The cardinal real estate rule repeats location three times. Although repetition emphasizes its importance, it also suggests multiple ways in which location can be perceived. It indicates that, although financial reward can come from a great location, success isn't based on geography alone.

As customers become more discerning, they shop for a comprehensive location experience. Consumers appreciate the integration of a visually appealing landscape, ease of vehicle circulation, pedestrian amenities, and specialty lighting designs that entice them towards a building. Their first impressions outside the building are just as important as the experience inside. Overlooking or minimizing the importance of these components can have a tremendous impact on your bottom line.

Plan for success from the beginning by supplementing your business savvy with the experience of other professionals. Along with a commercial realtor experienced in site development, assemble a team of qualified site professionals. The team should include a site engineer, architect, landscape architect, and any specialty consultants (such as mechanical, electrical, plumbing engineers) that your business requires.

After finding professionals who are interested in the success of your project, allow your team to evaluate the most promising sites before you commit your hard-earned money to the land purchase. Experienced professionals can perform preliminary calculations to confirm your building and site needs. They can contact the code enforcement officer and highway-permitting agency to verify regulations as they apply to the parcel. Most consultants already have professional relationships with the people who will review and approve your project, thus ensuring that you get the benefit of the local advice and perspective.

Once the property search reveals the "right site," it is worth having your site development consultant prepare a conceptual plan of the project. Fairly inexpensive, this step ensures that the project fits on the site without squeezing out all of the flexibility and room for creativity. Flexibility and creativity are where the appeal is found and are the variables that make the comprehensive location experience positive and memorable.

The best way to ensure a positive impression is to add a little spice to the equation. Insist on creativity. A site design that is bland, forced to fit, or hastily conformed to development regulations at the last minute is unappealing and leaves consumers unimpressed. A project that is planned with pizzazz from the beginning can draw customers into your business by piquing their interest from the outside and setting appropriate expectations for what is inside.

For those who value good planning, consider this: It only costs between $900 and $2500 more for a qualified, creative, site-engineering consultant to assure that the comprehensive location experience is interesting and pleasurable. For a small investment, you can do a lot more than just meeting minimum code requirements.

If you are planning a major real estate purchase, developing a site, or modifying an existing site, and need to make a great first impression on your customers, contact Tim Gawenus, P.E. at (585) 334-1310 or tgawenus@fisherassoc.com.