“Why are the big brokerages getting all the deals and I’m being passed over?” – Everyone

Sometimes it feels like we’re seeing nothing but press releases congratulating those huge brokerages on yet another deal and we’re wondering how we can possibly compete.

There are a few ways we can effectively stand out against the bigger brokerages.

#1 Personalized Brand.

The larger brokerages depend on huge advertising budgets to get in new leads.  We simply don’t have that.  What we do have is our voice and face.  We compete by being human and caring about what happens to our client’s transaction.  Unlike big brokerages, we don’t shove our client’s transactions into a “process machine” without a care about the results on the other side.  We listen, evaluate, and do what’s right for our clients and their properties.

Objections to Personal Brand.  I know you may be reluctant to use this “personal brand” because you feel like you’re committing to being the face of the company FOREVER.  Tons of brands started out as personal brands and moved to corporate.  They do this by slowly adding in a second voice (like a partner or agent on your team).  After a few months, this new person has taken over the voice of your company.  You repeat this process for additional people, and before you know it, your brand has several voices advocating for it.  Leaving you free for that three-month cruise.


#2 Unique Selling Proposition.

You can have multiple service offerings, but you need to have one unique selling proposition.  If you don’t think you have one, ask yourself (or your clients) some questions.

  • What makes clients return and continue doing business with you?
  • What challenges are your clients facing?
  • What are your clients’ biggest fears?
  • What are your clients’ biggest frustrations?
  • What do your clients want to learn more about?
  • If your clients could get any kind of result from working with you, what would it be?
  • Do your clients feel supported after they sign a contract? Why or why not?

Answering these questions will get you closer to figuring out what makes YOU truly unique. And will shed light on what you can provide that those big brokerages cannot.

If possible, take some time to ask these questions directly to your clients.  You might be surprised at the responses.


#3 Use the “Dog Whistle”. 

The “dog whistle” tactic is one of my favorite techniques.  It is a subtle change in your marketing to attract certain clientele without repelling current clients.  For instance, if you want more industrial deals, but you feel stuck in office deals, start using subtle cues to move to industrial.  Use industrial images in your social media, even when you’re just talking about leasing / selling in general.  Share industrial videos and industrial related posts.  If you do any kind of content creation, make sure you’re using industrial photos sporadically.  You don’t have to change your entire marketing right away, you can use “dog whistle” tactics to bring in different clientele without the commitment to changing your entire business or specialty.


Competing with bigger brokerages is 100% achievable.

How many times have you sought out a smaller vendor because you felt ignored by the big box?  I, personally, will never go to Walmart to get my car fixed.  I prefer car shops with a person’s name on them.  That’s the best indicator that they care about their store’s reputation and, by proxy, your car.  Many people feel this way about all kinds of service providers!

There are plenty of investors, property owners, and tenants that value personal service over massive, process-oriented big brokerages.

You just need to attract them.


If you’re ready to advertise your uniqueness to the marketplace, I’m ready to create a lead generation website for your needs.

Any faceless organization create a beautiful website, slap buttons on it and call it “lead generating.”

I’m the only one offering the Ultimate CRE Sales Funnel Masterclass to give you strategies on how to drive traffic to your website, create lead magnets that work, and nurture your leads so you can bring in more sales.

A website without the ability to be used as a sales funnel is just jewelry.  Nice to look at, but not very useful.

Without a sales funnel, you won’t get long lasting results, period.

If you agree with me, let’s get started!  Schedule a call or zoom.

I’m out to take the “broke” out of commercial real estate brokerage.

I want to start with you.

You ready?  Schedule a call or zoom.