Social Media Meets Commercial Real Estate

This month, I’m excited to step in and share some insights you won’t want to miss. Earlier this September, I had the opportunity to attend the CREi Summit in California, a conference that focused less on traditional deal-making and more on the intersection of digital strategy, branding, and the future of commercial real estate.

Earlier this year, after decades in the business, I really began to embrace the power of social media and what it can do for you. The Massimo Sales Training I’m going through reinforces this as well.

The CREi Summit reminded me of something important: even in an industry as relationship driven as ours, how people find you and connect with you is changing and it’s changing fast.

Key Takeaways from the CREi Summit

• It’s free exposure. Whether it’s LinkedIn, Instagram, TikTok, or podcasts, social media gives brokers another channel to get in front of clients, investors, and peers without a paywall. You don’t need to be everywhere, but you do need to be somewhere.
• Authenticity matters. One of the most striking conversations I heard was about how LinkedIn impressions often come from “lurkers,” people who may never comment or engage but are still paying attention. Posting regularly, in your own voice, builds trust with both active and silent audiences.
• Short-form video is here to stay. Sessions like Capturing Short Form Video on the Go highlighted that 30 – 60 second clips can deliver market insights, highlight closed deals, or even just showcase your personality. There are multiple tools out there that make it easier than ever before!
• Know your influencers. Every market has a “top 100,” people whose attention and trust matter. Social media helps you reach them in new ways, beyond phone calls and handshakes.

Why This Matters for CRESCO

At CRESCO, we’ve always believed in blending deep market knowledge with strong client relationships. What I took away from the CREi Summit is that social media isn’t a replacement for those relationships, it’s an amplifier. It’s another way for our team to demonstrate expertise, share wins, and connect more meaningfully with the Northeast Ohio business community.

Old Dog, New Tricks

I’ll be the first to say: these strategies don’t come naturally to me. But as one speaker said, “If you’re not putting yourself out there, someone else is.” That stuck with me. Social media is no longer a “nice to have” – it’s a must-have. For brokers at any stage of their career, the opportunity is clear: if you show up consistently and authentically, people will find you.

Straight from the Loading Dock

Many of you already know I host Straight from the Loading Dock, where I talk shop about commercial real estate trends, deals, and insights. After the conference, I’m more convinced than ever that this platform, and others like it, are essential in building our digital presence.

At the end of the day, social media is just another way to do what I’ve always valued most: connecting with people, sharing knowledge, and building lasting relationships.

Our industry is built on conversations. I would be glad to continue one with you on Straight from the Loading Dock. Reach out if you’re interested in joining me as a guest and share your perspective with our CRE community.

Follow along for updates and new opportunities on LinkedIn | Instagram | Facebook | TikTok