Here’s something I’ve been thinking about a lot lately.
I recently read new LinkedIn research showing that more than half of Gen Z professionals—53%—aren’t sure how to begin building professional relationships. The report, titled Gen Z Professionals Are Becoming Key Business Decision Makers Yet 72% Lack Confidence to Turn Contacts into Career Opportunities, tells a pretty clear story.
It’s not that they don’t care. Yet 72% say they’re staying on the sidelines of their professional communities, while 64% say no one ever taught them how to build these relationships.
I’ve spent more than 25 years in real estate, and I’ll tell you this: our business teaches exactly that skill. In real estate, relationships are the product you sell.
Strip away the titles and property types, and the job is pretty simple. You connect people who have space with people who need it—and people who own assets with people who want to buy them.
Every day, you’re talking to:
Property owners who may want to sell, lease, or refinance someday
Tenants and business owners who are growing, shrinking, or relocating
Investors and buyers looking for their next deal
Lenders, attorneys, property managers, and other brokers involved in each transaction
Here’s the good news: you don’t need to know any of them when you start. Building that network from nothing is part of the job.
Why Relationships Matter So Much in Commercial Real Estate
Commercial real estate deals are large, complicated, and often take time. A lease or sale can take anywhere from four to 18 months to close. Over that period, the person the client trusts is usually the one who gets the deal.
Think about it. Would you commit to a multiyear lease with a stranger? Would you hand over a valuable asset simply because someone sent you a polished email? Neither would your future clients.
LinkedIn’s data shows that U.S. job applicants with an inside connection at a company were nearly seven times more likely to get hired. In CRE, that same effect appears in nearly every deal.
The listing you win, the tenant you represent, and the buyer who calls you first almost always come from relationships built long before anyone needed a broker.
The Three Fears Every New Agent Feels
LinkedIn’s research found that young professionals worry about bothering people (37%), being judged (37%), and sounding inauthentic (34%).
Sound familiar? Every new CRE agent feels all three the first time they call a property owner they’ve never met.
Here’s how I think about each one:
“I’m bothering them.”
Not really. A property owner has an asset worth real money, and a broker who understands the market can provide something valuable. A prepared, respectful call about their building is a service—not simply an interruption.
“They’ll judge me.”
Maybe they will, and you’ll survive. The first calls are rough for everyone. By the hundredth call, you know the objections, you know the answers, and you’ve started to find your rhythm.
“I’ll sound fake.”
You sound fake when you’re reading from a script and thinking only about yourself. You sound genuine when you know your market and are honestly curious about their property, their business, and what’s next for them.
That’s why we push large activity targets, such as making 1,000 calls. Nothing turns fear into skill faster than volume.
Download our free “Your First 90 Days in CRE” booklet for practical guidance on building your foundation, developing productive habits, and gaining momentum early in your commercial real estate career.
Your Playbook for Building Relationships
If you’re just getting started, here’s where I would begin:
Pick a lane and a geography.
Choose a property type—retail, industrial, office, multifamily, land, or investment sales—and select a submarket. It’s much easier to start a conversation when you know the area inside and out.
Build your list.
Dig into county records and databases such as CoStar and LoopNet. Find out who owns what, which properties are available, who is leasing space, and when those leases expire. A strong list is the raw material for every relationship you’ll build.
Lead with curiosity—not a pitch.
Ask about their business, portfolio, and plans. The best CRE conversations begin with a question. When you listen, you learn where the opportunity may be.
Show up on LinkedIn and other platforms.
LinkedIn found that 24% of Gen Z professionals say commenting, sharing, or joining conversations online helped open new opportunities.
Post market updates, comment on local deals, and congratulate other brokers on their closings. Owners and tenants will likely look you up before returning your call, so give them something worthwhile to find.
Get to know other brokers.
CRE is more collaborative than many people realize. Brokers co-broker, refer deals, and exchange market information all the time. The broker sitting across the table from you today might bring you a deal next year.
Follow up—then follow up again.
Most deals come from the fifth, tenth, or even twentieth point of contact—not the first. A quick market update, a new listing, or a simple “thinking of you” note can keep you top of mind until the timing is right.
Get out there in person.
Tour buildings, attend industry events, and meet owners and tenants face to face. Fewer young professionals are doing this today, which creates a real advantage for those who do.
Ready to start building your commercial real estate career?
Download our free booklet for practical guidance on building your network, developing your skills, and gaining momentum in the industry.
The Bottom Line
You don’t have to be a natural networker. You need a system, a good brokerage, and the willingness to pick up the phone.
If you want help getting started, I have several free booklets on my website designed to help you succeed in our industry. Visit JoeKillinger.co to explore them.
I also post regularly on my YouTube channel—and I’m always just a phone call away. Reach out, and let’s talk about your career.
