Lessons Learned Part IV: Broker Advice from Around the US

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Here’s the final installment in our four-part series on advice from commercial brokers around the US. In all, we heard from 20+ top brokers who shared experience from over 500 combined years in the commercial real estate business. We hope it was enjoyable and useful.


Moss Withers, MBA – NAI Carolantic Realty, Inc., Raleigh, NC
I’ve seen many young brokers reach out to me to discuss what commercial real estate is like and how to get into the business. It’s funny how that lines up with market confidence. My advice stems from marketing yourself. The job in itself is easy. What’s key is convincing the market that you know what you are doing. It doesn’t work if it’s coming out of your mouth; it needs to come out of others. That’s clients, media, newspapers, business journals. Get out there and meet these people; they are a great asset.


Gregg Fous – Founder – Market America and Investments Inc., Sarasota, FL
From his blog: Ten Things I Like to Remind Myself Every Day:

  1. Focus. On the task at hand, the ball, the next step. Narrow your territory, your efforts, if you have a “to do” list focus on the first two things on it.
  2. It’s only called work if you would rather be doing something else. If you spend too much time working, change what you do.
  3. Answer the question you want to answer, not the one that is asked. Don’t let others drive your discussion, stay on track and make your presentation.
  4. It’s about the relationship. It’s not about price or product it’s about the relationship.
  5. If you see it, get it now, from where you are. Don’t wait for a better position, time or place.
  6. You can’t skip the basics. There are shortcuts to the goal but to fail is just as short. Refine your basics and they will become a second nature to you. Habitualize them.
  7. Write a list. Let your ideas gel on paper. Work your list every day.
  8. Most people die in bed. Get out of bed. It’s a very unsafe place. No great philosophy here, you gotta get outta bed to make things happen. You have to move to steer.
  9. Don’t hate. Just refuse to like. Hate takes energy away from good things. Indifference takes no effort.
  10. What a great country! Bailouts, taxes, etc., but it is still the best place in the world!


Herb Lubansky – Founder – Herb Lubansky Realty, Daytona, FL
One word that I challenge you not to use in any email or presentation is the word “if.” This word, in my opinion, suggests a question of doubt to any reader or person with whom you are speaking. Try to use a more positive phrase of words to get your thoughts and conversation across. The word “if” can be an easy button in a fast-paced society. By taking the challenge upon yourself to say or write something more positive in what you are presenting to a buyer or seller can set yourself apart from others.


Luli Cannon – Leasing Executive – RMC Property Group, Tampa, FL
Listen more and talk less. The act of active listening is an art that takes time to master. It is human nature to want to interject a conversation with questions and antidotes. These are healthy parts of a conversation, but an experienced broker knows that timing is key. Know when to ask questions and know when to share stories. When the conversation allows for the perfect timing, it is your cue to delve deep into your client’s true needs. This will save you from running in circles, trying to achieve a goal that is not necessarily mutual. You have to know your client’s needs inside and out. Learn what motivates the client, and you will not only succeed but also develop long-lasting relationships.

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Paul Cohen
Paul Cohen

National Sales Director

Paul is the US Director for CREXi where he utilizes his experience in assisting brokers in getting deals done. Paul is widely recognized as a market expert in Commercial Real Estate and has represented numerous private owners with underwriting and developing marketing strategies and has over $1 Billion in total transaction valuation.

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