It’s a Numbers Game, but Also It’s Not

There’s a lot of talk about commercial real estate brokerage being a “numbers game.” Cold calls, prospect lists, follow-ups, email campaigns—no one can deny that volume matters. But if you think all you need to do is dial, email, and repeat, you’re missing the secret sauce that separates the grinders from the closers.

Building a personal book of business is a numbers game—but also, it’s not. Let me explain:

1. You’re Playing the Long Game

Yes, you need a lot of deals in your pipeline, but the real key is nurturing those relationships over the long haul. Your goal isn’t just to close one deal; it’s to build trust so clients come back to you time and again. Focus on genuine connections—quality over quantity.

Some of the top rainmakers I’ve met take a very intentional approach to their prospecting. Instead of obsessing over hitting some astronomical call goal each month, they zero in on a handful of prospects they really want to work with. They study those people to figure out what makes them tick.

Sure, they still make plenty of cold calls, but they chase their top prospects intentionally. With this approach, they build long-term, meaningful relationships that pay off time and again.

2. Not All Clients Are Created Equal

Not every lead is worth chasing. Not every client fits your niche, and not every deal is worth your time. Learn to qualify your leads early. A well-qualified prospect who aligns with your expertise is worth far more than ten random ones.

In the early days of your career, you’ll want to chase every deal that comes across your desk. That’s good—it means you’re hungry. But early on, you also need to learn how to command control of your time.

One of the best ways to do this is by time-blocking your calendar. Set aside dedicated time for cold calls, and time for meetings and tours. By doing this, you’re in control of your schedule—not the other way around.

Now, this doesn’t mean you can’t be flexible. If a 50,000 sqft requirement calls and needs a tour during your time-blocked cold call hour, you drop everything and tour that requirement. On the other hand, if the local vape store wants to see a retail space RIGHT NOW, you can politely suggest alternate times.

Remember, it’s your time. Own it.

3. Follow-Up Is an Art, Not Just a Science

We all know the mantra: “Follow up, follow up, follow up.” But how you follow up matters. Don’t rely on robotic emails or generic check-ins. Personalize each touchpoint. Show you’ve done your homework and truly understand your client’s needs. That’s where the magic happens.

Always tie your follow-ups to something specific they mentioned in a previous conversation. It shows you’re paying attention. And once those follow-ups lead somewhere, please follow through. I’ve seen brokers who are excellent at the follow-up but then forget to actually follow through when a deal starts taking shape.

4. Building Your Brand

A big part of getting consistent business is building your personal brand. Whether you like it or not, you are the product. What do you want to be known for? If your only reputation is cold-calling, that’s not enough.

Leverage your personality and expertise. Whether it’s through social media, newsletters, or how you approach client meetings—make sure people remember you for something unique.

There’s no one-size-fits-all solution for building your brand, but there’s one universal truth: authenticity. People crave it. Whatever avenue you choose, make sure it reflects your voice and what excites you. Then go all in.

And if it feels cringe-worthy at first, you’re doing it right. The more you put yourself out there, the easier it becomes and the less awkward it feels.

5. Don’t Ignore the Data

While it’s not purely a numbers game, the data does matter. Use it strategically. Track who you’re reaching out to, what’s working, and where you’re losing traction. Fine-tune your process so you’re working smarter, not just harder.

If you find a way to consistently track your prospecting data, whether in a CRM or even a spreadsheet, you can then find ways to easily turn it into a game or friendly competition. Similar to what Peloton did for fitness if you can find a way to gamify your prospecting, it will keep you engaged longer and make it feel less like a chore

6. Keep Learning

The market is always changing, and so should your approach. Get feedback, study trends, and never get too comfortable with what’s working today. Just like we talked about a few weeks ago—avoid the Ego Trap! The more adaptive you are, the better positioned you’ll be for long-term success.

At the end of the day, yes, it’s a numbers game—but it’s also about being smarter than just “spraying and praying.” By being strategic, personal, and adaptable, you’ll build a book of business that goes far beyond cold calls and email blasts.

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