Commercial Investment Real Estate September/October 2018 | Page 24

NICHE
DOMINATION
Invoke your ‘power to convene’
to become the undisputed leader.
The
industrial broker
who sits in the adjacent cubicle waves
you over. “Hey! Did you hear about the
big law firm that’s relocating downtown?
They decided to hold a beauty pageant
and interview four brokers for the tenant
representation assignment.”
Your heart sinks. You didn’t get invited.
Three months ago, the same thing hap-
pened when a local family decided to sell
their three office buildings. Despite your
successes, you somehow didn’t qualify to
even propose your services.
Something’s wrong. You’ve put a lot of
effort into building your presence in the
marketplace. You’ve got a dozen signs in
place that prominently display your name.
You send more than 2,500 emails each
month. You consistently post an article on
the company’s website. You retweet at least
two articles a week. Every deal you close
generates a press release that you personally
send to the editor of the business journal.
You are active in two trade associations,
and you are a deacon at your church.
You ask yourself, “Everybody knows me,
right? How come I didn’t get invited to
the dance?”
The Diagnosis
You’ve built your presence in a variety of
ways, and that has earned you very high
name recognition. But take a moment to
think about the power in your presence.
by Blaine Strickland, CCIM