Beth’s Blog

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.

If you’re serious about growing your leasing career, you’ve got to be where the action is—ICSC events. These are your best shot at meeting the people who can move your deals and your career forward. Start local. Local and regional ICSC events are low-cost, low-pressure, and full of opportunity. Aim to meet 20 new people per event. These connections are gold, and they’re how Rockstars build their “who knows you” game. National ICSC events? Yes, they’re bigger and pricier—but totally worth it. This is where you’ll find reps from the major retailers, top investors, key lenders, and high-level brokers. Even two or three solid meetings can change your entire year. Rockstar prep includes: Set a big goal—meet 50 new people per day. Can’t hit it? Even half that is huge. And don’t forget to follow up. Send hand-written thank-you notes. Not emails. That one move will separate you from 99% of the pack. Show up, plan smart, work the room, and follow through. That’s how Rockstars fish where the fish are biting.

This might sound obvious, but you’d be shocked how many leasing agents keep their vacancies to themselves like it’s classified info. Spoiler alert: It’s not. Rockstars treat everyone as a potential lead—or someone who knows one. So shout it from the rooftops:📣 Tell your friends.📣 Tell your family.📣 Tell your barista, your book club, your golf foursome, your Uber driver.📣 Post it on Facebook (yes, right between the vacation pics and sourdough starters). I’ve leased space from a conversation at church, on the bleachers at a little league game, even at the grocery store. But none of that would’ve happened if I hadn’t shared what I was looking for. So make it a habit: know your Top 5 Uses and talk about them. Everywhere. And if someone sends you a lead?✅ Follow up (immediately!)✅ Follow back with your friend—and show your appreciation. A simple thank you text, coffee gift card, or shoutout goes a long way. Deals are hiding in plain sight—you just have to let people know what you’re looking for. Let the world help you lease! 💥

Want to know if a tenant is truly a good fit for your center? It’s not just about how great they are—it’s about how much money they’ll make and whether they can afford your rent. That’s where the health ratio (aka occupancy cost ratio) comes in. Here’s the formula:Annual Sales ÷ Annual Rent = Health Ratio For example:$500,000 in annual sales ÷ $50,000 in rent = 10% health ratio Different industries have different thresholds, but as a general rule, 10% or under is ideal. Anything higher? 🚩 You might have a great tenant in the wrong location—or charging too much rent for their margins. You can find industry benchmarks in the ULI Dollars and Cents of Shopping Centers guide (yep, still relevant even though the last version was 2008). Learning to read a business plan or analyze a P&L isn’t just a bonus skill—it’s a must if you want to sign long-term, successful tenants. The rent you charge has to align with the tenant’s ability to generate sales. Period. So before you sign that next lease, do the math. Know the ratios. And lease like a Rockstar.

You’ve done the homework—your market study’s solid, you’ve toured your vacancies, checked your exclusives, and you’re knee-deep in lease lingo. Now it’s time for the fun part: prospecting with purpose. Before you make a single call or send that first email, fill out a Top 5 Uses worksheet for ONE property at a time. This is where strategy meets action. Think of it as your prospecting blueprint. 🎯 Be specific: Don’t just write “restaurant.” Write “Fast Casual Mexican Taco Concept” or “White Tablecloth Steakhouse with Full Liquor License.”🎯 Match your picks to your square footage, visibility, and—most importantly—your demographics.🎯 Think about synergy: Which uses will complement your current lineup and drive traffic? When you complete this worksheet first, every cold call, DM, or knock on a door is intentional and aligned. That’s how Rockstars work. So grab your notes, get focused, and build your Top 5 Uses list before diving into your next round of prospecting. It’s a total game-changer. 📝🔥 Shopping Center Name: ____________________________Top 5 Uses: