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Social Media Best Practices for CRE Professionals


social-media-creSocial media, social media, social media. You hear it everywhere you go and everyone is telling you that you have to do it and how to do it, but is anyone getting through? Is there any value and how much time must you spend for it to be of any value to you?

What about sales? Really, isn’t that what this is supposed to be about, selling and making money? What good does it do you if you spend 2 hours a day schmoozing online and haven’t picked up a client in 3 months? Are there any shortcuts and gimmicks that you can rely upon to make it worth your time?

Isn’t social media all about advertising? How many eyeballs see your name is all that counts, right? What about relationships and trust, nice words to include in your repertoire, but do those words put food on your table or pay your mortgage? And let’s not forget the two most chic words of 2013, “engagement” and “collaboration.” Oh, how the experts like to throw those words in your face, if for no other reason then to show you how much more they know than you.

But enough of my ranting, listen as we discuss these issues and words and the meaning of life (in social media) with some of the most well known and influential commercial real estate professionals that utilize social media to bring in the money. We are not the social media experts. We are the pilgrims, the veterans, the ones with the scars and stories of the things we didn’t understand, we don’t understand and what we are figuring out as we go along. We are you after you start “getting it.” We are students of social media and CRE, learning as we go along, trying to figure it out and willing to share our experiences with you so that you do not have to get the same scars as us.

We also discuss why you should be interested in social media for your business and what services (LinkedIn, Facebook, Google+, Twitter and Pinterest, among others) you should use and for what purposes. Property manager, logistics expert, investor, property manager; this is not a one size fits all lecture. We will help you figure this out for your purposes.

Featured Guests

Sarah MalcolmSarah Malcolm | LinkedIn@MrsSarahMalcolm
Director of New Media, ICSC

Acknowledged as one of the CRE industry-leading social media pioneers, Malcolm has created and executed ICSC’s Social and Mobile strategy, winning over 19 awards for ICSC’s mobile apps, social media and websites. Due to her success, ICSC was recently named by Association TRENDS as a Top 25 Social Media Savvy Association, a Top 25 LinkedIn Savvy Association and the number one Social Media Savvy company in the Services and Retail category. Sarah has also been behind the award winning Social Media Pavilion as well as the #iTechLounge which focuses on educating the Retail Real Estate industry on how a smart, creative social & digital media strategy can breathe new life into every area of business. In 2013 Sarah guest authored in the new book, “Social Networking For Shopping Centers,” writing on the topics of Effective Tweeting and How Retailers Are Using Facebook. She is an identical twin, married to a super creative Senior Art Director/Photographer and is obsessed with reality TV.


Barbi Reuter, RPAbarbi-reuter-photo | LinkedIn | @BarbiReuter | @PICORcres
Principal, Cushman & Wakefield | PICOR

Barbi Reuter’s affiliation with Cushman & Wakefield | PICOR began with the firm’s opening in 1985, becoming a principal in 1992. She oversees C&W | PICOR’s operations, research, finance and marketing/social media activities, and serves as Associate Broker. She writes and presents on social media applications for commercial real estate and edits PICOR Connectthe firm’s commercial real estate blog. Previously, Barbi founded the firm’s Property Management Division, taking it to the lead in market share and directed the Division until 2007 managing office, medical, industrial and retail space. Barbi has also served as court-appointed Receiver in both County and Federal courts.


Bo BarronBo Barron, CCIM | Linkedin@BoBarronCCIM
Vice President of Organizational Development, Sperry Van Ness International Corporation (SVNIC)

In his role at SVNIC, Bo “increases productivity and delivers smiles to over 850 of the nation’s most innovative CRE advisors.” He is also a coach for the Massimo Group, a blogger, and a speaker. Before joining the executive team of SVNIC, he served as Managing Director of Sperry Van Ness/The Barron Group, specializing in single tenant net lease (STNL) transactions, tenant representation and the sale and leasing of retail, office and multifamily property. Prior to joining Sperry Van Ness, he served as a CRE specialist for Wm. G. Barron Enterprises. Previously, he served for five years in United States Marine Corps as a sergeant and cryptologic linguist, and while serving led a platoon of more than 20 Marines and received two joint service achievement medals. He holds the prestigious Certified Commercial Investment Member designation and real estate brokers licenses in the state of Indiana and the commonwealth of Kentucky.


Michael LagazoMichael Lagazo | LinkedIn | @Michael_MBA
Senior Associate, Rosano Partners

Michael is an institutional investment sales and leasing specialist with diverse transactional and management experience of mid-to-large size organizations, as well as corporate development, revenue development, business operations, and strategy. A seasoned builder of business growth across multiple product lines including retail, office, and hotel, Michael has held leadership roles at some of the largest publicly traded, global and national REITs such as Westfield Group, Forest City, and Four Seasons. Michael is hired by clients for principled fiscal stewardship marked by solution-based service and responsiveness in action. Michael holds a MBA and a dual B.S. in marketing and management and is active with ICSC, NAR – Commercial, Urban Land Institute, and is pursuing a CCIM designation.

Something to Add?

  • abuchanan

    Loved this show! Maybe the best one ever…and I’ve listed to, attended, watched a lot of them!

  • hfklaw

    Oh, your making me blush. If anyone doesn’t think that social media doesn’t work, wait to you see the group hugs with Sarah Malcolm, Michael Legazo, Dave Lewand and I with others at the ICSC Western Division Conference in San Diego this week. It was like old home week. I’ve done legal work with Michael in the past but never met him. There is genuine trust and affection between us all and it will translate into business, I guarantee it.

  • Really good job on this one! I enjoyed it too!

  • hfklaw

    Thanks for the comments.

  • Sarah Malcolm

    Thanks again for having me on your show! What a great time! :) #SocialHug

  • hfklaw

    You know it was my pleasure. I can’t believe you have an identical twin. Of course, I got the two of you confused.

  • Howard – This will remain a classic. Great job to everyone involved. So fun to listen to! http://blog.thebrokerlist.com/social-media-best-practices-for-cre-professionals/