Cold calling is one way to build a commercial real estate pipeline. But it is not the only way. Commercial real estate broker Aviva Sonenreich has built a business where nearly 99% of her clients now come inbound.
In this episode of Commercial Real Estate Secrets, Aviva Sonenreich and Kusiima Boswell, co-founder of Terrakotta, turn the conversation to inbound lead generation and what it actually takes to build an audience that produces commercial real estate opportunities.
Aviva explains how consistent, value-driven content helped transform her brokerage from traditional prospecting toward an inbound marketing model. She shares why there was no single post that changed everything, how she evaluates what content works, and why brokers should think about content the same way they think about commercial real estate: as a long-term investment.
They also discuss the difference between sales and marketing, why educational content often works better than direct promotion, and how brokers and CRE companies can use their unique data, experience, and results to create content people actually want to consume.
Key Topics Discussed
- Building a commercial real estate business around inbound lead generation
- How Aviva generates nearly 99% of her brokerage business through inbound opportunities
- The difference between commercial real estate sales and marketing
- Creating valuable content without making every post feel like an advertisement
- Building an audience through consistency and repetition
- Using content performance to improve your marketing strategy
- Turning client results and success stories into compelling content
- Creating content that attracts prospects instead of constantly chasing them
- How Aviva started building an audience around commercial real estate
- Using supply and demand to identify content opportunities
- Why one viral post is not the goal of a successful content strategy
- How brokers can turn their expertise into a long-term lead generation engine
About the Guest
Kusiima Boswell is the Co-Founder of Terrakotta, a technology platform built to help commercial real estate professionals modernize outbound business development. Terrakotta combines prospecting, calling, data, and outreach tools to help brokers identify opportunities, connect with property owners, and build stronger pipelines more efficiently. Through Terrakotta, Kusiima focuses on applying technology and automation to one of the most fundamental parts of commercial real estate brokerage: finding and building relationships with potential clients.
About the Host
Aviva Sonenreich is the Managing Broker and Owner of the Warehouse Hotline, a Denver commercial real estate brokerage specializing exclusively in industrial properties. She leads the firm’s brokerage operations, negotiates industrial sales and leasing transactions, advises clients on acquisition and disposition strategies, and oversees the company’s marketing and business development efforts. Through Commercial Real Estate Secrets, she interviews leading investors, brokers, developers, and industry experts to provide actionable insights on commercial real estate investing, brokerage, leasing, development, and market trends.
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