How to create an offer that actually brings in customers?
Äriportaal.ee is not just a classifieds portal – it’s a trusted space where valuable businesses meet serious buyers.
There are thousands of businesses, commercial premises and properties in Estonia that are either on sale or could be, if the right buyer showed up. More and more entrepreneurs understand that selling a business also requires a conscious presentation – just like any other professional deal.
That’s where a well-crafted sales or rental listing becomes crucial.
Anyone can upload a listing, but only a thoughtfully structured offer can spark interest and make a potential buyer actually get in touch.
If you want your business, commercial space or land listing to bring not only clicks and views but real enquiries, you’re in the right place. In this article we’ll share three key principles that help you turn your listing into a professional presentation – one that makes buyers “knock on your door”.
1. Highlight the business opportunity, not just the facts
A simple description like “Café in city centre, 40 seats, lease valid until 2027” is not a listing – it’s a checklist. A serious buyer isn’t only looking for square metres and dates, they want to understand what this business or property enables them to achieve.
What’s the customer base like? What share of customers are repeat buyers? Is it seasonal or year-round revenue? Is the area developing? Is there potential to add new revenue streams?
These are the questions a good listing answers – even before the buyer has to ask.
💡 Example:
“For sale: children’s goods store in Pärnu. Located in a busy shopping centre, highly visible location, a large share of customers are returning buyers. Opportunity to launch an online store in parallel (domain and e-shop ready, included in the price).”
📍 Tip:
Don’t stop at the facts – describe the opportunity. That’s what gives your listing meaning and value that numbers alone can’t deliver.
2. Use a clear, trust-building structure
If your listing looks incomplete or confusing at first glance, the buyer will just move on. A well-structured listing doesn’t just deliver information – it creates a first moment of trust. Just like in a business meeting, the first impression matters.
We recommend using the following structure:
- Summary first. Start with 1–2 sentences that clearly and attractively describe what’s on offer. Example: “For sale: profitable car repair workshop in an active industrial area – stable clientele, modern equipment, low rent.”
- Key details. Location, business type, size, rent or price, number of employees – everything a buyer would want to know immediately.
- Financial indicators. Turnover, profit, expenses. You don’t have to share detailed accounting figures, but at least indicate the scale the business operates in, for example:
- annual turnover up to €100,000,
- €100,001–249,999
- €250,000–1,000,000
- over €1,000,001
- This gives the buyer a clear idea of the size while keeping it confidential.
- Strengths and potential. Emphasize what already works – loyal clientele, known brand, cost-efficient model – and point out growth directions: opening e-commerce, new markets, franchise option, etc.
- Reason for selling. Buyers want to know why the business is being sold. A short and honest explanation adds the human side. Example: “Owner is focusing on other projects.”
3. Visuals create feeling and value
A good listing is not just well written – it must be visible. Photos and visuals play a big role in building trust and creating an emotional connection. Especially with business sales, buyers want to see what they are considering – not only read about it.
If the listing is text-only and has no images, it feels cold and can easily get lost among competitors. Even one or two well-chosen photos make a big difference.
📸 What visuals to use?
- For businesses: photos of the premises, people at work (non-identifiable), equipment or opening hours. Add brand elements – logo, website screenshot, social media followers, packaging etc.
- For commercial property and land: quality photos of the interior and exterior, surroundings, access. Daylight, clear weather and tidy rooms make a big difference.
- For service-based or “intangible” businesses: if you’re selling a brand, process or client base, illustrate it with a workflow diagram, team photo or hero image. You can also add simple infographics, e.g. customer split or repeat-purchase share.
🎯 Why do visuals matter?
- They increase trust
- They help the buyer understand faster
- They make you stand out
💡 Think of it this way:
If the buyer can’t see it, they can’t picture it – and if they can’t picture it, they won’t contact you.
Is your listing working for you – or against you?
Today’s buyer is informed, selective and fast. If your listing looks vague or half-done, they move on. But if it’s clear, credible and visually strong, it does what it should – it brings you real leads.
If you’re planning to sell a business, commercial property or land, it’s worth investing in the content of the listing just as seriously as in the sales process itself. And if you want listing to be simple, professional and visible – you’re exactly in the right place.
