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n the uncharted territory of commercial real estate, a new breed of brokers is emerging. These trailblazers are harnessing the power of LinkedIn to build their personal brands and connect with clients in a more authentic way. Evan Fiddle, a 25-year-old CBRE broker at the time, was one such pioneer. In 2016, he found himself in a meeting with industry veterans Mary Ann Tighe and Paul Myers, who tasked him with crafting a response to a recent news article about companies flocking from Midtown to Hudson Yards. Fiddle's 594-word post on LinkedIn not only resonated with people but also sparked a new habit – one that would become the hallmark of his career.
As commercial brokerages grow into conglomerates, social media has become an essential tool for young brokers to stand out in a crowded industry. But while residential real estate agents are quick to upload photo carousels on Instagram, commercial brokers are taking a more strategic approach on LinkedIn. They're creating content that's both informative and engaging – think viral takes on the market and sleek videos from inside Manhattan's premier office towers.
The return on investment is still unclear, however. Posting might make "connections," but can it land deals to balance the risks? Most firms prefer to manage or monitor their employees' online presence, so commercial brokers must tread carefully. Attracting too much personal attention can put them at odds with their employers – just ask Bob Knakal, who was fired from JLL last February for his relentless self-promotion.
Jon Gray, Blackstone's president and chief operating officer, is a notable exception. His guerrilla-style running videos shot from different locations around the world make him seem relatable, not just insightful. "I used to send these little videos to my wife and daughters," Gray said on S&P Global's podcast. "Now I throw them up on LinkedIn." Other C-suite executives are following suit, communicating casually with employees on the platform.
Video is one of the fastest-growing formats on LinkedIn, with viewership up 36 percent year-over-year. Gabe Marans, a Savills broker with over 14,000 followers, has fine-tuned his content to include anecdotes from his life as a broker for landlords and tenants. His posts are now shorter, conversational, and often include glimpses of his personal life.
For Fiddle, LinkedIn has become an essential tool for networking and building relationships. He's landed deals and connected with industry players through the platform, including Boston Properties' Andrew Levin and Tishman Speyer's Greg Conen. "The access to these people – I think it's a differentiator," he said.
As social media continues to evolve, brokerages are being forced to adapt. Some firms are embracing LinkedIn as a way to promote their employees' personal brands, while others are more cautious. But one thing is clear: in the world of commercial real estate, having a strong online presence is no longer a nicety – it's a necessity.
"I think the preference is that [the brokerages] don't really want people to promote their personal brand," Knakal said. "It's all about the company, and that's great for the company but not great for the individual." But as the industry continues to shift, it's likely that brokerages will have no choice but to let go of this mindset – and let their employees shine on LinkedIn.
