Jacob Knabb, NAR Commercial
Rich Rosfelder, CCIM VP of Strategic Communications
Jessa Friedrich, RLI Marketing Manager

Crafting Effective Commercial Communications

Jacob Knabb moderated this session in the Commercial Learning Theater focusing on five key strategies for crafting effective commercial communications.

Before you begin, ask yourself:

  • What is your goal?
    • Determine the message you are trying to convey.
  • Who is your Audience?
    • Determine who the main user of your communications will be and craft your message towards them.
  • What action do you want them to take?


  1. Start a blog. You don’t have to write everything yourself; you can repurpose material to position yourself as a thought leader.
  2. Be concise. Keep it short to grab their attention. Quality is always more important than quantity. Also- Get to the point – then repeat seven times. People have to see something a minimum of 7 times before it sinks in.
  3. Be consistent. Consistency builds your personal brand. Your brand should consistently influence content decisions.
  4. Be genuine. The best way to build trust is through genuine communication. Be honest and transparent. Be considerate. Don’t sell. Use your communications to inform, entertain, and educate.
  5. Be prepared. Have a plan. Thoughtful communications will result in new opportunities.

2-Time Featured Attendee

Aubrie Kobernus, MBA, RCE is the CEO of the REALTORS® Land Institute (RLI), the commercial affiliate of NAR for REALTORS® that specialize in land sales. With over 16 years of industry experience, in her role as CEO, she is responsible for the overall management of RLI. This includes working together with the board of directors to develop the vision, goals, and objectives and related policies for RLI.

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