any podcast, get clear about your intended outcome. Do you want to build your network? Do you want to be known as the expert on a given topic? Do you want to reach the person who could be a passive investor in your deals? When you are a guest on someone else’s podcast, you have the oppor- tunity to connect with a whole new audience. Anyone can be a guest on a podcast and regurgitate the latest headlines and news. You need to be memorable. People remember stories. As much as possible, tie your insight back to a story or real transaction to make a lasting impression. Once the podcast is published, you have a valuable piece of content you can easily share on social media or via email. In the competitive landscape of commercial real estate, reputation is king. To become a credible player in the industry, cultivate genuine connections, maximize the value of time, leverage social media, and find ways to create memorable content. By following these strategies, you can unlock access to better deals, off-market opportunities, and the trust of influential brokers. Remem - ber, consistency and authenticity are the pillars of building a reputable presence in the commercial real estate world. •
you become someone a broker will spend their time on. As mentioned, make a strong first impression by being clear about who you are, what your company does, what your track record is, and what your buy box is. Reinforce that posi- tion through consistent follow-up. Block off dedicated time every couple of months to keep in touch and see if there are any new oppor- tunities for you to work together. This accomplishes two things. First, it ensures you stay top of mind. Second, it signals in a very easy way that you are serious about working together and you aren’t a flake (i.e., a waste of everyone’s time, which is a no-no). The best way to confirm that spending time with you is a good investment is to close a deal. In the interim, find ways to add value to the broker’s world, even if you don’t have much else to bring to the table. This can be as simple as a connection or a referral. As you build your network and reputation, make it a goal to reinforce to the broker that spending time with you is a wise use of time. LEVERAGE SOCIAL MEDIA In addition to creating valuable relationships with brokers in your market, social media can be a powerful and free tool to increase your influence and reputation. Simply by talking about, sharing, and interacting with posts that pertain to CRE, you signal to your network that you are engaged and staying current on what’s impacting the commercial industry. Take a few minutes a day (schedule it on your calendar if you
like) to be active on the platforms that commercial brokers and professionals use (e.g., LinkedIn and Twitter). LinkedIn is the most widely used platform in the industry. Share articles, reports, or podcasts you find to be insightful. These items can serve as a great conversation starter with those in your network and allow you to borrow some social capital and credibility. If a broker shares a post or celebrates a closing, engage with the post. Follow up with a personalized email or message congratulating the broker or asking a question about what was posted. Finally, as with most things, be consistent. If you only keep at this for three months and then stop, everyone will assume you’ve moved on to the next shiny object. Consistently engaging and posting with other thought leaders signals you are not going anywhere. You are in for the long haul. CREATE MEMORABLE CONTENT (WITHOUT A MARKETING DEPARTMENT) A more advanced strategy for building your reputation is to create content. The good news is there is an easy way to be a thought leader without building out an email list, speaking on stage, or managing a TikTok account. If you are able to speak with knowledge gained from industry experience, try your hand at being a podcast guest. You’d be surprised how many hosts might be interested in interviewing you as a guest if you simply ask. Being a podcast guest is an efficient strategy for boosting your reputation. Before you go on
Neil Timmins is a real estate syndicator, broker, and educator. He generates passive income opportunities through industrial real estate in “Cash Flow
Country,” the Midwest. After spending years invest- ing in houses and $300 million in transactions, he graduated to investing in commercial real estate. Now he educates others on how to do the same. Neil hosts the podcast “Passive Real Estate Invest- ing with Mavericks.” His first book “Unicorn Hunting for Real Estate Investment Companies: The Com- plete Hiring Funnel” was released in 2021.
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