A Free Thesis Driven Playbook

Real estate does not buy the way the rest of the world sells.

A free playbook for anyone selling a product or service into an industry that does not buy like any other. Seven firm types, the buyer's org chart, and the math that makes or breaks a pitch.

7 pages. Arrives by email in about a minute.

Technology-forward tag rate by firm size, from the playbook

Developer size distribution, 8,273 firms analyzed

The playbook is on its way.

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What's inside:

Why real estate breaks every other industry's sales playbook, and what that does to the pitch.

The seven firm types behind every real estate purchase, and the different reason each one kills a deal.

The org chart inside the building: who signs, who blocks, who stalls the deal.

The buyer's math, worked out: why a $500-a-month line item can cost a real estate buyer six figures.

When real estate firms are actually ready to buy, and the three places near-closed deals quietly die.

The playbook shows the board. The workshop teaches how to play it.

A three-hour intensive on making the case, honing the message, and closing the deal with real estate owners and developers, led live by Brad Hargreaves.

What participants leave with

A tiered target customer list mapped to product fit
A buyer persona for the role they need to win
A financial case constructed around the line items their product actually affects
A nurture sequence calibrated to a real estate deal cycle
A sales-journey map with the choke points named and the fixes prioritized

Live Workshop

Selling into the Real Estate Industry

Hosted by Brad Hargreaves

Founder of Thesis Driven, previously founder of General Assembly and Common. Three-time founder with more than $500M in exits.

WhenThursday, June 4, 2026

Time12–3pm ET

FormatLive on Zoom · recording included

Price$499

Reserve a seat→

The free playbook arrives by email first. The workshop is where the full system gets built live.