“That’s cool, so you sell houses?”

Ever try explaining what you do at a party only to be met with a blank stare and a polite nod?
"Oh, so you sell houses?" they say, as you contemplate the fastest route to the exit. It’s a tale as old as time—or at least as old as the commercial real estate profession.

The Enigma of Our Existence

Let’s face it: Commercial real estate brokerage is like an unsolved Rubik’s Cube for most people. Everyone understands what a residential agent does (thanks, HGTV), but start talking about cap rates, triple-net leases, or zoning regulations and it’s like you’re speaking another language.

Why the Confusion?

• Complexity Overload: Our field isn’t exactly “plug-and-play.” We deal with layers of financial analysis, market forecasting, and legal intricacies that would make even a seasoned spreadsheet tremble.

• Behind-the-Scenes Heroes: Most of our work happens in the background, buried in endless email threads, due diligence checklists, and intense negotiations. It’s not the Hollywood glamour of big closing scenes.

• Meme-Worthy Misconceptions: Ever had a client think “LOI” was some kind of text slang? Yeah, me neither… nervous laughter.

Adding Value (Because That’s Literally Our Job)

So, how do we explain the immense value we bring to the table without resorting to smoke signals or TikTok dances?

• Education with a Dash of Humor: Simplifying complex industry concepts with a side of humor works wonders. And if you're feeling bold, throw in a meme to really drive the point home.

• Storytelling: Share success stories. Everyone loves a good plot twist, especially when it involves a broker swooping in to turn a potential disaster into a win.

• Transparency: Pull back the curtain. Show people the nitty-gritty of what we do, and highlight how our industry isn’t exactly set up for outsiders to understand easily. Make an effort to demystify the CRE jargon so that everyone outside of the industry can understand better.

The Struggle is Real, But So is the Reward

Sure, it can be frustrating when people don’t get what we do. But that’s also what makes our tight-knit community of brokers so special. We understand the grind—even if others are still trying to figure out the plot.

Let’s Keep the Conversation (and the Laughs) Going

So next time someone’s confused about your career, take a deep breath and maybe—just maybe—pull out a meme or two.

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