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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