Prospecting 101 with Sandi Rogacki: Tips from a CRE Leasing Associate

On the latest episode of Brick and Mortar, Shanice Lodge sat down with Sandi Rogacki, a commercial real estate (CRE) leasing associate at Woolbright Development, to discuss prospecting strategies in retail leasing. Sandi shared her journey into the field, how to stay motivated in prospecting, and the impact of social media on the CRE landscape.

From Law to Leasing

Sandi’s career journey didn’t start in real estate—she originally pursued a path in law. After working closely with real estate attorney Stuart Kapp, she decided brokerage might be a better fit. Sandi then pivoted into retail leasing with encouragement from colleagues.

Sandi: “I started out pre-law at UCF and thought for sure I was going to be a real estate attorney… but then I was watching all these brokers make great money, go to fancy dinners, and I thought, ‘I can do something like that.’ Sometimes it’s not what you know, but who you know in this business.”

Sandi now leases shopping center spaces across Woolbright’s portfolio, focusing on filling retail spaces around anchor tenants like Publix and ALDI.

Sandi Rogacki, Woolbright Development

Staying Consistent While Prospecting

Prospecting is often referred to as the backbone of retail leasing, and Sandi emphasizes the importance of having a plan. Without consistency, the grind can quickly become overwhelming. One of her key strategies is creating a checklist or routine for each new shopping center she leases.

Sandi: “Prospecting is a grind, but it doesn’t have to be if you set up a plan… You prepare a tenant mix analysis, figure out what you need, and then target specific tenants—whether it’s canvassing or cold calling.”

Sandi also encourages CRE professionals to follow leaders in the industry, such as Beth Azor and Hue Chen, who regularly share actionable tips on effective prospecting strategies.

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Leveraging Social Media for CRE Prospecting

The rise of social media has undeniably changed the way leasing associates approach prospecting. Sandi acknowledges that while traditional canvassing and cold calling still hold value, social media canvassing is a faster and more efficient way to identify potential tenants.

Sandi: “Social media has really changed the landscape… It allows you to identify prospects without wasting time driving around. I can message a gym owner on Instagram and show how their classes would be a great fit for my shopping center.”

By using platforms like Instagram for fitness tenants and LinkedIn for medical professionals, Sandi customizes her approach based on the type of business she’s targeting. She advises other CRE professionals to do the same and even suggests writing reviews as a way to build rapport with potential clients.

Overcoming the Fear of Cold Calling

For many leasing associates, cold calling can be intimidating. Sandi reassures listeners that the fear lessens with practice. The key to success is shifting the mindset from selling to offering an opportunity.

Sandi: “Cold calling is very intimidating until it’s not. After you do it 100 times, you’re fine. But think of it this way: you’re offering a business an opportunity they may not even realize they need. When you get that ‘yes,’ it’s such a rewarding feeling.”

She also encourages CRE professionals to channel a different persona if cold calling feels particularly daunting. Just as Beyoncé transforms into Sasha Fierce on stage, leasing associates can adopt a confident mindset when making calls.

Image courtesy of IGN

The Importance of Relationships in CRE

One of the most valuable assets in commercial real estate is the relationships you build with tenants. Sandi stresses that fostering strong connections with tenants can lead to future opportunities.

Sandi: “If you do right by your tenants, they are your biggest billboard… Relationships with tenants are key. Most of these businesses will open second, third, or fourth locations, and you want them to call you.”

Sandi recommends maintaining ongoing communication with tenants even after leases are signed. Writing positive reviews for tenants’ businesses can help solidify these relationships and create lasting partnerships.

Key Takeaways

  1. Consistency is key – Develop a routine for prospecting and stick to it.
  2. Leverage social media – Use platforms like Instagram and LinkedIn to reach targeted tenants more efficiently.
  3. Shift your mindset – Cold calling isn’t about selling; it’s about offering businesses an opportunity.
  4. Build strong relationships – Maintain positive connections with tenants for long-term success in leasing.

For more insights and detailed strategies from Sandi, be sure to watch the full episode of Brick and Mortar featuring her expert advice on prospecting and retail leasing.

Looking to streamline your prospecting process in CRE? Book a demo with BuildCentral today to explore how our data can help you identify the right tenants faster and close more deals.