Why Most Commercial Real Estate Agents Overlook Social Media (And Why They Shouldn’t)
Traditional CRE Marketing Is Falling Behind
In commercial real estate (CRE), marketing has largely remained the same for decades. Cold calling, email blasts, and networking have been the go-to strategies for generating leads. While these methods still have their place, they can be time-consuming, inefficient, and easy to ignore in today’s digital-first world.
Meanwhile, platforms like Instagram, LinkedIn, and YouTube are changing how professionals connect. Many CRE agents dismiss social media, assuming it only works for residential agents or consumer brands. That mindset is keeping them from valuable opportunities.
How Social Media Became a CRE Lead Source
A few years ago, I realized that traditional prospecting wasn’t the best fit for me. Instead of spending hours on cold calls, I started using social media—primarily Instagram, but also LinkedIn to market properties and connect with decision-makers.
📌 Case Study: A 37,600 SF Warehouse Lease from Instagram
One of my most notable deals—a 37,600-square-foot warehouse lease in Rancho Cucamonga came directly from Instagram. Someone tagged a business owner on one of my reels. While the listing wasn’t the right fit, it opened the door to a conversation, and I was able to help him find a space that met his needs. No cold calls, no chasing prospects—just inbound interest from an engaged audience.
It’s not about how many people you know—it’s about how many people know you. If you don’t have physical signs everywhere like a seasoned broker with 30 years in the industry, make sure your digital presence is just as visible. Social media is one of the most effective ways to increase visibility.
Why CRE Agents Hesitate to Use Social Media
If social media can bring in quality leads, why aren’t more CRE agents using it? Some might not need it—they've built a network over decades. Others may not be tech-savvy enough to leverage it effectively. Here are some of the most common objections:
🚫 “Social media doesn’t work for commercial real estate.”
Social media is a broad umbrella of platforms, and its effectiveness depends on how it’s used. Some people associate it primarily with Facebook and Instagram, viewing them as casual apps meant for friends and family. More and more brokers are realizing the potential, but their focus tends to be on LinkedIn, where professional networking and industry discussions take place.
In CRE, we expect businesses to have a comprehensive social media strategy. Ironically, CRE brokers do not. Business owners and investors are more active online than ever before. Instagram, LinkedIn, and YouTube are not just tools for engagement but platforms for building credibility, showcasing expertise, and generating inbound leads.
The way brokers connect with clients is evolving. While LinkedIn has gained traction in the CRE space, platforms like Instagram and YouTube allow for a more visual, story-driven approach that resonates with decision-makers.
🚫 “I don’t have time to post content.”
The same agents who spend hours cold calling could use that time to create a few high-quality videos per week. But the reality is, many of them either don’t want to post content, don’t feel the need to, or simply aren’t comfortable with the technology. One well-placed post can generate more leads than dozens of calls, yet many brokers hesitate to embrace it.
🚫 “CRE is about relationships, not social media.”
Why not use social media to build new relationships? It provides social proof—so when people need an agent, they already know who to call. If your signs aren’t everywhere physically, what alternatives do you have? Your digital presence should work as your virtual signage, making you just as visible online as others are in the physical world.
Making Social Media Work for CRE
Social media is a cost-effective way to increase visibility, provide value, and build authority. Here’s how I approach it:
✔ Instagram for Visibility
One common mistake I see among CRE brokers is posting content without considering their audience’s context, leading to little to no engagement. When that happens, the conclusion is often: "This doesn’t work."
✔LinkedIn for Thought Leadership – Aside from networking, sharing market insights, trends, and key takeaways on LinkedIn establishes credibility and keeps you top of mind with potential clients.
✔ YouTube for Additional Exposure – While I don’t actively post content, my appearance on podcasts like Bruce Bean’s helps reach a wider audience.
✔ Consistency is Key – Social media isn’t a one-off effort. Posting regularly ensures that when a prospect is ready, you’re the first person they think of.
The Future of CRE Marketing: Adapt or Get Left Behind
There’s no silver bullet for lead generation—different strategies work for different people. Cold calls and emails will always be part of CRE, and for some brokers, they might be enough. But for others, exploring new methods like social media can open doors to opportunities they wouldn't otherwise reach
🎧 Listen to the Full Podcast Episode
I recently talked about this shift on SF Commercial Property Conversations with Bruce Bean. If you’re interested in how social media is reshaping CRE marketing, check it out:
🔗 Audio Podcast: Listen on Apple Podcasts 🎥 Video Podcast: Watch on YouTube
📲 Follow me on Instagram: @kennyh.lau