CHICAGO—Much of the talk at the SIOR 2013 Fall World Conference in Chicago revolved around branding. And in an afternoon session on Friday, Steven H. Podolsky, the managing broker of Podolsky Circle CORFAC International, challenged attendees to build their own personal brand by becoming what he called a “networking broker.” Above all, a networking broker avoids passivity.

“Do not assume [clients] are reading your promotional material,” such as the bios most firms put up on their websites. Instead, actually tell clients what professional organizations, such as SIOR, you belong to so they fully understand your qualifications. And even after a deal gets finalized, “ask if you can serve their real estate needs elsewhere.”

Podolsky seems like he asks that particular question of everyone, especially those he meets through a transaction, even if it was a lawyer working for the other side. He hopes that those lawyers say to themselves, “'next time, I want that sonofabitch on my side.'”

But he also cautioned people to avoid getting too aggressive. For example, while he thinks brokers should get involved in community activities and charities, “it has to be because you love the philanthropy; love the cause. You're not there handing out cards; you're not self-promoting. You let others know what you do casually. Business will seek you out if it's clear you're not seeking it.”

And a true networking broker does more than hand out cards, Podolsky emphasized. He makes sure to always follow-up transactions with post-transactions remembrances. This includes things like thank-you cards, birthday cards, small presents, among other things, all of which should be personal. “Every time you remember to do something like that, your name gets back in front of the client.”

These, however, are what Podolsky called passive ideas, and a broker should get actively involved throughout the life of a deal, and to Podolsky, deals never truly end, no matter which side you're on, not even when all the invoices get paid and the checks clear. If you make it clear you're available to assist with issues that arise, both landlords and tenants come to think of you as a dependable, long-term ally. “You build a reputation in the marketplace. In other words, become invaluable, not invisible. If you don't show up for the next five years, it's unlikely either one will call you.”