How To Deal With Uncertainty As A CRE Broker
Over the last few weeks, I’ve been speaking on a number of podcasts and at live events, all in the lead-up to launching Selling Buildings with Bob Knakal (out now).
And while every conversation is different, one question kept coming up:
“Rod, how do you deal with uncertainty?”
Let’s get one thing out of the way:
Whether we’re “officially” in a recession or not isn’t up to me to decide. And frankly, it doesn’t change my answer.
Because after coaching over 4,100 brokers and building multiple businesses in every kind of market…
I’ve learned that uncertainty is never going away.
So, how do you deal with it?
Let me share three pieces of advice that I keep coming back to—not just as a broker, but as a business owner and human being:
1. Clarity Beats Certainty
Let’s be clear: You can’t give people certainty.
And if you try to, you’re setting both you and your clients up for trouble.
But you can give them clarity.
Remember, when you’re feeling uncertain, your clients probably are too. That’s your opportunity. Your job is to help them make a clear, informed decision.
Here’s how:
- Ask yourself: What are the 3 questions my clients are going to have right now?
- Answer them (clearly, consistently, and confidently).
- Provide insights, not predictions. Data, not drama.
This is how authority is built in uncertain markets.
Not by forcing a deal, but by educating your clients so they feel confident making the right call.
Bob and I spoke about this at length in a recent interview with Chad Griffiths. Worth a listen:
2. Don’t Worry About What You Can’t Control
This is less about brokerage and more about staying sane.
You can burn hours, even days, trying to rationalize something that’s out of your hands:
- A buyer backs out at the last minute
- A property sits longer than expected
- A rate shift tanks your prospect’s enthusiasm
Sure, you can try to reason with it. But that leads you into mental gymnastics.
Or, you can accept that it happened and refocus on what’s next.
Do the latter. It’s easier on your mind—and better for your results.
3. Double Down (Instead Of Pulling Back)
Uncertainty tempts most brokers to slow down.
That’s a mistake.
Instead, double down:
- Make more calls
- Send more emails
- Improve your follow-up
- Level up your marketing
- Invest more in coaching and mentorship
And here’s the mindset shift that makes all of this easier:
Embrace the uncertainty.
If you knew the outcome, being a CRE broker wouldn’t be meaningful, and it certainly wouldn’t be as financially rewarding.
The challenge is what makes it worthwhile.
Use this season to sharpen your systems, clarify your brand, and reconnect with the clients who need you most.
Some of our best clients came to us in moments of uncertainty. They were producing results, but unsure how to sustain or scale them. They hesitated to invest in themselves, unsure if it was the right time.
But that’s exactly what we help with: guiding brokers through uncertainty with step-by-step coaching that turns hesitation into momentum.
If this sounds useful to you, schedule a free 30-minute Broker Break-Through Strategy Session below.
