In commercial real estate, we live for the close. The lease is signed, the escrow is funded, the commission check hits your account — and we’re on to the next one, right?
Not so fast.
After more than four decades in this business, I’ve learned that what you do after a deal closes can be just as important as what you did to get it there. That’s why the final step in my deal SEQUENCE — a framework I’ve developed over years of trial, error, and refinement — is something I call “Expand.”
Let me backup a step. SEQUENCE is an acronym I use to describe the entire commercial real estate transaction continuum: Source, Evaluate, Qualify, Under Contract, Execute, Negotiate & Close and Expand.
Each step builds on the previous one. But it’s that last piece — expand — where most brokers stop short. And that’s a big mistake.
You see, expand is where a good transaction turns into a great reputation. It’s how you take a single successful deal and multiply its value — through visibility, credibility, and connectivity.
Let’s start with visibility. When a deal wraps, you have a golden opportunity to share the success with your audience. No, I don’t mean bragging with “Just closed another one!” That’s not expanding — that’s broadcasting. True visibility comes from storytelling: Who was the client? What was the challenge? How did you help solve it? And most importantly — what does their success now look like?
I like to position the client as the hero, and myself as the guide. A short, sincere LinkedIn post or newsletter blurb that highlights their win and the process behind it can go a long way.
Bonus points if you include a photo of the building, a testimonial quote, or a link to a case study. These are powerful digital breadcrumbs that tell the market you’re active, effective, and trusted.
Next is credibility. When you consistently share closed deals — not just listings or market updates — your audience sees results. And results matter. I’ve had multiple referrals stem from nothing more than a prospect reading about a client I helped in their industry. That kind of third-party validation builds the kind of credibility no cold call ever could.
Finally, let’s talk about connectivity.
Every transaction touches a dozen or more players: the client, the other broker, lenders, attorneys, title reps, contractors, city officials, neighbors. Each one of them is a potential source of future business — but only if you stay top of mind. Expanding means staying connected, circling back with a thank-you note, or looping them into the deal announcement. That one extra step often opens doors you didn’t even know existed.
Here’s a real-world example: A couple years back, I helped a manufacturing client relocate into a bigger, better facility in the Inland Empire. We publicized the deal in a few targeted places — LinkedIn, a trade journal, and a quick blog post. Within a month, I’d received two inquiries from other owners in the same industry asking if I could help them too. One of those turned into a six-figure assignment. All from a little “Expand.”
So the next time you celebrate a closing, take a breath — then take action. Publicize the win. Tell the story. Loop in your network. Because in this business, your last deal isn’t the end of the road — it’s the beginning of your next opportunity.
Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104.