Feb. 4, 2026

How to Sell Commercial Properties to the Biggest Buyers in Your Market

How to Sell Commercial Properties to the Biggest Buyers in Your Market

In this episode of Commercial Real Estate Secrets, Aviva Sonenreich sits down with Robert Velez, a multifamily broker and high-volume deal closer, to break down how top brokers actually find—and sell to—the biggest buyers in their market.


Rather than relying on luck, listings, or waiting for inbound interest, Rob walks through his clear, repeatable framework for identifying the biggest buyer in any market — the one with the scale, intent, and track record to move pricing and close deals.


What You’ll Learn in This Episode

  • An 8-step framework for systematically finding serious real estate buyers
  • How social media directly led to a $40,000 commission
  • Practical CoStar tips for tracking buyers, loans, and market movement
  • When and why off-hours outreach gets better responses than business hours
  • Rob’s outlook on multifamily sales volume and pricing in 2026
  • Career advice for new brokers on why starting in brokerage accelerates long-term wealth


Perfect For

  • Commercial real estate brokers looking to close larger deals
  • Multifamily brokers sourcing buyers in competitive markets
  • Agents trying to break into institutional and high-net-worth transactions
  • New brokers building buyer lists from scratch


Connect with Rob: LinkedIn | Instagram | X


Save this episode if you want a repeatable system for finding serious buyers—and selling commercial properties to the biggest players in your market.

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This week on Commercial real
Estate Secrets we have Robert

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Velez.
Rob has a killer way of finding

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and closing deals.
Can you tell the audience your

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strategy as a closer?
The broad statement is finding

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the biggest player in the market
and the most obvious one would

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be your sphere of influence.
So your current clients, your

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past clients, you know, being in
the game for 5-10 years, you

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just have that book of clients
that you can call on.

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One of the best feelings and
being in the game is being able

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to just make one phone call and
you sold the deal or two phone

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calls and you just know exactly
who's the buyer for that deal.

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So your sphere of influence #1
#2 the neighbor so many times is

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the neighbor, the most obvious
buyers.

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One of my mentees Thomas down in
Florida, he found a deal that

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was listed and it was listed for
like 13 million and he reached

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out to the neighbor on a list of
property and now he has the

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buyer and they submitted told
him and not a deal like the for

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the lazy age hit to not go to
the neighbor is crazy.

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So don't forget about the
neighbor.

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The neighbor could be the best
buyer.

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I just sold the deal, 86 units
in Berg, which I think I

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mentioned last time.
It took over a year to close,

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and the buyer is the neighbor.
I didn't know that.

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I'm not going to take credit for
it.

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But when I sent him the deal, he
was like, yeah, I would love

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that deal.
I own the one across the street.

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I said, wow, no kidding.
So then #3 zip code, this one

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was just like, if you can't find
the exact person, you go out and

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out and out.
So that zip code, that

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surrounding zip codes, the
region within that state, hit

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the whole state, hit the entire
country, you know, you go out.

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Some people are crazy enough to
go and find the overseas buyer,

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which I'm not really that crazy,
but just keep going and expand

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your reach and trying to find
the biggest player in that

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market for that asset class,
right?

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And then of course, listing with
a real estate agent in my market

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under 10 million, there's some
great CRE agents out there so

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that our MLS is pretty strong.
So listening to get that MLS

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exposure could be really
beneficial.

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That's number four, Number five,
posting on all CRE platforms.

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The obvious 1, you know, the
behemoths of the world that we

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all know to attract that out of
town.

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Buyer number six post on social
media as you know better than

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anybody in this industry.
I just, I closed the earlier

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this year and it was a small
deal, but the seller reached out

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to me because I was posting on
social.

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He reached out to me when he
bought the facility, when he

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bought the property and was
like, hey, I just bought this

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deal and I see you're an active
agent.

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And then we just, you know,
random interactions and then he

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goes, I'm ready to sell and I
want you to sell it.

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No interview, no nothing.
So just posting on social.

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Just this, I think this was the
first deal that the seller and

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buyer came from social.
So the seller came through

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Instagram.
And then after a year of not

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being able to sell this
property, I posted and many

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price reductions.
I posted it on Twitter on X and

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I put a 10% discount, 10%
retweet discount and a buyer

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came out of that tweet.
So seller from Instagram, buyer

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from buyer from X, which I
thought was really cool, posted

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on social.
That's a $40,000 Commission, you

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know, like that is someone's
salary.

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So incredible what you can do on
social as you know.

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And seven, these real estate
groups, they are like the

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massive real estate groups, not
so much to mom and pops, but the

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ones that, you know, we want to
deal with.

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They all have great websites and
in that website

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youcanfindmanyemailslikewhetherthatstheinfo@blackstone.com
or the contact us.

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I had a deal this week that I
submitted a $9 million offer for

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and I went to this company's
website.

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I've tried to search the entire
company through all of our

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platforms, couldn't find them.
Then I went to their free

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website.
Like to think of all we pay for

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these platforms.
I went to their free website,

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contact us and there was a
little box that says if this is

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an acquisition.
And the next morning they

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reached out.
Tell me about your deal.

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And this week we submitted for 9
mil.

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So it's like check out their
websites.

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And then last is conferences.
Most times when you have a

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specific conference like the
National Multi Family Housing

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Conference and MHC, you attend
that conference, you buy your

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ticket and get an attendee list.
So most people who are active in

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conferences, they're making
moves.

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So that will be another great
place to find buyers if you have

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a deal.
Rob's billionaire buyer

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checklist.
There you go, I hope you guys

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learn something and find some
buyers.

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OK, so say I needed to find a
billionaire buyer for a property

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in Aspen and you're me.
What are you doing to find the

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billionaire buyer?
I'm going to see who is the

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biggest player in the market in
the immediate market and just go

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out and out from there.
So, you know, in your case it's

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a warehouse, if it's who else
owns the million square foot

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warehouse.
And when it gets that big, it

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could get a little easier
because you're going to the

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black stones, you're going to
the Prologis, you're going to

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like all of those people if it's
big enough.

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And that's I think one of the
easiest fish to fry.

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I don't know.
I don't know if that's the way

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to say it, but.
OK, so then are you calling

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these people or are you emailing
them?

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No, e-mail them.
They don't want it.

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They I don't think they I don't
want to bother them with the

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call one because you don't know
exactly if you're reaching the

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right person.
So let me just e-mail an e-mail

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I could find and then they will
put me in touch with the right

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person.
You know ask for this is not you

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put me in touch with someone in
acquisitions or something like

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that.
How do you get past like sending

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a million emails and getting no
response mentally?

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It's just a numbers game.
You just understand that it's a

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numbers game and just keep
going.

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As long as the e-mail doesn't
get kicked back, I'm OK with it

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because if the e-mail was
delivered, it's now on the list

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and I'm going to try you again
down the road.

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So it's just it's kind of a game
and it's really fun to keep

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trying and your follow up and
when you actually hit a follow

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up after the 10th time, it's
like this is amazing.

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So it just shows you that
because most people won't do

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that.
So if you just keep following up

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and know that eventually you're
going to catch him on the right

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day or you just you're going to
send them the right thing for

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them to respond, just keeps you
going.

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It's so funny getting into this
business.

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If I understood like the
relentless pursuit that we

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really had to do to get deals
done, you know, it would have

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made my head spin at the time.
Yeah.

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Now it's literally just part of
our day-to-day.

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Yeah.
But for any new broker out there

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looking to start relentless
pursuit, follow a follow a

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follow up 10 times and you might
start getting responses.

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You might.
Yeah, but it but it's like it's

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worth it because if everybody
responded on the first e-mail.

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Yeah.
Everybody would do it and and

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nobody would make money.
So I suppose relentless pursuit.

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So do you use any fancy software
like to manage your people like

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real necks or how are you
tracking?

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So I have real next and I use
costar and Gmail.

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Like right now costar has, as
much as I hate to put money in

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their pocket, but they have, you
know, a tab where you could just

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put your favorite properties and
now it's up on a map.

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So I like the map functionality
of that.

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And then I have all of my
important conversations in a

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certain folder in my e-mail.
And then that's like my monthly

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follow up that I go back to
weekly or monthly and hit my

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base there.
OK, so people like costar hacks.

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Is that your costar hack?
I would say my costar hack that

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I like to share is the loan loan
tab.

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In the loan tab on costar, you
can type in loans and then go

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active loans.
And then you have like, I think

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it's a C, MB, S market, but it's
a decent amount of loans and you

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can have the maturity day put in
the maturity day or if they're

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delinquent, like it's really
cool information.

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And then you go into the
commentary and you see how these

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servicers are ripping apart the
properties and how the buyer

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responds.
Like I thought, I think that's

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the coolest part of the
platform.

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Damn, I'm a big fan of the
changes tab.

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That one appeared seemingly
however long ago, and I I jam

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out on the changes tab.
Wow, when you posted that I

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think it was a tweet.
That was an amazing tip, I

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appreciate that.
I love the changes tab.

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You know costar is a necessary
evil and we might as well help

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each other figure it out.
Yeah.

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So do you find ever contacting
people at a certain time or a

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certain day works better than
others?

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I really like the weekends, like
I like when no one else is

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reaching out to them.
So I'm going to reach out to

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them at or set the e-mail to
reach out to them at like 4:30

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in the morning if it's during
the week, so I'm the first one

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there.
Or if it's on Sunday, you know,

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10 AM on Sunday because no one
else is really emailing them.

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So they're with their family all
day and all they want to do is

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work, I'm sure.
So let me give him a little bit.

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I know I love the odd times.
It's funny because a struggle as

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a commercial real estate broker
is like we generally transact

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during business hours, but our
clients, if they're operators

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of, and you know, if they have
jobs besides buying and selling

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real estate, they're working
too.

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They don't want to hear from us,
right?

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It's like, why are you calling
me right now?

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And it's like because I'm
working and we're under

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contract.
All of that to say, I'm really

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interested in off times for the
reason that you explained.

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And so I'm bullish on it.
And it's like you said, you get

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better responses back.
For sure you have nothing to

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lose that's.
A great point.

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So multifamily in 2026, what do
you think is going to happen?

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I think that we're going to have
a ton of sales, like transaction

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volume will probably be really
high.

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Like this year CRE as a whole
was really high.

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So I think we're probably going
to continue that.

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Q1's probably going to be
bananas is what it's seeming

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like.
Rents.

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As far as rents, I think we are
pretty stable depending on the

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market.
Of course, you know, it's hard

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to blanket topic all of these,
but I think it's going to be

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really good.
There's still some headwinds.

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There's still people who are
dealing with maturity dates and

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things of that sort.
But with interest rates coming

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down and the banks were pushing
out, hopefully with the new Fed

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coming in May, interest rates
will continue to go down and

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00:12:00,560 --> 00:12:04,160
there won't be so many
foreclosures, I guess, or, or

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deals going South.
Hopefully people can hold out,

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but I think we're looking pretty
good overall.

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I think it's a good market.
It's nothing compared to, you

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know, an old office, an old
office building.

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All of our asset classes are
still super strong where there's

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1960s or new construction there.
With new construction, people

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are trying to get out of their
construction debt.

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So that's a little difficult
today, but that's, you know,

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getting better as interest rates
go down and the markets open up.

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So we shall see, OK?
That's good.

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It's it's good to hear
positivity.

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For sure.
You know, it's a crazy world we

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decided to bring children into,
Rob.

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But I agree there is optimism
ahead.

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For sure, the future is bright.
Yes.

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OK.
So tell me any advice you have

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for a new agent starting out.
What kind of what we were

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talking about before, you have
to be relentless.

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Like you have to know that this
is all day, every day.

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Because you don't have a
schedule doesn't mean that you

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have to have more of a schedule
than the people that do have a

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schedule.
So you have to go crazy,

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especially in the beginning.
And I would say always go for

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the seller.
Many new agents like Sky now

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just got started.
People just see she's licensed

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and like, oh, help me find this
lease space.

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And like, yeah, that's so easy
and you want to help your

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friend, but just refer the
business out and focus on your

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investment sales and you will go
way further I believe.

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Is Sky sticking to hospitality?
Yep, so you know she'll take a

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local deal.
I would recommend her to take a

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local deal if it's like a local
$1,000,000 deal but not a local

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1200 square foot lease space.
But yeah, hospitality is her

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thing.
That's like her large niche.

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Wow, well as a husband and wife
broker duo, you 2 are awesome

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and I'd write for She Made This.
Likewise.

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Before I let you go, what is
your commercial real estate

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secret?
My commercial real estate secret

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is brokerage.
If you don't know anything,

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start off in brokerage because
your clients will make you rich.

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Never did I think that I would
have just millionaires in my

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phone, you know, coming from
nothing and no one in my family

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is so that I can talk to every
single day and close deal with

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and see how they operate, how
they look at deals, how they

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finance them, how they manage
them.

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And then you get paid on the
brokerage side.

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They become great friends with
you.

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You meet them at their parties.
Like it's incredible.

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Get into brokerage if you're
just getting started.

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That's my secret.
Changed my life.

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That's profound and so, so true.
Rob, for the listeners, maybe a

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multi family owner on the East
Coast, where or hospitality,

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where are we finding you,
following you, contacting you,

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etcetera?
Hopefully is multi family Rob

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anywhere you can find it but
Robert Velez is my name and if

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you have 100 plus deal anywhere
in the country I will be happy

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to bring you an offer both one
of my.

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Clients 100 plus units call Rob.
And for everybody listening,

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we'll see you next week.