Don’t Just Close — Expand: The Final Step That Multiplies Your Deal’s Value

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.

Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104. His website is allencbuchanan.blogspot.com.