Think about it! Basically, what is in that folder, the data and the conclusions reached on the selling price are generally pretty close; the market research is identical if your competition is also competent. But, your packaging should look good enough to stay on their coffee table, like a coffee table book! And, it should make your competitors materials pale in comparison.

Here is a lesson from the world of marketing gelato or Italian ice cream. The word “gelato” means frozen in Italian. There is no gelatin in gelato as some people believe. We are aficionados of gelato in Italy. Our favorite is Vivoli’is in Florence, behind the Piazza Santa Croce church. We also treasure memories of hazelnut gelato sundaes sitting outside under the arcades in Torino.

Recently, on a whim, we decided to buy some gelato to go with the wonderful organic strawberries that we had just purchased at Santa Barbara’s Farmers Market. As first-time store-bought gelato buyers we did not have a clue about which brand to trust. We chose Talenti based entirely on the very distinct package which was comprised of a clear sturdy plastic container with a screw top. Talenti’s difference was glaring, in the middle of a dozen or more brands.Best of all, the gelato tasted great. For a moment, we were transported to Italy!

Outstanding packaging can even override the choice of another competing agent who was referred by a trusted friend. Great packaging is crucial, especially if you want to be the market leader.

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Investing in income property can be a stressful experience, but remember, your real estate agent is there to help you every step of the way. As a Buyer, your agent will be compensated by the Seller at the close of escrow. What this means is that while she works for you, she’ll be paid by the Seller for her services. Fees typically average 2-2.5% of the purchase price, so on a $500,000 purchase, your agent will earn between $10,000-$12,500. Some of this money will go to her brokerage firm and to cover costs, but remember that your agent is being well paid for her job. So take advantage of her services to the fullest to ensure the smoothest and most enjoyable experience.

So, what should you expect from your agent? First, once your agent has your search parameters, she will set you up to receive daily updates from your local MLS or other services. This will allow you to see all the new listings that come on the market in your price and criteria range. Most clients like to drive properties on their own, and only bring their agent with them once they’ve identified a property they’re interested in. However, don’t be afraid to ask your agent to spend more time with you at first to help you figure out what works and doesn’t work for you. And, if you’re unsure of the exact geographic location you’d like to settle in, ask your agent to drive you around to show you more about the local neighborhoods, schools, and amenities. This is a great way for you to familiarize yourself with the area and available options.

Once you’ve found a property, your agent will be the one preparing the contracts and negotiating them on your behalf. Ask her to explain everything to you and make sure you understand what you’re signing. She’ll also walk you through the property inspection and all disclosures you’ll have to sign as well as help you with the loan process. If you don’t already have a mortgage broker, ask your agent for a couple of referrals she’s successfully worked with in the past.

Buying an income property can be a long process, taking 45-60 days or more, depending on how quickly your search goes. Once you’ve found the property, be prepared for an intensive 2-3 week process while you do your property inspection and work with your lender. If at any point during the process you feel uncomfortable, take a step back. Remember, making an investment can be challenging, but it should also be fun and as exciting as you’re on your way to securing your financial future.

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