How to Attract High-Value Clients in Commercial Real Estate
In commercial real estate (CRE), the difference between working with small-time deals and high-value clients isn’t just about luck—it’s about strategy.
If you’re a broker or investor looking to break into the $10M, $20M, or even $50M+ deals, you need to understand one thing: high-value clients don’t chase you; you attract them.
So how do you position yourself as a magnet for top-tier clients? In a recent podcast episode, we broke it all down. Here’s how you can apply these insights to elevate your business.
1. Think Like Your Client, Not Like a Broker
Nobody Cares About You—They Care About Their Problems
This might sound harsh, but one of the most valuable takeaways from our conversation was this: your audience doesn’t care about you—they care about what you can do for them.
Too many brokers make the mistake of treating their marketing like a personal highlight reel—posting "just sold" announcements, photos from networking events, or bragging about their latest deal. But here’s the truth: your clients don’t wake up in the morning thinking about your achievements—they wake up thinking about their own problems.
And if you’re not speaking directly to those problems? You’re just another voice adding to the noise.
The Client-Centered Mindset Shift
Instead of focusing on what you’ve accomplished, shift your focus to what your ideal client needs. Ask yourself:
What are the biggest challenges my ideal clients are facing?
What insights or strategies can I share to help them?
How can I position myself as the person who understands their business better than anyone else?
Your marketing shouldn’t be about you—it should be about making your client’s life easier, solving their pain points, and providing valuable insights that help them make better decisions.
For example, let’s say you specialize in industrial real estate. Your content should address topics like:
Market trends – Is there rising demand for warehouse space? What’s happening with industrial rents in key markets?
Lease negotiation strategies – How can tenants structure leases to avoid costly renewal hikes?
Tax incentives and cost-saving opportunities – What incentives exist for industrial developers and investors?
By becoming the go-to expert on your client’s biggest concerns, you’re not just marketing—you’re positioning yourself as a trusted advisor.
What Does This Look Like in Action?
Imagine two different brokers on LinkedIn:
Broker A: "Just closed another $5M deal! DM me if you’re looking for opportunities!"
Broker B: "Industrial rents in Dallas have risen 12% in the last year. Here’s what that means for investors looking to acquire warehouse space—and how to avoid overpaying."
Which broker is more likely to attract high-value clients?
The second one—because they’re adding value, not just making noise.
The Bottom Line
If you want to attract high-value clients, stop thinking like a broker who needs to promote themselves. Instead, start thinking like a consultant—someone who provides valuable insights, educates their audience, and helps clients solve real business problems.
When you make this shift, you’ll find that the right clients start coming to you.
2. Leverage LinkedIn as Your Digital Billboard
High-Value Clients Are Watching, Even If They’re Not Engaging
If you’re expecting a flood of DMs from LinkedIn every time you post a market update, think again. High-value clients don’t typically engage with likes and comments—but they are watching.
"I haven’t had anybody DM me and say, ‘Hey, I liked your post. Let’s do business.’ But when I meet them in person, they tell me they’ve been following me for years." — Chad Griffiths
This is one of the biggest misconceptions about social media marketing in commercial real estate. Brokers often give up too soon, thinking their content isn’t working because they aren’t seeing instant results. But the truth is, LinkedIn is a long game.
Every time you post valuable insights, share market knowledge, or offer a unique perspective, you’re reinforcing your credibility in the minds of your audience. Even if they never hit the “like” button, they remember who consistently provides value. And when the time comes to make a move? You’re the first name they think of.
The Power of Consistent Visibility
Think of LinkedIn like a digital billboard on the busiest highway in your market. You don’t expect people to pull over and call you just because they saw your ad once—but if they see it regularly, your brand stays top of mind.
This is why consistency matters. You need to show up week after week, offering content that helps your audience make better investment decisions.
What to Post on LinkedIn
Instead of posting generic deal announcements, focus on content that positions you as a market expert. Here’s what works:
Market Insights: “Industrial vacancies in Nashville are at an all-time low. Here’s what that means for investors.”
Case Studies: “How a retail investor doubled their cash flow by structuring their lease agreements the right way.”
Common Mistakes & How to Avoid Them: “The #1 mistake CRE investors make when negotiating financing (and how to avoid it).”
Behind-the-Scenes of Your Deals: “How we structured a $20M office acquisition using creative financing.”
Industry Trends & Predictions: “5 trends shaping the commercial real estate market in 2025.”
The goal is to educate, inform, and provide value—not just advertise.
Why This Strategy Works
When potential clients see your name attached to valuable insights consistently, you’re no longer just another broker. You’re the go-to expert in their mind.
And the best part? When you finally reach out to them—whether through cold calls, emails, or in-person meetings—it’s no longer a cold introduction.
"The amount of times I’ve cold-called someone and they’ve said, ‘Oh yeah, I follow you on LinkedIn’—it’s crazy. At that point, it’s not even a cold call anymore." — Chad Griffiths
The Bottom Line
If you’re serious about attracting high-value clients, treat LinkedIn as your free digital billboard. Show up consistently, provide value, and stay top of mind. Your future clients may not engage today—but they’ll remember you when they’re ready to do business.
3. Use Social Media to Pass the “Vibe Check”
Your Online Presence Is Your Credibility Card
High-value clients don’t just look at your deal sheet before deciding to work with you—they Google you. They check your LinkedIn. They scan your Instagram (especially if you're in retail or hospitality real estate). And if what they find is bland, inconsistent, or uninspiring, you may never even make it to the conversation stage.
"The number of times I’ve been in a pitch and the client says, ‘Hey, I listened to your podcast’ or ‘I read your LinkedIn post’—it happens all the time." — Adam Williams
This is what separates brokers who consistently win high-value clients from those who are constantly chasing them. Your social media presence is your digital credibility. It tells potential clients:
What you know (Are you a thought leader, or just another broker?)
Who you work with (Are you in their league, or are you still playing small?)
How you communicate (Are you confident, clear, and insightful—or just another “deal pusher” posting generic listings?)
Your Social Media = Your First Impression
Imagine you’re pitching a major institutional investor or a national retailer. Before they even consider hiring you, they check out your LinkedIn or Instagram. What do they see?
Option 1: A boring page filled with “Just Sold” posts and links to generic news articles.
Option 2: A profile that showcases valuable market insights, client success stories, and clear expertise in their specific niche.
Which broker are they going to trust?
Your content doesn’t need to go viral—it just needs to pass the credibility test.
What Should Your Social Media Showcase?
If you want to attract high-value clients, your content should signal that you:
Understand their world. (Talk about market trends, investment strategies, and industry shifts that impact them.)
Know how to solve their problems. (Share case studies and insights that show you’re not just selling—you’re advising.)
Are selective about who you work with. (Position yourself as a broker who works with top-tier clients, not just anyone with a pulse.)
Example: Retail Brokers & Instagram
If you're in retail real estate, Instagram is one of your most powerful tools. Why? Because retail brands live and breathe aesthetics—they want to work with brokers who “get” their industry’s branding and marketing.
If your Instagram is filled with low-quality property photos and corporate jargon, you’re failing the vibe check before you even get a chance to pitch them.
Instead, showcase:
Curated property photos that align with premium retail aesthetics
Behind-the-scenes tours of top retail spaces
Market insights tailored for retail investors and tenants
This is how you signal credibility and attract clients who value high-end, strategic brokers.
The Bottom Line
Your social media is not just a marketing tool—it’s your digital handshake. High-value clients will judge you based on what they see. Make sure it reflects expertise, authority, and alignment with the clients you want to attract.
Because in today’s world, the first impression isn’t made in a boardroom—it’s made online.
4. Active Prospecting: How to Find and Connect with High-Value Clients
They Won’t Always Come to You—Here’s How to Go Find Them
Building authority and positioning yourself as a trusted expert is critical, but let’s be clear: you still have to put in the work to find high-value clients. The biggest deals won’t just land in your inbox—you need a proactive strategy to identify, connect with, and build relationships with the right people.
Where to Find High-Value Clients
Industry Associations & Conferences
National and regional events like ICSC (retail), NAIOP (office/industrial), and ULI (development) attract institutional investors, major landlords, and corporate tenants.
These events aren’t just for learning—they’re for networking strategically. Before you go, research attendees, set up meetings, and have a game plan.
LinkedIn & Industry Groups
Stop treating LinkedIn like an online resume—it’s a prospecting tool.
Identify decision-makers (investors, developers, corporate real estate execs) using LinkedIn’s Sales Navigator.
Engage with their content, send personalized messages, and build relationships before pitching.
Private Equity & Family Offices
Institutional investors and family offices control billions in commercial real estate assets, but they don’t publicly advertise like traditional buyers.
The best way to connect? Referrals and industry events. Build relationships with attorneys, accountants, and wealth advisors—these professionals work directly with family offices and can introduce you to decision-makers.
Targeted Cold Outreach—But Smarter
Instead of generic cold calls, tailor your outreach to offer value. Example:
“Hey [Client’s Name], I noticed your company has been expanding into secondary markets. I recently analyzed some emerging industrial hubs that might be a fit for your portfolio—happy to share insights if you're open to a quick chat.”
High-value clients don’t respond to “Do you need a broker?” But they will respond to expertise and valuable insights.
Referrals & Strategic Partnerships
Your best deals will come from your existing network. Who do you already know that works with high-value clients?
Attorneys, CPAs, wealth managers, and private lenders are gatekeepers to major investors and developers—build relationships with them, and they’ll introduce you to serious clients.
The Key: Combine Passive Authority with Active Prospecting
The most successful brokers don’t just wait for leads to come to them—they go find them. But here’s the secret: if you’ve built your brand right, prospecting becomes 10x easier.
Instead of cold-calling as a nobody, you’re reaching out as someone they’ve already seen online, heard on a podcast, or read about in an article. And that’s when everything changes.
The result? Bigger deals, better clients, and a pipeline full of high-value opportunities.
Final Thoughts: The Blueprint for Attracting High-Value Clients
Winning high-value clients in commercial real estate isn’t about luck—it’s about positioning, strategy, and consistent execution. The brokers closing $10M, $20M, and $50M+ deals aren’t just waiting for business to come to them; they’re engineering their own success by becoming the trusted experts their ideal clients want to work with.
Here’s the game plan:
Think Like Your Clients, Not Like a Broker – Stop talking about yourself and start solving real problems for your audience. Position yourself as an advisor, not just a dealmaker.
Leverage LinkedIn as Your Digital Billboard – Even if they’re not engaging, high-value clients are watching. Show up consistently, share valuable insights, and become a familiar name in their world.
Pass the “Vibe Check” with Your Online Presence – Before clients reach out, they’ll Google you. Make sure your digital footprint reflects expertise, authority, and credibility.
Actively Prospect and Build Relationships – The best deals come from targeted outreach, strategic networking, and putting yourself in the right rooms. Don’t just wait for leads—go find them.
The Brokers Who Win Are the Ones Who Show Up—Consistently
Most brokers don’t do the work—they post a few times on LinkedIn, attend one conference, make a few cold calls, and then complain that they’re not landing high-value clients. The ones who dominate the market? They show up every day.
They create. They connect. They provide value before asking for business.
And over time, they build a reputation so strong that clients start coming to them.
So the question isn’t if you can attract high-value clients—it’s whether you’re willing to put in the work to become the kind of broker they want to work with.
Are you?
If you’re a broker or investor looking to break into the $10M, $20M, or even $50M+ deals, you need to understand one thing: high-value clients don’t chase you; you attract them.