Hustle Hard or Go Home: The Ultimate Guide to Conference Networking for Real Estate Brokers

Just got back from the retail networking marathon in Las Vegas, and boy, do I have some nuggets of wisdom for the up-and-coming and even the seasoned commercial real estate brokers who brave these events.

First off, let's be real: Vegas conferences can be a blast. It's Vegas, baby! But remember, you're not just here for the glitz, glam, and potential celebrity sightings. You're here to strike deals and bring home the bacon. ROI (Return on Investment) is your holy grail.

Too many of us fall into the comfy trap of sticking to our cliques, chatting away with friends and co-workers, and missing out on prime networking opportunities. Sure, it's nice to catch up, but let’s save that for after-hours, shall we? When potential clients are milling around, it's time to roll up those sleeves and work the room.

As an introvert masquerading as an extrovert in this high-energy world, I get it. "Working the room" and schmoozing with strangers can feel like trying to dance the tango with two left feet. But hey, no one ever closed a deal hiding in a corner.

For those serious about networking (like at the ICSC RECON Conference in Vegas), it's about forging new business relationships, nurturing existing ones, and uncovering collaborations you never dreamed of. Here’s your game plan:

Circulate Like a Pro: Ditch the comfort zone of your friends' circle. Walk up to people, flash that winning smile, and say hello. They're looking to make deals too!

Breakfast and Beyond: At educational breakfasts or luncheons, plant yourself at a table of strangers. Yes, it's awkward, but that's where the magic happens.

Booth Hustle: Those booths aren't just for show. Get on the floor, strike up conversations, and remember, they're there for the same reason you are – to do business.

Strategic Socializing: Schedule drinks or meals with potential clients, not your usual crew. Networking is the main course, friendship is dessert.

Cabbie Conversations: Share a cab or shuttle ride with someone new. The guy next to you might just be your next big client.

Early Bird Gets the Worm: Stay the whole show, from the early bird sessions to the last call. Yes, even if you partied like it’s 1999 the night before.

In the CRE game, many of us foot the bill for these conferences. So, getting the best bang for your buck is non-negotiable. If your company’s paying, that’s even more reason to make every minute count.

A wise old construction boss once asked, “Are you working or playing?” when it came to conferences. I still live by that mantra. Playtime is for off-hours with family and friends. At the conference, it’s hustle time.

So, lace up those networking shoes, step out of your comfort zone, and work that room like a pro. Who knows? Your next big deal might be just a handshake away.

Shawn Massey is an adjunct professor at The University of Memphis where he teaches a graduate class in real estate development and undergraduate/graduate in real estate investment. When he is not teaching, he is a full-time retail real estate advisor with TSCG. He holds the following designations CCIM, ALC through the National Association of Realtors and CRRP, CLS, SCLS designations through ICSC. To contact Shawn Massey please call (901) 461-7070 or via email at [email protected]