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T RUMP M ARKETING S TRA TEGIES

foot and the total cost of occupancy was really in the same ballpark
as the competition. Even though the owner pitched prospective
tenants a curveball, the $12 square foot rental got their attention.
I’m not suggesting that any small real estate owner spend
more money on a presentation than is warranted by the scope of
the project. Having said that, your presentation should be created
to “wow” the intended customers and get them to seriously con-
sider your product.

Video and Computer-Based Presentations

Computer-based video or slide presentations can be superb selling
tools. I can see you thinking to yourself, “Yeh, but they must be ex-
pensive.” The cost depends on how extensive and detailed you want
them to be. At the high end, you can create a web site or interactive
computer software that enables a tenant to view an apartment or of-
fice space from several different angles and see what can be seen
from every window. Room sizes and rental rates can also be dis-
played appropriately. At the low end, a Microsoft powerpoint pre-
sentation showing different parts of the property and highlighting
some attributes, works wonders. Such a presentation is not expen-
sive and it’s easy to find professionals who can create exactly what
you desire at a price you can live with. One of the major advantages
of such a presentation is its portability. All you need is a laptop and
you’re anywhere you want to be, whether it’s a home, office, or
meeting room. Many people pitching me as Donald Trump’s busi-
ness advisor have used laptop presentations very effectively. Good
graphics usually capture my attention.
I would be remiss if I didn’t talk about video and film presenta-
tions. A high-quality, professionally crafted film or videotape with a
well-conceived script and visual effects can be an excellent selling
tool. The expense of creating it varies depending upon who you hire

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