CREview Ep. 37
Duke Long: The Godfather of CRE Social Media
Josh and Dylan sit down with veteran broker Duke Long, who built his following through a decade of unfiltered commentary rather than chasing influence.
Key Takeaways
Duke Long built his following over roughly a decade through consistent, opinionated writing, prioritizing authenticity over chasing influence.
He's skeptical that traditional influencer marketing translates well to commercial real estate, given how relationship-driven and high-value most deals are.
Commercial real estate marketing remains notably lacking in creativity compared to other industries, according to Duke's assessment.
Building a genuine "tribe" of engaged followers matters more than chasing large follower counts or becoming a macro-influencer.
Consistency and authenticity, even when controversial, build durable credibility over time—Duke's willingness to share unfiltered opinions became part of his brand.
Frequently Asked Questions
Through roughly a decade of consistent, opinionated writing, prioritizing authenticity over chasing influence or follower counts from the very beginning.
It's debatable; follower counts don't always translate into actual deals closed, especially for high-value transactions that relationship-driven buyers won't make based on social media alone.
No, the industry is widely seen as lacking in creativity compared to other sectors, though it's also acknowledged as a genuinely difficult, unglamorous industry to make visually compelling.
Focusing on cultivating a genuinely engaged, smaller audience rather than chasing broad reach or becoming a large-scale macro-influencer.
Roughly a decade of consistent, opinionated writing, publishing about twice a week, prioritizing authenticity over chasing quick influence.
Focus on genuine, opinionated perspective rather than generic, safe content, since consistency and authenticity build durable credibility over time.
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