Discovering the project before selecting the figures
The same country can meet very different projects: family residence, returning MRE, pied-à-terre, tourist accommodation, professional activity or long-term rental. None of these uses can be deduced from nationality alone. Start with SPIN: current Situation, Problem encountered, Implication of that problem and Need-payoff expected from a solution. Next, ask about priority criteria, overall budget, decision-makers and timeline. The chosen figure must help clarify a real question, not merely impress.
The method in practice
SONCAS is used to explore expressed motivations: Security, Pride, Novelty, Comfort, Money and Friendliness. Several can coexist, evolve or not be priorities. A demand for security may lead to presenting a clear property file and dated sources; a need for comfort may lead to checking routes and services. The desire to preserve the budget invites quantification of the entire project, without promising a gain. Rephrase the motivation using the client's own words and ask for confirmation. Then choose two or three relevant facts. Piling up ten figures without hierarchy often weakens understanding and obscures the decision to be made.
Fictional example
A client living in Paris is planning six short stays per year. The advisor focuses on the itinerary, management during her absence and service charges; port traffic is not his main selling point.
Select evidence after identifying needs and expressed motivations.
Move from fact to benefit and evidence
CAP links Feature, Advantage and Proof; CAB links Feature, Advantage and Benefit for the client. In both cases, the benefit must match their usage. A national statistic contextualises the country, but does not automatically prove a feature of the property. Build a clear sequence: sourced fact, potential interest, local condition to verify and next step. Evidence must be at the right level: a port source substantiates traffic; a transport service document substantiates a journey; a property reference substantiates its location.
The method in practice
Example structure: "The country is developing its connections; for your stays, the benefit is the ease of travel. Let us check regular flights and transfer to this address." This formulation retains the potential while identifying what remains to be established. For a buy-to-let investor, replace the stay benefit with the occupants' needs, then look for comparables, charges, vacancy and management. Avoid undocumented superlatives and manufactured emergencies. An asset does not become proof simply because it is repeated. End each point with a useful action: document to obtain, targeted viewing or decision to confirm.
Fictional example
“Tanger Med handles 11.1 million TEUs” describes an activity. “Your studio will always be rented out” is an unproven deduction. The correct next step is studying local demand and comparables.
Link each requested benefit to evidence of the appropriate scope.
Handle the objection and prepare the final file
When faced with "why Morocco rather than another country?", clarify the comparison criteria before answering. Compare usages and complete budgets, not two slogans. Welcome the objection, rephrase it, ask what would resolve the uncertainty and offer suitable evidence. If a source changes or a major reservation emerges, correct the presentation and keep the updated version. The advisor's role is to make the decision better informed, without exerting pressure based on a future event.
The method in practice
For a project funded from abroad, have the bank and notary process the fund transfer channel, supporting documents, traceability and rules applicable to the investment. Do not personally guarantee convertibility, exemption or a professional timeline. The final file must contain usage, selected national facts, property evidence, financial assumptions, points to confirm and a dated next action. The topic's sales pitch workshop allows exporting reference points with their sources; it does not replace this local work. Reread the text and remove elements of no utility to this client. Measure advice quality by the clarity of prepared decisions, not by the number of figures cited.
Fictional example
The client requests a guarantee for future transfers. The advisor explains the general framework then requests a review of the file by the bank, with documents and deadlines to confirm.
Answer objections with evidence and organise professional handovers.
Your practical application work
FICTIONAL CASE · FINAL CASE: a couple living abroad hesitates between a family holiday home and a holiday rental investment in Essaouira. They bring up 2030 and demand guaranteed returns.
- Draft the SPIN discovery and the SONCAS motivations to confirm.
- Compose three CAP/CAB arguments with dated figures, euros, local evidence and limitations.
- Handle the yield objection and propose a verification plan with owners and deadlines.
Sources and benchmarks
- Office des Changes · Foreign investment in MoroccoRegulatory framework to be verified for each transaction. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.
- Bank Al-Maghrib · EUR/MAD reference exchange rate11 September 2026 · 1 EUR = 10.8931 MAD. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.
- Ministry of Tourism · Key Figures2025 review. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.
- Tanger Med · Port Review 2025Press release of 2 February 2026. Consulted: 14 September 2026. Real estate interpretations and exercises created by CBE.