{"id":1004799922,"date":"2026-05-28T07:55:49","date_gmt":"2026-05-28T15:55:49","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004799922"},"modified":"2026-05-28T07:55:51","modified_gmt":"2026-05-28T15:55:51","slug":"how-top-cre-brokers-hone-their-reputations","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/how-top-cre-brokers-hone-their-reputations\/","title":{"rendered":"How Top CRE Brokers Hone Their Reputations"},"content":{"rendered":"\n
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Image by NEW\/Adobe Stock<\/em><\/figcaption><\/figure>\n\n\n\n

In the ultra-competitive world of commercial real estate brokerage<\/a>, how do you stand out in the crowd? Commercial Property Executive asked industry pros how
to make your mark and grow it. Developing a niche is a powerful way you can gather business that others don\u2019t have the knowledge or experience to compete for.<\/p>\n\n\n\n

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READ THE MAGAZINE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
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Lightning in a bottle<\/h2>\n\n\n\n

While working as a paralegal in Orlando, Fla., Amy Calandrino noticed an acute shortage of landlord representation for small-to-midsize businesses and new-to-market retailers.<\/p>\n\n\n\n

\u201cA lot of times, they just didn\u2019t have it, and I would see firsthand how badly not making the right decisions could impact them,\u201d she recounted. In 2010, Calandrino founded Beyond Commercial, a boutique brokerage firm with a focus on tenant and landlord representation in the market she called home. Cushman & Wakefield acquired the company late last year, and Calandrino is now a director, overseeing tenant representation at retail and mixed-use properties in the area.<\/p>\n\n\n\n

This narrow focus, coupled with an extensive network and lead list, gives Calandrino the ability to connect tenants and landlords.That\u2019s come in handy given the high demand for space in the area.<\/p>\n\n\n\n

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When trying to win tenants, Stephen Winter, an executive vice president at Related Cos. & head of office leasing at Hudson Yards, sells the space differently depending on who he\u2019s talking to.
Image courtesy of Hudson Yards<\/em><\/figcaption><\/figure>\n\n\n\n

\u201cSome submarkets (in Orlando) are a bit like musical chairs because the vacancy rate is so low<\/a>, but that\u2019s a huge value-add when you\u2019re in a specific geography,\u201d she noted. \u201cYou immediately know when space is becoming available because you\u2019ve already cultivated those relationships with other brokers.\u201d<\/p>\n\n\n\n

Across the U.S. in Silicon Valley, Howard Berry is a mainstay of the region\u2019s data center development<\/a>, sales and leasing markets. He got his start in brokerage following a previous role in electrical and general contracting. Today he\u2019s a principal & director of data center solutions at Avison Young.<\/p>\n\n\n\n

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READ ALSO:<\/strong> How 2026 Will Remap US Data Center Real Estate<\/a><\/p>\n\n\n\n

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\u201cData centers were a part of that because the electrical piece is so prevalent in the industry,\u201d Berry recalled.<\/p>\n\n\n

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\"Amy\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Amy Calandrino, director at Cushman & Wakefield. When her boutique brokerage firm was acquired last year, Calandrino scaled her knowledge of Orlando\u2019s retail market to connect landlords and tenants.
Image courtesy of Cushman & Wakefield<\/em><\/figcaption><\/figure><\/div>\n\n\n

When he decided to focus entirely on data centers in 2016, Berry used his experience to zero in on development sites and investment sales<\/a> opportunities based on the availability of electricity<\/a> and land \u2014both high priorities for the data center crowd.<\/p>\n\n\n\n

Because the specifications for data center companies overlap with those of semiconductor manufacturers, Berry is able to dial in his expertise when it comes to both selecting sites for developers and leasing their spaces to hyperscalers.<\/p>\n\n\n\n

\u201c(Since) I saw that semiconductor manufacturing was moving out of Silicon Valley, I realized that these sites could be turned into data centers because of the amount of power they held,\u201d Berry detailed.
Understanding a client\u2019s particular needs, especially at a technical level, can go a long way when it comes to leasing physical space.<\/p>\n\n\n\n

\u201cI try to hang my hat on finding valuable information rather than trying to hard-sell people,\u201d said Nick Feczko, a vice president with NAI Hiffman\u2019s Industrial Services Group.<\/p>\n\n\n\n

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LISTEN TO:<\/strong> From College to Career in Industrial Brokerage<\/a><\/p>\n\n\n\n

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Diana Biasotti, senior vice president of brokerage at JLL. A Manhattan-based agency leasing specialist, Biasotti judges the success of an office building and its tenants on a longer-term basis, by metrics such as increases in leasing sizes and durations.
Image courtesy of JLL<\/em><\/figcaption><\/figure><\/div>\n\n\n

A former Chicago-based distribution equipment salesman, Feczko parlayed his knowledge into working as a broker for manufacturing and shipping-focused industrial tenants, as well as owners including IDI and Link Logistics.<\/p>\n\n\n\n

\u201cIf there\u2019s a packing company that I know is coming into the marketplace or is looking to lease, I have specific relationships where I can reach out to the competitors and pass that info along,\u201d Feczko shared. \u201cThese are insights that some of my competitors may not think about because they don\u2019t know how some of these folks talk or what they\u2019re interested in at a technical level.\u201d<\/p>\n\n\n\n

The art of representation<\/h2>\n\n\n
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Diana Biasotti, senior vice president of brokerage at JLL, is part of the team that represents owners of buildings such as 505 Fifth Ave., a Class A office building in Midtown Manhattan.
 Image courtesy of JLL<\/em><\/figcaption><\/figure><\/div>\n\n\n

Of course, you\u2019ll need more than industry-specific knowledge to distinguish yourself. To be truly competitive, you\u2019ll need to combine your niche with a knack for relationship building.<\/p>\n\n\n\n

For Stephen Winter, an executive vice president at Related Cos. & head of office leasing at Hudson Yards, the key to establishing partnerships with high-dollar tenants is about more than having a trophy asset or name recognition. It\u2019s also about being attuned to clients\u2019 business goals.<\/p>\n\n\n\n

\u201cWhen I was developing my understanding of the market, I would know the CEO of each company and where they went for dinner the night before,\u201d Winter recalled about his time as a corporate real estate adviser at CBRE.<\/p>\n\n\n\n

\u201cI vividly remember every day walking up and down every single avenue from 42nd to 59th streets, block by block, building by building,\u201d he said. Winter\u2019s deep understanding of tenant behavior helped him get invited by senior brokers to participate in their deals.<\/p>\n\n\n\n

Calandrino shares that client-first outlook. Her primary goal for her retail tenants is to make sure they succeed. \u201cIt\u2019s not as secretive a business as office, so promoting your clients is always a value-add,\u201d she recommended.<\/p>\n\n\n\n

An early adopter of social media, Calandrino perfects her niche and her relationships with The Performance Mindset Show<\/a>, a podcast that features chats with local industry leaders, some of whom are her customers. \u201cIt\u2019s always going to be about connecting my clients together,\u201d she said.<\/p>\n\n\n\n

Mindset masters<\/h2>\n\n\n
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Howard Berry, principal & director of data center solutions at Avison Young. Berry got a leg up in his new career path due to his previous career in electric-focused general contracting.
 Image courtesy of Avison Young<\/em><\/figcaption><\/figure><\/div>\n\n\n

Having flawless technical skillsets or lead lists means little if you aren\u2019t a marketer and dealmaker at heart.
Despite the vast amount of prime office space he oversees, Winter recognizes that even Hudson Yards should be pitched in different ways to different potential tenants.<\/p>\n\n\n\n

\u201cA head of real estate or CFO may get excited by the efficiency of this space, but that same story might not move the needle with a CEO,\u201d Winter cautioned. \u201cInstead, we sell the space as a way to attract and retain the best and brightest talent.\u201d<\/p>\n\n\n\n

This idea includes the delivery drivers coming to Hudson Yards. Winter queried them about what would make their experiences better. \u201cThe answer was port-a-potties and cold water,\u201d he said. \u201cImplementing those two very simple things got us a call from one of our biggest tenants saying even their truck drivers wanted to be at Hudson Yards.\u201d<\/p>\n\n\n\n

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READ ALSO:<\/strong> Manhattan Keeps Spot at the Top of US Office<\/a><\/p>\n\n\n\n

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But brokerage is often about playing the long game, particularly on the agency front.<\/p>\n\n\n\n

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Nick Feczko, a vice president with NAI Hiffman\u2019s Industrial Services Group, is part of the leasing team for 4101 Canterfield Parkway E., a 255,142-square-foot industrial building at the TDC I-90 Logistics Center in suburban West Dundee, Ill.
Image courtesy of NAI Hiffman<\/em><\/figcaption><\/figure>\n\n\n
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\"Nick\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Nick Feczko, vice president with NAI Hiffman. Feczko\u2019s extensive knowledge of the packaging industry gives him an advantage when leasing to shipping and manufacturing-focused industrial tenants.
Image courtesy of NAI Hiffman<\/em><\/figcaption><\/figure><\/div>\n\n\n

\u201cIt\u2019s always going to be a cycle that incudes sharing information and connecting people with each other, even if it means you get nothing in return,\u201d reported Diana Biasotti, senior vice president of brokerage at JLL. \u201cMy philosophy is: Treat everybody as if they\u2019re going to be a future client. Whether or not that will be true doesn\u2019t matter.\u201d<\/p>\n\n\n\n

As an agency leasing specialist, Biasotti last oversaw Bloomberg\u2019s 495,000-square-foot lease extension at 120 Park Ave. But she views the signatures on a lease as only a small fragment of her relationships with tenants and landlords.<\/p>\n\n\n\n

\u201cWhen I look at a successful transaction, it\u2019s not just about a tenant signing a lease at a building,\u201d Biasotti noted. \u201cIt\u2019s about if a tenant (expanded) or renewed within the building or even if they moved to another property while being represented by the same (brokerage) shop.\u201d<\/p>\n\n\n\n

Staying dry on rainy days<\/h2>\n\n\n
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\"Stephen\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Stephen Winter, executive vice president at Related Cos., leads office leasing for the massive Hudson Yards in Manhattan.
 Image courtesy of Related Cos.<\/em><\/figcaption><\/figure><\/div>\n\n\n

Even the most specialized and well-connected brokers need to be creative during tough markets. Biasotti believes a broker\u2019s true test comes when a building is under distress\u2014an experience she went through time and again amid a generational recalibration of Manhattan\u2019s office properties.<\/p>\n\n\n\n

\u201cYou can\u2019t change a building\u2019s infrastructure and reputation in a day\u2014other than negatively,\u201d she said.
For older office properties with higher vacancies, she strives to add as much value as possible.<\/p>\n\n\n\n

\u201cIf a landlord has a lot of vacancies, is there anything I can do to help them? Are there pop-up stores we can create, or is there coworking we can divest into where that helps that situation?\u201d<\/p>\n\n\n\n

Equally important is a willingness to have tough conversations with landlords, especially when it comes to repositioning.<\/p>\n\n\n\n

\u201cYou have to be ready to tell them that what they\u2019re doing isn\u2019t working for the long term,\u201d Biasotti pointed out. \u201cSo you sometimes have to step on a few toes.\u201d<\/p>\n\n\n\n

Despite his relatively recent entry into the brokerage space, Feczko has learned patience and the ability to adapt quickly. Those habits were critical after Liberation Day tariffs put a damper on leasing velocity in several submarkets that he oversees.\u201c Given that a lot of goods come into warehouses from overseas, when there\u2019s any political kerfuffle<\/a>, the industrial side puts the brakes on it until the dust settles,\u201d he noted. \u201cThere\u2019s no easy way to do a quick deal.\u201d<\/p>\n\n\n\n

<\/div>\n\n\n\n

Read the June 2026 issue of CPE.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Being persistent is a must. Having the mindset is vital.<\/p>\n","protected":false},"author":3012,"featured_media":1004799927,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[21784,21755,1521,21747,21749],"tags":[33022,32799,33105,32796,33414,32952],"class_list":["post-1004799922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brokerage","category-data-centers","category-digital","category-office","category-retail","tag-avison-young","tag-cushman-wakefield","tag-hudson-yards","tag-jll","tag-nai-hiffman","tag-related-companies"],"acf":[],"yoast_head":"\nHow Top CRE Brokers Hone Their Reputations - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/how-top-cre-brokers-hone-their-reputations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Top CRE Brokers Hone Their Reputations\" \/>\n<meta property=\"og:description\" content=\"Being persistent is a must. 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