Answer extracted from The Crexi Commercial Real Estate Podcast — listen to the full episode below.
What strategies help retail brokers stand out when representing landlords in competitive markets?
The key is to adopt a landlord's mindset before advising on deals. Rather than simply pursuing commissions, think like a property owner—evaluating which tenants genuinely fit the center's mix and refusing deals that don't make financial sense, even if commission is at stake. This approach prioritizes the landlord's long-term interests over quick closes, building lasting relationships that differentiate you from transactional brokers.
Putting On the Landlord Hat
The most effective brokers don't simply execute transactions; they step into their client's shoes before making recommendations. As Tuva Patoli explains in the podcast, the practice is straightforward but often overlooked: mentally own the property before you advise the actual owner. This shift in perspective changes everything—from which tenants you target to which lease terms you negotiate.
When you frame decisions around what benefits the center's long-term performance, you become a strategic partner, not a commission chaser. Rejecting a marginally profitable lease because it creates an off-brand tenant mix sends a powerful signal to landlords: you understand their business beyond the immediate paycheck.
Refusing Bad Deals to Build Trust
The willingness to walk away from revenue is perhaps the strongest differentiator in a crowded market. In discussions covered in this episode, the principle is clear: saying no to deals that don't fit creates credibility that saying yes never will. A landlord who sees you turn down a commission because the tenant doesn't align with the center's strategy will remember that decision far longer than any sale you closed.
This approach works because it flips the power dynamic. Instead of competing on speed or aggressiveness, you're competing on judgment and alignment with the landlord's interests—qualities that are genuinely scarce in retail brokerage.
"I always like to put on my landlord hat so I sometimes I don't act like I'm just a broker and I act like I'm a landlord and I own this property."
Tuva Patoli — Senior Retail Specialist at Huntington Properties. Patoli built a third-party retail leasing team from zero to 36 represented shopping centers across Texas by combining deep market expertise in Houston and Dallas with a strategic focus on tenant mix and long-term center performance. Her approach bridges leasing operations with investment sales, grounded in understanding how operational decisions drive asset value.
The deeper reason this strategy works is explored throughout the podcast: landlords in competitive markets are flooded with options, but few brokers genuinely prioritize the property over the deal. When you consistently choose the tenant mix over quick revenue, you position yourself as someone landlords actually want to work with long-term.
See also
How did a young broker transition from a corporate salary job to building a retail leasing business in Texas?
Tuva Patoli left her corporate job after one year to enter commercial real estate at age 22, drawn by the commission-based model where growth is tied directly to effort and results rather than a fixed salary.
How do underperforming office properties in Chicago find viability through adaptive reuse?
Many Class B and C office properties in Chicago were built in excellent locations—major transit corridors, great school districts, or industrial-zoned areas—making them candidates for conversion into mixed-use, residential, or specialized commercial space.
What is the current condition of different office market segments in Chicago?
Class A office in Chicago is performing relatively well with landlords leasing space regularly, though not as robustly as pre-COVID; the real challenge is with Class B and C properties that struggle to attract quality tenants.