We’re excited to introduce you to the always interesting and insightful Joe Killinger. We hope you’ll enjoy our conversation with Joe below.

Joe, looking forward to hearing all of your stories today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?

I am an investor in multiple real estate brands, all of which we have built from the ground up. Our current portfolio includes Commercial Brokers International, CRE Affiliate Network, and Icon Capital Advisors, though we have also exited other brands over the years. Each brand presents its own unique challenges during launch and growth.

Commercial Brokers International
When launching Commercial Brokers International, a full-service commercial real estate brokerage, we initially hired newer agents, assuming that education and guidance alone would put them on the path to success. We quickly realized that this approach, while important, was not sufficient. Success required a mix of newer agents and experienced agents with at least three years of experience. Once we adjusted our agent profiles, we started seeing significant growth. Today, Commercial Brokers International has 20 agents and continues to expand.

CRE Affiliate Network
The CRE Affiliate Network, a network of independent commercial real estate brokerage firms across the U.S. and select international markets, was an entirely new concept in our industry. During initial pitches, many thought the idea was too good to be true. While typical affiliate networks charge annual fees and transaction fees, we set up CRE Affiliate Network with no fees, other than a referral fee paid to the referring company upon a closed transaction.

This fee structure allows smaller brokerages to compete with national firms. Early on, prospective members were skeptical and often asked how we made money without fees. Initially, I explained that our focus was simply on growing the company. Over time, I learned to clarify that our revenue comes from networking—allowing our agents to do deals across the country that would have otherwise been impossible. Once we communicated this, signups began to grow, and we now have 31 member firms.

Icon Capital Advisors
Icon Capital Advisors, a commercial real estate mortgage company, faced a particularly challenging launch. We had planned the launch for ten months, only to have interest rates rise the day after we went live—not an ideal situation. Our initial strategy focused on free marketing through social media, cold outreach to commercial real estate agents in our market, and building our email list in anticipation of rates coming back down.

We are now at the stage where we have started running ads and ramping up cold outreach to grow the business. Fortunately, we were able to weather the initial challenges because of careful planning and a long-term strategy.

Joe, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I have been an active member in the real estate industry for over 30 years, wearing different hats, and at times multiple hats! Over the years he has been an Agent, Investor, Syndicator, Founder and Operator of companies as well as properties he invests in. He has been personally responsible for the sale of and/or directly involved in the marketing of over 6,500 assets, resulting in closed transactions totaling over 950 million dollars throughout the United States.

Joe invests his time and money into several real estate brands, he works with these brands to ensure they remain at the forefront of what’s achievable through the power of content, community, and business innovation.

I also mentor individuals that want to become a real estate investor or agents as well as individuals that want to launch their own brokerage firm. I have written multiple booklets https://www.joekillinger.co/your-first-90-days-in-commercial-real-estate and https://www.joekillinger.co/transitioning-from-agent-to-broker

Any stories or insights that might help us understand how you’ve built such a strong reputation?

The key ingredient to my success is #1 Listening and understanding what someone is looking for. Active listening will put you well ahead of your competition.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Lets focus on growing your business as a real estate agent

1. Become Known for One Thing (Niche Positioning)

Clients trust specialists. The fastest-growing agents:

Specialize in an asset class (retail, multifamily, industrial, land).

Or specialize in a client type (investors, tenants, owner-users).

Or specialize in a geography.

Why it works:
You become the default choice for that niche. When people think “industrial in Torrance,” they think you.

2. Stay in Front of Your Network (Consistency > Creativity)

Most agents lose business simply because clients forget about them.

High producers use:

Monthly market updates

Short, value-driven emails

Quick videos with insights

Quarterly check-ins with past clients

LinkedIn + Instagram presence tailored to their niche

Goal: Always be top of mind when a deal opportunity comes up.

3. Add Value Before Asking for Anything

This is where reputations are built.

Examples:

“Here’s a rent comp packet for your building.”

“Here’s how much faster similar assets are leasing.”

“Here’s a strategic value-add idea for your property.”

You’re not pitching. You’re helping.

Value creates reciprocity. It’s the most reliable way to get clients who already trust you.

4. Be Where the Deals Are

Growing clientele is easier when you’re visible at the right moments:

Local business associations

Chamber of commerce events

Landlord/Investor meetups

CRE conferences

Nonprofit + civic involvement

Cold walking businesses / touring industrial parks

In-person presence still beats digital prospecting.

5. Systematize Follow-Up

This is where most agents fall apart.

Top strategies:

A CRM with reminders

Weekly “pipeline power hour”

Automated check-ins

Sending relevant comps quarterly

Birthday / property anniversary touchpoints

You don’t need more leads. You need more follow-through.

6. Publish Expertise

The more you educate, the more clients come to you.

Examples:

Market reports

Quick educational videos

Blog posts about trends

Transaction breakdowns (without private details)

“What this means for owners” content

Over time, this positions you as an authority — and authorities attract clients.

7. Deliver an Elite Client Experience

The best referral engine is making clients feel like they’re your #1 priority.

Things that matter:

Fast communication

Clear expectations

Smooth process management

Proactive updates

Solving problems before they arise

If they say, “You made this easy,” you’re doing it right.

If you want, I can tailor this answer

I can:

Build a plan based on your business model

Tailor it to commercial brokerage

Or create a growth strategy specifically for your brands (CBI, CRE Affiliate Network, Icon Capital Advisors)

Contact Info:

• Website: https://www.joekillinger.co/
• Instagram: @joekillinger
• Facebook: Joe killinger
• Linkedin: @joekillinger
• Twitter: @joekillinger
• Youtube: https://www.youtube.com/@JoeKillinger
• Other: tiktok- @joekillinger