Prospecting for New Business |Brokers Round Table
In this conversation, we will dive into the art and science of prospecting for new business as commercial real estate brokers across the industrial, office, and retail sectors. Chad, Adam, Jesse, and I will share our wealth of experience and insights on identifying and pursuing potential clients, crafting effective outreach strategies, and building lasting relationships in the commercial real estate world.
Key Takeaways:
Start with simple outreach - drop off brochures, make calls to nearby businesses to identify potential clients.
Focus on building relationships with property owners over time through a non-aggressive approach. Offer to be a resource and ask to be considered for the listing if they decide to work with an agent.
Leverage completed deals and client successes in your outreach - "humble brag" about the wins you've helped your clients achieve.
Use technology like Calendly to make it easy for prospects to book meetings with you.
Research prospects thoroughly and tailor your pitch to their specific needs and challenges, rather than taking a broad "shotgun" approach.
Position your clients as the hero, not yourself, when telling success stories. Make them the focus.
Overcome objections and challenges by continuing to provide value and build trust over time.
Check out CRE Central: www.crecentral.com
About Your Host:
Tyler Cauble, Founder & President of The Cauble Group, is a commercial real estate developer and investor based in East Nashville. He’s the best selling author of Open for Business: The Insider’s Guide to Leasing Commercial Real Estate and has focused his career on serving commercial real estate investors.
Episode Transcript:
0:00
Are you looking to take the next step toward investing in commercial real estate? But don't know where to go? Series central offers a comprehensive education and coaching platform designed to help you get started. Our online courses cover a wide range of topics, from the fundamentals to advanced strategies, ensuring you have the knowledge and skills needed to thrive in this competitive industry. As a member, you'll gain access to our exclusive online community and monthly group coaching calls, providing you with valuable networking opportunities and personalized guidance from experienced professionals, whether you're a beginner or looking to take your career to the next level. Cre Central has the resources you need. Visit www.crecentral.com to learn more. Welcome back to the commercial real estate investor podcast, back with another episode of the brokers round table, diving into a topic that I think the three of us, Chad, Jesse and myself, Adam, may or may not be able to join us. If he does, then we'll bring him in. But I believe the four of us would definitely find this as a very near and dear aspect of our business, prospecting for new business. Because if you can't prospect for new business, whether you're a commercial real estate broker, an investor, developer, doesn't matter, you're not going to be very successful. So we're going to be diving into identifying potential clients, how to, how to, you know, conduct outreach and communicate with them. If we got time, we'll dive into, you know, leveraging technology and data and overcoming any challenges when it comes to prospecting. Chad, I'm gonna, I'm gonna lob it over to you. Man, what What strategies do you find? You know, most effective for identifying potential clients in the industrial sector? Yeah,
Speaker 1 1:45
I think that there's a lot of ways to do it, but what I've found to be the most effective is the simplest, and that's just start doing it. So that sounds obvious, but good example is, if you have a building that you're looking to sell or lease Well, go to every business in the area and either drop off a brochure or call them. Ideally do both. And I've sold so many properties over the years where it was a neighboring business that bought it or leased it or moved I just did an $8 million sale, and it was the neighboring company that bought the building, and because we reached out to them. So I think it's people have a tendency to over complicate who they're going to call. And you can get all sorts of lists, and you can get all sorts of different solutions and systems and software and and really make it elaborate, when, in reality, just start calling existing businesses and start calling property owners, and keep it as simple as your goal is to just talk to qualified people, and if it's already an existing business, that's better chance than just trying to call somebody at random and you already know that they're in business. So I think the it's it's the old school way of cold calling and door knocking is still the most effective. And I haven't found anything that's even close. Yeah. I
Tyler Cauble 3:07
mean, that's exactly what I did when I was first getting started. It was a lot of door knocking and just sitting in the office making calls. I mean, Chad, how would you, like, what's your strategy? I mean, let's dive into that a little bit more. Like, do you say, hey, you know, this week I'm working on Flex tenants. So I'm going to call every HVAC technician I can get my hands on, and then I'm going to create a list to organize that so that next time I need that, we'll have it like, what's what's kind of your approach? In that
Speaker 1 3:32
respect, I'm predominantly a listing broker, so I've got a lot of listings. I've got a partner, and we've got two Junior associates in between the four of us. We have about 80 listings. So we've got a lot of listings. So my strategy is pretty simple. What listing do I need to target to get eyeballs on it, and just as I said, Go out and make sure that every business in the area knows about it. And you can be more selective, like if it's a 30,000 square foot building, you might want to specifically target 30,000 square foot tenants, but quite often we'll go and start dropping off brochures or calling people, and they'll have a different need altogether, which turns into a lead for another property. So I don't necessarily think that you need to be only targeting one type of tenant. I think it's if you can, if you have a system, then I think that's great. Then work whatever is preferable for you. But for myself personally, just taking a approach about one particular building and trying to reach everybody in it turns over a lot of rocks.
Tyler Cauble 4:34
I like that. Yeah. I mean, it's a very similar approach for office space. Jesse. I mean, what when it comes to Office, what industries, what business types are usually like, the best types of clients for you to be prospecting for?
Speaker 2 4:49
Yeah, I mean, there's a couple ways you can, you can break it down in terms of the actual sector itself. So, like, we have guys and gals in our industry that focus on specific sectors. Just to make, you know, life easier, and show that you have a niche in the market. So that could be technology, it could be creatives. It could be more traditional, like fire, you know, financial services, insurance, real estate, and maybe lawyers, in terms of the the actual tenants that we look for with any of those categories on the office side. I mean, the best thing you can have is one that actually has had or has an office right? So, you know, startups are great. There was a big flurry of startups over the last few years in major markets where, you know, companies were getting their their first office space in, you know, downtown area. And that prospecting might have been a little bit different. And that's where, you know, we'd be speaking with universities, maybe meetups, for that type of user. But for us, it's so much easier when you have somebody that has been through the experience before that understands at least the, you know, high level, what the process is like when you're going to, you know, actually hit the street and hit the pavement and be looking for space, going through the survey process, and eventually, hopefully the offer and least process process. So for us, in terms of actually narrowing that down in your area, there's a couple different methods, and we could get into that with some of the other questions, but yeah, I think you go wide, and then you you narrow your focus so that could be sector specific, like I said, and then narrow it down in terms of the specific businesses you want to reach out to. Yeah,
Tyler Cauble 6:27
when you're first getting started, you take pretty much anything that comes your way. That's right, you know. I mean my, my first tenant rep assignment was a staffing company, you know? I mean 1200 feet, I think. But like, man, it was as a great little first assignment.
Speaker 2 6:43
Well, it's funny, like, everybody remembers their first, like, the first big deal, or the first deal they did. And those are not always the same thing. Oftentimes they're not, but I remember one of, like, the most, you know, they're one of the earliest deals I did was a music studio that just happened to have office space. It was, you know, and I probably have only done two or three of those in my career at, you know, commercial real estate, 910, years, and that just happened to be one of the first ones. So a very unique deal. If anybody knows anything about the build out that goes into those type of Office slash spaces.
Tyler Cauble 7:15
We know a couple of things about that down here in Nashville, yeah, yeah. Probably that makes sense. Those are, those are always wild man. Every time I would walk into those like, oh my gosh, this is where, this is where the magic happens. So cool. This is it, Chad. Chad, prospecting for new listings. Let's, let's talk about that. Because, you know, it's one thing when you have a listing to go out and shop, right you? I mean, you've got the excuse to go get in front of somebody, what's what's yours process to get to 80 listings like That's amazing.
Speaker 1 7:49
That was over a long period of time. I'm coming up on 20 years in the business. So a lot of those listings have have come grinding it out over years. But what I say to to people, and I even say this to people in my office, is a real quick solution that everybody can be doing is make a list of 10 property owners that could be potential listings, and you can find them people trying to do it on their own. Could be like a for sale by owner or for lease by owner. Can be somebody that maybe the listing just expired. Maybe there's a property that's been on the market for a long time. You haven't and hasn't moved. Just make a list of 10 property owners and all every single day, make an effort to connect with with one of them, and make it a commitment that over time, you're connecting with all of them once every couple weeks. And the message can be pretty simple. Hey, I just wanted to reach out and let you know that I'm active in the area. I know you're trying to do this yourself, or something happened with with the other agent. Just try to an icebreaker to get people the conversation going. And just say, if I can be a resource for you, I'd love to help you with anything that I can. If you have a question about the process, if you're trying to do yourself. Use me as a resource. The only thing that I'd ask is, if you decide to list it that I'd just be in consideration to to win your business. So very non aggressive, non pushy, sales tactic where you're just saying, Listen, I'll help you if I can. If you want to just ask a question about the market, or if you think that an offer came in and it might be a bit low, well, just use me as a resource. And again, the only thing that I ask is, if you do decide to list it, I'd just like to be your guy and keep 10 people on that list at all times. So at any given point, you have 10 people that you're prospecting to win their business, and you're just following up. And maybe one time you're following up and saying, this property across the street from you just sold. Thought you'd be curious about the data on it, so you're just always trying to add something of value to that conversation. And maybe you do a bunch of free work. I've done this system myself, and you do do a lot of free work for people, because they take advantage of free labor. But it also does turn out to be very prosperous with the you. The people that come to trust you and look at you as a as an advisor, as somebody that's invested in their success. And I've had long term relationships with guys that I've done by just taking this non aggressive sales approach, but just trying to legitimately be helpful and add value. So that's that's the one thing that that's worked very well for me. I've told so many people about and most people don't do it because it is work, and you're giving away free labor. It's, it's a tough trade off, but if somebody does do it, and I know people that that have taken the advice and have done it, that you can pick up listings relatively quickly and with people that have come to know and trust you, so that's, that's one thing that's worked very well for me. Yeah,
Tyler Cauble 10:40
I mean, I've had that conversation with my brokers. Actually, last week, we had that conversation again, where, you know, we're working on a deal. It's a smaller lease assignment or lease, yeah, I mean, it's an assignment. They're out there trying to find a small, you know, like, 1000 square foot tenant for this building. It's not really worth their time, right? And it's easy to get frustrated on it. And I'm like, Guys, it's a 1000 square foot tenant, but if this guy decides to sell, he's got all these contiguous parcels right here, it's a ten million plus parcel sale for you. It's for the relationship. You guys are investing in the relationship to get that listing later. And I love what you said to Chad about making it very like, non aggressive on being their guy. I would always say, I know you got a guy. You've got your go to. I just want to be your backup, right? If that guy ever gets out of the business, he ever decides he doesn't like this type of listing anymore, whatever it is, you know, just give me a call. I want to I'll be here. And then you just pester him, and you show them like, Oh man, this guy's gonna follow up with me every two weeks. Like, imagine what. And then you could actually use it to your advantage as a broker. Like, yeah, if I follow up with you every two weeks, imagine what I do to prospects to show interest in your properties,
Speaker 1 11:52
right? And there will come a time, there will come a time when that owner gets frustrated with his guy. It just happens to everybody. Guy takes a two week holiday and doesn't return his calls, and the owners just frustrated because he's stressed out about a vacancy and he's pissed off, and you just happen to call at that time when the other brokers on holidays and he remembers you, I completely agree it's you don't need to be aggressive in this business to win to win business. You just need to be persistent and have some sort of plan. But it doesn't even need to be a sophisticated plan. It's just have a plan and execute it. Yeah,
Tyler Cauble 12:27
exactly. Adam, I know you've been hanging out with the cool kids, and so I think this is pretty appropriate. How do you prioritize which retail businesses that you're gonna work with, right? Like, which ones to go after. How do you figure out, like, what's the criteria that you use to qualify these guys? Because there's probably a bunch of shiny objects with some of the stuff that you
Speaker 3 12:47
do. Yeah, the basic is, you I have signs all over town, right? And, and it's, it's a blessing and a curse, because, you know, a lot of these signs have my cell phone number on it, which is not something I would probably in the day, but I get a lot of calls from people like every Hookah bar, you know, hemp Emporium, all that. Yeah, gets, gets put to me really quickly, the immediate kind of non starter qualifiers. I always ask, is this a startup? Is this a or you, can you send me your website, your existing businesses, that immediately drops it down multiple rungs, and then it's, you know, please send me your business plan and, you know, basic financials. I don't need your social or anything like that, but just explain to me how this thing is going to get capitalized, so that those are the immediate just like, Can you sign your name to the SATs? I don't know if they have SATs in Canada. Y'all might call it something else, but can you, can you? Can you kind of get the right pencil when you when you're taking the test, right? So those are instant, like, will not get a return phone call kind of, kind of guardrails, and then after that, you can just learn a lot by by just asking key questions to these guys. And on the other side, when you're looking for retail prospects, a lot of it is just like a little bit of detective work, right? Because if, if the people that I'm looking for are typically in the asset management world, and you know, they're not just like sitting around waiting for the phone to ring like these guys have the most stressful lives on planet Earth and and trying to get to the right asset management level, just to understand, like, who can I pitch right? Like, who? To your point about pinging these people every two weeks, that's great, but a lot of people are trying to sound like they're the guy, but they're not the guy. So, you know, on both the tenant rep and the landlord rep, there's a little bit of discovery that goes into just finding out who's worth talking to. And you some of it is just, is just like I said, being a little bit of a detective. Yeah. I
Tyler Cauble 15:18
mean, I think there's, there's certainly something to be said for the sniper approach compared to the shotgun. You know, a lot of these newer brokers are like, hey, where can I get a list of 4000 people that I could just sit down and call and it's like, that's cool. You could do that if you really want to be on the phone all day. But why not pick, you know, one business that you go all in on. Go check out their Instagram page. Go check out their website. Go check out their LinkedIn, find out who their CFO is, the CEO that you know. CT, whatever it is, right? Whoever is going to be the decision makers, you know, read some news articles on them and then call you are going to be so educated on who they are in their business, they'll be impressed by that. It's slow. It feels slower, but it's honestly, I feel I don't have the data to back this up. I feel like it's more effective. Adam, you said something, and hopefully this piece of advice will save you a lot of heartache. I took this feather out of residential investors caps. It's a company called Pat live, P, A, T, L, i, v, e. It is in a phone answering service. And so, like, I don't have somebody that's at my office answering phone calls full time. I don't have anybody to do that. It's all outsourced to this group. They answer phone calls 24/7, this is not an advertisement. I just have been using these guys for over six years. They're amazing. They answer it. And they're like, Hey, this is, you know, this is Adam with the cauble group. Are you looking to buy, sell or lease commercial real estate? And then they've got scripts based on what the what the person says to to ask all of the certain questions, and then they immediately send me an email, and so you could have that go to a leads inbox that somebody's then monitoring, so that you can automatically filter out the bullshit of the vape shops and the tire shops whatever else you don't want to
Speaker 3 17:07
bother with. So and it could really fun for me to write a vape shop script. Yeah, yeah. Oh, you would
Tyler Cauble 17:17
open up a vape shop. Actually, we would like for you to go ahead and rethink all of your life decisions. This is coming directly from Adam Williams. That'd be awesome. Just, oh,
Speaker 3 17:30
go ahead, Adam. No, I was just saying, That's great advice. I wrote it down.
Speaker 2 17:34
Actually, I got a quick question on that. Ty, what happens? So I'm just thinking, from Adam's perspective, we do quite a bit of signage, physical signage, as well. So in a case like that, if you end up, say, pulling the pulling the ad, or not working with that group anymore, do they like do you get those calls forwarded to your cell or to your to your number for a certain amount of time?
Tyler Cauble 17:57
Yeah, okay, good question. So, so the number that I've got is, like a Google number. So it is still, it's my phone number, okay, and so it's forwarded to them, and I forgot, I mean, it's been six years, so I forgot how we set it up, yeah, but it automatically goes to them, so you can keep that number if you want. Or, I mean, people change phone numbers all the time, right? I mean, it's not like a tenant is going to save your office number from three years ago and just call you back on it. They're going to go back pass the sign again. So, I mean, honestly, they've only improved throughout the years. That's not to say that, you know, they'll not be great one day, but yeah,
Speaker 2 18:33
I've been impressed. No, I like it. That's cool. Yeah.
Tyler Cauble 18:37
I mean, hey, you guys should call my office line and pretend to be a tenant and go through that experience and just see what it's like. I have to pay for that, but that's fine. It's not expensive. It's like, it's like, less than two or 300 bucks a month to pay on your call volume. So yeah, plug for them. But yeah, Jesse, let's, let's talk about, let's talk about outreach and communication. I mean, crafting a killer pitch, being able to properly tell the story about who you are and how you serve clients, especially quickly, like getting an elevator pitch is important. So like, how do you do that in order to garner a prospect's attention, kind of in the office sector?
Speaker 2 19:17
Yeah, so for us, I think you nailed it on. There's basically two buckets of approaches, right? You can go very broad, like you said, a shotgun approach and then a sniper approach. Now, in the context of cold calls or cold emails, you know, person told me quite some time ago, what is the basically asked the question, what is the purpose of the cold call? Is it to is it to sell them on everything that you do right on that call. It's it's oftentimes not it's, for me, at least, most of the goal of the cold call, or the goal of the cold email is to actually set up a proper email. Sorry, I'm a meeting. So for us, what we're trying to do is, in a short amount of time, explain what the potential problem is and how we can solve that. So oftentimes, I'll tell you right now, the market, right now, for everybody talking negatively with the market five, six years ago, it was harder to cold call in a 2% 3% vacant market, because you really didn't have a lot of value to add. You're like, hey, everything's going great. Prices are really high. We can probably get you a place that's comparable, or likely more expensive. So you know now we can call and say, it's a tenants market. I'm not sure if you're taking advantage of the fact we've helped other tenants lower their costs with their landlords. If this is something that you know you think could benefit, you, happy to have a conversation about it and outline how we've helped other people. And those type of you know, off, it's a little off the cuff, but those type of emails where we can or calls where you can get them to agree to a 15 minute call. One thing that I have found that I wish I think we talked about be here before we my partner, I we always use the term frictionless. And one of the biggest things that we did, it sounds so simple now, but three, four years ago, Calendly was not used as much as it's used today. So a lot of times, at the end of our cold emails, where we would do campaigns, we'd say, Hey, listen to book a 15 minute conversation. You can click this link now. Three, four years ago, it was something that we're like, holy shit. We started to realize a lot of people don't they don't even want to respond to emails, even if they know they have a demand for the product you're selling. And I've been guilty of this too, where you get an email, you're like, okay, yeah, I do need that. Oh, there's a link here. I'll just book that link, and now it's in my calendar, and I don't have to worry about it. So just little things like that, where for us, like I said, going back to what is the purpose of the of the call, you don't need to, I hear a lot of people. You don't need to list out every single service that you have and and then hope that something sticks. Yeah,
Tyler Cauble 21:46
I love that. I always, I mean, I think the Calendly thing is brilliant. I I've done that as well. The the language I always use is, hey, feel free to, you know, let me know a couple of times of work for you. Or if easier, click this link here to book, because I've had sales people reach out to me before, say, hey, book a, you know, book a call with me here, and I'm like, fu man, I'm not gonna do that. Yeah,
Speaker 2 22:08
you know what? I'll say. I'll say this. There is one thing in the in the podcasting world, I'm sure you guys have all experienced this. It's extremely frustrating, a little insulting to the person you're out reaching to that there's, we have one question that you have to answer that that basically allows you to book one roadblock, and it's just what, what do you hope to accomplish on this call? And the only reason we have it is because, like Adam said, you get some crazy people that once they're like, you know, we're looking for XYZ. That's not what we do. But when you have people that have like, 16 things you have to answer before you can book a meeting with them, it's just like, dude, like, make it easier than that. Yeah.
Tyler Cauble 22:43
I mean, you you want to create a bit of a road bump so that you just eliminate the total waste of your time calls. But you don't want it to be so great that a good prospect that would be jumping on a call with you otherwise is going to decide not to do it. And I love what you said. I mean, provide value, right? Like, think about, like, put yourself in your in the prospect shoes. Why should they care about your email, right? Like, I always think back to, it's, it's, it's copywriting, right? And I know that that's something that a lot of commercial real estate brokers don't ever think about. I know the three, the four of us have, because we're in that world. But it's like, hey, you know, by the way, Joe, you know, we worked on a property down the street. We got really creative, and we were able to close their vacancy by, you know, 20% in three months. Would love to hop on a call and share with you what we did so that we can work on, you know, see if we can work together. I mean, dude, if I'm a property owner and I get an email like that, I'm like, All right, let's see what the hell they did. Maybe they figured something out that'd be great for me too. Because too, because they did it around the corner, just
Speaker 2 23:44
another side, little like, I'm not sure if we talked about this, but the again, this market has so much opportunity. We've had stuff where, you know, we don't want to negatively talk about landlords, especially if we've worked them with them in the past. But if you are calling on tenants, where there has been market news about their landlord where, you know, maybe their stock got downgraded. Maybe they're, you know, there's some issues in the portfolio. A lot of tenants, I've realized, you know, even as the most sophisticated companies in the world, are still full of normal people, like humans that like gossip and the like, you know, like the scuttlebutt. So like, if you're calling and saying, now's the time, even if it's not, if that wouldn't move the needle for the landlords, it's something where it just gets a conversation started with the with the tenants. If that's your target,
Tyler Cauble 24:29
dude, I love that so much of hey, by the way, did you hear that your landlord stock grade got they got downgraded? Like, that's hilarious. What an awesome call. No, I didn't. Should I be worried? Yeah, it really should say we got to move you,
Unknown Speaker 24:45
like stalking, fire, trading, stock tips, man,
Speaker 2 24:54
Google, your landlord. You didn't see the news. You know, maybe now's the time to have a conversation about. An early, Wrong
Speaker 3 25:00
place, wrong time, and the charge, I don't know. I mean, it's hard to say I'm not a judge.
Tyler Cauble 25:07
Yeah, hey, man, I don't get to make that call. Oh my gosh, that's great. We need to get together in person sometime. I feel like we would have some hilarious conversations. Adam, we've talked about cold calling, cold emailing, door knocking, you know, Instagram, social media, what have you found to be the most successful methods of outreach?
Speaker 3 25:32
You know, a couple things. Honestly, in my world, there's what the stuff that I do isn't very commoditized, so a lot of good outreach that I've had has been just getting other deals done and being able to show the market deals that are that are getting done, right? And I know that sounds silly, because it's not like I'm sending out this postcard to people, but you're getting in the Business Journal, getting in the paper. You know, having the the influencers that are that are dialed into the to the retail market, kind of helping me tell a story. And then, obviously, every time we get a deal done, or one of our landlords, you know, has a big win, we're out there posting that it's, a lot less talking about me and like, look what Adam did, look what James or Kate or some of the people on our team did. And it's a lot more like, look at these clients that we helped, look at the look at this big win that our one of our client had. So when people, when people see that, you know, they just think of you as being in the deal flow, and you, especially if something's like not listed, or something is closed and you've already done another deal, people just really, really like that. So I try to always just broadcast that in a like this, like a humble brag kind of way, right? It's not like, I'm showing the spotlight. It's just like, hey, look at all these awesome people that we're so lucky to work with. You look at all the deals they're doing and and, I mean, it just, that's where a tremendous amount of my business comes from. It's just people reaching out the phone. Be like, Hey, I saw you working with Jim. You know, I love that spot. I had lunch. That was my lunch today, right? Like, how can I, how can I get the next spot that you were going to show Jim. So it's, it's not super scientific, but I've been doing it for a while, and it's just that's the one thing that keeps people coming back. Because, I mean, Tyler, you hang out with a lot of restaurant and retail type people like they see somebody else get a hot corner that they didn't know was available, or they got a hell of a deal, or they got more tied than somebody else. Man, nothing gets a retail, restaurant guy's attention more than that. Yeah,
Tyler Cauble 27:45
and don't be afraid to tell the story, right? Like, go brag about it in a storytelling kind of way. I mean, like Adam just said, you get one deal done. Cool. Make sure that everybody thinks that you've done 20 because you've talked about it so much, and all, you know, all the successes and how great it was for your clients. And, you know, check out their build out and check it just gives you more points of contact. Like today, I was at, I was at one of my investments, a boutique hotel that we're doing, and we filmed like, three or four shorts while I was on the property, just so that we have more content going out about that? I mean, it just, it really is game changing, guys, we're out of time. One thing that I wanted to say, kind of hitting on what Adam said, as a commercial real estate broker, you are not Anakin Skywalker, you are not Luke Skywalker, you are Yoda. Make the other make your client the hero, and you will look good. Everything will work out well for you guys. Join us in the next one for part two of prospecting for new business. We're gonna be diving into leveraging technology and overcoming challenges and objections. It's gonna be a good one. Gentlemen, thanks for joining me. I'll see you here in a couple weeks.
Unknown Speaker 28:55
Thanks guys.
Tyler Cauble 28:57
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