Most commercial real estate professionals know they should be creating content. Far fewer know how to create content people actually want to follow.
In this episode, Aviva Sonenreich and Fly Jamerson talk about what it takes to build a personal brand through commercial real estate content that feels authentic, entertaining, and different from the traditional industry playbook.
Fly shares how cold calling brokers for advice became a content series that helped her build relationships across the industry, including eventually connecting with Bob Knakal. She also explains why some of the most effective content may have nothing to do with deals, why entertainment belongs in commercial real estate marketing, and why getting comfortable with vulnerability can help professionals stand out online.
Aviva and Fly also discuss the role of consistency, personality, relationships, and experimentation in building a recognizable commercial real estate brand.
Key Topics Discussed
- How to create commercial real estate content that stands out
- Building a personal brand through authenticity and consistency
- How Fly turned cold calling commercial real estate professionals into a content series
- Using content to build genuine relationships within the CRE industry
- Why entertaining content can be valuable even when it is not directly about real estate
- Finding the balance between educational, personal, and entertaining content
- Why vulnerability can make commercial real estate content more relatable
- How social media can expand your network beyond traditional industry relationships
- Why content that performs well does not always need to be niche or educational
- What commercial real estate marketing could look like over the next 12 to 24 months
- Why your CRM and existing relationships remain valuable even as social media grows
- Getting comfortable with being on camera, making calls, and doing things that feel uncomfortable
About the Guest
Fly Jamerson is a commercial real estate content creator and social media strategist who helps CRE brokers build their online presence and create content that connects with their audience. Known for her distinctive cold-calling content and personality-driven approach, Fly shows commercial real estate professionals how to turn everyday conversations and experiences into engaging social media content. Her work focuses on helping brokers use social media to build visibility, strengthen relationships, and stand out in a traditionally relationship-driven industry.
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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