haves” that are relevant to the client. Also include a top-line summary of key points that will follow in the proposal for easy reference.
3. Property and Sales Details – This incorporates a description of the home or property and an outline of initiatives you would implement in order to sell the property. There should be reference to potential return on investment, a cost/benefit analysis, an outline of rate of occupancy and also reliable sales data, such as comparable local sales and local market intelligence.
4. Professional Profile – This is essentially the information that will encourage the reader to transition from prospect to client. It should include your experience, credentials, education, awards, industry recognition personal capabilities and so on. Just make sure you don’t drone on about yourself endlessly, as this is a great way to turn off your prospects.

It’s important to remember that, even though this is a list of elements that should be included in a sales proposal, this is not an exhaustive inventory of contents.

It’s also essential to note that, while you should have these components in your documents, you don’t need to adopt a cookie cutter or boilerplate approach. Your prospects will pick up on this immediately, and it gives the impression that you don’t care enough about their business to make your proposal unique.

Stay tuned for Part Two of this article to learn how to bring your sales proposals to life, giving you the best chance possible at converting your leads into clients.