I
n 2009, I took a risk and started a blog called Location Advice. At the time, it was unconventional for commercial real estate brokers to share insights publicly, but I wanted to connect with owners, occupants, and other brokers beyond traditional networking methods.

    This experiment led to Tuesday Traffic Tips in 2013, where I posted short YouTube videos on brokerage basics every week without a studio or script. By doing so, I became one of the first commercial real estate brokers to share content in this way, which helped establish credibility and trust with my audience.

    My goal wasn't to accumulate followers or likes; it was to create value for my audiences by showing up online with useful ideas. This approach has paid off over the years, as people who discovered me through a blog post or video have become clients, colleagues, or referral sources.

    The key to memorable content is consistency, authenticity, and relevance. By showing up regularly, being genuine, and speaking directly to your audience's needs, you can build trust at scale. In commercial real estate, this means focusing on practical advice that affects real businesses and families.

    If you want your content to stand out, focus less on going viral and more on being consistent, authentic, and relevant. Over time, these qualities will create a brand people trust.