28 May Beyond the Numbers: 3 Soft Skills Every CRE Professional Must Master

“In business, you don’t get what you deserve. You get what you negotiate.”
— Chester L. Karrass

Walk into any commercial real estate deal or business sale negotiation, and you’ll quickly realize: success isn’t just about square footage, cap rates, or EBITDA multiples.

The pros—the ones consistently closing multimillion-dollar deals and earning trust from high-stakes clients—aren’t simply analytical wizards. They’re masters of human connection.

After working across several industries and now being deeply immersed in commercial real estate and business brokerage, I’ve observed a powerful pattern: the most successful professionals excel in three foundational soft skills:

🎥 Prefer to watch instead?
I shared these insights in a short, practical video where I also tell real stories from my experience in commercial real estate and business brokerage.

1. Emotional Fitness: Your Inner Game Determines Your Outer Results

Early in my transition into CRE, I met an industry veteran who told me bluntly, “Throw out your emotions. It’s just numbers here.” He compared commercial to residential real estate: the latter is emotional—filled with memories and attachment—while the former, he claimed, was all cold calculation.

But here’s the truth: emotions still rule—just quietly.

Every investor, seller, buyer, and broker is human. And humans are emotional creatures.

According to Harvard research, 95% of purchasing decisions are subconscious and emotional. Even in high-stakes investment deals, people want to feel safe, heard, and respected before they sign.

💡 Emotional fitness doesn’t mean suppressing emotions—it means mastering them.
It’s the difference between reacting and responding.

Think of yourself as a thermostat, not a thermometer. A thermometer simply reflects the temperature—if a client gets angry, you get angry. But a thermostat sets the tone. You stay calm. You regulate the emotional environment of the deal.

I’ve seen brokers lose deals simply because they escalated tension instead of de-escalating it. And I’ve seen others earn lifelong clients simply by being a safe emotional anchor during a stressful sale.

2. Turning Conflict Into Opportunity: The Art of Productive Disagreement

“Peace is not the absence of conflict, but the ability to handle conflict by peaceful means.”
— Ronald Reagan

Conflict is inevitable. Especially when millions of dollars, generational businesses, or prized portfolios are at stake.

What separates amateurs from professionals is how they handle conflict.

In one of my early brokerage experiences, I found myself avoiding a tough conversation with a client. An observant colleague pulled me aside and said, “I can tell you avoid conflict, but this deal needs a direct approach. Don’t run from it—lean in.”

That feedback changed how I approached disagreements forever.

🔍 Conflict is a mirror. It reveals your default behavior:

• Do you avoid?

• Compete?

• Compromise?

• Accommodate?

• Collaborate?

Awareness is key. Once you know your style—and that of your client—you can adjust.

One investor I worked with would shut down during heated negotiations. I learned to give space, then return with a calm, fact-based discussion. That saved a seven-figure deal.

Conflict, handled well, is a catalyst for deeper trust. Every disagreement is an opportunity to show your maturity, flexibility, and leadership.

3. 360° Communication: More Than Just Words

“The single biggest problem in communication is the illusion that it has taken place.”
— George Bernard Shaw

In CRE and business brokerage, communication isn’t just about what you say. It’s about how, when, and where you say it.

There’s a reason I call it 360° communication—it encompasses:

• 📩 Emails

• 📞 Phone calls

• 💬 One-on-ones

• 🧑‍🏫 Formal presentations

• 🎥 On-camera pitches

I once had a promising deal stall unexpectedly. Emails and calls went unanswered. Instead of writing the prospect off, I took a chance and visited his office in person. His face lit up. “I don’t check emails. I’m glad you came,” he said.

Had I given up, I would’ve lost a deal that closed weeks later.

🤝 Communication is about meeting people where they are—not where you prefer to be.

And when it comes to presentations—especially pitches to investors or buyers—you have seconds to earn trust.

Imagine walking onto a stage or opening a Zoom call. You have 10 minutes to:

• Create urgency

• Communicate value

• Build trust

• Handle objections

• Ask for money

🎯 If your delivery lacks clarity, conviction, or connection, even the best deal on paper won’t convert.

According to Prezi, 70% of professionals say presentation skills are critical to their success, yet 75% fear public speaking.

Presentation is persuasion. And persuasion is power.

💡 In Conclusion: Your Edge Is Human

The commercial real estate and business brokerage industries are driven by data, but closed deals come down to trust, timing, and relationships.

Developing these three soft skills is no longer optional:

1. Emotional Fitness – Be the emotional thermostat, not a thermometer.

2. Conflict Navigation – Turn tension into trust.

3. 360° Communication – Learn to present and persuade with clarity and impact.

If you’re a broker, investor, or professional in this space—and you’re ready to elevate your soft skills—we can help.

At The A to Z Institute, we offer:

• 🎯 One-on-one coaching

• 🧠 Group trainings

• 📚 Workshops & webinars

• ✅ Skills assessments customized for your team

Reach out. Let’s help you close more deals, build deeper relationships, and stand out in your industry…

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