Choosing the Right Commercial Real Estate Broker: A Guide for Commercial Property Owners

Securing a real estate license is much like securing a driver’s license, it’s a matter of learning material and passing a test. Holding an active real estate license simply allows one to work in the industry under the laws and restrictions but it’s talent, skill, experience and demonstrated ability that makes one a leading professional or an expert in the industry. Choosing the right commercial real estate broker is one of the most important decisions you’ll make as a property owner. Whether you're selling a building or seeking the right tenant to maximize long-term value, the broker you hire directly affects your property’s exposure, time on market, deal quality, and financial outcome.

Here’s what we recommend every commercial property owner should look for when selecting representation, and why the right choice matters.

Current Local Market Expertise   

The commercial real estate market is fluid. Vacancy, demand, business activity, and rental rates can change regularly, and a well-qualified listing broker should be able to provide:

• Up-to-date knowledge of your submarket

• Awareness of what’s leasing or selling right now

• Insights into competing properties

• Understanding of local business growth, zoning issues, and economic drivers
  

Accurate pricing and effective positioning come from real, current market intelligence, not from outdated data or guesswork.

A Proven Marketing Strategy That Goes Beyond a Sign in the Ground

Exposure drives results. The greater the reach, the better your chances of securing the right buyer or tenant.

Look for a broker who provides:

• Professional photos, videos when applicable, floor plans, and marketing materials

• Strong digital presence on commercial listing platforms

• Targeted outreach to their network of business owners, investors, and other brokers

• Regular promotional updates and reporting

• Creative strategies tailored to your asset type (retail, office, industrial, land, etc.)

A strong marketing plan ensures your property gets in front of decision-makers and not just anyone browsing listings.

Transparent, Data-Driven Pricing and Positioning

Your broker should be able to clearly explain:

• How they arrived at the recommended price or rental rate

• How your property compares with current competitors

• What adjustments might be necessary to maximize demand

• Whether the market supports your goals and if not, what the best alternatives are.

A strong advisor doesn’t tell you what you want to hear. They tell you what you need to hear to protect your investment.

Strong Negotiation Skills Backed by Experience

Your broker is your advocate versus a messenger. They should know how to structure terms that protect your interests.

Skilled negotiators help you secure:

• Solid tenant covenants

• Reliable financials

• Fair and enforceable maintenance responsibilities

• Favorable lease structures

• Realistic timelines

• Red flags identified early

The right broker prevents costly mistakes and ensures you attract stable, qualified tenants or buyers.

The Ability to Qualify Prospects Before You Waste Time

Not every inquiry is worth pursuing. The best brokers vet prospects early, including:

• Business type and viability

• Financial strength

• Fit for the property’s zoning and layout

• Timeline alignment

• Experience or operational capability

This helps protect your time and safeguards your property from poor fit or risky tenancy.

Clear, Consistent Communication and Accountability

You should never be left wondering: “What’s happening with my listing?”

A professional broker provides:

• Regular updates

• Showing feedback

• Market shifts and how they affect your listing

• Clear next steps

• Honest conversations about strategy

They treat your property as a priority and not an afterthought.

A Reputation for Integrity and Long-Term Relationships

Great brokers build partnerships, not transactions.

Look for someone known for:

• Ethical dealing

• Transparency

• Respect in the industry

• Strong relationships with local businesses, contractors, lenders, and attorneys

These relationships often translate to better exposure, more offers, and smoother closings.

A Tailored Strategy for Your Property Type

Every asset type requires specialized handling. Retail, industrial, office, land, and mixed-use properties all have unique drivers.

Your broker should understand:

• The tenant/buyer profile that fits your property

• What features matter most to that audience

• How to position your property’s strengths

• How to overcome or mitigate any weaknesses

A “one-size-fits-all” approach simply isn’t effective in commercial real estate.

Bottom Line: The Right Broker Protects and Maximizes Your Investment

As a property owner, your commercial real estate is one of your most valuable assets. Choosing the right broker means choosing someone who will:

• Price your property strategically

• Market it aggressively

• Negotiate effectively

• Qualify prospects properly

• Communicate consistently

• Protect your long-term interests

The right advisor isn’t just trying to fill a vacancy or close a sale they’re working to help you build and preserve the value of your investment.

Anton, Sowerby & Associates Commercial Real Estate Services has been providing agency representation and commercial real estate transactional expertise in Macomb County and Southeast Michigan since 1988. Demand is currently outpacing supply. We have a strong roster of buyers and tenants actively seeking industrial properties. If you’re thinking about selling or leasing, let’s connect.