E
very year, over a million people flock to Des Moines, Iowa for the iconic Iowa State Fair, celebrating agriculture, tradition, and Americana. We're among them this year, seeking to visit all 50 states in style.
While commercial real estate may seem worlds apart from the fair's attractions – butter cows, deep-fried treats, and prize-winning pigs – I've learned that valuable lessons can be found in unexpected places. As a seasoned CRE professional, I'm excited to share five relevant takeaways from the Iowa State Fair:
Visibility is key: At the fair, everyone gets attention – politicians, farmers, vendors, and more. To succeed in CRE, you must be visible too. Engage on LinkedIn, return calls promptly, and walk the industrial park. You never know which conversation leads to your next deal.
Specialization wins: The fair showcases champions, not generalists. In CRE, being a specialist sets you apart. Focus on one niche – aerospace facilities or cold storage occupants – and you'll stand out from the crowd.
Know and entertain your audience: The Iowa State Fair masters audience engagement. Every booth and exhibitor aims to draw people in. As a broker, ask yourself if you're connecting with clients through stories, visuals, and more. Be an entertainer, educator, and translator.
Process beats flash: Behind the fair's spectacle lies a finely tuned operation. Great brokerage requires structured follow-up, solid documentation, strategic planning, and diligent execution – not just charisma.
Success is grown, not grabbed: At the Iowa State Fair, results take time – blue ribbon hogs aren't raised overnight. In CRE, big wins come from nurturing relationships over time – referrals, repeat clients, and neighbors who remember your name.
As I head to Des Moines, I'll enjoy the fair's food and spectacle, but also pay attention to these lessons. Success leaves clues, whether in a 4H goat show or a facility tour. If you're in CRE or any people-driven business, maybe the Iowa State Fair has something to teach you too.
