Selling into the Real Estate Industry is a three-hour, case-based intensive on how to sell into real estate developers, owners, and investors.
Real estate is its own world. Vendors who haven't spent decades inside the industry tend to misread how it actually buys: the wrong buyer gets pitched, the product gets framed in the wrong vocabulary, the outbound dies in inboxes nobody opens.
The gap is rarely about the product. It is about the message, the buyer, and the funnel.
This is not a “sell me this pen” sales coaching workshop. The real estate industry has its own incentives, its own vocabulary, and its own cadence; the goal is to give sales leaders the tools to hone a message that resonates with the wallet and the calendar.
Over the past decade he has co-founded General Assembly, a pioneer in education and career transformation specializing in today’s most on-demand skills, as well as Common, a multifamily operating company focused on innovative housing typologies like coliving.
Contact the host →What the workshop covers
Identifying your audience: companies
- The taxonomy of real estate firms by structure: institutional owner, REIT, private equity sponsor, family office, syndicator, owner-operator, developer
- Asset classes: multifamily, office, industrial, retail, hospitality, and the emerging niches
- Investment strategies: core, core-plus, value-add, opportunistic, development
- How those variables interact to determine who buys what
- Translating the resulting map into a tiered target customer list
Identifying your audience: roles
- The decisionmaker map across acquisitions, asset management, property management, capital markets, IT, and the C-suite
- How each role is compensated and what each one actually optimizes for
- Who signs, who blocks, who champions
- How the same product gets pitched differently to each
Making the financial case and crafting the message
- A working primer on the real estate finance vocabulary vendors need to speak fluently: cap rates, NOI, IRR, equity multiple, cost of capital, expense ratios, going-in versus stabilized yield
- How underwriters and asset managers actually evaluate a new line item
- Constructing a financial case that maps to specific positions in a proforma
- Translating that case into positioning that lands
- How real estate buyers respond to different framings: cost savings, revenue lift, risk reduction, time savings
Top of the funnel: inbound
- Building a content engine that real estate owners actually read
- Managing LinkedIn campaigns that build trust and familiarity over time
- Executive posting cadence, content mix, and the role of comments and DMs as a sales channel
- Getting placements in podcasts and newsletters
- Owned channels: newsletters, research reports, and proprietary data
- Event speaking, conference panels, and the in-person circuit that still drives outsized awareness in real estate
- SEO and GEO (the LLM equivalent) in a category with limited search volume
Top of the funnel: outbound
- Cold email and LinkedIn outreach strategies to real estate decisionmakers
- The structural choices that get a message past the inbox filter
- Account-based marketing strategies
- The current role of cold calls and cold live site visits
- Software and tools to enable outbound campaigns, including data sources
Nurturing and the sales cycle
- The cadence of a real estate sales cycle, which often runs six to twelve months and involves multiple stakeholders
- Keeping deals alive through that window: educational content, drip sequences, in-person touches
- The specific moments that actually move a deal forward
Conversion
- Where deals stall: pricing, procurement, security review, legal redlines, the new champion who replaces the old one mid-cycle
- How to avoid getting stuck at the “pilot” phase
- Multi-stakeholder closing in fragmented buying committees
- Diagnosing which stage of the funnel is actually broken when revenue plateaus
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
- An inbound plan across LinkedIn, PR, podcasts, owned channels, and events
- An outbound campaign mapped to a target list
- A nurture sequence calibrated to a real estate deal cycle
- A sales-journey map with the choke points named and the fixes prioritized
Format & access
One live session
Held live on Zoom, with time for questions throughout.
Recorded for everyone
The full recording is sent to every registrant, whether or not you attend live.
Slides & materials
Participants receive the workshop slides, case studies, and implementation tools.
Private Circle community
Post-workshop access to Circle, with recordings, resources, and the Thesis Driven community.
Hear from our alumni
"Brad and Paul opened my eyes to how real estate deals get put together, where incentives lie, and how we might create business cases for proptech and climate tech. Great stuff!"
"A perfect introduction to the most important real estate concepts, distilled down in the perfect way to absorb and retain. Paul and Brad clearly thought a lot about how to actually educate, not just data-dump the group."
"Excellent course that guides you through a fictional case study with detailed explanation of every single step for all personas at every stage of a real estate deal. I highly recommend enrolling."
"Huge thank you for an amazing five weeks. The 'Selling into Real Estate Owners' course content is a goldmine for anyone building or selling in PropTech, and the weekly cohort discussions are a rare chance to learn directly from peers."
"A collection of engaging and collaborative sessions on how to launch and structure a venture into real estate. Paul and Brad put on a great class with an even better collection of participants."
Frequently Asked Questions
Will participants receive a copy of the materials?
Yes. All registered participants will receive an invitation to join our private Circle community. Recordings and slides will be uploaded within one week of the workshop ending.
I can’t make this time—will a recording be available?
Yes. All registered participants receive access to the recordings and materials via Circle, even if they cannot attend live.
As featured in
Selling into the Real Estate Industry
Missed it live? Get the recording and watch it on demand.
Buy the recordingAttended live or already bought it? Watch free in your account.