Proposal Real Estate is Invaluable – Use it Wisely!

Each section of your proposal resembles a coveted piece of real estate in a bustling proposal metropolis. Here, every word counts, every sentence holds weight, and the space on each page is invaluable. Imagine navigating the crowded streets of Proposalville, where space is at a premium, competition is intense, and real estate costs skyrocket.

Within this context, the art of using your proposal’s limited real estate becomes crucial. The challenge is daunting, yet it opens a gateway to significant opportunities for those who master the craft of concise and persuasive proposal writing.

10 Strategic Moves to Optimize Your Proposal Space

Consider using these 10 methods to optimize your proposal real estate.

  1. Design your Proposal Space: After generating your proposal compliance matrix and outline, design your proposal pages to maximize their presentation of your company’s strengths.
  2. Prioritize Content: Distinguish between what needs to be in your proposal and what can be left out. Focus on the essentials that directly align with your proposal’s goals.
  3. Tailor Your Proposal: Custom-fit your proposal to its intended audience and specific requirements, ensuring every word speaks directly to their needs and expectations.
  4. Balance White Space: A crowded page can be as off-putting as a barren one. Find the sweet spot between content density and breathable white space for optimal readability.
  5. Use Visuals: Charts, graphs, and tables communicate data more succinctly than words. An infographic can often tell a story better than a full page of text.
  6. Aim for Precision: Cut through the noise. Embrace simplicity and directness in your language, eliminating any unnecessary elaborations.
  7. Embrace Bullet Points: Transform daunting blocks of text into digestible bullet points, facilitating quicker understanding and more efficient use of space.
  8. Choose Active Voice: Active voice lends brevity and dynamism to your sentences, making them more impactful and space-efficient than passive voice.
  9. Avoid Redundancies: Avoid repeating information or overlaboring points. Strive to introduce new and valuable insights in every sentence.
  10. Edit Ruthlessly: Approach your draft with a critical eye, trimming excess without mercy. A well-edited proposal is a testament to your respect for the reader’s time and attention.


The ideal proposal is like painting a masterpiece on a space-limited canvas. Every inch and every stroke counts.

In Proposalville, success isn’t dictated by the expansiveness of your space but by the ingenuity and effectiveness with which you use your available space. These 10 principles aren’t just about economizing on words but about enriching your proposal’s content and impact.

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By Brenda Crist, Vice President at Lohfeld Consulting Group, MPA, CPP APMP Fellow

Lohfeld Consulting Group has proven results specializing in helping companies create winning captures and proposals. As the premier capture and proposal services consulting firm focused exclusively on government markets, we provide expert assistance to government contractors in Capture Planning and Strategy, Proposal Management and Writing, Capture and Proposal Process and Infrastructure, and Training. In the last 3 years, we’ve supported over 550 proposals winning more than $170B for our clients—including the Top 10 government contractors. Lohfeld Consulting Group is your “go-to” capture and proposal source! Start winning by contacting us at and join us on LinkedInFacebook, and YouTube(TM) .

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Brenda Crist