The Journey of a Problem Solver in Real Estate Development
Keith Loranger isn’t your average real estate professional. As the Principal at Nautare, he manages complex development projects—high-rises, mixed-use spaces, and urban redevelopments that require navigating multiple stakeholders, tight budgets, and high expectations.With experience as both an architect and a project manager, Keith understands the unique challenges that developers and property owners face. Unlike many in the industry, he doesn’t just build—he anticipates problems before they arise. In a business where millions of dollars are at stake, that makes all the difference.But here’s the catch: solving problems isn’t enough. To truly make an impact, Keith had to master something just as complex as the projects he works on—selling the solution.Selling Isn't About Pushing—It’s About Alignment
Real estate development relies on relationships. No matter how brilliant a solution is, decision-makers don’t buy based on logic alone—they buy based on trust, proof, and timing.Keith quickly realized that offering cost savings and risk mitigation wasn’t enough. Owners and developers face a constant flood of pitches, each promising to save them money. The challenge wasn’t just proving Nautare’s value—it was helping clients see they needed this kind of value in the first place.Selling services like Keith’s requires a fundamental shift in thinking. Traditional sales tactics—pressure, persuasion, and pushing a product—don’t work in an industry where projects take years to complete and millions of dollars are on the line.So, how do you take someone from "maybe" to "Hell Yes!"?Getting to 'Hell Yes' by Understanding the Owner's Perspective
Keith’s success in selling his services comes down to a simple but powerful shift in mindset—understanding the owner's real problem. Instead of focusing on what he sells, he focuses on why clients buy.1. Follow the Money
Every project has a financial structure behind it. Developers don’t build just for fun—they need a return on investment. Keith starts by asking a fundamental question: How does the client make money?- Do they flip the property for resale?
- Do they hold it as a long-term asset?
- Do they lease it to tenants for revenue?
2. Define Success
Every project has a unique measure of success. Some developers prioritize cost savings, while others focus on design quality or speed to market. Instead of assuming, Keith asks:- What does success look like for you?
- What’s your must-have vs. nice-to-have?
- What would make you thrilled with this project five years from now?
3. Position as an Investment, Not a Cost
Many service providers in real estate struggle because they position themselves as a cost rather than an investment. Keith flips the conversation. Instead of asking a developer to spend money, he shows them how his services pay for themselves through the change orders they avoid, the contingencies they don’t spend, and the lawsuits they prevent.The equation is simple: Spend $X today, save $Y tomorrow.By the time Keith presents his value proposition, the client isn’t debating whether to hire him—they’re debating whether they can afford not to.The Power of Trust, Process, and Reputation
Getting to Hell Yes isn’t about persuasion—it’s about making it easy for the right clients to say yes.Trust Comes from Referrals
In real estate, reputation is everything. Owners and developers avoid risk and rely on recommendations from industry peers. Keith doesn’t rely on cold outreach; instead, he builds a network of satisfied clients who refer him based on proven results.When a past client says, “Keith saved us millions in change orders,” that’s more powerful than any sales pitch.A Repeatable Process Scales Success
Keith developed a Project Audit System to ensure every project receives predictable, high-quality outcomes. With a methodology that others can follow, Keith ensures his expertise scales beyond just himself.This repeatable process allows him to train new team members while still delivering the same exceptional results. Clients trust that they aren’t just hiring a person—they’re hiring a proven system.Long-Term Thinking Wins Deals
Instead of focusing on short-term wins, Keith helps clients make better decisions that protect their investments for years to come.Many service providers focus only on getting the contract signed. Keith focuses on long-term relationships, ensuring his clients see the full value of what he offers over time. That’s why clients don’t just hire him once—they keep coming back.3 Key Takeaways for Getting to 'Hell Yes' in Selling
1. Know Your Customer’s Money Flow
Understanding how your client makes money simplifies selling. If you tie your service to a direct increase in their revenue or profitability, closing the deal becomes much easier.2. Define Success Clearly
Every client has a different idea of what success looks like. Don’t assume—ask. Aligning with their vision ensures they see you as a partner, not just a vendor.3. Build Trust Through Proof, Not Promises
Referrals, case studies, and past success stories speak louder than any pitch. In industries where relationships matter, proof of results always outweighs flashy sales techniques.Final Thoughts
Keith Loranger’s success isn’t just about managing buildings—it’s about managing trust, risk, and decision-making. And that’s what Getting to Hell Yes is all about.Whether you’re selling in real estate, consulting, or any other industry, the same principles apply:- Understand the true pain points of your customers.
- Align your offering with their definition of success.
- Build long-term trust by delivering results, not just making promises.
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