Marketing isn’t magic—it’s just sales at scale. In this episode of Commercially Speaking, Bo and Timmy sit down with marketing expert Wes Gay to unpack why most commercial real estate professionals struggle to generate leads—and what to do about it.

From crafting crystal-clear messaging to playing the guide (not the hero), Wes walks brokers through a smarter, simpler way to get real results. You’ll learn:

• Why flexing on social media backfires
• How to talk so your ideal client actually listens
• The 3 things every broker should be doing to win more deals
• Why storytelling frameworks like StoryBrand can radically shift your approach
• The power of empathy in establishing authority and trust

Whether you’re a seasoned broker or just trying to get your marketing off the ground, this episode will change how you think about building your brand.

🎯 Don’t miss this masterclass in message clarity, lead generation, and CRE growth.

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🔗 Join Wes and Bo’s marketing cohort at wesgay.com/CS

• 📊 CRE Marketing Mastermind – wesgay.com/cs
• 🤖 Superpowers HQ – Need a CRE executive assistant? Get one here: superpowershq.com/commerciallyspeaking
• 🥏All Disc, No Balls! — Tizbee, The Secret Game Of Champions — tizbee.com
• 💡 Massimo Group – World-class coaching for CRE brokers: massimo-group.com
• 🛠️ Site to Do Business (STDB) – Powerful CRE analysis and mapping tools: stdb.com

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⏰ Time Code ⏰

00:00 – Start
00:14 – Cold Open
01:08 – Thanks To Our Sponsors
02:53 – Most Companies Are Really Bad At Talking About Themselves
05:07 – Posting to flex
05:30 – The Ideal Client Story
08:00 – What problem are we solving? tension attracts attention
09:35 – There’s an end goal in mind
10:13 – The Client Is The Hero
11:21 – We Are The Guide
12:01 – Empathy + Authority = The Guide
12:58 – So How Do We Demonstrate Our Authority In A Way That Wins Clients?
16:02 – Marketing Overwhelm
16:55 – What Works For CRE? (Direct Mail, Email, Podcasts, LinkedIn and Twitter/X)
18:50 – Thanks To Our Sponsors
19:53 – Where and How To CONSISTENTLY Demonstrate Your Expertise
22:08 – Are Even Sure That Our Audience Knows What Brokers Do?
23:15 – People Transact CRE For Only 2 Reasons!
23:59 – Give Your Knowledge Away For Free?
25:02 – Just Be An Expert Who Explains Things To People In A Way They Can Understand
26:12 – “So, Here’s The Plan!”
26:39 – Success Or Failure: The Way You Wrap The Story Up
27:18 – CRE Marketing Mastermind
30:49 – You Don’t Have To Do Social Media Unless You Do!
32:58 – Before We Let You Go…
34:23 – Pop Quiz

📒Show Notes📒

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Bo is a CCIM Instructor and the owner and operator of Barron Commercial Group, servicing Western KY and its surrounding markets.

For all CRE inquiries, visit http://www.barroncommercial.com

Timmy is an actor, comedian, writer and host: @timmybarron https://youtu.be/ICoIAHSZvgA