Include every possible positive feature, regardless of how obscure, in the ROI portfolio. Much of it may amount to little more than blowing smoke but keep in mind that at this point you are in the role of a sales person. Tell them what they want to hear without crossing the line into being dishonest.
Remember when selling a package that it is the responsibility of the buyer to wade through the hype and figure out what may be actual ROI and what is possible ROI (such as future appreciation).
Remember you are the sales person and without the sale you make no money. Read through many of the posts on REIN made by those in the business of selling real estate and you will learn the pitch.