They say everyone has a book in
them. Mine has been rattling around for over a decade, occasionally tapping on
the inside of my skull and whispering, “It’s time.” Well, that time has finally
arrived.
Yes, folks, I’ve embarked on a
project that more than a few of you have encouraged for years: I’m writing a
book. There. I said it.
Some of my peers have chuckled
knowingly and offered congratulations. Others have asked, “What took you so
long?” And a few have raised eyebrows and muttered, “After all, that’s what old
guys do.” I’ll admit, I resemble that remark.
But this isn’t a memoir filled
with nostalgic tales of the ‘good old days’ (although there might be a few of
those, because let’s face it—some of them are just too good not to share). Nor
is it a textbook of dry theory or recycled motivational fluff. This book will
be part personal, part tactical. A blueprint of sorts—for those interested in
understanding how one broker carved out a successful commercial real estate
practice by focusing on fundamentals, relationships, and a few contrarian bets.
The tentative title? SEQUENCE:
A Commercial Real Estate Success Formula – How I Became a Successful Producer
and How You Can Too!Yes, it’s a mouthful. But
I’m not writing this for literary awards. I’m writing it to help people in our
business—especially those who are just starting out or struggling to find their
stride—shortcut a few of the lessons I had to learn the hard way.
At its core, the book is built
around a framework I’ve developed over 40 years in the trenches: SEQUENCE. Each
letter stands for a key stage in the commercial real estate transaction cycle,
from sourcing opportunities to expanding your practice. I’ve also included
another acronym, QUALIFY, to help readers better assess the viability of a deal
and the motivation of a client. (Yes, I like acronyms. No, I’m not sorry.)
The book will be peppered with
real-life anecdotes—some triumphant, some humbling—all intended to reinforce
the lessons I’ve taught in seminars, shared in columns like this one, and
practiced day-in and day-out with my clients. It will also spotlight the tools
and mindsets that helped me break through ceilings, bounce back from setbacks,
and build a sustainable, scalable career in this wonderful and maddening
business we call commercial real estate brokerage.
Now, before you start placing
Amazon pre-orders, I should level with you: This will take time. My goal is to
finish by the end of 2025. I’ve learned that writing a book is a lot like a
commercial lease negotiation—there are drafts, redlines, delays, and the
occasional moment where you question everything. But there’s also joy in the
process, especially when you know the outcome will serve others.
So, why now?
Because I believe we don’t just
owe our clients our best—we owe it to the next generation of brokers,
entrepreneurs, and business owners to pass along what we’ve learned. This book
is my attempt to do just that. A legacy project, maybe. But also a practical
toolkit that I hope will help someone—maybe you—get from where they are to
where they want to be.
Stay tuned. I’ll keep you posted
on the progress. In the meantime, if you’ve ever considered writing a book of
your own, I have one word for you: start.
After all, that’s what old guys
do
When I asked whether
manufacturing could make a comeback in California, I expected opinions. What I
didn’t expect was how many of you would write back—with passion, perspective,
and firsthand experience.
Several longtime brokers,
business owners, and property operators reached out with stories spanning
decades—many with a shared theme: California doesn’t make it easy to build or
keep things here.
One former industrial broker
recalled relocating factories throughout downtown Los Angeles in the 1980s.
Then came the state’s cap-and-trade policy. Practically overnight, his
relocation business dried up. Later, when he purchased a company that tested gas
meters for regulatory compliance, he experienced the same policy from the other
side—as a required vendor. “I saw the devastation of that rule from both
careers,” he said.
Another reader, an industrial
property owner and operator, offered this blunt assessment: “If I were younger,
California wouldn’t be high on my list to start a manufacturing plant.” He lost
his first building to a Caltrans eminent domain action, spending five years in
court to get fair value. After relocating, his new site was downzoned for
residential use, leaving him with a conditional use permit and uncertain
future.
And then there were the comments
about outsourcing—not just of jobs, but of environmental impact. One reader
pointed out that many of the regulations we impose on manufacturers in
California are simply sidestepped when products are made overseas. Industries
like plating, painting, and circuit board production face strict scrutiny
here—but far less abroad. “We all buy the China goods,” he said, “but we should
at least admit we’re contributing to global environmental problems.”
It’s not all frustration, though.
What stood out to me wasn’t just what these readers had endured—but how much
they still cared. They aren’t bitter. They’re tired. Tired of unpredictable
zoning, endless permitting delays, and policies that seem to penalize job
creators.
In my previous column, I outlined
five priorities for reviving manufacturing in California: regulatory reform,
land use stability, energy reliability, workforce development, and targeted
incentives. Based on your feedback, I’d add one more: listen
to the people on the ground.
The decisions we make in city
halls and state agencies ripple outward—sometimes for decades. Want to grow
clean tech? Preserve industrial zoning. Want local jobs? Support the employers
who are already here. Want sustainable supply chains? Don’t offshore our
pollution.
California doesn’t need to be the
cheapest place to manufacture. But it does need to be competitive, reliable, and forward-looking.
Manufacturing won’t return on
sentiment alone. It requires trust, coordination, and smart policy. We still
have the talent, the infrastructure, and the entrepreneurial spirit. What we
need now is the will.
Let’s not lose the manufacturers
we still have while we wait for the next reshoring trend to arrive. Let’s make
California a place where building things is still possible—and worth it.
In commercial real estate, we live for the close. The
lease is signed, the escrow is funded, the commission check hits your account —
and we’re on to the next one, right?
Not so fast.
After more than four decades in this business, I’ve
learned that what you do after a deal closes can be just as important as what
you did to get it there. That’s why the final step in my deal SEQUENCE — a
framework I’ve developed over years of trial, error, and refinement — is
something I call “Expand.”
Let me back up a step. SEQUENCE is an acronym I use to
describe the entire commercial real estate transaction continuum:
Source, Evaluate, Qualify, Under Contract, Execute,
Negotiate & Close, and Expand.
Each step builds on the previous one. But it’s that
last piece — Expand — where most brokers stop short. And that’s a big mistake.
You see, Expand is where a good transaction turns into
a great reputation. It’s how you take a single successful deal and multiply its
value — through visibility, credibility, and connectivity.
Let’s start with visibility. When a deal wraps, you
have a golden opportunity to share the success with your audience. No, I don’t
mean bragging with “Just closed another one!” That’s not expanding — that’s
broadcasting. True visibility comes from storytelling: Who was the client? What
was the challenge? How did you help solve it? And most importantly — what does
their success now look like?
I like to position the client as the hero, and myself
as the guide. A short, sincere LinkedIn post or newsletter blurb that
highlights their win and the process behind it can go a long way. Bonus points
if you include a photo of the building, a testimonial quote, or a link to a
case study. These are powerful digital breadcrumbs that tell the market you’re
active, effective, and trusted.
Next is credibility. When you consistently share
closed deals — not just listings or market updates — your audience sees
results. And results matter. I’ve had multiple referrals stem from nothing more
than a prospect reading about a client I helped in their industry. That kind of
third-party validation builds the kind of credibility no cold call ever could.
Finally, let’s talk about connectivity. Every
transaction touches a dozen or more players: the client, the other broker,
lenders, attorneys, title reps, contractors, city officials, neighbors. Each
one of them is a potential source of future business — but only if you stay top
of mind. Expanding means staying connected, circling back with a thank-you
note, or looping them into the deal announcement. That one extra step often
opens doors you didn’t even know existed.
Here’s a real-world example: A couple years back, I
helped a manufacturing client relocate into a bigger, better facility in the
Inland Empire. We publicized the deal in a few targeted places — LinkedIn, a
trade journal, and a quick blog post. Within a month, I’d received two
inquiries from other owners in the same industry asking if I could help them
too. One of those turned into a six-figure assignment. All from a little
“Expand.”
So the next time you celebrate a closing, take a
breath — then take action. Publicize the win. Tell the story. Loop in your
network. Because in this business, your last deal isn’t the end of the road —
it’s the beginning of your next opportunity.
