Four Keys to Winning More Commercial Real Estate Listings

This is the 68th edition of The CRE Agents' Weekly. We aim to deliver specific and tactical advice for commercial real estate agents, brokers and leaders who are serious about accelerating their production with high levels of motivation.

Four Keys to Winning More Commercial Real Estate Listings

As a reader of this newsletter, you probably want to win more commercial real estate listings. If that’s true, then understanding the four keys that influence decision-makers is essential.

From back in my days of leading commercial real estate agency teams, I’ve been spreading the word that there are four keys to winning work: the condition of the relationship, your relative market position, your perceived ability to deliver on the brief, and the proposed fee structure.

The weight of each factor varies depending on individual client preferences and the competitive landscape, so mastering the balance for each opportunity is crucial to becoming the top choice.

1. Relationships

In the past, strong relationships were seen as the golden ticket to securing listings. While relationships still matter, the nature of our fast-paced world means that clients now look beyond the old-school charm of golf days and long lunches. However, loyalty still holds value, and many clients remain loyal to agents they trust.

If you don’t have a longstanding relationship with a prospect, focus on being approachable and cooperative. Make the client feel comfortable with the idea of working with you.

And if you already have a robust relationship, don’t take it for granted—continue to demonstrate your value and reinforce your ability to deliver. Complacency is never an option if you’re in a competitive market.

2. Market Position

Are you seen as the market leader, or at least a credible contender? If so, you’re already in the race. Reinforcing this perception through your actions is crucial.

If you lack a history of successful deals, leverage your colleagues' track records or emphasize transactions you’ve completed that, while not identical, are still relevant to the client’s needs.

If you’re not yet leading the pack, aim to be seen as a reliable, capable agent with a proven ability to perform.

This will position you as a “safe pair of hands,” which is still attractive to clients who want to have confidence in their agent to handle important requirements.

3. Ability to Deliver on the Brief

If you're new to the market or building your reputation, this is the factor you should focus on the most. You can't create relationships or build a track record overnight, but you can outperform the competition through preparation and hard work.

Dive deep into the specifics of both the property and the market. Elevate your presentation skills, innovate in your marketing strategies, and be thoroughly prepared for every interaction with prospects.

The more effort you put into mastering your brief and demonstrating your capabilities, the more your confidence and competence will shine through.

This not only enhances how you’re perceived but also dramatically improves your chances of securing listings—especially when the odds are stacked against you.

4. Fee Structure

Adjusting your commission structure should be a last resort unless you're able to raise fees based on exceptional performance or create innovative incentives.

Even though the best clients rarely focus on fees when they can see your value, it is also the case that fee sensitivity is becoming more common in the broader market. While lowering fees can sometimes be a disruption tactic to unseat an incumbent, it’s better to rely on the other factors to demonstrate your value.

Clients who choose agents solely on the basis of the lowest fee often don’t appreciate your unique skill set and may be more difficult to serve in the long run. So rather than joining a race to the bottom, try to focus on clients who recognise your worth and are willing to pay for the quality you deliver.

And, if you lose a deal over fees, console yourself in the fact that your competitors will be tied up with price-sensitive clients, leaving you more time to focus on those who appreciate what you can do.

Summing up

Knowing these four factors—relationship, market position, ability to deliver on the brief, and fee structure—ensures that you’re well-positioned to win more listings. While other client-specific factors may come into play, these are the key areas you can assess from a market perspective and apply to any opportunity.

Client perceptions often determine the outcome, even if those perceptions don’t align with the truth or your own view. The best way to understand how you’re perceived is to engage directly with your prospects. Open conversations can reveal whether they see you as strong in these areas, or if there are weaknesses that need addressing.

Focus on amplifying your strengths and minimizing your weaknesses, just as you would when marketing a property. This is how to position yourself more effectively to win the listing.

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And finally…

Don’t compromise your principles.

Maintain high ethical standards. Integrity attracts clients and helps you stay in business for longer.

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About the author

Darren Krakowiak is the Founder of?CRE Success ?and the author of?The CRE Agents’ Weekly?on LinkedIn. He works closely with commercial real estate principals to accelerate growth in their business. CRE Success has a program for commercial real estate agents who want to invest in their own success. Darren is also the host of?Commercial Real Estate Leadership .