She Sold $12 Billion Without Cold Calling (Here's How) | Laurie Lustig Bower

In this in-depth conversation, recently retired CBRE Executive Vice President Laurie Lustig-Bower shares decades of insights from one of the most successful multifamily brokerage careers in Los Angeles real estate.With over 36 years at CBRE (formerly Coldwell Banker Commercial), Laurie and her team handled more than $12 billion in multifamily transactions in the last decade alone. She built her business on the Westside of LA — specializing in apartment buildings, condo conversions, and development sites — consistently ranking as a top national producer in CBRE’s Private Capital Group.Key topics include:- How she chose multifamily and the Westside LA niche as her "blue ocean" path to expertise- Building a referral-based business without ever making cold calls- Networking strategies with residential brokers, appraisers, internal CBRE colleagues, estate attorneys, banks, and more- The power of internal referrals and paying generous referral fees early on- Daily habits, discipline, and idea generation that drove consistent deal flow- Preparing killer listing pitches: underwriting depth, rent comps, creative value-add strategies, rehearsals, psychology of the seller, and why most brokers skip rehearsal- What truly makes the ultimate broker: drive, persistence, emotional intelligence, creative problem-solving, and gut-level numbers mastery- Pricing psychology — why overpricing kills momentum, the dangers of long market time, and why multifamily buyers think differently than residential- Lessons from iconic deals and market cycles (without specifics)- Advice for new or growing brokers: pick a tight lane (product type + geography + price range), reverse-engineer your business plan, brand yourself clearly, become the go-to expert- Why specializing beats being a generalist in today’s information-rich marketWhether you're a multifamily broker, investor, or anyone in commercial real estate looking to level up prospecting, client relationships, preparation, and long-term business building, this episode is packed with timeless, battle-tested principles from one of LA’s most respected multifamily pros.Timeless wisdom from a true multifamily legend in Los Angeles commercial real estate.Subscribe and Stay Ahead! Stay informed and empowered in the multifamily real estate market. Subscribe to the channel for exclusive insights, rental updates, and expert analyses on the Los Angeles market.Sponsor — Citizens BankConnect with a banker athttps://www.citizensbank.com/novacancySponsor - AI for CRE CollectiveAI for CRE Community: https://www.skool.com/ai-for-cre-collective/about?ref=3b3ff2c0ccce44ba8039fafd54bf291aConnect with me:Website: https://www.thegroupcre.com/Email: [email protected]: https://x.com/TAYVAY_LinkedIn: https://www.linkedin.com/in/tayloravakian/#realestate #commercialrealestate #podcast