Send the full OM to every tire-kicker and you've handed your rent roll to people who'll never write an LOI. Send a one-page flyer to a buyer who's ready to underwrite and you've made them chase you for the numbers.
The right marketing material depends on where the buyer is in the deal. Here's a stage-by-stage checklist of what to send, what to hold back, and what each piece needs to do.
The short version
| Stage | Who you're talking to | What to send | What to hold back |
|---|---|---|---|
| 1. Winning the listing | The seller | BOV, comps, your marketing plan | Nothing. Show off |
| 2. First touch | Your buyer list and the market | Flyer or teaser, property website link, launch email | Rent roll, T-12, leases |
| 3. Interested buyer | Buyers who raised a hand | The OM | Tenant-level detail, if confidential |
| 4. Serious buyer | Buyers underwriting the deal | Deal Room: rent roll, T-12, leases, reports | Nothing they need to price it |
| 5. Offers | Shortlisted buyers | Call-for-offers instructions, updated OM | Other buyers' offers |
| 6. Under contract and closed | Your whole market | Status update, closed deal on your track record | Confidential deal terms |
Stage 1: Win the listing
Before there's a buyer, there's a seller deciding which broker to hire. Your materials here are a pitch.
- Broker opinion of value (BOV) with a clear pricing rationale and comps
- A sample of your marketing: a past OM, flyer or property website that looks like the big shops made it
- Your marketing plan for this property: who the buyers are and how you'll reach them
Sellers judge your marketing by your marketing. Walking in with a polished BOV built in CREBuilder's BOV builder says more than any promise about "maximum exposure."
Stage 2: First touch
The goal is to get the right buyers to raise a hand. Give them just enough to qualify themselves.
- Flyer or sales teaser: property, location, price, cap rate, NOI, one strong photo, broker contact
- Property website: one link with photos, the map, highlights and a way to request the OM
- Launch email to the buyers whose criteria fit, with the property website link
- Social post with the best photo and the link
- Listing syndication so marketplace buyers find it too
Hold back the rent roll, T-12 and lease abstracts. If they want those, they'll ask. And asking is the hand-raise you want.
Stage 3: Interested buyer
They've seen the teaser and want more. Now they get the full story.
- Offering memorandum: executive summary, property details, financials, rent roll summary, tenant profiles, location maps, demographics and market overview
- Access gate on the OM: email required at minimum, or a signed NDA for anything confidential
- A follow-up call within a day of the request
Make sure the numbers in the OM match the teaser and the website exactly. The easy way: build the OM first, then convert it into the teaser and flyer so every number starts out identical. If the price changes, update every piece the same day.
Stage 4: Serious buyer
Now they're underwriting. Slow them down with missing documents and you'll lose them to the next deal.
- Rent roll (current, dated)
- T-12 and prior-year operating statements
- Leases and amendments, or lease abstracts
- Third-party reports you have: survey, Phase I, property condition, title
- Signed NDA before any of it opens
A Deal Room keeps all of this behind an NDA gate. Choose who gets in, see which buyers viewed and downloaded each file, and revoke access when a buyer drops out. The buyer who's been in the rent roll three times this week is the one to call.
Stage 5: Offers
- Call-for-offers instructions: deadline, what an LOI must include, where to send it
- Updated OM or addendum if anything changed since launch
- Answers to the questions every buyer asked, sent to everyone at once
Stage 6: Under contract and closed
Your marketing doesn't stop at the contract. Every closed deal is material for your next listing pitch.
- Update the status on your property website and pull it from syndication
- Tell the buyers who didn't win. They're your first call on the next one
- Keep the closed deal visible as part of your track record
In CREBuilder's Listing Hub, marking a property Sold moves it into your Sold / Closed section and stops syndication. The track record builds itself.
Leasing works the same way
Swap the buyer for a tenant or tenant rep and the stages still hold: a lease flyer and property website first, a leasing package with floor plans and rates for interested tenants, then proposals and lease documents for the serious ones.
Build every piece from one property
The hard part of this checklist isn't knowing what to send. It's producing six pieces without retyping the same numbers six times. In CREBuilder, you build the OM once, convert it into the teaser and flyer with everything carried over, publish it as a property website, build the email from the listing, and track who got what in the CRM. Build your first OM free at crebuilder.com.
Example documents shown with sample property data.