NEW YORK CITY-It's not always about you, you know. That's Jason M. Byrne's message for fellow brokers working their way up in the industry and trying to solve the mystery of how to generate leads. Byrne, 29, has been a retail sales broker with the New York City office of Marcus & Millichap for nearly a year and a half now, having moved from a retail brokerage position with a Dallas-based firm.

A graduate of Ole Miss (he majored in journalism and psychology), Byrne makes a clear distinction between the brokers who call leads with a give-me-something attitude and those who call to provide information and assistance. “I try every time I reach out to provide information and add some sort of value,” he says. “There are a lot of people out there with their hands out and asking what's in it for them, and the attitude should be how can I help you and free up your time.”

The value Byrne tries to add might come in the form of some market information or a project they might be interested in. “Recently I sent an email to a client on the capital-gains tax situation, he recounts. “When their phones ring, they aren't saying that I'm just going to ask them for business. They're know I have something for them."

But is there ever a time when Byrne might overstay his welcome, when the perceived information and assistance the broker is trying to provide is viewed merely as a nuisance? “You have to gauge that on a case-by-case basis,” he advises. “And it's one of the harder things to judge. But I was always taught to err on the aggressive side. No one is going to say this guy is too aggressive . . . he might do something with my listing.”

The aggressiveness issue is a keynote for Byrne. He tells the story of sending a shoe to a client who wasn't returning his calls. The attached note said he just wanted to get his foot in the door. The client took his next call.

Neither does he believe that a lead can ever grow cold. If someone leaves an industry there's someone to replace him, and the original lead might need help in the new post.

Byrne says that you can get great leads from referrals, adding that no broker should ever ignore the smaller deal. You never know what waits beyond that small deal.

“It's very easy to put a lot of hours into a big account that you think has a big payday,” he says, “but if you work your butt off for anyone—big or small—and do a good job, they're going to generate a lot of business for you. They'll tell their friends, clients and neighbors how good a job you did and the amount of work you put in.”

And most of all, remember to network. Byrne is co-chair for ICSC's Next Generation Committee in New York as well as a member of two government relations committees for the organization. “Getting involved is a very good way to network and have leads generated your way,” he says. “It also defines you. It says there's more to you than just asking for business. You're trying to give back.”