Why I Write About More Than Closed Deals
Voice, Leadership, and the Human Side of Commercial Real Estate
Commercial real estate is one of the most fascinating industries in the world, yet it is rarely talked about beyond transactions.
It influences how companies grow, how supply chains function, how cities evolve, and how people work. Still, much of the public conversation stops at closed deals, square footage, and pricing benchmarks.
That narrow view misses both the depth of the industry and the people behind it.
The Most Important Work Happens Long Before the Deal
By the time a transaction is announced, the outcome has already been shaped.
The real work happens earlier, when uncertainty is evaluated, timing is debated, alternatives are tested, and risk is weighed against long-term objectives. Those decisions are rarely visible, but they define the result.
That is why I choose to write about process, strategy, and decision-making. Closed deals show what happened. Insight explains why it happened and how to think about what comes next.
CRE Is Built on Relationships, Not Just Benchmarks
Commercial real estate is not purely analytical work. It is deeply human.
Behind every lease or site decision are people making judgment calls that affect employees, families, customers, and communities. We are not just negotiating terms. We are advising leaders who carry responsibility far beyond a balance sheet.
We bring our full lives into this work.
We have families. We have passions outside of the office. Many of us are building or supporting businesses beyond our primary roles. Some are investing. Some are mentoring. Some are creating platforms that extend their impact.
In my case, that includes founding WILD, a nonprofit focused on advancing women in industrial, logistics, and development.
That work is not separate from my role in CRE. It strengthens it.
Leadership shows up not only in transactions but in how we contribute, connect, and give back to the industry we operate in every day.
Finding Your Voice Is Part of Leadership
Make it stand out
Whatever it is, the way you tell your story online or in person can make all the difference.
For a long time, commercial real estate rewarded staying behind the scenes. Let the deal speak. Let the numbers carry the message.
That standard is changing.
Finding your voice, sharing perspective, and showing how you think is now part of leadership. Not because it is performative, but because it creates clarity, trust, and alignment.
Clients are not looking for another benchmark. They are looking for advisors who understand complexity, communicate clearly, and see the full picture.
Voice is not about visibility for its own sake. It is about accountability. It is about being willing to explain decisions, share insight, and engage thoughtfully in an industry that deserves more depth than it often gets.
Writing Is an Extension of the Work
I do not view writing as marketing. I view it as part of responsible advisory.
Explaining market dynamics, uncertainty, timing, and tradeoffs helps elevate the conversation. It reinforces that CRE is not just transactional. It is strategic, relational, and long-term.
Closed deals will always matter. They should.
But so should the thinking, leadership, and humanity behind them.
That is why I write about more than just done deals.
Broker | Industrial Specialist
Cushman & Wakefield – Northern Nevada
NV License # BS.146113
📍 Clear heights, concrete, and dock doors are my love language.
The views expressed in this blog are my own and do not necessarily reflect those of Cushman & Wakefield.