Florida CRE Agents: Strategies for Building Your Client Base
Specializes in providing actionable insights into the commercial real estate space for investors, brokers, lessors, and lessees. He covers quarterly market data reports, investment strategies, how-to guides, and top-down perspectives on market movements.
A career in sales is easily the most competitive, exciting, and potentially rewarding path you can choose.
If you're starting out in commercial real estate (CRE) in Florida as an agent or broker, you'll need considerably more than industry knowledge and a winning smile to win at this game.
To succeed as a CRE broker or agent, it's essential to cultivate a client base of well-funded property owners, business tenants, and networking contacts…and you'll need to begin working on this on the same day you unpack your laptop and sunglasses in your new office.
For those just starting out, there are several strategies you can employ to build your network and establish yourself as a trusted professional in the Sunshine State's CRE industry.
Networking is a process that, ideally, never ends for a savvy CRE sales agent. Here are some reasons why it's one of the smartest moves you can make as the new kid on the block.
#1: Connect Today, Sell Tomorrow
Networking as a sales professional is much more than schmoozing with anyone and everyone. You need to do some research before you arrive at a business event, which may translate into finding someone who can introduce you to the right people.
Attend local industry events in your region of Florida, such as conferences, seminars, and workshops, to meet other CRE professionals and third-party vendors in the field.
These gatherings provide opportunities to introduce yourself, exchange business cards, and learn about potential leads.
Don't limit your networking efforts to real estate-related events. Join your territory's local business associations, chambers of commerce, and community organizations. These groups attract business owners and decision-makers who may require your services one day.
One group in particular, the Commercial Real Estate Development Organization (NAIOP), should be considered mandatory.
NAIOP is the leading CRE organization in the United States, providing specialized knowledge and advocacy services to its members. No fewer than six NAIOP chapters are active within the state of Florida.
In addition to the state-wide chapter, NAIOP sponsors five regional chapters:
- Tampa Bay;
- South Florida;
- Northwest Florida;
- Northeast Florida; and
- Central Florida.
In addition to being a valuable source of education, NAIOP is one place to begin if you've decided that you would benefit from the assistance of a mentor.
If you're fresh out of school or moving from residential to commercial real estate, a mentorship can be your ticket to success.
#2: Seek Out the Best Brains
As a novice commercial real estate agent, having a mentor can be incredibly beneficial. You'll receive personal guidance that's backed up by years of experience gained within Florida's unique, evolving business landscape.
The right mentor will support you as you build your client base and may even assist you when you're negotiating those first important deals.
Some mentors will direct you to specialized educational courses that cover subjects such as market analysis and valuation concepts.
While mentors can come from a variety of sources, look for potential mentors within your brokerage or through industry associations. A senior agent who's considering retirement may share lessons learned from past experiences.
When approaching potential mentors, keep in mind that you'll be asking a major favor. Be respectful of their time, be ready to explain why you think they would be an ideal mentor, and express your genuine interest in learning from their local expertise.
When negotiating your potential relationship, offer to assist with tasks or projects to demonstrate your dedication, gratitude, and willingness to learn. A strong mentor-mentee relationship can lead to valuable introductions and referrals down the line.
After you've begun to build your client base and have been fortunate enough to locate a savvy CRE broker as a mentor, you'll be ready to review your online presence.
#3: Social Media Builds Your Reputation
In today's digital age, social media is a powerful tool for building your professional brand and attracting potential clients. Platforms like LinkedIn, X (formerly Twitter), and Reddit enable you to engage with audiences, share links to CRE news and events, and discuss industry happenings with other agents.
Start by creating a professional LinkedIn profile highlighting your background, skills, and specialties in commercial real estate. Then, join relevant LinkedIn groups, especially those that concentrate on Florida real estate and business events.
If possible, ask former colleagues and clients to compose a Recommendation for you. You'll find a link to request these on your LinkedIn profile page by scrolling down to Recommendations and clicking the Plus (+) sign at the top right.
You may also benefit from a relatively new feature which enables you to compose and publish articles directly on the LinkedIn site. Your articles will be displayed in the Activity section of your profile. It's shared with your connections and followers in their news feeds, and sometimes through notifications.
This LinkedIn Help page contains more details of this feature.
This and other types of social media, including X (formerly Twitter), are useful when you're among the first to spot news of Florida CRE happenings in Florida.
Social media is useful for more than self-promotion; it's an excellent way to share intel with your network. Let's look at additional ways to provide value to your clients, associates, and others.
#4: Plug Into Your Network Each Month
Building a strong client base is much more than publishing articles and news that promote yourself or your agency. It's also about providing content to others within your circle of influence.
Using your social media, email newsletters, or both, share market reports, industry news, and “did you know?” tips with your network. Be sure to encourage them to forward your intel to others, as it's a fast, free way to grow your existing network.
Be sure to keep track of your efforts by recording them within your CRM system or laptop's calendar. Ideally, you'll send two or three of these types of messages each month.
Another strategy: Host educational webinars on topics relevant to your target audience, such as navigating the commercial leasing process or understanding Florida's state and city zoning regulations.
By consistently delivering valuable CRE insight for your region, you position yourself as a trusted, responsible resource…someone who clients will remember and contact when they require your services.
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