Don’t Just Build a Book of Business. Build a Cult.

There are brokers who get deals.

And there are brokers who get DMed and called about deals.

Guess which one is playing offense?

The first is on the list.
The second is the list.

Everyone Wants a Book of Business.

But What If You Built Something Deeper?

The term “book of business” gets tossed around like it’s the holy grail. And don’t get me wrong… having a solid base of clients, deals, and recurring income is crucial.

But the brokers who win long-term?
They build more than a book.
They build a brand.
A following.
A vibe.

They build a cult, in the best sense of the word.

This isn’t about some cringey mastermind group or making your team wear matching quarter-zips.

It’s about becoming so trusted, so consistent, and so distinct that you’re top-of-mind before the deal even exists.

What Cult Status Actually Looks Like

You know these brokers when you see them:

• They get texts about pocket listings before they hit the market

• Their name comes up in group chats without them even being there

• They get invited to speak on panels, even though their IG looks more like a personal account than a business one

• Clients don’t just hire them, they evangelize them

This is more than personal branding fluff.

It’s real influence. And it shows up in real dollars and deal flow.

Want a Cult? Here's How to Build One.

1. Be Unforgettable

In a sea of suits and beige flyers, stand out.
That might mean having a sense of humor, a signature style, or just being insanely buttoned-up in how you show up for clients.

But whatever it is… own it.

Think about the brokers you remember.

Now think about why.

It’s not because they said “just circling back” in a well-formatted email.
It’s because they communicate in a truly authentic way, and not always “by the book”… whatever the f*ck that means.

2. Share the Behind-the-Scenes

Everyone posts their wins. Few people share the messier moments.

If you're building something real, show your work.

Tell the story of the cold call that turned into a tour, the deal that died and came back to life, the week you got ghosted by every meeting, and what you learned from it.

Relatability builds connection.
And connection builds trust.

I’ve witnessed more than a few brokers build incredible businesses by doing something as simple as realistically documenting their day-to-day.

People like to sh!t on this kind of content, but you have to remember:

The haters really only make up 10–20% of the people watching you.

It just seems like more because they’re so damn loud.

The other 80–90%?

They’re quietly watching and enjoying your journey, and you’re building a place in their mind for the day when something in their life crosses the need of a CRE broker.

3. Have a Point of View

Don’t just regurgitate market reports. Add context. Have an opinion.

• Are landlords being delusional on rents? Say that.

• Are tenants making short-sighted decisions? Explain why.

• Do you think “office is dead” is the laziest take of the decade? Welcome to the club.

Playing it safe makes you forgettable.
Standing for something makes you magnetic.

4. Play the Long Game

Every touchpoint matters. Every call, DM, email, and handshake is either building your brand or eroding it.

This is relationship compounding, not a short-term flip.

You don’t need 100,000 followers.

You need 100 people who believe in your ability so deeply that they’d never hire anyone else.

Cult status doesn’t scale overnight, but it sticks forever once it’s earned.

And it’s important to remember — when you think to yourself:

This is what 100 people looks like in real life:

So… Why Don’t More Brokers Do This?

Because it’s not instant.
It’s not measurable in a KPI spreadsheet.
It’s very much not the “norm”

And honestly, it requires you to give a sh*t, to show up, be real, and build something that reflects who you actually are.

Also… the CRE community is very similar to living in a small town.

The industry might feel huge, but it also feels like a very small world.
And when you let that get in your head, you start questioning everything you’re doing.

You start saying to yourself:

Here’s the truth:

Alot of people are going to talk sh*t or think you’re cringe... until it starts working.

Then?

Most of those people are going to be kicking themselves for not doing the same thing sooner, and asking how you were able to build such a cult following.

Because once you’ve built a reputation, the game changes:

You stop chasing leads.
You start attracting them.

You stop pitching.
People start pitching you.

Final Word: Build Something They Feel

You don’t need to be famous.
But you do need to be remembered.

Stop trying to be the broker with the most listings.
Be the one they actually want to work with.

Your book of business gets you in the room.
Your brand, your ✨cult✨, is what keeps the phone ringing
and gives you the first real taste of freedom in this business.

Oh… and Before You Go...

If you’re picking up what I’m putting down here,
you’ll probably dig the new CRE Country Club Pro Shop.

Caps, tees, hoodies, and gear for brokers who get the joke and the job done.

No inspirational quotes.
No cringe slogans.
Just clean merch built for the culture.

I’m going to be working to adding more designs and gear to the store, and would love feedback as to items you’d like to see!

Tour From Hell?

We’re working on a future CRE Country Club piece called “My Worst Tour Ever (and What It Taught Me)”, and I’d love to feature some of the community’s horror stories.

Was it a client meltdown?
A building full of surprises?
An owner who forgot the place was on fire (literally or figuratively)?

Send your worst. Funny, painful, awkward, we’ll keep it anonymous unless you say otherwise.

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