Master Selling into Real Estate Owners
Hear it from our students
Thesis Driven’s programs have helped hundreds learn the fundamentals of real estate
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Our instructors bring over 30 years of experience in real estate capital raising, sales, and entrepreneurship
Helping students level up their sales game and build stronger relationships with buyers in the real estate industry
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Your Instructors
Our instructors bring over 30 years of experience in real estate capital raising and entrepreneurship.
Brad Hargreaves
Brad Hargreaves is a writer and repeat founder of brick-and-mortar businesses. He previously started General Assembly, a global school for technology and design, and Common, the largest US operator of coliving and micro-apartments. Brad currently writes Thesis Driven, a newsletter covering real estate and innovation in the built world.
Brad’s expertise
Operations
Real Estate Finance
Venture Capital
Paul Stanton
Paul Stanton has spent over 15 years in commercial real estate in acquisitions, asset management and leasing, and as a proptech founder. Paul currently runs PTB, an investment banking boutique that services innovative real estate sponsors and technology companies.
Paul’s expertise:
Asset Management
Deal Structuring
Real Estate Finance
Paul Stanton
Paul Stanton has spent over 15 years in commercial real estate in acquisitions, asset management and leasing, and as a proptech founder. Paul currently runs PTB, an investment banking boutique that services innovative real estate sponsors and technology companies.
Paul’s expertise:
Asset Management
Deal Structuring
Real Estate Finance
Paul and Brad did an amazing job at going through the complexity of a CRE deal through a well detailed use case: I particularly found relevant the sections on the pro forma analysis, capital stack and budgets but they also went through the dynamic of the relations between each characters which is quite important to understand what benefits each. They also took the time to answer all our questions and was impressed by their knowledge.
– Yoann P, RXR
Why We’re Offering This Course
Helping students level up their sales game and build stronger relationships with buyers in the real estate industry
Industry Knowledge
This course is designed to get those people up to speed – and quickly – with an understanding of the real estate industry including key roles, players, and trends
Understanding the Customer
This course will help students understand the fundamental needs of real estate owners and developers, better matching their pitch to real pain points
Targeted for CRE
This program is designed for anyone selling products or services into the real estate industry, including multifamily, office, retail, and hospitality
The Curriculum
Selling into Real Estate provides an insider’s look at the messages and strategies that resonate with real estate industry decision-makers
Key Stakeholders
What roles do property managers, asset managers, leasing agents, and principals play in the industry and the procurement process?
Incentives
How are key players in real estate rewarded, and how does that impact how they buy software and services?
Messaging
What sales messaging will resonate with customers, and how do vendors craft a sales pitch highlighting that message?
Awareness
How do vendors leverage outbound channels, earned and owned media to generate warm inbound leads? What is the role of conferences, channel partnerships and more?
The Funnel
Insights on nurturing leads through the sales funnel from awareness to engagement to sale
Closing the Deal
Real estate owners and asset managers are extraordinarily busy. How do you rise above the noise and close the deal?
Course Program
Selling into Real Estate Owners is divided into eight chapters and four interactive exercises
Chapter 1
Identifying Your Audience: Companies
How to identify your top target customers, including an analysis of the different types of real estate firms, investment strategies, asset classes, and more.
Chapter 2
Identifying Your Audience: Roles
Who is your decisionmaker and what process must they go through? A look into the various roles in the real estate ecosystem and how they are all incentivized. Exercise: Building a Buyer Persona
Chapter 3
Making the Financial Case for Your Product
Real estate decision makers are a financially-minded set, and your product won’t get far without a strong financial case. Exercise: Building a Financial Case for Your Product
Chapter 4
Crafting the Message
A strong marketing message will break through the noise. With your financial case in hand, we’ll craft a marketing message tailored to your target audience.
Chapter 5
Top of the Funnel: Inbound
The best leads seek you out. In this section, we’ll learn how to generate inbound leads through strong awareness campaigns focused on both earned and owned media.
Chapter 6
Top of the Funnel: Outbound
Outbound lead generation allows you to take control of your funnel. From cold calls to LinkedIn campaigns, we’ll look at best practices and tactics to reach real estate decisionmakers. Exercise: Building a LinkedIn Campaign.
Chapter 7
Nurturing and the Sales Cycle
Most leads don’t convert on the first touch. We cover how to nurture leads through content, education, email, and more, building trust and growing engagement.
Chapter 8
Conversion
Finally, we take a holistic look at the sales funnel, learning how to identify sales problems and win the business. Exercise: Charting Out the Sales Journey.
As a marketer looking to better understand the ins and outs of the commercial real estate industry, this course was invaluable. I’m confident that the quality of my work will improve now that I know the industry lingo and have a fundamental understanding of the various players and their job functions. I highly recommend this course to anyone who works even tangentially to real estate — especially marketers in proptech.
– Johanna, Level Home
Price & Logistics
Fundamentals of Commercial Real Estate takes place live in New York City at Industrious’s training hub at 3 World Trade Center.
Online
Selling into Real Estate Owners
The virtual program runs for 5 weeks with weekly live discussion groups
Online
Starts April 14th, 2025
$999
Cohorts of 12 max
