Finding success in commercial real estate requires more than market knowledge—it demands strategy, focus, and adaptability. At the 2025 C5 + CCIM Global Summit in Chicago, top producers shared proven methods to gain an edge in today’s competitive market. Here are three powerful takeaways to help brokers, investors, and advisors sharpen their advantage in 2026 and beyond.
Key Takeaways from the C5 + CCIM Global Summit
Define Your Niche: Specialists win more business than generalists. Building deep knowledge in a segment—such as industrial leasing, development sites, or last-mile logistics—strengthens your value proposition.
Build a Strong Value Proposition: Clients want expertise, not a broad pitch. As Rod Santomassimo, CCIM, put it: “If you serve everyone, you serve no one.”
Turn Adversity Into Opportunity: Bob Knakal’s now-famous “map room,” created during the COVID-19 lockdown, transformed downtime into a unique marketing edge with a 96.6% client win rate.
Leverage Time Creatively: Even without perfect conditions, consistent effort—nights, weekends, or early mornings—creates long-term advantages.
Use AI as a Tool, Not a Crutch: AI can jumpstart research, automate tasks, and validate ideas, but human judgment and relationship skills remain priceless.
Stay Future-Focused: With AI, data, and specialization reshaping the industry, practitioners who adapt quickly will “leapfrog the competition,” according to keynote speaker Cassie Kozyrkov.
Frequently Asked Questions
How can brokers stand out in today’s competitive market?
A: By specializing in a clear niche and offering expertise that generalists can’t provide.
What’s an example of turning adversity into opportunity in CRE?
A: Bob Knakal used lockdowns to personally survey Manhattan’s 27,649 properties, creating proprietary market maps that became his top client-winning tool.
Can AI replace brokers and advisors in commercial real estate?
A: No—AI enhances productivity and decision-making, but human judgment, strategy, and relationships remain irreplaceable.
What’s the most important mindset takeaway from the summit?
A: Success comes from consistent effort, adaptability, and the courage to adopt new tools before competitors do.
