Every Click Counts: How the David Murphy Team at CBRE Uses Real-Time Prospect Data to Close Industrial Deals in Orlando

Success Stories

The Crexi Team

July 20, 2026

a panoramic view of Fort Worth, Texas at sunset

About David Murphy & CBRE

David Murphy is Vice Chairman at CBRE and one of the most decorated industrial brokers in the country. Based in Orlando, he leads a high-performing industrial and logistics team alongside Monica Perez Wonus, together forming Central Florida’s top-producing industrial team.

Over a 28-year career, David has closed more than $10 billion in deal volume and earned NAIOP Central Florida’s Industrial Broker of the Year award 25 times. In 2024, he was named the Top Overall Producer in CBRE’s Orlando office and recognized as one of the firm’s Top 20 Industrial Brokers in North America. The team serves clients ranging from local operators to Fortune 500 companies, specializing in tenant representation, landlord leasing, land acquisitions, investment sales, and sale-leasebacks across the greater central Florida market.

Challenge

Central Florida’s industrial market is competitive, and the brokers who close deals are often the ones who get to the right person first. For the David Murphy Team, the biggest friction point was not deal volume or listing exposure but reliable contact information. Finding a verified phone number or email address for an inbound prospect often meant an hour of research across multiple databases, with no guarantee the information was current or would produce a response. Meanwhile, inbound interest on listings was passing through without a clear path to direct engagement.

“In Central Florida industrial, the brokers who move fastest win the deal. Crexi gives us real-time visibility and contact access to be first to every conversation the moment a lead comes in.”
— David Murphy, Vice Chairman, CBRE Orlando

The team needed a way to see exactly who was engaging with their properties and to reach those people quickly, before a competing broker could.

Why Crexi PRO

The David Murphy team joined Crexi PRO in 2022, and now uses the platform to list and manage all of their landlord lease and sale listings across central Florida, uploading new properties the moment they come to market. The feature that changed their day-to-day workflow was real-time prospect tracking.

Every time a user engages with one of the team’s listings on Crexi, the platform surfaces that activity alongside verified contact details. The team monitors the dashboard daily, and when a prospect touches a listing, they reach out immediately — often the same day. That speed has produced reactions that surprised even the brokers behind it. A few prospects have pushed back on how quickly they were contacted, asking how the team found them so fast. The answer was straightforward: the team was watching.

Beyond listing management, the team also uses Crexi PRO for prospecting, using browsing behavior and property engagement to gauge what a tenant or buyer needs before the first call ever takes place.

Results

Since joining Crexi PRO in 2022, David Murphy’s team at CBRE has closed $31M in sales across 30 transactions, spanning more than 3 million square feet, while maintaining 73 active listings on the platform.Crexi Vault, Cale and his team transformed how they manage rent and comp data.

$31M

Total Sale

Volume

Square

Feet

Active

Listings

Closed

Transactions

Since The platform has been particularly effective at converting early listing activity into sustained tenant relationships. One lead that came through Crexi for a small central Florida warehouse eventually became a dual-representation win. A tenant who initially inquired on a modest space stayed in weekly contact with the David Murphy Team for two to three months. By the time they were ready to move forward, their space requirement had grown three times over. The team placed them in a larger building from their own portfolio and represented both sides of the transaction. From first contact to signed lease: seven months.

That kind of outcome depends on follow-through, but it starts with reliable data. Before Crexi, tracking down a single verified contact could take an hour of research across multiple databases, with no guarantee the information was current. A member of the team put it plainly: the right contact information is now available the moment a lead comes in, and the team reaches out the same day.

Compared with leads from brokerage contacts and other brokers in the market, Crexi generates more direct prospect activity for the team: inbound engagement that does not require a referral chain or a prior relationship to get started.

Looking Ahead

Technology has always played a supporting role in how the David Murphy Team operates, but the tools available to brokers today are meaningfully different from even a few years ago. Real-time data, automated alerts, and AI-assisted workflows have compressed the time between identifying an opportunity and acting on it, and for a team that competes on speed and market knowledge, that compression matters.

On the role of AI specifically, the team sees it as a tool for eliminating low-value work rather than replacing the judgment that closes deals. Pricing, relationships, and market positioning still require a broker who understands the nuances of a submarket and the needs of a specific client. What AI can do is reduce the time spent on research, lead sorting, and data processing, freeing the team to invest more of their attention in the work that actually requires their expertise. The brokers best positioned over the next decade will likely be those who use technology to sharpen their focus rather than those who resist it or rely on it too heavily.

For the David Murphy Team, Crexi sits at the center of that philosophy: a platform that handles the friction of finding and qualifying prospects so the team can spend their time on the conversations and decisions that move deals forward.