Today, I want to guide you through the lessons I picked up in small CRE deals, not just how to market properties but how the right tactics can make even modest listings stand out and sell.
Today, I want to guide you through the lessons I picked up in small CRE deals, not just how to market properties but how the right tactics can make even modest listings stand out and sell.
Today I want to show you not just that depreciation is a deduction but how it can significantly shape the financial results of your CRE investments.
Over the last 15 years of working in Commercial Real Estate (CRE), I’ve come to realize a truth that textbooks barely touch: this business runs on trust, not transactions.
Sure, having sharp market knowledge and negotiation skills is important. But if you don’t know how to build authentic, lasting client relationships, you’ll always be chasing the next deal instead of building a thriving, referral-driven career.
Today, I’m going to share with some of the principles that drive my CRE business. I’ll also show you some eye-opening data about why relationship-building isn’t just “nice” it’s absolutely critical to success in CRE today.
Fact: According to the 2024 Edelman Trust Barometer, only 53% of people globally trust businesses to do the right thing. That means half of your prospects walk into meetings already skeptical.
In CRE, where deals often involve millions of dollars, clients must know they can count on you not just when things are easy, but especially when the unexpected happens.
How I earn trust:
Pro Tip: check out The Trusted Advisor by David H. Maister
A 2023 study by LoopNet found that 81% of CRE clients prefer working with brokers who act as long-term advisors rather than one-time dealmakers.
I tell my team: If your client only hears from you when you have something to sell, you’re doing it wrong.
Here’s what being a strategic partner looks like:
Pro Tip: If you help them see around corners, you’ll never have to “sell” yourself again.
According to the National Association of Realtors’ 2024 Member Profile, poor communication is cited as the number one reason clients fire their brokers.
Don’t be that statistic. Here’s how I approach communication:
Pro Tip: Transparency doesn’t scare clients it reassures them you’re steering the ship.
Data Point: McKinsey’s research shows that clients are 2.7x more likely to remain loyal when they feel better educated and empowered by their advisor.
CRE can be complicated even for seasoned investors. Helping your clients understand the “why” behind recommendations is a superpower.
What I regularly explain:
Pro Tip: By teaching rather than just selling, I position myself as a trusted authority, not just a salesperson.
Another underrated strategy: celebrate wins together.
A 2022 Salesforce study found that 78% of customers stay loyal to brands that show appreciation after major transactions. This is no different in CRE.
My favorite ways to celebrate:
Pro Tip: These small, personal touches strengthen the emotional bond, and emotional loyalty outlasts transactional loyalty.
When I first started, I lost a $2M listing because I advised a client against selling in a down market. It stung at the time. But two years later, that same client gave me an exclusive on a $20M portfolio.
Why? Because I put their interests ahead of my commission.
Fact: The Harvard Business Review reports that companies focusing on long-term client success outperform their peers by 47% in revenue growth.
Pro Tip: In CRE, every decision you make, every recommendation you offer should build your reputation as someone who thinks 10 years ahead, not just 10 days.
The best service you can provide your clients with is a better version of yourself.
This means:
Data Point: A survey by Deloitte showed that CRE professionals who invest in learning and networking are 31% more likely to report higher annual income growth.
Pro Tip: I regularly attend conferences, seminars and educational forums not just for new business but to stay at the top of my game you should too.
Final Thoughts
Building strong client relationships in the CRE world isn’t about cheesy tactics or high-pressure sales. It’s about:
If you commit to these principles backed by the data and fueled by real empathy I promise, you’ll build a career that’s not only successful but deeply fulfilling.
Because at the end of the day, you’re not just helping clients acquire properties.
You’re helping them build their legacies.
At CRE Content Pro, we help commercial real estate brokers turn industry expertise into market authority. If you’re ready to position yourself as a tech-savvy thought leader and drive real results, let’s create content that elevates your brand and closes more deals.