Posting Pays Off: What Every Broker Should Know About Social Media

This week on Commercial Real Estate Secrets, I sit down with my friend James Milner, CCIM, a commercial real estate broker out of North Carolina with Appalachian CRE.James and I met nearly two years ago at the CREI Summit, and we’ve stayed connected ever since. In this episode, we catch up on his CRE journey—from stepping into the content game on TikTok to earning his first six-figure commission after years of consistency.What We Cover:How James started creating content (and editing everything in TikTok)Why authenticity + consistency still win in commercial real estate marketingWhy you don’t need a thousand relationships—just the right onesHow the industrial market is holding strong in North CarolinaWhat we’re both seeing in the market: widening bid/ask gaps, picky buyers, and pricing that doesn’t reflect today’s ratesThe secret James uses to stay ahead of local development trends (spoiler: it’s free and anyone can do it) This Week’s Tip:If you’re using CoStar, start searching under-contract properties—not just active listings. That little move led me to a deal I just sent out for signature. Hack your tools.James’s CRE Secret:Public records. From development intel to transaction data, James walks through how he uses public records as one of the most underutilized tools in our industry.Connect with James: Linkedin | X To see how social media and content marketing actually work in commercial real estate, learn how Aviva Sonenreich built one of the strongest digital platforms in the industry:https://warehousehotline.com/commercial-real-estate-brokers-denver/aviva-sonenreich/