Saxum West's Nina Steiner on finding space for Hollywood studios, the LA office market, proof stacking, and why the riches are in the follow-up

Nina Steiner spent years in television production before finding her way into commercial real estate. Ten years later she is one of the only tenant reps in LA who specializes in entertainment: securing writers' rooms, production studio space, and flexible offices for showrunners, studios, and production companies.

In this episode, Nina joins host Adam Siegel to talk about what makes entertainment real estate different, how she built her niche, why she chose proof stacking over cold calling, and what staying in the game looks like.

• Welcome to The Crexi Podcast
• Introducing Nina Steiner of Saxum West
• From TV production and internet new media to commercial real estate
• The Santa Monica meetup that started everything
• Getting licensed and choosing the tenant rep lane
• What surprised her most: rules, vetting, and learning on the fly
• Why having a previous career is an advantage in brokerage
• Storytelling as a trust-building tool
• How the stonecutter's creed changed her mindset
• Why she chose tenant rep over investment sales and landlord work
• Flexible workspace as a differentiator — volume where others saw small potatoes
• How the entertainment niche evolved without a business plan
• The showrunner rule: they want to be close to where they live
• Eight leases closed in Sherman Oaks in Q1
• Why production people avoid managed flex: always in stealth mode
• What entertainment clients need: perimeter offices, bullpen, large conference room
• Working a UK writers' room placement across a 12-hour time difference
• Staying calm, offering options, and not deciding for the client
• Proof stacking: saying the same thing consistently even when there are crickets
• Be niche, narrow your market, know your lane
• Boutique versus big shop and why flexibility matters
• LA's entertainment real estate ebbs and flows with content cycles
• Amenities are now table stakes for landlords
• Lease terms getting shorter: startups taking 3 months, not 3 years
• Staying on the good side of both sides: communication first
• Act when a space hits 90% of the boxes — a LOI is non-binding
• Watching streaming as research for her next client
• LinkedIn, proof stacking, and posting even when nobody seems to be watching
• AI tools: Gamma for presentations, Claude for prompts and content
• Building referrals through warm calls and doing right by people
• The Vancouver referral: turning a cross-border deal into a handoff
• Advice for early-career brokers: interview tenured brokers, pick one lane
• The thrill of the hunt: what still gets her up in the morning
• The 10-minute walk to the beach and why balance matters
• Half a commission beats no commission

Watch “Nina Steiner: Hollywood's Tenant Rep and the Writers' Room Whisperer on YouTube

Nina Steiner has over 10 years of experience as a commercial real estate tenant representative in Los Angeles, specializing in office and retail leasing. Her unique background as a former television line producer gives her an edge in understanding the entertainment industry's specific needs, from securing writers' rooms to finding the perfect space for production studios. Nina focuses on providing customized solutions that fit each client's long-term business objectives, whether it's in traditional leasing or managed flexible office spaces around the globe.

Nina approaches each client with empathy, putting herself in their shoes to understand their challenges and goals. Her niche expertise in finding creative spaces for Hollywood studios sets her apart, while her deep knowledge of the LA market ensures her clients get the best possible deals. Through regular social media updates and educational content, she keeps tenants informed about market trends and real estate opportunities. Nina is a trusted advisor for businesses looking to expand or relocate in Los Angeles.

About Crexi’s Commercial Real Estate Podcast:

Crexi’s podcast features conversations across all aspects of commercial real estate with industry leading investors, developers, brokers, and professionals. Among the top 5% of commercial real estate podcasts, The Crexi Podcast sits down with industry experts to investigate trends, educate listeners, and uncover the latest happenings and news in the world of commercial real estate. To listen to all episodes for free, check out The Crexi Podcast's full library here.

Crexi is reimagining commercial real estate with an AI-powered platform built to deliver smarter, more efficient solutions at every stage of the deal lifecycle. From real-time data and market insights with Crexi Intelligence, to targeted property marketing and seamless deal management through Crexi PRO, and a transparent, time-bound bidding experience with Crexi Auction— Crexi enables users to evaluate opportunities, maximize exposure, and close with speed and confidence. To date, Crexi has subsidized over $2.74 trillion in property value, 26 billion square feet listed, and supports a growing community of more than 23 million yearly users.