They are not, however, easily made. Just because someone has several thousand followers on social media doesn't mean he or she is a thought leader. Rather, the path to thought leadership requires more nuance and, frankly, hard work to get to that exalted role. This includes networking and harnessing the power of the internet via social media. Besides the intrinsic value of serving as a voice for an industry, thought leadership can also open doors to new sales and successful business opportunities.

Networking is the Core

Networking is the act of interacting and socializing with others to exchange information and develop professional contacts. Mastering the art of networking is critical if you want to succeed in the commercial real estate industry much less become a thought leader.

Some initial suggestions for networking include industry events such as conferences associated with your favorite industry publication, groups such as CREW or NAIOP, networking within your local Chamber of Commerce offices, Business Network International organizations, charity and nonprofit groups, your local college alumni association and yes, even your kid's school.

“Networking is a big part of what it takes to become successful in the industry today,” says Kelsey Nakamura, a director at Cushman & Wakefield, who also serves on NAIOP New Jersey's board of trustees.

As you “work the room,” seek out reporters who may be in attendance, hand them your business card and offer to be their source for expert or industry quotes. Some CRE thought leaders have been known to even take members of the media out for coffee or lunch so they can share their breadth of knowledge. Once a reporter/editor gets to know and like you, there is a high possibility they will contact you as an expert for their future article.

KEN ASHLEY
EXECUTIVE DIRECTOR AT
CUSHMAN & WAKEFIELD

Networking with your industry peers is just as important. It is reassuring to establish strong relationships with like-minded individuals with whom you can bounce around ideas or even do business together. Some emerging thought leaders may think that offering business advice to peers may be a waste of time but typically when you give back, you get more in return including business referrals and valuable professional relationships.

Along the same lines, mentoring someone and helping them with a complex business problem can help you out in the long run for similar reasons. Thought leaders are often substantive mentors.

Christine Lezette, operations director of the Atlantic Environmental Solutions, has found that networking also provides opportunities for exposure to the many facets of the industry.

“The commercial real estate industry today is wide-ranging and comprises individuals with varying specialties, skill sets and interests. Networking is a great way to connect with many different experts in the field and expand your industry knowledge,” she says. “Personally, it's important for me to share what I have learned and take a leadership role at these networking events to ensure others have an opportunity to build these essential industry relationships.”

Finally, by successfully networking with industry leaders, you can eventually access and get some face-time with their circles of influence. These influencers will then become a part of your extended professional group. Ultimately, it turns into a virtuous circle in which those associates and influencers are further established as thought leaders.

The power of networking is strong and it is real. As a thought leader in the commercial real estate industry, networking is mandatory.

Speaking Engagements

Participating in speaking engagements is another way of showcasing your thought leadership. Dynamic speakers, especially in a specialized industry such as commercial real estate, are highly sought after once they have established themselves as educated and substantive and they may even start earning speaking fees.

Before you start speaking however, determine the topics in which your audience is engaging and join the discussion. Whether they are ardent supporters of the latest proptech company or members of a Facebook group dedicated to LEED requirements, the first step is to find out the subject matter triggering all the chatter and show up within those networks. To add even more speaking points, choose a few issues or problematic scenarios your customers have encountered and how you and/or your team were able to overcome those obstacles.

It is also important to record your speaking engagements and share on Instagram, Twitter, Facebook Live or YouTube. You can also use these platforms to show your target audience how to solve industry issues or answer frequently asked questions—for example, what does that fine print actually mean on that contract? These vehicles are an effective way of building your image to fulfill your thought leadership goals within the CRE industry.

A Social Media Strategy

CHRISTINE LEZETTE
OPERATIONS DIRECTOR OF ATLANTIC
ENVIRONMENTAL SOLUTIONS

Social media can be fun, it can be thought-provoking and, of course, it has been the launching pad for countless faux pas. Less understood by many, social media also requires dedication.

“The key to thought leadership success, especially on social media, is consistency,” says Ken Ashley, executive director at Cushman & Wakefield. “Just like starting a diet or a workout plan, establishing yourself as a thought leader is a long-term commitment. Picking your voice and sticking to it is critical,” he says.

For example, Ashley continued, if you're going to be an authority on SEC football, be an authority on everything related to SEC football and don't confuse people by talking about something far afield. Pick an area or trend and don't mix your message with topics that aren't in your area of expertise, he advises.

One good way to get started is to develop relevant industry content by adhering to a few guidelines.