Internal — Commercial Real Estate Agencies

Arealytics Pro
Agency Sales Playbook

Discovery framework, demo structure, appointment setter motion, and commercial close — built around one JTBD: winning the mandate.

Segment CRE Agencies
ACV Range $3,500 – $10,000
Target Close 2–3 meetings
Buyers Head of Leasing / Sales / Principal
What's in this playbook
01
Appointment Setter Motion
Call framework, email sequence, and AE handoff brief
 02
Discovery Framework
Four-layer question framework for Meeting 1
 03
Demo Structure
45-minute outcome-led demonstration framework
 04
Commercial Close
Pricing transition, ROI framing, and close mechanics
 05
Objection Handling
Cotality bundle, existing tools, stall tactics
 06
Qualification & Leave-Behinds
Deal checklist and proposal/one-pager specs

The core JTBD — everything in this playbook sits inside this frame:

"I need to walk into a pitch knowing more about the property, the owner, and the market than anyone else in the room — so I win the mandate."

CMA, lease expiry, comps, owner identification — all of it is in service of that. The AE's job is to make the gap between where the prospect is today and that outcome vivid. Then close it.

01
Appointment Setter

The Call Framework

One objective: earn 45 minutes with the right person by surfacing one pain point and booking a meeting with a reason. Don't sell Arealytics — sell the conversation.

Right targets

✓ Call these roles
  • Head of Leasing
  • Head of Sales
  • Principal / Director
  • Managing Director
✗ Disqualify fast
  • Residential-only agencies
  • Property management only
  • Single-agent operations
  • No active leasing or sales pitch motion

The call — three parts, under 5 minutes

~60 sec
The Hook
~2 min
Two Questions
~60 sec
The Ask
The Hook
~60 seconds

No long intro. No "how are you today." Get to the point. Then stop — let them respond.

Script
"Hi [name], it's [name] from Arealytics — I'll keep this brief. We work with commercial agencies across [their market] to help them walk into pitches and appraisals better prepared than the competition — specifically around comparable evidence, finding the right owner behind a holding structure, and getting in front of lease expiries before they hit the market.

The reason I'm calling is that most of the agencies we speak to are still pulling that research manually from three or four different sources — and it's costing them either the mandate or the hours. I wanted to check if that's a familiar problem for your team."
Two Questions
~2 minutes

Two questions only — don't run the full discovery framework. That's the AE's job.

Q1
"How does your team currently prepare the comparable evidence and market intelligence for a pitch or appraisal — is that a manual process or do you have something systematic in place?"
Listen for
Manual research, disconnected tools, time spent, confidence gaps. Any of these is a green light.
Q2
"And roughly how many pitches or appraisals is the team running in a typical month?"
Listen for
Scale of the problem — and a number the AE can use in discovery to frame ROI.
The Ask
~60 seconds
Critical rule
Give two specific day options — not "when are you free." That creates work for them and kills momentum.
Script
"What I'd suggest is a 45-minute conversation with [AE name] — he/she works specifically with agencies and can show you exactly what the pitch preparation process looks like when it runs through Arealytics. No obligation, and if it's not relevant to how your team works, you'll know within the first ten minutes.

Does [Day] or [Day] work for a call?"
01b
Appointment Setter

Email Follow-Up Sequence

For prospects who didn't pick up or asked for an email. Three touches, each shorter than the last.

01c
Appointment Setter → Account Executive

Handoff Brief

When a meeting is booked, the setter passes this brief to the AE. This is the AE's discovery starting point — Meeting 1 runs warmer and faster with it.

👤
Contact name, role, agency
🏢
Market focus + agency size
🔥
Pain point surfaced (verbatim)
📊
Pitches per month (if given)
👥
Who else will be in the meeting
02
Account Executive — Meeting 1

Discovery Framework

Four layers. The AE's only job in Meeting 1 is to understand the prospect's world well enough that Meeting 2 feels like it was built for them. No product. No features. Just questions.

The mindset: you're not qualifying a lead. You're having a conversation with someone who probably loses mandates they should win because they're preparing with inferior information. Your job is to make that gap visible — not to fill it yet.

Layer 1
Business Context

Purpose: warm the conversation, establish their world. Fast — 3–4 minutes maximum.

—
"Tell me about the agency — how many agents, which markets do you focus on?"
—
"Is the team predominantly leasing, sales, or both?"
—
"What asset classes are you most active in — office, industrial, retail, mixed?"
Listen for
Size of the prize (bigger agency = bigger ACV). Market focus (metro vs. regional shapes which features matter). Leasing-heavy → lease expiry is the hook. Sales-heavy → CMA and comps is the hook.
Layer 2
Current Workflow

Purpose: understand exactly how they prepare for pitches and where the process breaks down. Spend the most time here.

On pitch preparation
—
"Walk me through how you currently prepare for a new pitch or appraisal — what does that process look like?"
—
"Where does the data you use in a pitch typically come from?"
—
"How long does it take your team to pull together a CMA or comparable evidence package?"
—
"How confident are you in the data by the time it's in front of the client?"
On owner identification
—
"When you're prospecting — trying to find who owns a property or get in front of the right decision-maker — how do you currently do that?"
—
"How often do you hit a wall with holding structures or trust ownership?"
On lease expiry
—
"Are lease expiries part of your prospecting motion — identifying properties coming up for renewal before competitors do?"
—
"How are you currently tracking that, if at all?"
Listen for
Manual processes, time spent on research, confidence gaps in the data being presented, moments where they've lost a pitch or a prospecting opportunity because of information they didn't have. These become the demo anchors.
Layer 3
The Pain

Purpose: move from process to feeling. This is where discovery gets commercial.

—
"When you lose a pitch — what's usually behind it? Is it ever an information problem, or is it always price and relationships?"
—
"Has there been a situation recently where you walked into a pitch and felt underprepared — or where a competitor clearly had better market intelligence than you did?"
—
"How much time would you estimate your team spends on research and data prep per pitch — and is that time your best people should be spending?"
—
"Are there markets or asset classes you're not as active in as you'd like because you don't have the intelligence coverage?"
Listen for a specific story
A lost mandate, a competitor who presented better comps, a prospecting opportunity lost to holding structure confusion. Specifics make the demo real. Generic answers mean you need to probe harder.
Probe if they're not giving specifics
"Give me an example of the last time you walked out of a pitch feeling like you left something on the table — what was missing?"
Layer 4
The Implication

Purpose: quantify the cost of the status quo. This is what makes the commercial conversation easy later. Immature AEs skip this layer — don't.

—
"How many pitches or appraisals is the team running in a typical month?"
—
"What's a mandate worth to the agency — roughly — in fees?"
—
"If better market intelligence meant winning one or two more mandates a quarter that you're currently losing — what does that number look like?"
—
"And on the time side — if your agents got back the hours they currently spend on research, where would that go?"
Listen for a number
Even a rough one. This becomes the ROI frame in Meeting 2: "You told me you run X pitches a month and a mandate is worth roughly $Y. That's the lens we should use when we look at what Arealytics does for your pitch preparation."

Closing Meeting 1

Summarise what you heard — out loud, in front of them. Then book Meeting 2 on the spot. Do not leave without a booked next meeting.

Playback summary
"What I'm hearing is: your team is spending [X time] pulling together pitch materials from disconnected sources, you're not always confident in the data by the time it's in front of a client, and finding the right owner behind a holding structure is still a manual process. Does that feel right?"
Book Meeting 2
"What I'd like to do is come back to you with a demonstration built specifically around what you've described — I want to show you what the pitch preparation process looks like when it runs through Arealytics. Can we find 45 minutes in the next week?"
Non-negotiable
A "I'll send you something" ending is a deal in a black hole. Do not accept it. Book the meeting before you leave.
03
Account Executive — Meeting 2

Demo Structure

45 minutes. A problem playback, not a feature tour. The demo should feel like it was built for this specific agency — because it was.

A bad demo is a feature tour. The AE opens the product and walks through capabilities in the order they appear on screen. A good demo is a problem playback — the AE opens by recapping exactly what they heard in discovery, runs the product through the lens of that specific pain, and ends with the prospect seeing their own workflow: fixed.

The demo brief — complete before Meeting 2

Three questions to answer from discovery notes
  • What is this agency's primary pain? (pitch prep, owner identification, lease expiry prospecting)
  • What specific story did they give me? (the lost mandate, the manual hours, the holding structure wall)
  • What does "solved" look like for them in concrete terms?

45-minute flow

5 min
Problem Playback
5 min
The Reframe
25 min
Demonstration
10 min
Commercial Transition
Part 1
Problem Playback
Show you listened. Create the frame the demo sits inside.
5 min

Open with a recap of discovery — not features, their world. This proves you were listening and differentiates you from every other vendor demo they've sat through.

Opening
"Before I show you anything, I want to make sure I'm demonstrating the right things. From our last conversation, what I heard was [X]. Your team is currently [doing Y manually / spending Z hours / losing pitches because of W]. Does that still feel like the right frame?"
If they add something new
Note it immediately. A pain point that didn't come up in discovery may be more important than what you planned to show. Adapt the demo accordingly.
Part 2
The Reframe
Set the context before the product appears.
5 min
Before opening the product
"The way most agencies prepare for a pitch today is to pull data from three or four different places — portals, their own transaction history, maybe a broker contact — and stitch it together manually. What I'm going to show you is what that process looks like when it runs through a single verified intelligence source. Same outcome — a pitch-ready CMA, comparable evidence, owner identification — but in minutes rather than hours, and with an audit trail you can defend in front of a client."
If you have their implication number
"You mentioned you run roughly [X pitches] a month and a mandate is worth [roughly $Y] in fees. That's the lens I'd use to watch what I'm about to show you."
Part 3
Demonstration — Three Acts
Problem → Solution → Implication for each act.
25 min

Structure each act identically: name the problem, show the solution, land the implication. Watch for the moment they lean forward — that's the feature that maps to their pain. Slow down there.

Act 1 — Winning the pitch: CMA and comparable evidence ~10 min
Run the CMA workflow live — name what's happening at each step
Call out data sources: "This is pulling from verified transactions including off-market and strata — not just listed sales"
Show the output — the actual client-ready report
Land the implication: "Your team told me this currently takes [X hours]. This is [Y minutes] — with a full audit trail."
Act 2 — Finding the right owner: beneficial ownership and contact identification ~8 min
Run an owner identification search on a real property in their market
Show PID linkage from property to ownership record through the corporate structure
Show beneficial owner and contact details surfaced
Land the implication: "The alternative is [what they described — calling the agent, searching ASIC]. This is that process, compressed."
Act 3 — Getting there first: lease expiry prospecting ~7 min
Filter by their submarket, asset class, and expiry window
Show the depth: "65,000 leases tracked. The closest competitor has around 12,500."
Show what a prospect list looks like coming out the other end
Land the implication: "This is the difference between reacting to what's listed and prospecting what's coming. Three to six months of lead time."
What to skip
Don't show Portfolio Review, Market Report Generator, or Valuation Support unless asked. They're real — but they dilute the demo. Park them: "That's there — happy to show you in a follow-up. I want to cover the things that matter most to your team first."
Part 4
Commercial Transition
Move from "that looks great" to a real commercial conversation.
10 min
The bridge — don't skip this
"Before I talk about how this is structured commercially, I want to check — based on what you've seen, does this solve the problem we talked about? Is there anything that didn't land the way you expected?"

Get a yes or a specific objection. Don't proceed to commercial until you have one or the other.

Land the ROI frame
"You mentioned [X pitches per month, $Y per mandate]. Even if Arealytics helps you convert one additional mandate per quarter that you're currently losing on preparation quality — that's [$Z] in fees against a platform cost of [$X,XXX] per year. The maths is pretty straightforward."
Present commercial — then stop talking
"For an agency your size, you're looking at [price range]. That covers [what's included]. How does that land?"
The silence rule
After presenting commercial, stop talking. The silence is where immature AEs panic and discount. Don't. Let them respond.
04
Account Executive

Commercial Close

Handling the two most common commercial responses, and closing Meeting 2 with a committed next step — not a "I'll think about it."

Handling the two most likely commercial responses

"That seems reasonable" / "That's fine"
Move to next steps immediately. Don't keep selling.
Response
"Great — the way it typically works from here is [contract / onboarding]. Are you in a position to move forward this week or is there something we need to work through first?"
"That's more than I expected" / "I need to check budget"
Don't discount yet. Diagnose first.
Response
"Tell me more about that — is it a budget question or a value question? Because if it's value, there's more I can show you. If it's budget, let's talk about how to structure it."

Closing Meeting 2

Same discipline as Meeting 1 — don't leave without a committed next step.

✓ Acceptable outcomes
  • Verbal yes + clear path to contract
  • Specific outstanding question with a date to resolve: "I need to check with [person] — can we speak Thursday?"
✗ Not acceptable
  • "I'll have a think and come back to you" — surface what's behind it
  • Ending the meeting without a booked next step
If they say "I'll think about it"
"That's completely fine — help me understand what you need to think through. Is it the commercial side, is it about bringing someone else into the conversation, or is there something about the product that didn't land?"
05
Account Executive

Objection Handling

The four objections that kill deals in this segment. Know these cold — especially the Cotality response.

"We already have Cotality / City Scope / Lease Expiry Diary"

This is the load-bearing objection. The answer isn't to attack Cotality — it's to make the coverage gap concrete and let them reach the conclusion themselves.

Response
"That makes sense — a lot of the agencies we work with had Cotality before they came to us. Can I ask — when you're preparing a pitch, how confident are you that the lease data you're pulling is current, and how complete is the coverage in your markets?

The reason I ask: City Scope tracks around 12,500 leases nationally, CBD-only. Arealytics tracks 65,000 — across metro and regional markets, refreshed weekly. That gap matters most in the moments that count — when you're in a pitch and your comps need to be defensible.

I'm not saying Cotality isn't useful. I'm saying there's likely a coverage gap that's costing you confidence in the room. That's what I'd like to show you."
"We already have data sources / we use portals for this"

Don't argue against their current tools. Reframe around what those tools can't do.

Response
"That's exactly where most agencies start — portals, internal records, a few trusted contacts. The question isn't whether those sources exist, it's whether they're fast enough, verified enough, and complete enough when you're preparing a pitch under time pressure.

Portals show you what's listed. Arealytics shows you what's happened — including off-market transactions, strata sales, and lease terms that were never publicly listed. That's the difference between knowing the market and being able to prove it in a pitch."
"Can you send me something to look at?"

This is a polite deferral. Sending materials without a next meeting is a deal in a black hole. Don't accept it — redirect to a live demonstration.

Response
"Happy to — though I'll be honest, the product is hard to appreciate in a PDF. The value is in seeing the workflows run on real data in your markets. It takes 45 minutes and I can make it specific to the deals you're working on right now.

Can we find a time this week or next? I'll send you something as a primer, but I'd rather show you live."
"I need to talk to [principal / someone else] first"

Don't let this become an indefinite delay. Either get the stakeholder in the next meeting, or understand the decision-making process so you can plan around it.

Response
"Completely understand — who else needs to be across this before a decision gets made? The reason I ask is I'd rather show them directly than have it filtered through a summary. Would it make sense to include [name] in the next session? I can tailor the demonstration to what matters most to them specifically."
06
Account Executive

Qualification Checklist & Leave-Behind Specs

The checklist to complete before advancing to demo stage. And what goes in the one-pager and proposal.

Deal qualification checklist

Complete before moving any deal to demo stage. If items are unchecked, go back to discovery — not forward to demo.

Confirmed buyer role — head of leasing, head of sales, principal, or director
Agency size and market focus understood (metro / regional; leasing-heavy vs. sales-heavy)
At least one specific pain point surfaced with a story attached — not a generic "yes we use data"
Implication quantified — even roughly (pitches per month, mandate value)
Economic buyer identified — is the person in the room the decision-maker, or is there someone above them?
Meeting 2 booked before leaving Meeting 1

Leave-behind specifications

One-Pager

  • Agency value proposition in 3 sentences — mandate-win framing, not feature list
  • Three core capabilities (CMA, owner identification, lease expiry) with one proof point each
  • Coverage claim: 65,000 leases, weekly refresh, primary sources verified
  • One customer story or outcome — specific, not generic
  • Contact details and clear next step CTA

Proposal Template

  • Their pain played back to them — personalised from discovery notes
  • Three capabilities tied to their specific workflow (not generic feature descriptions)
  • ROI frame using their own numbers from Layer 4
  • Commercial terms — clear, simple, no jargon
  • What onboarding looks like — reduce perceived switching friction
  • Expiry date on the proposal — creates urgency without hard sell
Arealytics — Agency Sales Playbook
Internal use only · Arealytics Pro · CRE Agencies segment
Version 1.0