Let’s get one thing straight – traffic drives sales, and sales drive rents. So when I buy a shopping center, my first mission is simple: make it a place customers want to be. There are three must-haves every center needs to attract and retain foot traffic: 1. Visibility.Help your tenants be seen! Ditch the box signs and go for channel letters. Bonus points for white letters on a dark background—they pop! You don’t need a full façade renovation to get noticed, but signage upgrades are a game-changer. 2. Cleanliness.No one likes a dirty center. I use a porter service, not sweeping services (unless it’s a massive power center). My porters pick up trash, cigarette butts, blow leaves, and we pressure wash quarterly. Got a busy sub shop? They’re cleaning monthly. 3. Security.Want women to feel safe grabbing sushi after dark? LIGHTING MATTERS. We do weekly light checks, and I personally drive through to flag outages. Add spotlights if needed. Customers must feel safe—period. Start with these basics. They’re not glamorous, but they’re essential.

So many leasing agents get fixated on rent rates. I don’t. I focus on value — creating it and, just as importantly, demonstrating it. When a prospect says, “Your space is $5 more per square foot than the center down the road,” don’t defend. Break it down into actual dollars and cents. Let’s say your space is 1,200 SF and the competitor’s is $5 cheaper per SF. That’s a $6,000 difference per year, or $500/month. Break it down further: $16.67/day. If you’re talking to a pizza shop owner and a cheese pizza sells for $10, you ask: “Do you think being in a Publix-anchored center instead of a Winn Dixie one will help you sell two extra pizzas a day?” Their answer? Almost always yes. That’s the power of quantifying value. Instead of negotiating price, you reframe the conversation around real business impact. You’re not selling — you’re helping them see how your space improves their bottom line. Prospects don’t want a cheaper rent. They want more profitable locations. Use math to show them why yours is exactly that.

You’ve asked the questions, done the listening, and now it’s time to show your prospect that you get it. Before you pitch a space or schedule a tour, mirror back what you heard. Repeat their key needs, using their own words if possible. This does two powerful things: Try to prioritize their pain points so when you do present a solution, it lands emotionally, not just logically. You’re not just showing space — you’re solving a problem. Now, if one of your properties doesn’t meet their needs, don’t waste their time (or yours). Be honest. Ask if they’d like you to keep them in mind or refer them to another agent who might have a better fit. That kind of integrity is what Rockstars are known for — and it pays off long-term. ROCKSTAR TIPNever tour just to tour. If there’s no match, don’t show. Be the agent who listens more than talks, and who only books tours with purpose. Your goal? Progress the conversation – but only when the path forward is real.

Smart leasing agents know that strong tenant revenues lead to a thriving shopping center. More successful tenants mean more traffic, stronger synergy, and easier leasing. Even if you’re not in marketing or property management, here’s how you can support your tenants: Rockstars don’t wait for someone else to market the center. They pitch in, build relationships with tenants, and help turn their locations into community destinations.