Not because the building is wrong. Because the idea behind it was never tested. In this business, you waste time and money by chasing land, leasing assumptions, or “strategic locations” no one actually needs.
Before investing capital, do this four-question test:
1. Are others already building or leasing in that area?
Not announcements. Not headlines.
Are they signing LOIs? Are trucks moving?
If there’s no movement, there’s usually a reason.
Look for activity, not rumors.
2. Do you have access to the right demand?
You don’t need everyone.
You need to know who’s actively expanding.
3PLs, manufacturers, suppliers.
Do you know which ones are touring?
Do you know who their decision-makers are?
If you’re guessing, you’re late.
3. Can you explain why this site matters in one sentence?
“This location gets goods from Guadalajara to the U.S. border in 28 hours with no tolls.”
“This building solves a 20,000 m² shortage near the airport.”
If it takes a list of subjective facts, then, it’s not ready.
4. Can you test it this week?
Not in theory.
Can you put it in front of a real user today?
A cold call to a tenant.
A chat with a multinational’s expansion team.
A meeting with a local broker who actually knows the demand.
If your answer is “we’ll see once it’s started,” then, you might already be late.
I ask these questions every day.
With landowners.
With funds.
With developers.
Many projects don’t pass the test.
That’s a good thing. It saves time.
The ones that pass?
Those are the ones I present to clients.
Those are the sites I’m personally involved in.
Those are the projects I bring to market.
If you’re thinking about placing capital in Jalisco or Bajío, ask yourself those same four questions.
If you want my opinion, you know where to find me.
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