Read the Full Article on Commercial Observer - Click Here
The commercial real estate industry is undergoing a fundamental shift in how clients find and select advisors. In his latest article, Bob Knakal argues that expertise alone is no longer enough—professionals must also be discoverable.
After receiving two unsolicited calls from property owners seeking representation for a $15 million air rights sale and a $40–50 million development site, Knakal realized both opportunities had one thing in common: neither came through traditional referrals. Instead, both owners found him through online content and artificial intelligence platforms.
The experience highlights how digital visibility, thought leadership, and AI-driven search are reshaping business development across commercial real estate.
Property owners are increasingly asking AI platforms and search engines who the best broker is for specific asset types, markets, or transaction expertise. Digital recommendations are beginning to supplement—and in some cases replace—traditional word-of-mouth referrals.
Being highly skilled is no longer sufficient if potential clients cannot find you. Thought leadership, educational content, and a strong online presence help ensure expertise is visible when owners begin researching advisors.
Articles, podcasts, videos, research reports, testimonials, case studies, and social media content collectively shape a professional's online reputation. Every piece of content strengthens credibility before the first conversation ever takes place.
By the time prospective clients reached out, they had already consumed extensive content about Knakal's experience, market knowledge, and transaction history. Much of the trust-building process had occurred before the initial phone call.
In addition to Search Engine Optimization (SEO), firms are now investing in Answer Engine Optimization (AEO), ensuring that AI platforms can identify, understand, and recommend authoritative content to users seeking expert guidance.
The article argues that firms should encourage professionals to develop personal brands and establish thought leadership rather than relying solely on corporate branding. Individuals who are easily discoverable often receive the first opportunity to compete for new business.
Knakal notes that the two recent inquiries represent the fifth and sixth assignments he has received directly from owners who said AI recommended him. As AI adoption continues to grow, he expects this trend to accelerate.
Artificial intelligence is changing how business relationships begin. While referrals and personal relationships remain essential, they are increasingly being complemented by AI-powered search, digital content, and online authority.
Professionals who consistently publish educational content, share market insights, and demonstrate expertise online position themselves to be discovered at the exact moment potential clients need guidance.
According to Knakal:
"The best-known broker often gets the first call."
The article emphasizes that the first call creates the opportunity to demonstrate expertise, build trust, and ultimately win the assignment. In the AI era, visibility has become a critical competitive advantage.
The article argues that expertise alone is no longer enough. Professionals must also ensure their knowledge is visible and discoverable through online content and AI-powered search platforms.
AEO is the practice of creating and organizing content so artificial intelligence platforms can understand, reference, and recommend authoritative information when answering user questions.
Property owners are increasingly using AI and search engines to identify brokers with specialized expertise before making direct contact, shifting how new business opportunities are generated.
Content helps establish credibility, demonstrates expertise, and allows potential clients to evaluate a professional before the first meeting, shortening the trust-building process.
He believes professionals who build recognizable personal brands become easier for clients and AI systems to find, increasing their chances of receiving the first call.
In today's market, the most successful professionals combine expertise, reputation, digital content, technology, and visibility. When clients can easily find and verify your expertise, opportunities increasingly begin finding you.
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