CRE Brokers: How Small Brokers Can Win

This past weekend, my brother and I (pictured below) attended a New York Jets football game. We grew up as ravid yet’s fans, but sadly they haven’t won a Super Bowl since 1969!

And yes, as is commonplace lately, the Jets got their butts kicked by the Buffalo Bills (who have never won a Super Bowl for the record).

But in 1969, a massive underdog New York Jet’s, lead by their dynamic quarterback, “Broadway” Joe Namath beat the powerhouse Baltimore Colts, coached by legendary Don Shula.  16-7 was the final score.  No one, except for Joe Namath who guaranteed a victory, believed the Jets could win.

It was a reminder that giants don’t always win.

And in Commercial Real Estate, that lesson is just as true.

Competing With Giants in CRE

If you’ve ever gone up against the “Goliaths” (there are too many to name), you know the feeling. They’ve got the brand, the resources, and the name recognition.

It can feel like the outcome is predetermined. That no matter what you do, the giants will get the call, the listing, the deal.

But the truth is: being a “smaller” CRE Broker is an advantage… IF you know how to make the most of it.

You don’t have to play by the giants’ rules in your market.

Here are three ways to “beat” them:

1. Exploit Their Weaknesses

Every giant has one.

Big firms look impressive from the outside, but inside many have been weighed down by bureaucracy, inefficiency, and a lack of focus.

What does that mean for you? It means opportunity.

• They’re generalists → you can be a specialist.
• They’re slow to move → you can be nimble.
• They treat smaller clients like an afterthought → you can make them your priority.

Know what frustrates clients about working with the giants, and then be the opposite.

2. Leverage Your Wins

The giants plaster logos on billboards. And sure, that may work, but the real leverage you have over the biggest players is real success stories.

Don’t just name-drop a client you worked with. Tell the story of the problem you solved.

Example: “A regional manufacturer needed to consolidate from three facilities into one. We structured the transaction so that they saved $1.2 million in operating costs and completed it in under six months. That saving allowed them to reinvest in new equipment, avoid laying off a single employee, and even expand their operations into a new market.”

That’s how you prove you can compete with anyone, anywhere.

3. Execute Flawlessly

Okay, this is the big one.

Ask clients what they value most, and it’s not flashy presentations or global offices. Its execution.

The giants struggle here because they’re bogged down in layers of approvals and internal politics.

You win by delivering on the fundamentals:

• Call when you say you’ll call.
• Show up prepared.
• Solve problems before they become issues.

Execution builds trust. Trust wins repeat business. And repeat business is what keeps you at the table, even when the giants are circling.

The Takeaway

Whether it’s on a lacrosse field or in a CRE boardroom, giants don’t always win. Smaller players who specialize, tell better stories, and execute with discipline can (and often do) upset the favorites every day.

If you feel frustrated trying to outsmart the Goliaths of your market, we’ll be unpacking dozens of exclusive strategies at the Global CRE Broker Virtual Summit — the highest-impact CRE Brokerage event ever.

Many of the 11 CRE professionals who will be speaking at the event were once where you may be, and using the strategies shared in during the full-day event, who have achieved over $50 BILLION in career transactions.

We opened the doors last week, and hundreds of brokers have already secured their tickets. This is a fully online event. No travel. No hotels. No hidden costs.

Tickets are at their lowest price right now. If you want to learn how brokers like you are winning against the giants (and building lasting market presence), this is your chance.

👉 Click here to get your ticket to the Global CRE Broker Virtual Summit.