CREview Ep. 55 | CRE Marketing: Build your Brand or Chase Leads?

In a rare debate, Josh argues for chasing deals while Dylan argues for building brand equity, landing on a hybrid: prioritize deals, but keep investing in brand.

Key Takeaways

Deals are tangible and pay the bills immediately, but relying solely on deal-chasing is a riskier long-term strategy.

Brands that build meaningful equity generate roughly three times the sales volume of weaker brands in their category.

78% of B2B buyers in the assessment phase will choose a vendor they've already heard of over an unknown one.

Brand-building doesn't require a huge budget—consistent visibility and reputation-building can happen through everyday marketing.

A hybrid approach works best: roughly 70% effort on deal-driving activities, 30% on longer-term brand equity, adjusted based on company size and stability.

Frequently Asked Questions

Should a commercial real estate company focus on brand building or lead generation?

Both matter, but the right balance depends on company size; a common rule of thumb is roughly 70% of effort on immediate deal-driving activities and 30% on longer-term brand equity.

Do stronger brands generate more commercial real estate sales?

Yes, brands with meaningful equity generate roughly three times the sales volume of weaker competing brands in the same category, according to industry research.

Why do B2B buyers prefer known vendors?

Around 78% of B2B buyers in the assessment phase choose a vendor they've already heard of over an unknown competitor, making brand recognition a real competitive advantage even before a conversation starts.

Is building a brand expensive for a small brokerage?

Not necessarily; consistent visibility and reputation-building can happen without a large advertising budget, though it does require sustained time and effort over multiple years.

Is it risky to rely only on closing deals without building a brand?

Yes, relying solely on deal flow is a riskier long-term strategy, especially during economic downturns, compared to firms that have also built durable brand equity.

What's the benefit of joining a larger real estate franchise?

It offers a shortcut to established brand trust and national reach, though it typically comes with less independence than building a standalone brand from scratch.

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