How Joe Killinger Helps Boutique Brokerages Compete With Bigger Rivals
Affiliate network gives smaller firms a way to pursue expanding clients
By Brannon Boswell
CoStar News
Joe Killinger at his media studio at the Commercial Brokers International office in Los Angeles.
Joe Killinger was frustrated when clients' needs started to outgrow the reach of his California real estate services firm. But he spotted an opportunity.
Commercial Brokers International helped foreign companies establish operations in California, finding retail space, offices and other real estate. The problem was, his Los Angeles-based firm often lacked the geographic reach to help clients that wanted to expand into Texas, Florida or other markets.
That challenge led Killinger, a founding partner of Commercial Brokers International, to create the Commercial Real Estate Affiliate Network. It's a group of independent brokerage firms designed to help smaller operators serve expanding clients without joining more traditional affiliate organizations.
Launched in 2021, the network has grown to 43 member firms across the United States as well as Canada, the United Kingdom, South Africa, India and Thailand, according to Killinger.
Now Killinger is focused on turning those relationships into a steady stream of business, connecting boutique brokerages on multistate assignments that might otherwise flow to larger firms with national footprints. Recent referrals have ranged from retail and coworking tenants to investment sales and development projects stretching across several states.
"We're Trying to Show Independent Firms They Don't Have to Lose a Client."
"We're trying to show independent firms they don't have to lose a client just because the client crosses a state line. If we can connect the right people in the right markets, everyone wins."
— Joe Killinger
Competing Nationally
The idea stemmed from deals Commercial Brokers International could not retain.
One client was Australian activewear brand Lorna Jane. Killinger said his firm helped the company establish a California presence but lacked the network needed when expansion plans moved into other states.
"At that time, I think we had six or seven agents in the company. We were very small and we didn't have an affiliate to go to. So we ended up giving them up."
— Joe Killinger
The same scenario played out repeatedly, prompting Killinger to look for alternatives to existing affiliate organizations. He said many traditional networks carry membership costs and transaction fees that can be difficult for smaller firms to justify.
Killinger's approach removes annual membership fees. Instead, member firms negotiate referral or co-brokerage agreements directly when they share business, while the network itself does not take a cut of referral fees. He said future revenue could come through sponsorships, advertising, social media and lead-generation efforts.
The network regularly connects member firms across state lines. Commercial Brokers International recently connected Texas affiliate Henry S. Miller with assignments for retail tenant Ceragem, fitness concept Bunda, coworking operator Enclave and a private investment sale in San Antonio. Meanwhile, Zelnik & Co. referred an art gallery leasing assignment in Beverly Hills, a deal that has since closed.
Elsewhere in the network, Nevada-based M Square Commercial partnered with another affiliate on leasing outparcel pad sites for a retail development in coastal Georgia, while ForeFront CRE completed transactions in Plantation, Ocala and Brandon, Florida, on behalf of repeat client Hutton.
Social Media Strategy
That doesn't mean small firms can suddenly replace the largest brokerage platforms. National firms still have entrenched corporate relationships, deep research departments and global service lines.
But Killinger believes independents can compete more effectively for the clients that value local expertise, speed and direct access to ownership. For those firms, the network is less about looking large than acting coordinated.
"I just want us to be able to compete."
— Joe Killinger
Killinger and business partner George Pino established Commercial Brokers International in 2006. The two founding partners have more than 65 years of combined real estate experience, while Killinger has been involved in the sale or marketing of more than 5,900 assets totaling about $942 million.
In addition to connecting his clients with business, Killinger is also invested in seeing his staff grow. In the digital age, he recently built an in-house studio to help agents produce social media content.
His team records 30- to 60-second videos for YouTube and Instagram, while daily huddles aim to create a feedback loop that sharpens strategy — and may lead to the next big idea.
About the CRE Affiliate Network
Interested in learning more about the CRE Affiliate Network and how it helps independent commercial real estate brokerages collaborate across markets?
Learn more and connect with our team today.
