Launching Into 2026: A Strategic Guide for Commercial Real Estate Sales Professionals

Jan 6, 2026

Launching Into 2026: A Strategic Guide for Commercial Real Estate Sales Professionals
As commercial real estate professionals step into 2026, the landscape continues to evolve at a pace that demands clarity, discipline, and adaptability. The past year offered valuable lessons — some encouraging, others humbling — and now is the moment to turn that insight into momentum. Success in 2026 won’t come from chance. It will come from intention, structure, and a willingness to refine your approach.
Reflect on 2025: What Worked, What Didn’t
Before you can build a winning plan for 2026, you need to take an honest look at your performance last year. Reflection isn’t about judgment; it’s about intelligence. Ask yourself:
• Where did your deals originate? Were they referrals, cold outreach, networking events, repeat clients, or digital leads? Double down on the channels that produced the highest ROI.
• Which activities consistently moved the needle? Maybe market reports helped you start conversations. Maybe property tours converted better than expected. Maybe your social media presence finally gained traction. Identify the actions that created momentum.
• Where did you lose time or opportunity? Did you chase unqualified prospects? Did you neglect follow up? Did you rely too heavily on a single product type or client segment? These patterns matter.
• What external factors influenced your results? Interest rate fluctuations, shifting tenant preferences, zoning changes, and capital market volatility all shaped 2025. Understanding how you responded to these forces will help you anticipate 2026 more effectively.
Reflection is your competitive advantage. Most salespeople skip this step. The top performers don’t.
Do You Have a Business Plan — a Real One?
A business plan isn’t a vision board or a list of goals. It’s a blueprint. It answers the “how,” not just the “what.” If you don’t have a written plan for 2026, you’re already operating at a disadvantage.
A strong CRE business plan should include:
1. Revenue Targets and Deal Mix
Break down your income goals into actual deal volume. How many leases? How many sales? What size? What product type? What average commission?
2. Prospecting Strategy
Define your lead sources and the frequency of your outreach. How many calls, emails, meetings, and tours will you commit to weekly?
3. Marketing and Positioning
Your brand is a sales tool. What content will you produce? How will you differentiate yourself? What platforms will you prioritize?
4. Market Intelligence
CRE clients expect expertise. How will you stay ahead of trends in your submarket? What reports will you track? Which industry events will you attend?
5. Accountability Structure
A plan without accountability is a wish. Who will you check in with? How will you measure progress? What happens when you fall behind?
If your plan isn’t written, measurable, and reviewed weekly, it’s not a plan — it’s a hope. And hope is not a strategy.
Launching Yourself Into 2026: The Playbook
Once your plan is in place, execution becomes the priority. Here’s how to launch yourself into a successful year:
1. Start Fast
Momentum compounds. The first 90 days of the year often determine your trajectory. Fill your pipeline early. Schedule meetings aggressively. Reconnect with every warm lead from 2025.
2. Strengthen Your Relationships
CRE is a relationship business. Call your past clients. Meet with your top referral partners. Attend industry events. People do business with professionals they trust — and trust is built through consistent contact.
3. Master Your Market
Be the person who knows what’s happening before everyone else. Track vacancies, new developments, tenant movements, and investment activity. When you speak with authority, clients listen.
4. Upgrade Your Skills
The industry is shifting. Whether it’s AI driven analytics, digital marketing, negotiation, or financial modeling, choose one skill to elevate this quarter. Skill growth equals income growth.
5. Protect Your Time
Your calendar is your most valuable asset. Block prospecting time. Block follow up time. Block learning time. If it’s not scheduled, it won’t happen.
6. Stay Resilient
Deals fall apart. Markets shift. Clients change direction. Your ability to stay focused and persistent will define your year more than any external factor.
2026 Is a Year of Opportunity — If You’re Prepared
Commercial real estate rewards the professionals who combine discipline with adaptability. Reflect on last year, build a real plan, and launch with intention. The market will present challenges, but it will also present extraordinary opportunities for those who are ready.
If you approach 2026 with clarity and commitment, this can be your strongest year yet.

Written by: Hans Hansson
[email protected]
Hans Hansson is the President of Starboard Commercial Real Estate. Hans has been an active broker for over 35 years in the San Francisco Bay Area and specializes in office leasing and investments. If you have any questions or comments, please email [email protected] or call him at (415) 765-6897. You may also check out his website, https://www.hanshansson.com