Skip to main content

Grow Your CRE Business with Content & Branding

By September 17, 2025Real Estate Pros Show

Subscribe via:

Show Summary

In this episode of the Investor Fuel podcast, host Skyler Byrd interviews Steven Llorens, a commercial real estate broker and founder of CRE Content Pro. They discuss the importance of social media marketing for commercial real estate agents, the challenges of building a personal brand, and the role of AI in content creation. Steven shares success stories from his clients and emphasizes the value of relationships in the real estate business. He also highlights the need for niche marketing in the commercial real estate sector and provides contact information for those interested in his services.

Resources and Links from this show:

  • Listen to the Audio Version of this Episode

    Investor Fuel Show Transcript:

    Steven Llorens (00:00)
    some of the great stories are that people that, you know, really started in the business and had no idea how to start.We were able to build a foundation for them so they could start posting on social media. People started recognizing them and then they were telling us they’d be out at some events and be like, hey, I saw your post. It really, really informative and really helpful for me. Keep doing it. So they were very much encouraged. For someone that’s starting out, mean, that’s the best thing you can get is positive reinforcement that what you’re doing is working, right?

    Skyler (01:59)
    Hey everybody, welcome to the Investor Fuel podcast. I’m your host Skyler Byrd and today I am joined by Steven Llorens. I’m very excited to talk to Steven today. He is operating in a niche that I’m fairly unfamiliar with. So I know I’m going to get a lot out of this conversation and I know you all will as well. So Steven, thank you for hopping on here.

    Steven Llorens (02:20)
    Thanks, Skyler. It’s a pleasure to be here. Thanks for the invite.

    Skyler (02:24)
    Absolutely, absolutely. And I guess to kind of start us off, can you tell everyone listening just, you know, what you do and how you kind of fell into that?

    Steven Llorens (02:35)
    Yeah, absolutely. Again, thanks for this opportunity. So I’m a commercial real estate broker here in New York, New York City area. And ⁓ I noticed that there has been a lag with commercial brokers and how they market themselves and their listings in the social space. And I really looked around for quite some time. I couldn’t find anything. And I was trying to manage my own social media presence and my personal brand and was having a lot of difficulty with that.

    So about a year and change ago, a partner and I decided to get together and we created a company that only does social media marketing for commercial real estate agents and brokers. So we are very specific in what we do ⁓ and we help commercial brokers and agents. We get to be top of mind, you know, in their communities so they can market themselves and their properties and their listings better for their clients and do better for everybody.

    Skyler (03:36)
    Absolutely, that’s been more important today than probably at any other point in time. So it’s good that you’re giving commercial real estate brokers a chance to kind of get with the times here. That’s awesome.

    Steven Llorens (03:47)
    Yeah. you know, having a social presence and managing your social presence. mean, you know, with, with investor fuel, I’m sure you’re familiar with it too. It’s very time consuming. It becomes another job onto itself. And so this really gives an opportunity for commercial brokers to stay focused in what they know what they’re doing, you know, selling and listing and leasing properties and, really, you know, giving us the opportunity to help build their personal brand. So it frees up their time and they can focus in on what they’re doing and what they know how to do best.

    Skyler (04:18)
    Absolutely. And now when you say build their personal brand, because I think we’ve all heard that quite a bit, ⁓ but what does that exactly mean?

    Steven Llorens (04:27)
    Well, I think everybody’s got their own style of doing business. know, there can be a person that’s like, you know, doesn’t wear a tie, likes to be out there running around. They’re a little bit more lighthearted about their approach or how they market their listings. Whether it be a broker is like very, you know, very, I want to say more legal. You know, they’re going to be more dressed in a coat and tie and they’ve got a very strict persona and how they want to relay that message. You know, that’s part of it. What’s your personal brand? How do you relay your message? How do you…

    connect with your customers. What type of services do you provide? That’s your personal brand. ⁓ I think that’s a portion of it, but a lot of it is how you run your business.

    Skyler (05:09)
    Okay, all right.

    So if you have somebody that’s new to all of this, right, that’s coming to you for help, is that what you’re taking them through? Are you kind of sending them down, going through all this first? does it, do you concentrate on the social media side, the website side first? What does that look like for

    Steven Llorens (06:15)
    Yeah, know, a lot of people that are just starting out in the business ask me, because I’ve been in the business over 15 years, a lot of people will ask me, you know, how do I get started? And you know, the main thing that people usually tell you is that you really need to tap into your sphere of influence. Like, who do you know? Right. And from there, you kind of build out and you try to ⁓ get people to know what you’re doing and they understand how you, you your personal brand, they understand how you do your business and you grow your business in that way. ⁓

    But what I think is really important is that you need to be visible and you need to have some level of expertise. And so that’s what CRE Content Pro does. We help you develop this expertise or stay top of mind in your community, in your neighborhood. So people are drawn to your experience, drawn to the information that you can provide. And they also recognize that you’re available, that you’re available to help them in what they’re trying to accomplish.

    Skyler (07:14)
    Absolutely. And I know you said you’re in the New York area. So are you helping clients nationwide? Are you focused to one part of the country? What does that look like?

    Steven Llorens (07:23)
    Yeah, no, we’re very targeted in our marketplace. Basically, we handle a lot of Queens County, Northwest, Nassau, very specific. And when we talk about commercial real estate, we’re ⁓ mostly about apartment buildings, mixed use, maybe a retail with some residential above, industrial space, could be a shopping center. When we’re talking about commercial real estate, that’s what we’re talking about.

    But we stay pretty targeted in terms of the geography of where we’re located and what we’re focused on.

    Skyler (07:58)
    Okay, excellent. And is that because it’s just, you know, better for the business model or are there different ⁓ kind of different aspects that maybe real, you know, commercial real estate brokers say down in Florida would face that up in the Northeast here.

    Steven Llorens (08:13)
    Well, you know, I would say every market is localized. So to have localized experience and knowledge is really, really important. You can even drill down deeper. You know, some people say just focus on one type of asset type, meaning like just focus in on, you know, investment buildings or industrial space or shopping centers, you know, but because of where we are, it’s so diverse here. We really need to be tapped into all of the commercial assets that are in our area here.

    Skyler (08:40)
    that makes sense to me especially in the in the new york area that you got enough that that can hold you over absolutely ⁓ and can i ask you i mean in your in your opinion here with technology kinda coming down the pipe what do you see kinda changing in the in the landscape either on social media or ⁓ on the website side anything that

    Steven Llorens (08:44)
    Hehe.

    Yeah, that’s for sure.

    Yeah, well, AI is the buzzword these days. You lot of people are getting things done through with and through AI, which I want to just, that’s a good thing you brought it up because so part of what we do at CRI Content Pro is that we create original articles and content for our clients. And a lot of people say, oh, you know, it’s AI, you know, AI created or whatever. It’s just not the case. We actually have on staff, professional researchers and writers to create these.

    articles and content. Not to say we don’t use AI, we do use AI. We use AI to do some fact-checking on what we’re doing. And also it helps us research topics. So it’s a great tool. But at the end of the day, we are writing the articles, original articles that we post and we provide for our clients and client base. ⁓ we find that it gets really great results. We put some articles out there and people start engaging, asking questions, and that’s what you want, interaction with the marketplace. ⁓

    Well, to your original question, AI seems to be the ⁓ transformative or disruptive tool, I think, not just in real estate, but in all industries today.

    Skyler (10:51)
    Absolutely, and I’m really glad that you talked about that because I think there’s definitely getting more of that cynicism out there with, ⁓ is what I’m seeing in for, you know, as far as social media content, is this all AI generated now? ⁓ Is there any side of personal touch that’s still being added by an actual person? So with you, that’s absolutely what’s going on. Okay, yeah.

    Steven Llorens (11:13)
    100%. That’s

    part of this package that we put together. We wanted to make sure it was authentic, because without authenticity, I don’t think anybody can have a personal brand, right? It’s personal. You need to be authentic. So that’s really important. And that was very important when we started the company was that we needed to have the trust of not just our clients, but the people that our clients were serving. And so that’s why we truly believe in the original content and the researching and then

    simply using AI as a tool.

    Skyler (11:45)
    Absolutely, and it sounds like if you’re in the local market, I mean, it’s an easier way for you to actually meet, I would assume, face to face with potential clients and your clients and have a little bit more of a personal touch on that side as well, Now, is that something that you think is still getting, that’s something that’s still valued in your space? Is it something that’s becoming less valued? What do you think there?

    Steven Llorens (11:58)
    That’s That’s right. Yep.

    Oh, I mean, this business is relationships. You people say, you know, the brokers might become obsolete because of AI, you know, a lot of, and there may be a lot of jobs that might become obsolete as a result of AI. Like if you’re not learning and involved with AI, you are falling way behind. But at the end of the day, relationships and your network, I always believe is your net worth, you know, the relationships are invaluable. know, having that personal rapport with someone that you’re doing business with.

    is so, so important in this business and in any business, especially a service business, but personal relationships are everything.

    Skyler (12:50)
    Absolutely. So let me ask you, mean, is there any type of success stories that you can share from your clientele so far, anything that way? Yeah.

    Steven Llorens (13:00)
    ⁓ sure. Yeah, we’ve got people,

    you know, they, I think one of the questions you asked, and I might’ve buzzed over it was that, you know, the social side of it is we make you visible on social media, right? So you’re posting regularly and listings and things like this. And on the other side, we’re creating content so that you have some articles and things that people are reading and relevant to what you’re doing. ⁓ But

    some of the great stories are that people that, you know, really started in the business and had no idea how to start.

    we were able to build a foundation for them so they could start posting on social media. People started recognizing them and then they were telling us they’d be out at some events and be like, hey, I saw your post. It really, really informative and really helpful for me. Keep doing it. So they were very much encouraged. For someone that’s starting out, mean, that’s the best thing you can get is positive reinforcement that what you’re doing is working, right?

    So on our end, that’s the same thing for us. A client telling us,

    I just got great results. went to this networking event and people were telling me this and that. That’s great to know. It makes us know that what we’re doing provides value also for our clients. Then we also have more seasoned professionals that are, they’ve been in the business 10, 15 years. They have a following, but they know they need to be on social media because they’re falling behind to people that are more tech savvy. So we’ve got people say, hey, without you guys, I wouldn’t have the time to spend more time.

    know, networking and developing these relationships. But now I’ve got CRE Content Pro, you know, backing me up and basically not just providing me the foundation now, but building my different levels, the different tiers of my business that I need so I can scale. And that’s really important, right? So we’ve got the, you know, the guys that are just starting out, we’ve got the seasoned professionals. And I think as time goes on, you’re going to see more and more people in the commercial space start to use, you know, the social presence, digital marketing.

    ⁓ It’s already present, very much so in the residential side. You see resi agents, you know, always posting, but tell me how many times you see a commercial agent doing something other than maybe a walkthrough. That’s it. You need something more sexy. You need something to engage the customer, the consumer to be interested in what you’re doing. And that’s what we’re trying to deliver. You know, and so, but again, we only do this for commercial agents, commercial brokers and agents.

    Skyler (15:57)
    No, and I think you bring up a couple of good points there, right? Number one, yes, I’ve got, you I have friends that are real estate agents and they’re posting everywhere all the time, you know, on the residential side. They’re very visible, right? And yes, I haven’t actually seen that much on the commercial side. And I would imagine, and again, I don’t have the expertise on the commercial side, but it seems like probably the agents and brokers that are on the commercial side are just less visible anyway. It’s a little bit more of a niche.

    Steven Llorens (16:26)
    Yes. Yes.

    Skyler (16:26)
    just to begin with, right?

    So I think it’s really important also that you brought up, know, this, you know, it doesn’t just, you know, potentially bring in more business and help you connect with your customers, but it really can be a time saver, right? It, yeah, it can allow you to focus on the parts of your business that you can have a truly high impact on. And I think that’s, you know, that’s incredibly important for any business owner, but especially, you know,

    Steven Llorens (16:40)
    yeah.

    Skyler (16:53)
    anybody working in in real estate and finance that’s you know anybody working for themselves.

    Steven Llorens (16:58)
    Yeah, I mean, you can only be as effective as much time as you have, right? And so, and again, this is the genesis of this product was that I was stuck trying to do social media and I’m not the most, ⁓ I’d rather be face to face. I’d rather not be on social media, to be honest with you. Like a lot of people just aren’t comfortable with it. But I realized that it’s really, really important that you need to be on social media to scale your business and grow your business if you’re be successful in this field. And so I really tried to…

    make a really strong effort to do it, but I just didn’t have the time. I was involved with client meetings. I was involved with showings. was involved with many aspects of the business. I was growing my team, training my team. And it’s so important, but we just didn’t have the resources in terms of time to do it. And so that’s why we created this product. And happy to say that we’ve helped many people get their…

    their business in track and on track and online.

    Skyler (17:59)
    Absolutely. And no, that’s interesting because if that was something that you were struggling with, right, how did you eventually, because I’m assuming you probably got some experience with branding yourself and taking to social media before you started the company. So how did that work out?

    Steven Llorens (18:10)
    Yeah. ⁓

    You mean in terms of like coming up with the concept or how it… ⁓

    Skyler (18:22)
    how you ended up, you know, probably, I’m assuming you probably started doing this for yourself before you started the company, correct? Yeah. Yeah.

    Steven Llorens (18:28)
    Yeah, correct. I mean, I tried to. That was the thing.

    You know, I tried to and it was taking up way too much time that it’s really hard. You know, you want to have time, your business time, you need to have personal time, know, all the… How do you break up your day? And you could end up doing social media, you know, 18 hours out of a 24 hour day if you wanted to. And for me, was really, I had this problem and I needed to find a solution and I really, couldn’t find a solution. So I created the solution.

    at least for myself, but I found out that it worked well enough for me that I believed it could help other people. And in fact, it did, just the examples that I gave you before. it helped people starting out. It also helped veterans that are already in the business, know, up their game so that they could be more competitive in the marketplace.

    Skyler (19:16)
    Absolutely. And I’ve been involved with social media teams for other businesses I’ve worked for and kind of doing the same thing, right? You know, writing blog posts for SEO purposes for your website, integrating that with social media and things like that. And I think, you know, usually those type of companies, because there’s a lot of them out there, they’re more generalized, right? They work with kind of every industry. It’s just, all right, come to us. I always kind of felt it was more of a cookie cutter approach because

    past companies I’ve worked for when we’ve taken those services, they all kind of brought up the same thing, but I think it’s really important that you’re out there working in this one specific niche, and it’s a niche that you come from. And I think that brings a lot to the table.

    Steven Llorens (19:59)
    Yeah, and thank you for that because yeah, you know, there’s just different kind of education, different kind of knowledge for commercial real estate, a little bit different than residential, I think. And it’s really hard to be a generalist in terms of, I guess, going back to your point, there are a of social media companies that do a lot of different things for a lot of different companies, right? And they don’t really get it. You know, you might go to a business, you might sell ice cream, for example, but they don’t understand the ice cream business and the whole process.

    I mean, I don’t, but I know commercial real estate, right? And I want to transfer that information that I know to our clients that are either starting out or maybe collaborate with someone, with a veteran that has information for us. And we can collaborate and develop a really nice program that again elevates their business to a different level, you know? ⁓ But it’s really exciting when we have a newer agent that’s just starting out and helping them ⁓ build up their business.

    and watch them grow. That’s really, really exciting. But the only way to really do it effectively ⁓ is to, I feel, is to really focus in on an area that you know, you know well, and basically be the mentor, basically be the consultant on how to get from here to here. That’s really how I see it. And like I said, it’s worked for me, it’s worked for some of our other clients, and ⁓ we’re out here and we’re trying to get the word out that CRE Content Pro is around, we’re available and…

    we can deliver.

    Skyler (21:29)
    Absolutely. And as we kind of come up on time here, Steven, ⁓ if we do have any ⁓ commercial real estate brokers in the New York area that are interested in getting in contact with you, possibly for your services, how can they get in touch?

    Steven Llorens (21:42)
    Yeah, well, it doesn’t need to just be New York because this is a nationwide service. you know, we can, we can cover any, any state in the, in the U S ⁓ but if you need to contact me, you can reach me at info at CRE content pro.com and you can get me directly. You can also give me a call. My direct cell is six four six four five seven eight six three four. And yeah, be happy to talk to anybody that has questions about what we do, how we can help you build your business.

    how we can keep you top of mind and a thought leader in your community for commercial real estate.

    Skyler (22:18)
    Excellent. All right. Well Steven, thank you again for for being on the podcast today and for all of our listeners out there if you got something of value from this Please hit that subscribe

Tags:

Share via
Facebook
X (Twitter)
LinkedIn
Mix
Pinterest
Tumblr
Skype
Buffer
Pocket
VKontakte
Parler
Xing
Reddit
Line
Flipboard
MySpace
Delicious
Amazon
Digg
Evernote
Blogger
LiveJournal
Baidu
MeWe
NewsVine
Yummly
Yahoo
WhatsApp
Viber
SMS
Telegram
Facebook Messenger
Like
Email
Print
Copy Link
Copy link
CopyCopied