What My Glove Business Has Taught Me About Becoming a Better CRE Broker and Owner
Jesse Durham
Helping Investors & Business Owners Build Wealth Through Commercial Real Estate | CRE Broker & Investor | Owner @SafetyTUFF | Podcast Host
Most people think success in business is about grinding harder. The truth? It’s about focusing on what actually moves the needle.
When I started my glove business, Safety TUFF, I thought I had to do everything myself—chasing every opportunity, handling every detail, and working harder than everyone else. I quickly realized that hustling in the wrong direction is just wasted effort.
Now, as a commercial real estate (CRE) broker and investor, I see the same patterns. New brokers, investors, and business owners often get caught up in low-value activities, chasing bad deals, or trying to do everything at once.
Here’s what I’ve learned—and how you can apply it to launch and grow your own business or real estate career without burning out.
1. Just Because You Can Do It, Doesn’t Mean You Should
When I launched Safety TUFF, I had tons of ideas—new products, new marketing strategies, and new partnerships. The problem? Trying to do everything meant we weren’t excelling at anything.
?? Example: I wanted to get my glove product onto every website possible (Amazon, small retailers, direct-to-consumer). But I learned that SEO and back-linking is a slow game. The fastest way to 10X my revenue? Selling directly to businesses that needed my product.
?? The Business & CRE Lesson:
Many new entrepreneurs and real estate brokers make the mistake of chasing everything:
? Trying to work with every buyer, seller, or investor instead of focusing on the best clients.
? Wasting time on unqualified leads and deals that will never close.
? Getting distracted by too many projects instead of mastering one thing first.
?? What to Do Instead:
? In business: Focus on your best customers—the ones that will drive repeat sales.
? In real estate: Focus on serious buyers and sellers who are actively investing.
?? TAKEAWAY: If you’re just getting started, simplify your focus. Choose one thing, do it exceptionally well, and scale from there.
2. Your Best Clients Matter More Than Every Possible Deal
At Safety TUFF, we tried to sell to everyone—B2B, Amazon, small businesses, etc. But most of our revenue came from just a few clients.
?? Example:
? We spent time marketing to the general public, but the real money came from big industrial companies ordering in bulk.
? Selling one pair of gloves to a random person vs. supplying a safety team of 500 workers—which was a better use of time?
?? The Business & CRE Lesson:
? In business: Your best customers are the ones who will buy from you again and again.
? In CRE: Your best clients are serious investors—people building portfolios, completing 1031 exchanges, and doing multiple deals per year.
?? What to Do Instead:
? Prioritize clients who will do repeat business.
? Qualify your leads. If a buyer has never invested in CRE before, how serious are they?
? Value > Volume. One great client is better than ten weak ones.
?? TAKEAWAY: Success isn’t about working harder—it’s about working smarter. Find the right people and focus your energy there.
3. Evergreen Ads > Short-Term Campaigns
At Safety TUFF, we tested all kinds of advertising. Short-term ads gave us a spike in leads, but evergreen ads (always-on campaigns) brought in long-term results.
?? Example:
? A one-week flash sale created a temporary boost but didn’t lead to repeat sales.
? A Google Ad that ran continuously built brand recognition and trust over time.
?? The Business & CRE Lesson:
? Running random, short-term marketing campaigns is a waste of time.
? Consistency builds trust. You want your audience to see you repeatedly so that when they’re ready to buy, you’re the first name they think of.
? People don’t buy when we are ready—they buy when they are ready.
?? Evergreen Ad Ideas for CRE:
? “We are always looking for more Industrial/Retail deals in [market].”
? “We have a 1031 exchange in the office and need a deal fast.”
?? TAKEAWAY: Whether you’re starting a business or breaking into CRE, long-term marketing works better than quick hits. Stay visible.
4. Follow Up Relentlessly
Most deals don’t happen because people give up too soon.
?? Example: At Safety TUFF, I called one of my biggest customers several times before they finally picked up. Turns out, they loved the product—they were just busy.
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?? The Business & CRE Lesson:
? On average, it takes 8 contacts to close a sale.
? Not responding ≠ not interested. Most people are just overwhelmed with work.
? In-person meetings convert better than emails. A simple lunch meeting can lead to deals that an email never will.
?? Example: A real estate client ignored my emails but closed a deal over coffee.
?? TAKEAWAY: Whether you’re starting a business or building a real estate portfolio, follow up until you get a clear yes or no.
5. Simplify Your Business Model
One of the biggest reasons people fail in business or real estate? They overcomplicate things.
At Safety TUFF, I revamped operations by:
? Delegating tasks I didn’t need to do.
? Automating anything that could run without me.
? Focusing only on the 20% of work that drove 80% of results.
?? The Business & CRE Lesson:
Brokers, investors, and business owners waste time on things that aren’t their job:
? Answering every email
? Manually handling paperwork
? Getting stuck in low-dollar work instead of closing deals
?? Tasks You Can Delegate in Business or CRE:
? CRM & email management
? Marketing & content creation
? LOIs, contracts, and transaction coordination
?? TAKEAWAY: If you’re serious about scaling, stop doing everything yourself. Focus on revenue-generating activities.
Getting Started in Business & Real Estate: What to Do Now
If you’re just starting out in business or commercial real estate, here’s the playbook:
1?? Simplify your focus—choose one thing and master it before expanding.
2?? Prioritize the right people—work with serious buyers, sellers, and repeat clients.
3?? Build an evergreen marketing system—stay visible with consistent messaging.
4?? Follow up relentlessly—most deals take 8+ touches before closing.
5?? Outsource & automate—focus only on the highest-value tasks.
Starting a business or real estate career isn’t about doing everything—it’s about doing the right things consistently.
Final Thought: What’s Your Next Step?
Success in business and CRE isn’t about working harder—it’s about working smarter.
? Are you focusing on real opportunities, or chasing distractions?
? Are you building relationships with serious buyers/sellers, or wasting time?
? Are you investing in marketing and follow-up, or hoping for deals to appear?
The difference between winning or struggling comes down to where you focus your energy.
Onwards and Upwards,
Jesse Durham
P.S. Let’s Connect!
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?? What’s your biggest challenge in getting started? Hit reply and let me know—I’d love to help.