Sharing is Caring... Don't Forget It
Recently, I had the opportunity to present to a few groups. Professionals in the CRE space and students at my Alma Mater. Here's why I think that's Important.
I’ve taken a short hiatus from Substack over the past month. Why? Because I lost some focus on writing and shifted that energy into presenting and speaking in front of a few different groups.
I saw this past month as an opportunity to preach what I write about. As a small business owner, I enjoy sharing these experiences, and I’ve found it incredibly valuable to take the words off the screen. Bringing them to a room full of people helps me better understand how these words land in real life. Does the message resonate? Do people connect with the ideas?
After all, that’s what we’re trying to do here, right? We’re trying to share experiences and connect with people.
Essentially: Is what I’m writing actually worth saying out loud?
In real estate, there’s no shortage of luncheons, networking events, office meetings, and educational opportunities. If you’re in the industry, you’ve likely been approached by someone who wants to coach you. You’ve seen the glossy figures dominating your social media feed. The gurus who seem to have an answer for every challenge real estate brings.
But how do you actually vet their expertise? Does a large following, trendy and professional content, and nonstop visibility somehow feel like credibility? Does constant exposure create the illusion of authority?
We can all agree that the answer is YES. If something looks buttoned up, it must be buttoned up, right? Someone who speaks with confidence MUST know wha
t they’re talking about. Someone standing in front of a project, breaking down the ins and outs, must be experienced, right?
What I’ve learned in this business: That’s not nearly as true, or as common, as you’d think.
My business partner (and great friend) and I have a tried and true theory when it comes to social media.
Get off social media and meet in person.
Whether you're working your LinkedIn network, creating content on Instagram, X, TikTok, or dare I say, Facebook, the sooner you take those new connections offline, the faster you can gauge their real expertise.
Why?
Because you’d be surprised how often social media personas fall short in person.
You quickly realize their entire presence is built around one thing: getting clicks. And that reality cuts both ways.
On one hand, someone who appears to be an expert online can reveal their lack of depth within five minutes of real-life conversation. This is incredibly common. Trust your gut. Ask questions. Size people up. If something feels off, it probably is.
And don’t be disappointed… Many of these coaches and personalities make far more money from teaching the game than actually playing it. There’s nothing inherently wrong with that, but it’s important to understand the difference.
On the other hand, you’ll often find that some people have a social media persona that feels off-putting. Maybe it's focused on the wrong principles, maybe it just gives off the ick. But when you meet them in person, you realize they’re normal, grounded humans with a knack for getting clicks.
They’ve simply learned how to separate their real-life presence from their online strategy.
And you’d never know that unless you met them.
Meeting people in person adds depth. You see their actual expertise in real estate and gain a new appreciation for their skill in marketing. The ability to separate those two worlds can be impressive.
Over the past two weeks, I’ve had the opportunity to speak in front of two very different groups: Commercial Real Estate professionals and students from the Real Estate Association at my alma mater, Cal State Fullerton.
Two different rooms. Two completely different messages.
Message One to the CRE Pros: Have an Expert to Call On.
Every agent and broker in real estate has their go-to experts.
Need insurance on a particularly tough property? You, or someone in your office, has that one insurance contact who can get the job done. We hear it all the time: “If so-and-so can’t do it, no one can.”
Need an escrow or title officer with experience in probate deals? You bring in the specialist. “They handle this kind of transaction all the time. They’ll take care of you.”
CRE asset-based bridge loans, hard money, or private capital are no different.
You need an expert to help advise, review, and surface the critical details—so you can represent your client with full respect to the “F” word.
No, not that “F” word, the one you avoid saying in front of your kids.
I’m talking about Fiduciary.
As licensed professionals, it’s our duty to represent our clients with their best interests in mind. That means knowing the details. Because if you don’t understand the structure, risks, and nuances of a deal... how can you truly feel confident that you’re acting as a fiduciary? The truth
is you don’t.
Message Two to Students: Input ≠ Output
One of the hardest lessons to learn in business is that input does NOT equal output.
You can make the calls. You can knock on the doors. You can attend networking events and build meaningful relationships. And even if you do all of those things... there’s still no guarantee of a result.
Sure, in theory, doing the work increases the likelihood of good things happening. But business is never one-size-fits-all.
So why does this matter?
Once you realize there’s zero guarantee of output, your relationships, conversations, advice, and the foundation for future business all become stronger. When you stop chasing outcomes, you become more present and powerful in how you show up.
When we’re young, we often need success to feel validated. And in any sales position, success typically means closing deals.
That was the core of my message to the students at Cal State Fullerton. The sooner you can separate your work from the outcome, the sooner you’ll relate better with people. Building a more successful and sustainable career.
As a result, you solidify doing the right things for the right reasons.
Corey Siegel
President/CEO
S&L Capital Group