How This CEO Built A Retail Platform That Gets Noticed
Entrepreneurship, social media and podcasting are giving Anchor Retail CEO Tori Nook the visibility and control she needs to build a retail brokerage that stands out in a crowded market. Speaking at GlobeSt's Women of Influence Conference, she said that in today's commercial real estate environment, being seen and heard can be just as critical as the deals on the table.
On the "From Brokerage to Brand: Building a Women-Owned Business with a Voice & Impact" unplugged panel, Nook told the audience that entrepreneurship has given her the flexibility and independence she wanted in commercial real estate, while pushing her to rethink how she competes and positions herself in the market.
Nook comes from a multigenerational real estate family and said she chose brokerage because it offered unlimited earning potential and the ability to balance work with family life. Launching her own firm brought a new set of challenges as she expanded Anchor Retail into a company with nine brokers and three employees, supplementing the team with outsourced support as needed.
Leveraging Social Media And Podcasting
According to Nook, one turning point came when she lost a business opportunity to a less-experienced competitor, a moment that convinced her she needed to invest in social media and her personal brand. She acknowledged that measuring return on investment can be difficult, but said consistent visibility on social platforms has led directly to new business for Anchor Retail.
She later extended that visibility into podcasting, launching a show focused on the unfiltered stories behind successful careers in commercial real estate. Nook told attendees that understanding the struggles and personal journeys behind success is often more useful than hearing only the polished highlights, and that the podcast gives her another way to connect with clients, prospects and peers.
"If you are hiding, no one is going to notice you," she said, underscoring her message that investors and brokers need to be present and vocal if they expect capital, tenants and partners to find them in a crowded market.
Mindset, Courage And Growth
Beyond branding and business development tactics, Nook emphasized that the foundation of growth is mindset and a willingness to act on intuition. "You have to have the courage to make changes if your gut tells you to," she explained, urging women in particular not to let internal doubt or external obstacles limit their ambitions.
"Don't let anyone hold you back, including your own mindset," Nook told the audience, adding that taking time for quiet reflection can be a powerful tool for making better business and career decisions. "I want women to have the courage to take the time to be in silence to think," she said, tying that discipline back to the kind of intentional, visible brand-building she believes is essential for long-term success in commercial real estate.
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Source: GlobeSt/ALM