Chasing the Bag: CRE Brokers and Hip-Hop’s Shared Hustle

In commercial real estate, every day is a grind—cold calls, pitches, negotiating deals, and finding the next big opportunity. For many brokers, that constant hustle feels eerily similar to the ethos of rap and hip-hop. Both worlds thrive on ambition, resilience, and the ability to bounce back after setbacks.

Like a rapper dropping bars about coming up from nothing, brokers live by the mantra that the hustle never stops. Whether it’s chasing a 100k square foot deal, or turning a struggling property into a success story, CRE brokerage is just another story of starting from the bottom and climbing to the top.

Persistence is Key to the Game

In both hip-hop and CRE, success is rarely instant. Rappers spend years perfecting their craft, releasing mixtapes, and grinding for recognition before they ever land a record deal. Similarly, brokers spend countless hours cold-calling, refining their pitches, and building relationships, knowing that deals often take months—or even years—to materialize.

Take a failed pitch or a lost client. For a rapper, that’s a missed beat or a song that didn’t hit the charts. For a broker, it’s a deal that fell apart in escrow or a tenant that ghosted you after months of work. In both cases, the answer is the same: get back in the booth—or on the phone—and try again. It’s about playing the long game, knowing that today’s “no” could be tomorrow’s “yes.”

Speaking the Language of the Game

Both hip-hop and CRE have their own unique vocabulary—slang that insiders use to communicate, leaving outsiders scratching their heads. In rap, terms like “the bag,” “plug,” or “flex” are second nature. In CRE, phrases like “triple net (NNN),” “cold shell,” or “load factor” are equally confusing AF to outsiders.

But this specialized language does more than signal expertise—it creates a sense of belonging. Brokers and rappers alike know that mastering the lingo is part of proving you’re serious about the game. It’s how you earn respect and build rapport, whether you’re on a property tour or in the studio.

When a broker talks about “hunting deals” it’s not just about commission—it’s about securing a deal that brings long-term value to their client. When a rapper boasts about a “flex,” it’s less about showing off and more about proving they’ve earned their place at the table. The language is different, but the meaning is the same: success is a grind, but each win brings you closer to your goals.

Swagger and Storytelling

At the heart of both industries is the ability to tell a story that captivates. Hip-hop artists paint vivid pictures of their struggles and triumphs, creating music that resonates. CRE brokers do the same when they present a property, telling the story of its potential and helping clients envision a future that aligns with their goals.

Swagger also plays a role. It’s not about arrogance; it’s about confidence. A rapper who steps into the studio without believing in their own lyrics won’t make it far. Likewise, a broker who lacks conviction in their pitch will have a hard time closing a deal. In both worlds, success begins with self-belief and the ability to project that belief to others.

Conclusion: The Hustle Never Stops

Rap and real estate may seem like completely different worlds, but they share a core truth: the hustle never stops. Whether you’re spitting bars or securing deals, success comes to those who embrace the grind, speak the language of the industry, and never let a setback keep them down.

So next time you’re out chasing deals, think of it as your own personal mixtape—each call, meeting, or showing is a track on your journey to the top. And remember, like a great rapper, a great broker knows that persistence, storytelling, and swagger are what turn dreams into reality.

That’s all for now! I appreciate everyone who’s been part of this community across all the different social media platforms. My goal with this newsletter is to dive deeper into various aspects of the CRE industry, with a focus on the brokerage side. I aim to bring the same levity and reality to these insights as I’ve done with the memes.

If you have any input, feedback, or questions, feel free to reach out. The DMs, emails, and real-life connections have been some of the coolest experiences along this journey.

-CapRateCraig