Old-School Relationships, New-School Reach: Why Social Media Matters in Commercial Real Estate

Commercial real estate has always been a relationship business.

Long before LinkedIn posts, property videos and digital market updates, successful brokers built their careers by prospecting, knowing their markets, earning trust and delivering results for their clients. While technology continues to change how people communicate, the foundation of commercial real estate remains the same.

According to Tim Cribbin, Associate at NAI DESCO, social media isn’t replacing those fundamentals—it’s simply giving brokers another way to strengthen them.

“I’m a big believer in the old-school way of doing business,” Cribbin said. “Commercial real estate has always been and will always be a relationship business built on prospecting, learning your markets and, more importantly, working hard and honestly on behalf of your clients.”

As businesses increasingly turn to digital channels for information, commercial real estate professionals have an opportunity to meet clients where they are—sharing market insights, property updates and local expertise online while continuing to build relationships face-to-face.

Does Social Media Matter in Commercial Real Estate?

Absolutely—but perhaps not for the reasons many people think.

Commercial real estate transactions aren’t won with viral videos or clever captions. They are won through experience, local market knowledge, strong relationships and trusted advice.

Social media simply gives brokers another platform to demonstrate that expertise.

“Simply put, I think social media is just another arrow in the quiver,” Cribbin said. “Just like anything, it needs to be used correctly.”

For commercial real estate professionals, social media isn’t about replacing phone calls, networking or property tours. It’s about extending those conversations beyond the conference room and providing valuable information before a client even picks up the phone.

How Commercial Real Estate Brokers Can Use Social Media Effectively

When used strategically, social media allows brokers to provide value long before a transaction begins. Rather than focusing solely on listings, brokers can position themselves as trusted advisors by consistently sharing useful information about the market.

Some of the most effective ways commercial real estate professionals can use social media include:

• Explaining local market trends and what they mean for property owners and tenants.
• Highlighting new developments, investments and business activity throughout the St. Louis region.
• Showcasing available properties through video tours and behind-the-scenes content.
• Answering common commercial real estate questions from business owners and investors.
• Providing timely observations from the field that clients won’t find in quarterly reports.

Cribbin has embraced this approach through his video series Takeaways with Timmy and Tours with Timmy, where he shares practical observations from properties, developments and commercial real estate activity throughout the St. Louis metropolitan area.

The goal isn’t simply to create content. It’s to provide useful information from someone actively working in the market every day.

Why Local Market Knowledge Still Wins

Commercial real estate data has never been more accessible. Property listings, demographic reports and market statistics are available with just a few clicks.

But data doesn’t replace experience.

Knowing why one retail corridor is attracting national tenants while another struggles, understanding how infrastructure projects influence property values or recognizing which industrial buildings are most attractive to today’s tenants requires firsthand market knowledge.

That’s where experienced commercial real estate advisors continue to provide value.

At NAI DESCO, brokers work throughout St. Louis, St. Charles County, Metro East and surrounding markets every day. They aren’t simply reviewing reports—they’re touring properties, meeting with owners, negotiating transactions and helping businesses make informed real estate decisions.

Social media allows those real-world observations to reach more people, creating opportunities for education and conversation long before a client needs brokerage services.

Relationships Will Always Come First

While technology continues to evolve, the fundamentals of commercial real estate brokerage remain remarkably consistent.

Successful brokers still need to understand their markets. They still need to prospect, communicate, negotiate and advocate for their clients. Above all, they need to build trust.

As Cribbin explains:

“It’s a great platform to educate clients, share what’s happening in the market and amplify your presence as a commercial real estate advisor. The hard work comes first, in my opinion. I’m still learning every day myself.”

That mindset reflects what clients continue to value most—working with advisors who combine deep local expertise with a willingness to adapt and embrace new ways of communicating.

At NAI DESCO, we believe the future of commercial real estate isn’t about choosing between traditional relationship-building and digital communication. It’s about combining both to better serve property owners, investors, tenants and businesses throughout the St. Louis region.

Partner with a Trusted St. Louis Commercial Real Estate Advisor

Whether you’re buying, selling, leasing or investing in commercial real estate, having an experienced advisor who understands the local market can make all the difference.

NAI DESCO’s brokerage team combines decades of market knowledge with innovative tools and timely market insights to help clients make confident real estate decisions across office, industrial, retail and investment properties.

To learn more about the St. Louis commercial real estate market or connect with Tim Cribbin and the NAI DESCO team, contact us today.

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About Tim Cribbin

Tim Cribbin is an Associate at NAI DESCO, specializing in commercial real estate throughout the St. Louis metropolitan area. He works with business owners, investors and property owners on leasing, acquisitions, dispositions and market strategy. Through his “Takeaways with Timmy” and “Tours with Timmy” video series, Tim shares practical market insights, helping clients better understand commercial real estate trends and opportunities across the region. Be sure to follow Tim on Instagram and LinkedIn!