Gone are the days of one-size-fits-all marketing – today, the riches are in the niches. If you’re blasting out the same post on every platform, hoping the right prospect sees it, you’re doing it wrong. Rockstars know that specificity wins. Want a taco shop? Say that. Want 2nd-gen medical? Target that. Social media prospecting should be laser-focused – and platform-specific:✔️ Use Yelp when canvassing restaurants.✔️ Use Craigslist for second-gen restaurant or office space (don’t forget hood size & ampage!).✔️ Use Facebook & Instagram to reach mom & pops (they’re not on LinkedIn).✔️ Use Nextdoor to crowdsource recommendations—have your friends ask around, too.✔️ Use LinkedIn for national and iconic local retailers.✔️ Use DMs over email blasts when prospecting. Prospects aren’t starving for information – they’re drowning in it. Break through the noise by being ultra-targeted in your messaging and channel selection. And here’s the kicker: if you’re not actively building a social media brand as a leasing agent? You’re already behind. CRE is shifting fast. Time to get niche, get visible, and get leasing!

If you’re in leasing and not on social media—or worse, using it wrong—you’re missing a major opportunity. Social media is no longer optional. It’s the required reading of our business. Connections are one of the most valuable currencies in real estate. Social media is how you build, expand, and nurture that currency—faster and easier than anything else. It’s networking on steroids. Use it to: But don’t misuse it. Social media is not for: ROCKSTAR TIP: Don’t hand your social media off to a junior staffer. People can spot fake posts from a mile away. Your content should sound like you. Ask for help if needed, but your voice matters. Be real, be present, and be visible. Social media is your modern-day megaphone—use it wisely.

Tenant rep brokers represent tenants in retail deals. If you’re in leasing, these brokers can become some of your most valuable partners. But first, you need to build the relationship—and it starts with respecting their time. Here’s the move: Ask around. Find out who’s brought deals to your peers in the past year. Then call them—and offer to bring them coffee. Rockstar Tip: Never ask a tenant rep to meet you for coffee. Their time is valuable—many are making $100K to $200K or more annually. Your one-hour coffee meeting could cost them $200 in lost time. Instead, bring the coffee to their office. Be in and out in 45 minutes, max. When you meet, focus on learning who they represent and what they need. Don’t pitch your “C” space to someone who reps “A” tenants. Know your match. If you click, keep nurturing that relationship. Tenant reps are responsible for 30–50% of my deals every year. A strong partnership with one can be your most consistent and profitable revenue stream. So find them, respect them, and add value. That’s how Rockstars work with tenant reps.

Here’s a question I ask all the time: What’s more important—knowing people or being known? Answer: Being known. Every time. Right now, in your own market, there are hundreds of business owners who need your expertise and don’t even know you exist. That’s on you to fix. Start saying yes. Yes to volunteering at church or synagogue. Yes to that casual networking happy hour. Yes to helping organize an alumni event. Yes to anything that gets you in front of people—and makes you known. And here’s a no-brainer: Join your local Chamber of Commerce. About 10% of their members pay rent to landlords, yet leasing pros are almost never in the room. Why? That’s 30+ potential tenants in a 300-member group—and likely just one leasing agent. I’ll take those odds any day. So get active. Be seen. Be known. That’s how Rockstars grow their networks—and their deal flow.