August 19, 2025 | BOMA International, Ella Krygiel
Networking is a skill that every professional needs to tap into regardless of industry, but in commercial real estate, networking is a non-negotiable necessity that sets you apart from the crowd. According to the LinkedIn Opportunity Index 2020, 76% of people say you need to know the right people to get ahead, and this is where networking can help you gain that advantage. Networking goes beyond exchanging LinkedIn connections. It’s about building relationships that lead to follow-ups, check-ins when you need fresh perspective and genuine professional support. With social media ever-present, LinkedIn and other virtual platforms will need to be just as developed as your in-person networking strategy. I spoke with two CRE professionals about their networking approaches — because let’s be honest — it’s not always comfortable. It can be difficult to put yourself out there. They share practical tips for navigating traditional events and mastering social media networking. Read the below insights from Matt Faupel, Sr. Property Manager, Cushman & Wakefield and Chair of BOMA International’s Emerging Professionals Committee and David Murphy, CBRE Vice Chairman in Orlando, FL.
High-Impact Connection Strategies
“The most effective way I’ve found to meet new people in CRE is to provide value first,” Faupel says. “Whether it’s sharing insights, solving a problem, or connecting someone with a resource — leading with value makes networking feel less transactional and more strategic. I’ve built lasting relationships by showing up with something useful, not just a business card.” Preparation makes all the difference. Event Flare research shows that 73% of event marketers report greater success rates among attendees who set specific, measurable and achievable networking goals.
On the other hand, Murphy shares how virtual networking has proved to be an effective way to meet new people in CRE. “I started using social media around 2016 to connect to a wider audience of commercial real estate professionals,” Murphy says. “Prior to social, I would do speaking events or attend networking events but devote most of my time now to LinkedIn and X. This trend accelerated post-COVID, and now I rely upon social media as my main source to make new connections. The ability to connect on a such a large stage has materially impacted my brokerage career. I have over 32,000 connections and followers on LinkedIn, and each post will receive many thousands of views, so it has become a game changer for me.” LinkedIn engagement continues to grow year over year. According to Cognism, 78% of users consume content on the platform to keep up with industry news, and 73% of users to discover new ideas. This demonstrates the demand for quality and original content across the platform, which can not only inspire but encourage thoughtful discussions across the platform.
Mastering Virtual Networking
Speaking of digital connections, Faupel and Murphy discuss their approaches for connecting online, whether it’s through LinkedIn or other virtual events or platforms. “I treat online connections like I would a follow-up from an in-person meeting,” Faupel says. “I personalize messages, mention something relevant we have in common (a market, event, or mutual connection), and then stay consistent by posting content that reflects my work in operations, leadership, and AI in property management. The key is showing people who you are and what you’re building — that earns attention and respect in a noisy digital world.” Personalized messages, as Faupel pointed out, are more likely to leave a positive impression. According to Salesbread, 20-55% of prospects that you don’t know will accept a connection request from you on LinkedIn if the message is customized and you’re using 2nd degree contacts.
Murphy also believes in creating a strong first impression through tailored outreach directly on the platform. However, he emphasizes the importance of building engagement and discussion across various posts:
“I post regularly and also comment on others’ posts. When someone comments on my post, I will either like their comment or respond back. Most importantly, I strive to provide content that is both authentic and relevant. Social media is the ideal place to build and promote your personal brand. Authenticity and the ability to tell a story that can impact your audience is the key.”
Networking for the Event-Averse
With social media being a primary way that many find new connections, for many, traditional networking events may feel awkward. However, according to Faupel, “You don’t have to ‘work the room.’” He encourages the tactic of focusing on “two or three real conversations with people you genuinely connect with.” He adds: “Ask about their portfolio, challenges or what technology they’re using. When you’re curious and intentional, instead of just trying to be impressive — the conversation flows naturally.” Networking experts offer several practical strategies for those who find traditional events challenging. According to Tuition Rewards, key approaches include:
- Practice your introduction: Prepare a concise elevator pitch about who you are and what you’re hoping to achieve. Practice until you feel comfortable delivering it, which reduces anxiety when approaching someone new.
- Utilize active listening: Shift your focus from yourself to the other person by asking follow-up questions and engaging with their points. This creates more meaningful conversations while taking pressure off you to dominate the discussion.
- Embrace imperfection: Not every interaction will be perfect and that’s ok. Approaching networking as an opportunity to learn and connect, rather than a performance, helps you show up with more confidence and authenticity.
For Murphy, the solution to networking discomfort came through finding an alternative approach that plays to his strengths. “I’m not good at small talk, so I can feel awkward at traditional networking events,” Murphy says. “Social media allows me to provide real insights and make connections without having to work a room. Some people insist face-to-face is the only way to build true connections, but I disagree. I have people who regularly come up to me who follow me on LinkedIn and feel they already know me. It’s much easier to strike up a conversation when people come to you.” With LinkedIn seeing 1.77 billion monthly visits (Sprout Social), this reflects the nearly constant wave of engagement and connections that users interact with on a daily basis, especially given how involved users are. According to Cognism, users spend an average of 14 minutes and 20 seconds per LinkedIn session, indicating users’ commitment to meaningful professional interaction.
Overall, LinkedIn and other virtual platforms offer a powerful way to build your brand and make a positive impression across your professional network. While in-person networking events remain an integral method for making connections the traditional way, balancing this with a tech-forward approach that meets current demand is an effective strategy for meeting new people in today’s market.
Regardless of the platform or approach, both experts emphasize that successful networking ultimately comes down to authenticity and follow-through.
“Don’t underestimate a follow-up,” Faupel says. “A thoughtful message after an in-person networking event often makes more impact than anything said in the moment.”
“Stop trying to network and start helping people,” Murphy says. “In my content creation, I provide advice to newer commercial real estate agents and share insights on the industrial market. If I’m helping rather than pitching, true relationships can be built.”
Interested in more content like this? Read our recent articles, How Emotional Intelligence Drives CRE Success or CRE Meets Gen-Z: Designing for the Next Generation of Work. You can view all this content and more when you click here to sign up for our General newsletter!