May 4, 2026
Nobody Cares About Your Listings (Here’s What Actually Works in CRE Marketing)
In this episode of Commercial Real Estate Secrets, we break down why most CRE content gets ignored—and what actually drives engagement, relationships, and real deal flow in today’s market.
If you’re still posting “just listed” and “just sold” and wondering why nothing is happening, this episode will change how you think about marketing.
What you’ll learn in this episode:
• Why most commercial real estate social media posts fail
• The biggest misconception brokers have about content and marketing
• How to turn your personal brand into a deal-generating machine
• Why engagement matters more than followers
• How consistency and authenticity compound into real business over time
Whether you're just getting started or trying to refine your content strategy, this will help you rethink what works in CRE marketing today.
To see how social media and content marketing actually work in commercial real estate, learn how Aviva Sonenreich built one of the strongest digital platforms in the industry:
https://warehousehotline.com/commercial-real-estate-brokers-denver/aviva-sonenreich/
1
00:00:00,080 --> 00:00:03,920
Can you tell me what marketing
in commercial real estate looks
2
00:00:03,920 --> 00:00:05,840
like?
It's all about the
3
00:00:05,840 --> 00:00:09,120
relationships, whether you are a
corporate brand or you are a
4
00:00:09,120 --> 00:00:13,320
personal brand, It should be
about the relationships and the
5
00:00:13,320 --> 00:00:15,680
community that you're fostering
online.
6
00:00:15,920 --> 00:00:18,920
I actually just got an e-mail
from somebody yesterday and
7
00:00:18,920 --> 00:00:20,320
they're like, this person has so
many.
8
00:00:20,360 --> 00:00:23,120
It's not a person, it's a brand
has so many followers on
9
00:00:23,120 --> 00:00:24,960
Instagram and literally their
engagements.
10
00:00:24,960 --> 00:00:26,400
Nothing.
Why is this?
11
00:00:26,840 --> 00:00:29,160
And I'm like, if you go look at
their followers, the followers
12
00:00:29,160 --> 00:00:33,240
are legitimate, but the brand
itself does not actively engage
13
00:00:33,240 --> 00:00:35,880
with their followers.
So anybody who leaves a comment,
14
00:00:35,880 --> 00:00:39,280
they never comment back.
And they don't take the time as
15
00:00:39,280 --> 00:00:42,840
a brand to go and foster those
relationships with the people
16
00:00:42,840 --> 00:00:45,320
that are following them.
And that is a big disconnect for
17
00:00:45,320 --> 00:00:47,800
all corporate brands.
And if you're a little person
18
00:00:47,800 --> 00:00:49,920
listening right now, that is a
big disconnect for you too,
19
00:00:49,920 --> 00:00:51,240
because I see you guys doing it
too.
20
00:00:52,360 --> 00:00:56,520
Guilty.
What's a big misconception you
21
00:00:56,520 --> 00:00:59,960
think people have about posting
social media content about
22
00:00:59,960 --> 00:01:03,320
commercial real estate online?
Biggest misconception is they
23
00:01:03,320 --> 00:01:07,880
assume that it's sales, and I'm
talking like sale, sale, sale.
24
00:01:07,960 --> 00:01:10,440
Look at what I got here, you
know, look what I just sold,
25
00:01:10,440 --> 00:01:12,440
blah, blah, blah, blah.
Who gives a crap?
26
00:01:12,440 --> 00:01:14,560
Nobody cares.
The only way you're going to get
27
00:01:14,560 --> 00:01:17,160
somebody to care about that is
if you tell a story behind it.
28
00:01:17,320 --> 00:01:21,160
If there was a hard lesson
learned in it, maybe it's a huge
29
00:01:21,640 --> 00:01:25,040
benefit to the person who either
bought or sold the property or
30
00:01:25,080 --> 00:01:27,560
it was a leasing assignment that
was really tough.
31
00:01:27,880 --> 00:01:32,480
Tell the story.
Nobody cares about the accolades
32
00:01:32,480 --> 00:01:34,240
that you're trying to build up
for yourself.
33
00:01:34,440 --> 00:01:35,880
They just, they don't care about
that.
34
00:01:36,280 --> 00:01:39,960
They do care about learning and
finding something else.
35
00:01:40,280 --> 00:01:42,840
Like say it's something about
you that maybe you learned.
36
00:01:42,960 --> 00:01:46,560
What it boils down to is, and
this is going to sound so bad,
37
00:01:47,720 --> 00:01:51,320
not like I've ever said anything
bad before, We're basically
38
00:01:51,320 --> 00:01:55,480
we've become voyeurs and we want
to be involved in your life
39
00:01:55,480 --> 00:01:57,240
without actually being involved
in your life.
40
00:01:57,280 --> 00:01:59,920
And the more that you can make
us feel like we're a part of
41
00:01:59,920 --> 00:02:02,200
that conversation, the better it
is.
42
00:02:02,400 --> 00:02:05,600
It's so funny.
My husband too is my broker
43
00:02:05,600 --> 00:02:09,320
partner and I are working on a
deal right now and this is a
44
00:02:09,440 --> 00:02:14,400
brutal deal from A-Z.
And I just keep looking at him
45
00:02:14,400 --> 00:02:16,440
and I'm like it's OK.
Like there's going to be a
46
00:02:16,440 --> 00:02:20,400
really funny, whether it closes
or not out of our control, but
47
00:02:20,640 --> 00:02:24,640
going to be a really good story
at the end of this and it will
48
00:02:24,640 --> 00:02:29,200
be told because Oh my God.
But how do you think social
49
00:02:29,200 --> 00:02:32,800
media has changed marketing in
commercial real estate?
50
00:02:32,880 --> 00:02:35,720
Well, commercial real estate is
far behind residential real
51
00:02:35,720 --> 00:02:39,520
estate when it comes to
marketing, so there is a huge
52
00:02:39,520 --> 00:02:42,880
wide open playing field for
anybody who wants to jump in on
53
00:02:42,880 --> 00:02:44,720
it.
I think what it's going to make
54
00:02:44,720 --> 00:02:47,440
people realize, and it's a Gary
Vaynerchuk thing, so it's not
55
00:02:47,440 --> 00:02:49,760
even a me thing.
But for years Gary Vaynerchuk
56
00:02:49,760 --> 00:02:52,240
said every company is going to
be a media company.
57
00:02:52,400 --> 00:02:57,600
And my whole point was at ICSC,
I loved seeing everybody
58
00:02:57,600 --> 00:03:01,440
reporting what I call reporting
or documenting from the field.
59
00:03:01,640 --> 00:03:03,680
They were taking video.
They were putting these great
60
00:03:03,680 --> 00:03:07,000
videos together, montage clips.
You're going to have to start
61
00:03:07,000 --> 00:03:09,760
looking at your brokerage
business as a media company.
62
00:03:09,760 --> 00:03:13,680
That's what it boils down to.
100%, it's so interesting.
63
00:03:13,680 --> 00:03:16,600
Gary's talking a lot right now
about, yes, you can make the
64
00:03:16,600 --> 00:03:21,840
sale and you can gain in the
immediate term, But if you build
65
00:03:21,840 --> 00:03:25,760
a brand, you build longevity for
your business to gain in
66
00:03:25,760 --> 00:03:29,760
perpetuity in the long term,
which I find is just really
67
00:03:29,760 --> 00:03:31,520
interesting.
And something I'm trying to wrap
68
00:03:31,520 --> 00:03:35,000
my head around right now in
commercial real estate because
69
00:03:35,000 --> 00:03:37,960
it's like you said, like this
has been a sales, it's a sales
70
00:03:37,960 --> 00:03:41,960
and relationship business.
But brand has been so, so
71
00:03:41,960 --> 00:03:46,200
neglected in the industry in my
opinion because I don't think
72
00:03:46,200 --> 00:03:49,720
stringing together last names
and color schemes is branding.
73
00:03:49,760 --> 00:03:52,240
But that's just me.
You know who's doing a really
74
00:03:52,240 --> 00:03:54,360
great job and they do not
sponsor me.
75
00:03:54,360 --> 00:03:56,480
I do not.
None of that stuff.
76
00:03:56,520 --> 00:03:59,480
Who does a really, really good
job is Krexi.
77
00:03:59,560 --> 00:04:04,160
I really appreciate Krexi's
content a lot, and it's because
78
00:04:04,160 --> 00:04:07,080
they are creating that brand.
They're creating a part where
79
00:04:07,080 --> 00:04:09,720
you want to see their content,
you want to get involved in what
80
00:04:09,720 --> 00:04:11,680
they're doing.
It has to make you stop the
81
00:04:11,760 --> 00:04:15,200
scroll and wants a comment.
If it's not causing you to do
82
00:04:15,200 --> 00:04:17,600
that, then you have to
reevaluate what's going on with
83
00:04:17,600 --> 00:04:19,240
your brand.
Oh, yeah, yeah.
84
00:04:19,320 --> 00:04:22,880
Ain't that the truth?
OK, I want to talk to you about
85
00:04:22,880 --> 00:04:27,680
the person who gets on Instagram
and they post for maybe two or
86
00:04:27,680 --> 00:04:30,920
three months and they don't see
immediate results and so they
87
00:04:30,920 --> 00:04:33,280
stop.
Can you talk about longevity in
88
00:04:33,280 --> 00:04:37,560
posting in marketing, commercial
real estate, social media and
89
00:04:37,600 --> 00:04:41,200
what that looks like and the
differentiator between posting
90
00:04:41,200 --> 00:04:44,480
for a couple weeks or months and
posting for a couple, well for
91
00:04:44,480 --> 00:04:47,920
years plus?
It's a great question and most
92
00:04:47,920 --> 00:04:50,360
people have a short attention
span and they want those
93
00:04:50,360 --> 00:04:53,000
immediate results.
And social media is a long game.
94
00:04:53,240 --> 00:04:55,080
It really is.
If people aren't paying
95
00:04:55,080 --> 00:04:57,160
attention to your content, you
need to look at your content and
96
00:04:57,160 --> 00:04:59,440
see what you're doing.
If you have to look at your
97
00:04:59,440 --> 00:05:02,760
content and go, am I interested
in this or would I pass this by,
98
00:05:02,840 --> 00:05:06,360
then you know we're going to do
bombastic side eye, right?
99
00:05:06,360 --> 00:05:09,320
Like maybe maybe you should
change up your content.
100
00:05:09,640 --> 00:05:12,800
So not just Instagram, but let's
talk about LinkedIn.
101
00:05:12,840 --> 00:05:15,680
So there was a stat that came
out earlier this year that said
102
00:05:15,680 --> 00:05:20,440
that 70% of all posts that are
put on LinkedIn never receive a
103
00:05:20,440 --> 00:05:23,840
like or a comment.
Holy moly.
104
00:05:23,920 --> 00:05:27,640
So like if you're not receiving
anything on your your content,
105
00:05:27,720 --> 00:05:30,480
welcome to the club.
Like you're you're with the 70%
106
00:05:30,480 --> 00:05:33,360
of the people that post.
So don't feel so bad if that's
107
00:05:33,360 --> 00:05:35,320
the case.
If if you want any of the
108
00:05:35,320 --> 00:05:39,640
algorithms to pick you up, you
need to not post in Ghost.
109
00:05:39,640 --> 00:05:42,520
You need to actually go and
actively engage on OPP.
110
00:05:43,720 --> 00:05:46,280
You need to go actively engage
on other people's posts.
111
00:06:16,800 --> 00:06:20,000
That I learned I I messed this
up and I'm willing to come out
112
00:06:20,000 --> 00:06:23,360
here and say it versus just
showing everything is good,
113
00:06:23,360 --> 00:06:25,520
everything is roses, life is
great.
114
00:06:25,680 --> 00:06:28,920
I think for some people, some of
the best posts that they've ever
115
00:06:28,920 --> 00:06:32,720
had is when they talk about
their struggles because it lets
116
00:06:32,720 --> 00:06:35,360
everybody else know, hey, like
you're not the only one.
117
00:06:35,360 --> 00:06:40,800
And we are so as connected as we
are, we are so starved for that
118
00:06:40,840 --> 00:06:43,200
connection with another person,
right?
119
00:06:43,440 --> 00:06:46,640
Like we're so starved to
actually feel something that
120
00:06:46,640 --> 00:06:50,240
somebody else is going through
that we can relate to.
121
00:06:50,400 --> 00:06:54,400
And so when we do share those
things, and it can happen in a
122
00:06:54,400 --> 00:06:58,800
professional way, that content
from what I've seen just flies
123
00:06:58,800 --> 00:07:02,480
it, it grows, it's so huge.
So I like to categorize
124
00:07:02,480 --> 00:07:04,240
commercial real estate
professionals.
125
00:07:04,360 --> 00:07:05,440
Am I going to be happy to hear
this?
126
00:07:05,680 --> 00:07:07,800
Yeah, yeah, you're all right.
You're you're good.
127
00:07:07,960 --> 00:07:09,840
You're on the good side.
You're with the good Guess
128
00:07:10,320 --> 00:07:13,840
you're Batman.
OK, so I have my local community
129
00:07:13,840 --> 00:07:17,040
of commercial real estate
professionals and they're not
130
00:07:17,040 --> 00:07:19,440
Batman.
They hate the Internet.
131
00:07:19,680 --> 00:07:22,560
They OK, I'm sorry, let me take
that back.
132
00:07:22,560 --> 00:07:25,520
They don't hate the Internet,
but they are anti social media.
133
00:07:25,600 --> 00:07:29,720
You know, they live behind the
big brands and they look down on
134
00:07:29,720 --> 00:07:32,440
social media and it's sell,
sell, sell.
135
00:07:32,440 --> 00:07:37,320
And I often times get looked
down upon for my approach, which
136
00:07:37,320 --> 00:07:41,400
I find is ironic.
But then I met this larger
137
00:07:41,400 --> 00:07:45,280
community of commercial real
estate professionals nationwide.
138
00:07:45,280 --> 00:07:50,320
Once I started posting online, I
started meeting people who have
139
00:07:50,440 --> 00:07:55,400
the same job I do and think like
me and happened to be really
140
00:07:55,400 --> 00:07:59,000
fun, cool people.
And that was this community of
141
00:07:59,000 --> 00:08:00,360
commercial real estate
professionals.
142
00:08:00,600 --> 00:08:05,040
It doesn't have to be a broker.
It could be a syndicator or like
143
00:08:05,040 --> 00:08:08,920
you, a marketing thought leader
or somebody like, you know,
144
00:08:08,920 --> 00:08:11,640
strip mall guy.
So I just wanted to take this
145
00:08:11,640 --> 00:08:14,280
moment to thank all of the
brokers in my market who don't
146
00:08:14,280 --> 00:08:19,320
go on social media because you
help my business so much and I
147
00:08:19,320 --> 00:08:24,080
can literally yell at them from
the mountaintops about why they
148
00:08:24,080 --> 00:08:26,280
need to and they won't do it.
Nope.
149
00:08:26,440 --> 00:08:27,720
Why?
Why?
150
00:08:28,400 --> 00:08:32,400
Because they're stuck in their
ways and as of right now, they
151
00:08:32,400 --> 00:08:35,559
are under the assumption and
belief that they're going to
152
00:08:35,559 --> 00:08:38,320
continue to create relationships
without really thinking about
153
00:08:38,320 --> 00:08:43,080
the fact that as their clientele
dies, their clientele's children
154
00:08:43,280 --> 00:08:47,320
or their clientele's, whoever
holds that, whatever it is that
155
00:08:47,320 --> 00:08:50,520
assets, that isn't just a face
to face relationship.
156
00:08:50,520 --> 00:08:52,840
It's what are you doing online?
How are you connected?
157
00:08:52,840 --> 00:08:54,680
What kind of company culture do
you have?
158
00:08:54,680 --> 00:08:57,400
And if the company culture
doesn't align with what that
159
00:08:57,400 --> 00:09:00,000
person wants, you're probably
going to lose them.
160
00:09:00,360 --> 00:09:03,480
And it's just it Again, it comes
down to that relationships, but
161
00:09:03,480 --> 00:09:05,480
we want more.
We want more than just the
162
00:09:05,480 --> 00:09:08,000
surface.
We want to be able to connect on
163
00:09:08,000 --> 00:09:11,000
a deeper level.
Regardless of what anybody says,
164
00:09:11,000 --> 00:09:13,800
that's what we want.
And social media is a way for
165
00:09:13,800 --> 00:09:16,840
you to be able to do that.
And it's also a way for lurkers
166
00:09:16,840 --> 00:09:18,960
to find out if you're the a real
deal, right?
167
00:09:19,120 --> 00:09:22,840
I've had people come up to me at
conferences and say, I follow
168
00:09:22,840 --> 00:09:25,120
you on social and I'm like, I
don't recognize them because
169
00:09:25,120 --> 00:09:27,760
I've never seen them like, or
comment on any of my content,
170
00:09:27,960 --> 00:09:30,720
right?
Like, oh, OK, that's great.
171
00:09:30,720 --> 00:09:33,320
Yay.
You like comment, let me know
172
00:09:33,320 --> 00:09:36,200
who you are so I can figure out
like, I could see who you are,
173
00:09:36,200 --> 00:09:38,480
you know, like in real life.
And, and we can have that
174
00:09:38,480 --> 00:09:40,920
connection.
The ones that I've had great
175
00:09:40,920 --> 00:09:43,880
connections with, we've talked
in DMS, we, we comment on each
176
00:09:43,880 --> 00:09:47,280
other's posts and it's, it is
like just knowing who that
177
00:09:47,280 --> 00:09:49,160
person is.
Like we met in real life at
178
00:09:49,160 --> 00:09:54,880
Beth's Women's Real Estate
Investment Summit in 2020223323.
179
00:09:54,880 --> 00:09:57,200
I didn't think about that.
So we met it there and I was
180
00:09:57,200 --> 00:10:00,600
like, Amita, I know who you are.
We, we've chatted online and
181
00:10:00,600 --> 00:10:01,960
we've comment on each other's
stuff.
182
00:10:01,960 --> 00:10:03,560
And I already felt like I knew
you so.
183
00:10:04,000 --> 00:10:05,760
Yeah.
I mean, that's how we connected.
184
00:10:05,760 --> 00:10:09,840
Was like, I saw MO host, you
know, and then it was like, OK,
185
00:10:09,880 --> 00:10:12,920
like this is social media
marketing in commercial real
186
00:10:12,920 --> 00:10:15,920
estate, you know, and then you
start checking it out, name to a
187
00:10:15,920 --> 00:10:20,160
face, DMS and then meet in
person and it feels like we know
188
00:10:20,160 --> 00:10:22,760
each other.
I think there's magic.
189
00:10:22,760 --> 00:10:25,400
I think that's what's like funny
to me is like the hack and the
190
00:10:25,400 --> 00:10:28,600
magic is that you make a video
or, and you post a piece of
191
00:10:28,600 --> 00:10:32,760
content online and then you go
to sleep and the algorithm is
192
00:10:32,760 --> 00:10:37,120
working for you and people are
interacting with you when you're
193
00:10:37,120 --> 00:10:40,400
sleeping.
And for somebody like me who
194
00:10:40,400 --> 00:10:44,880
needs 8 hours of sleep and to
shut off, it networks for you.
195
00:10:45,000 --> 00:10:50,000
And it's insanely powerful.
And that's just why I live and
196
00:10:50,000 --> 00:10:53,080
die by it because it's compound
interest.
197
00:10:53,160 --> 00:10:56,400
And as investment professionals,
we have to know and love
198
00:10:56,400 --> 00:10:57,560
compound interest.
00:00:00,080 --> 00:00:03,920
Can you tell me what marketing
in commercial real estate looks
2
00:00:03,920 --> 00:00:05,840
like?
It's all about the
3
00:00:05,840 --> 00:00:09,120
relationships, whether you are a
corporate brand or you are a
4
00:00:09,120 --> 00:00:13,320
personal brand, It should be
about the relationships and the
5
00:00:13,320 --> 00:00:15,680
community that you're fostering
online.
6
00:00:15,920 --> 00:00:18,920
I actually just got an e-mail
from somebody yesterday and
7
00:00:18,920 --> 00:00:20,320
they're like, this person has so
many.
8
00:00:20,360 --> 00:00:23,120
It's not a person, it's a brand
has so many followers on
9
00:00:23,120 --> 00:00:24,960
Instagram and literally their
engagements.
10
00:00:24,960 --> 00:00:26,400
Nothing.
Why is this?
11
00:00:26,840 --> 00:00:29,160
And I'm like, if you go look at
their followers, the followers
12
00:00:29,160 --> 00:00:33,240
are legitimate, but the brand
itself does not actively engage
13
00:00:33,240 --> 00:00:35,880
with their followers.
So anybody who leaves a comment,
14
00:00:35,880 --> 00:00:39,280
they never comment back.
And they don't take the time as
15
00:00:39,280 --> 00:00:42,840
a brand to go and foster those
relationships with the people
16
00:00:42,840 --> 00:00:45,320
that are following them.
And that is a big disconnect for
17
00:00:45,320 --> 00:00:47,800
all corporate brands.
And if you're a little person
18
00:00:47,800 --> 00:00:49,920
listening right now, that is a
big disconnect for you too,
19
00:00:49,920 --> 00:00:51,240
because I see you guys doing it
too.
20
00:00:52,360 --> 00:00:56,520
Guilty.
What's a big misconception you
21
00:00:56,520 --> 00:00:59,960
think people have about posting
social media content about
22
00:00:59,960 --> 00:01:03,320
commercial real estate online?
Biggest misconception is they
23
00:01:03,320 --> 00:01:07,880
assume that it's sales, and I'm
talking like sale, sale, sale.
24
00:01:07,960 --> 00:01:10,440
Look at what I got here, you
know, look what I just sold,
25
00:01:10,440 --> 00:01:12,440
blah, blah, blah, blah.
Who gives a crap?
26
00:01:12,440 --> 00:01:14,560
Nobody cares.
The only way you're going to get
27
00:01:14,560 --> 00:01:17,160
somebody to care about that is
if you tell a story behind it.
28
00:01:17,320 --> 00:01:21,160
If there was a hard lesson
learned in it, maybe it's a huge
29
00:01:21,640 --> 00:01:25,040
benefit to the person who either
bought or sold the property or
30
00:01:25,080 --> 00:01:27,560
it was a leasing assignment that
was really tough.
31
00:01:27,880 --> 00:01:32,480
Tell the story.
Nobody cares about the accolades
32
00:01:32,480 --> 00:01:34,240
that you're trying to build up
for yourself.
33
00:01:34,440 --> 00:01:35,880
They just, they don't care about
that.
34
00:01:36,280 --> 00:01:39,960
They do care about learning and
finding something else.
35
00:01:40,280 --> 00:01:42,840
Like say it's something about
you that maybe you learned.
36
00:01:42,960 --> 00:01:46,560
What it boils down to is, and
this is going to sound so bad,
37
00:01:47,720 --> 00:01:51,320
not like I've ever said anything
bad before, We're basically
38
00:01:51,320 --> 00:01:55,480
we've become voyeurs and we want
to be involved in your life
39
00:01:55,480 --> 00:01:57,240
without actually being involved
in your life.
40
00:01:57,280 --> 00:01:59,920
And the more that you can make
us feel like we're a part of
41
00:01:59,920 --> 00:02:02,200
that conversation, the better it
is.
42
00:02:02,400 --> 00:02:05,600
It's so funny.
My husband too is my broker
43
00:02:05,600 --> 00:02:09,320
partner and I are working on a
deal right now and this is a
44
00:02:09,440 --> 00:02:14,400
brutal deal from A-Z.
And I just keep looking at him
45
00:02:14,400 --> 00:02:16,440
and I'm like it's OK.
Like there's going to be a
46
00:02:16,440 --> 00:02:20,400
really funny, whether it closes
or not out of our control, but
47
00:02:20,640 --> 00:02:24,640
going to be a really good story
at the end of this and it will
48
00:02:24,640 --> 00:02:29,200
be told because Oh my God.
But how do you think social
49
00:02:29,200 --> 00:02:32,800
media has changed marketing in
commercial real estate?
50
00:02:32,880 --> 00:02:35,720
Well, commercial real estate is
far behind residential real
51
00:02:35,720 --> 00:02:39,520
estate when it comes to
marketing, so there is a huge
52
00:02:39,520 --> 00:02:42,880
wide open playing field for
anybody who wants to jump in on
53
00:02:42,880 --> 00:02:44,720
it.
I think what it's going to make
54
00:02:44,720 --> 00:02:47,440
people realize, and it's a Gary
Vaynerchuk thing, so it's not
55
00:02:47,440 --> 00:02:49,760
even a me thing.
But for years Gary Vaynerchuk
56
00:02:49,760 --> 00:02:52,240
said every company is going to
be a media company.
57
00:02:52,400 --> 00:02:57,600
And my whole point was at ICSC,
I loved seeing everybody
58
00:02:57,600 --> 00:03:01,440
reporting what I call reporting
or documenting from the field.
59
00:03:01,640 --> 00:03:03,680
They were taking video.
They were putting these great
60
00:03:03,680 --> 00:03:07,000
videos together, montage clips.
You're going to have to start
61
00:03:07,000 --> 00:03:09,760
looking at your brokerage
business as a media company.
62
00:03:09,760 --> 00:03:13,680
That's what it boils down to.
100%, it's so interesting.
63
00:03:13,680 --> 00:03:16,600
Gary's talking a lot right now
about, yes, you can make the
64
00:03:16,600 --> 00:03:21,840
sale and you can gain in the
immediate term, But if you build
65
00:03:21,840 --> 00:03:25,760
a brand, you build longevity for
your business to gain in
66
00:03:25,760 --> 00:03:29,760
perpetuity in the long term,
which I find is just really
67
00:03:29,760 --> 00:03:31,520
interesting.
And something I'm trying to wrap
68
00:03:31,520 --> 00:03:35,000
my head around right now in
commercial real estate because
69
00:03:35,000 --> 00:03:37,960
it's like you said, like this
has been a sales, it's a sales
70
00:03:37,960 --> 00:03:41,960
and relationship business.
But brand has been so, so
71
00:03:41,960 --> 00:03:46,200
neglected in the industry in my
opinion because I don't think
72
00:03:46,200 --> 00:03:49,720
stringing together last names
and color schemes is branding.
73
00:03:49,760 --> 00:03:52,240
But that's just me.
You know who's doing a really
74
00:03:52,240 --> 00:03:54,360
great job and they do not
sponsor me.
75
00:03:54,360 --> 00:03:56,480
I do not.
None of that stuff.
76
00:03:56,520 --> 00:03:59,480
Who does a really, really good
job is Krexi.
77
00:03:59,560 --> 00:04:04,160
I really appreciate Krexi's
content a lot, and it's because
78
00:04:04,160 --> 00:04:07,080
they are creating that brand.
They're creating a part where
79
00:04:07,080 --> 00:04:09,720
you want to see their content,
you want to get involved in what
80
00:04:09,720 --> 00:04:11,680
they're doing.
It has to make you stop the
81
00:04:11,760 --> 00:04:15,200
scroll and wants a comment.
If it's not causing you to do
82
00:04:15,200 --> 00:04:17,600
that, then you have to
reevaluate what's going on with
83
00:04:17,600 --> 00:04:19,240
your brand.
Oh, yeah, yeah.
84
00:04:19,320 --> 00:04:22,880
Ain't that the truth?
OK, I want to talk to you about
85
00:04:22,880 --> 00:04:27,680
the person who gets on Instagram
and they post for maybe two or
86
00:04:27,680 --> 00:04:30,920
three months and they don't see
immediate results and so they
87
00:04:30,920 --> 00:04:33,280
stop.
Can you talk about longevity in
88
00:04:33,280 --> 00:04:37,560
posting in marketing, commercial
real estate, social media and
89
00:04:37,600 --> 00:04:41,200
what that looks like and the
differentiator between posting
90
00:04:41,200 --> 00:04:44,480
for a couple weeks or months and
posting for a couple, well for
91
00:04:44,480 --> 00:04:47,920
years plus?
It's a great question and most
92
00:04:47,920 --> 00:04:50,360
people have a short attention
span and they want those
93
00:04:50,360 --> 00:04:53,000
immediate results.
And social media is a long game.
94
00:04:53,240 --> 00:04:55,080
It really is.
If people aren't paying
95
00:04:55,080 --> 00:04:57,160
attention to your content, you
need to look at your content and
96
00:04:57,160 --> 00:04:59,440
see what you're doing.
If you have to look at your
97
00:04:59,440 --> 00:05:02,760
content and go, am I interested
in this or would I pass this by,
98
00:05:02,840 --> 00:05:06,360
then you know we're going to do
bombastic side eye, right?
99
00:05:06,360 --> 00:05:09,320
Like maybe maybe you should
change up your content.
100
00:05:09,640 --> 00:05:12,800
So not just Instagram, but let's
talk about LinkedIn.
101
00:05:12,840 --> 00:05:15,680
So there was a stat that came
out earlier this year that said
102
00:05:15,680 --> 00:05:20,440
that 70% of all posts that are
put on LinkedIn never receive a
103
00:05:20,440 --> 00:05:23,840
like or a comment.
Holy moly.
104
00:05:23,920 --> 00:05:27,640
So like if you're not receiving
anything on your your content,
105
00:05:27,720 --> 00:05:30,480
welcome to the club.
Like you're you're with the 70%
106
00:05:30,480 --> 00:05:33,360
of the people that post.
So don't feel so bad if that's
107
00:05:33,360 --> 00:05:35,320
the case.
If if you want any of the
108
00:05:35,320 --> 00:05:39,640
algorithms to pick you up, you
need to not post in Ghost.
109
00:05:39,640 --> 00:05:42,520
You need to actually go and
actively engage on OPP.
110
00:05:43,720 --> 00:05:46,280
You need to go actively engage
on other people's posts.
111
00:06:16,800 --> 00:06:20,000
That I learned I I messed this
up and I'm willing to come out
112
00:06:20,000 --> 00:06:23,360
here and say it versus just
showing everything is good,
113
00:06:23,360 --> 00:06:25,520
everything is roses, life is
great.
114
00:06:25,680 --> 00:06:28,920
I think for some people, some of
the best posts that they've ever
115
00:06:28,920 --> 00:06:32,720
had is when they talk about
their struggles because it lets
116
00:06:32,720 --> 00:06:35,360
everybody else know, hey, like
you're not the only one.
117
00:06:35,360 --> 00:06:40,800
And we are so as connected as we
are, we are so starved for that
118
00:06:40,840 --> 00:06:43,200
connection with another person,
right?
119
00:06:43,440 --> 00:06:46,640
Like we're so starved to
actually feel something that
120
00:06:46,640 --> 00:06:50,240
somebody else is going through
that we can relate to.
121
00:06:50,400 --> 00:06:54,400
And so when we do share those
things, and it can happen in a
122
00:06:54,400 --> 00:06:58,800
professional way, that content
from what I've seen just flies
123
00:06:58,800 --> 00:07:02,480
it, it grows, it's so huge.
So I like to categorize
124
00:07:02,480 --> 00:07:04,240
commercial real estate
professionals.
125
00:07:04,360 --> 00:07:05,440
Am I going to be happy to hear
this?
126
00:07:05,680 --> 00:07:07,800
Yeah, yeah, you're all right.
You're you're good.
127
00:07:07,960 --> 00:07:09,840
You're on the good side.
You're with the good Guess
128
00:07:10,320 --> 00:07:13,840
you're Batman.
OK, so I have my local community
129
00:07:13,840 --> 00:07:17,040
of commercial real estate
professionals and they're not
130
00:07:17,040 --> 00:07:19,440
Batman.
They hate the Internet.
131
00:07:19,680 --> 00:07:22,560
They OK, I'm sorry, let me take
that back.
132
00:07:22,560 --> 00:07:25,520
They don't hate the Internet,
but they are anti social media.
133
00:07:25,600 --> 00:07:29,720
You know, they live behind the
big brands and they look down on
134
00:07:29,720 --> 00:07:32,440
social media and it's sell,
sell, sell.
135
00:07:32,440 --> 00:07:37,320
And I often times get looked
down upon for my approach, which
136
00:07:37,320 --> 00:07:41,400
I find is ironic.
But then I met this larger
137
00:07:41,400 --> 00:07:45,280
community of commercial real
estate professionals nationwide.
138
00:07:45,280 --> 00:07:50,320
Once I started posting online, I
started meeting people who have
139
00:07:50,440 --> 00:07:55,400
the same job I do and think like
me and happened to be really
140
00:07:55,400 --> 00:07:59,000
fun, cool people.
And that was this community of
141
00:07:59,000 --> 00:08:00,360
commercial real estate
professionals.
142
00:08:00,600 --> 00:08:05,040
It doesn't have to be a broker.
It could be a syndicator or like
143
00:08:05,040 --> 00:08:08,920
you, a marketing thought leader
or somebody like, you know,
144
00:08:08,920 --> 00:08:11,640
strip mall guy.
So I just wanted to take this
145
00:08:11,640 --> 00:08:14,280
moment to thank all of the
brokers in my market who don't
146
00:08:14,280 --> 00:08:19,320
go on social media because you
help my business so much and I
147
00:08:19,320 --> 00:08:24,080
can literally yell at them from
the mountaintops about why they
148
00:08:24,080 --> 00:08:26,280
need to and they won't do it.
Nope.
149
00:08:26,440 --> 00:08:27,720
Why?
Why?
150
00:08:28,400 --> 00:08:32,400
Because they're stuck in their
ways and as of right now, they
151
00:08:32,400 --> 00:08:35,559
are under the assumption and
belief that they're going to
152
00:08:35,559 --> 00:08:38,320
continue to create relationships
without really thinking about
153
00:08:38,320 --> 00:08:43,080
the fact that as their clientele
dies, their clientele's children
154
00:08:43,280 --> 00:08:47,320
or their clientele's, whoever
holds that, whatever it is that
155
00:08:47,320 --> 00:08:50,520
assets, that isn't just a face
to face relationship.
156
00:08:50,520 --> 00:08:52,840
It's what are you doing online?
How are you connected?
157
00:08:52,840 --> 00:08:54,680
What kind of company culture do
you have?
158
00:08:54,680 --> 00:08:57,400
And if the company culture
doesn't align with what that
159
00:08:57,400 --> 00:09:00,000
person wants, you're probably
going to lose them.
160
00:09:00,360 --> 00:09:03,480
And it's just it Again, it comes
down to that relationships, but
161
00:09:03,480 --> 00:09:05,480
we want more.
We want more than just the
162
00:09:05,480 --> 00:09:08,000
surface.
We want to be able to connect on
163
00:09:08,000 --> 00:09:11,000
a deeper level.
Regardless of what anybody says,
164
00:09:11,000 --> 00:09:13,800
that's what we want.
And social media is a way for
165
00:09:13,800 --> 00:09:16,840
you to be able to do that.
And it's also a way for lurkers
166
00:09:16,840 --> 00:09:18,960
to find out if you're the a real
deal, right?
167
00:09:19,120 --> 00:09:22,840
I've had people come up to me at
conferences and say, I follow
168
00:09:22,840 --> 00:09:25,120
you on social and I'm like, I
don't recognize them because
169
00:09:25,120 --> 00:09:27,760
I've never seen them like, or
comment on any of my content,
170
00:09:27,960 --> 00:09:30,720
right?
Like, oh, OK, that's great.
171
00:09:30,720 --> 00:09:33,320
Yay.
You like comment, let me know
172
00:09:33,320 --> 00:09:36,200
who you are so I can figure out
like, I could see who you are,
173
00:09:36,200 --> 00:09:38,480
you know, like in real life.
And, and we can have that
174
00:09:38,480 --> 00:09:40,920
connection.
The ones that I've had great
175
00:09:40,920 --> 00:09:43,880
connections with, we've talked
in DMS, we, we comment on each
176
00:09:43,880 --> 00:09:47,280
other's posts and it's, it is
like just knowing who that
177
00:09:47,280 --> 00:09:49,160
person is.
Like we met in real life at
178
00:09:49,160 --> 00:09:54,880
Beth's Women's Real Estate
Investment Summit in 2020223323.
179
00:09:54,880 --> 00:09:57,200
I didn't think about that.
So we met it there and I was
180
00:09:57,200 --> 00:10:00,600
like, Amita, I know who you are.
We, we've chatted online and
181
00:10:00,600 --> 00:10:01,960
we've comment on each other's
stuff.
182
00:10:01,960 --> 00:10:03,560
And I already felt like I knew
you so.
183
00:10:04,000 --> 00:10:05,760
Yeah.
I mean, that's how we connected.
184
00:10:05,760 --> 00:10:09,840
Was like, I saw MO host, you
know, and then it was like, OK,
185
00:10:09,880 --> 00:10:12,920
like this is social media
marketing in commercial real
186
00:10:12,920 --> 00:10:15,920
estate, you know, and then you
start checking it out, name to a
187
00:10:15,920 --> 00:10:20,160
face, DMS and then meet in
person and it feels like we know
188
00:10:20,160 --> 00:10:22,760
each other.
I think there's magic.
189
00:10:22,760 --> 00:10:25,400
I think that's what's like funny
to me is like the hack and the
190
00:10:25,400 --> 00:10:28,600
magic is that you make a video
or, and you post a piece of
191
00:10:28,600 --> 00:10:32,760
content online and then you go
to sleep and the algorithm is
192
00:10:32,760 --> 00:10:37,120
working for you and people are
interacting with you when you're
193
00:10:37,120 --> 00:10:40,400
sleeping.
And for somebody like me who
194
00:10:40,400 --> 00:10:44,880
needs 8 hours of sleep and to
shut off, it networks for you.
195
00:10:45,000 --> 00:10:50,000
And it's insanely powerful.
And that's just why I live and
196
00:10:50,000 --> 00:10:53,080
die by it because it's compound
interest.
197
00:10:53,160 --> 00:10:56,400
And as investment professionals,
we have to know and love
198
00:10:56,400 --> 00:10:57,560
compound interest.
