In 2009, I tried something new. While
many of my colleagues were still marketing with postcards and cold calls, I
started a blog called Location Advice. It was not common at the time for
commercial real estate brokers to share insights publicly, but I wanted a way
to connect with owners, occupants, and other brokers beyond the usual handshake
or phone call.
That experiment led to 2013, when I
launched TUESDAY Traffic Tips, short YouTube videos on the nuts and bolts of
brokerage. I posted every week. No studio. No script. Just a consistent
commitment. Looking back, I was one of the first commercial real estate brokers
in the country to post content this way. That consistency opened doors,
including this very column. I can thank Twitter, now X, for the introduction
that connected me to the Southern California News Group.
Why I Did It
The reason was not followers, likes,
or clicks. I believed that visibility builds credibility, and credibility leads
to trust. By showing up online with useful ideas, I could create value for my
audiences of owners, occupants, and brokers before we ever sat across a table
together.
What Makes Content Memorable
Fifteen years later, I have learned
that memorable content comes down to three qualities:
• Consistency — Show up regularly.
People may not read every post or watch every video, but they notice if you
keep showing up.
• Authenticity — Be yourself. Clients
connect with real stories and honest observations, not polished perfection.
• Relevance — Speak to the audience
you serve. Commercial real estate is not about abstract theories. It is about
space, timing, and decisions that affect real businesses and families.
The Payoff
Social media has never been about
shouting into the void. It is about building trust at scale. Over the years,
people who first discovered me through a blog post or video have become
clients, colleagues, or referral sources. Others simply shared an article that
resonated. Either way, the ripple effect continues.
Here is the takeaway. If you want your
content to stand out in commercial real estate, or in any field, focus less on
going viral and more on showing up. Be consistent. Be authentic. Be relevant.
Over time, those three qualities create a brand people trust.