CREOP- Commercial Real Estate Online Publisher
July 11

The Power of Personal Touch and Relationship-Building for Commercial Real Estate OM Success


Building strong relationships based on trust and rapport is paramount in commercial real estate brokerage, and central to this process is the effective utilization of a powerful tool known as the commercial real estate OM. By harnessing the potential of this comprehensive document, brokers can showcase their expertise, present valuable information, and instill confidence in prospects and clients. Beyond the offering memorandum, fostering connections requires going the extra mile to impress clients and maintain lasting relationships. While continuous prospecting is essential, dedicating time and effort to these relationships ensures that clients turn to you as their trusted broker when needed.

To become an unforgettable broker for your clients, consider employing the following strategies:


Embrace enthusiasm and genuine excitement in your work.

While it may seem like an obvious point, it is worth emphasizing the significance of connecting with prospects in the realm of commercial real estate. They are not merely seeking a service provider; they desire a genuine connection with you. Commercial real estate deals, often extending over the years, highlight the importance of genuinely relishing collaboration with all involved parties. You become infectious and attract people towards you by exuding a positive and enthusiastic demeanor. If you derive genuine satisfaction from your work and find joy in assisting others, allow your passion for the industry and dedication to excellence to shine through, especially when crafting and presenting a compelling commercial real estate offering memorandum.


Forge personal connections with holiday cards and handwritten notes.

One timeless approach to standing out is sending your clients holiday cards accompanied by a brief handwritten note. This simple gesture lets you connect personally and convey, “It’s great being your broker.” Even the wording itself reinforces the existing relationship. While it is essential to maintain regular communication throughout the year, sending a heartfelt card is a surefire way to build rapport. Avoid offering or pitching anything in this context; extend warm wishes and foster a genuine connection.

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Create memorable experiences by celebrating deal closures.

A veteran broker once divulged a great strategy to make a lasting impression on clients. Upon the successful closure of a deal, orchestrate a meeting with the client at the property itself. As you arrange a small table, prepare delectable snacks, and bring forth a bottle of champagne, consider complementing this experience with the inclusion of a thoughtfully crafted CRE marketing brochure.

However, why stop there? Take the encounter to new heights by skillfully sabering the champagne bottle instead of simply popping it. Though it may initially appear intimidating, executing this impressive act necessitates a sharp knife and a dash of showmanship. By going above and beyond, you fashion an unforgettable moment that distinguishes you from the rest.


Treat your clients and their partners to a special outing.

Another remarkable idea shared by a fellow broker involves organizing a unique excursion for your client and their partner once the deal is finalized. While covering the bill at a fancy restaurant and offering a nice bottle of wine is a thoughtful gesture, take it a step further to distinguish yourself. Consider hiring a driver and arranging a memorable ride in a classic car. While the original story featured a Rolls Royce, you have various intriguing options available through rental services like Turo.

Although this special outing may come at a cost, the impression you leave on your client will be priceless. When they embark on future deals, rest assured they will remember your exceptional service.


Capture professional photos for your clients and their team.

This considerate gesture offers something essential yet often overlooked. It’s an opportunity to go above and beyond. Hire a photographer to capture headshots and images of their team and space at their new site, which they can leverage for their website and promotional materials.

As a bonus, create a postcard featuring the new photographs and offer to send it as a moving notice to their network. By tapping into their mailing list, you gain access to new prospects.



We hope these strategies, including using a commercial real estate OM, have inspired you! Remember, without a CRM, staying at the forefront of clients’ minds and deepening your connections becomes significantly more challenging.

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