Executive Summary
- The Myth: "If I share my knowledge, competitors will steal my clients." This is fear-based thinking.
- The Truth: Data is free. Insight is expensive. Clients pay for the *interpretation* of the data, not the secret itself.
- The Voxel Win: Broadcasting your knowledge makes you the "Market Oracle." Deals flow to the oracle, not the hoarder.
The CRE Authority Blueprint (Part 2)
The "Pocket Listing" Myth: Why Hoarding Data Makes You Poor
By Edwin Duterte & Jennifer Wolfe
Founders of The Donn Allan Experience
Previously in Part 1: In Episode 1: The Death of the Cold Call, we convinced you to stop interrupting strangers and start attracting them. But now, a new fear kicks in. You're sitting in the Voxel studio, ready to record, and you think: "Wait. If I tell everyone about the zoning changes in Torrance, won't another broker steal my idea?" Today, in Part 2, we destroy the Scarcity Mindset.
The "Secret Agent" Problem
Commercial Real Estate has a long history of secrecy. Brokers love "Pocket Listings." They love "Off-Market Deals." They love whispering in corners at country clubs.
There is a belief that Information = Power.
In 1995, that was true. If you had the only book of comps in San Pedro, you were king.
In 2025? Information is Free. Any investor with an internet connection can find the zoning, the last sale price, and the tax records in 30 seconds on LoopNet or Reonomy. If your value proposition is "I know a secret," you are obsolete.
The Fear Question:
"Will other brokers steal my deals if I share market data on a podcast?"
The Voxel Answer: No. They will bring you deals. Because you proved you know how to close them.
Data vs. Insight
There is a massive difference between "Data" and "Insight."
- Data (Commodity): "A warehouse on Western Ave sold for $5M." (Boring. Anyone can find this).
- Insight (Value): "That warehouse sold for $5M because the buyer knows the city is rezoning the block for mixed-use. Here is what that means for every other landlord on the street."
When you record that second video at Voxel Micro Video Labs, you aren't giving away a secret. You are demonstrating Genius.
Investors watch that video and think: "I saw the sale price, but I didn't understand the WHY. This broker understands the WHY. I need him on my team."
The "Lighthouse" Strategy
Think of your business like a lighthouse. A lighthouse doesn't run around the ocean looking for ships (Cold Calling). It stands in one place and shines a massive light (Content).
The ships (Clients) steer towards the light because it represents safety and direction.
If you hoard your data, your light is off. You are invisible in the dark. You might have the best "Pocket Listing" in the world, but if nobody can see your signal, you will crash on the rocks.
Abundance Beats Scarcity
Jennifer (The Therapist) sees this as a mindset shift. Scarcity says: "There is only one pie, and I need to hide my slice." Abundance says: "I can bake more pies."
When you broadcast your knowledge, you attract other abundance-minded players.
- Other brokers will call you to co-list because they know you have the audience.
- Developers will call you for off-market dirt because they know you understand their pro-forma.
- City planners will return your calls because you are a "Voice of the Industry."
The Voxel Effect
Filming this content on your iPhone in your car signals "Hustler." Filming it in a broadcast studio signals "Authority."
When you sit in the Voxel studio, with professional lighting and audio, discussing high-level cap rate compression, you look like the CEO of the market. You look like the person who should know the secrets.
Turn on the Light.
Stop hiding your genius in a pocket listing. Broadcast it to the world.
Become the Lighthouse.