Branding: Building Opportunity Through Strategy & Authenticity

Moderator:  
Bo Barron, CCIM  (CEO, Barron Commercial Group) 

Panelists:  
Bob Knakal (Chairman & CEO, BKREA) 
Tiffany Ryland, CCIM (Director, ARVO Realty Advisors)
Don Tepman (President & Founder, TownCentre Capital) 
 

The room was packed for the panel Bold Branding: Influence, Image, & Impact in CRE, one of the most highly attended sessions at The CCIM Institute Spring Forum in Philadelphia on April 21, 2026. Moderated by Bo Barron, CCIM, the panel featured industry leaders Bob Knakal, Tiffany Ryland, CCIM, and Don Tepman—each of whom has built a powerful brand in commercial real estate through very different approaches. Together, they delivered a candid, practical conversation about how branding, especially through social media, reshaping how deals are sourced, relationships are built, and reputations are formed. 

Bo Barron, CCIM opened by highlighting the diversity of strategies on stage, noting that the panelists had “built incredible followings and brands…in completely different ways”.  

For Don Tepman, known as the widely followed “Strip Mall Guy” brand, said it all started unintentionally. Frustrated by misleading narratives about real estate, he began sharing “nerdy inside baseball things about renewal options and parking ratios,” only to discover a massive audience. Today, the impact is undeniable: “Eight out of the last 12 deals we’ve done are because of social media,” he shared, underscoring how digital presence can directly drive transactions.  

Similarly, Tiffany Ryland, CCIM, leaned into video early in her career after noticing a gap in the industry. “There was literally no one in commercial real estate using video to get clients,” she said, adding that consistent visibility builds trust and shortens deal cycles. 

Bob Knakal brought a seasoned perspective, emphasizing that social media is just one part of a broader strategy. “It is just one ingredient in a mosaic of market presence,” he explained, noting that while online branding is powerful, it must complement traditional outreach and relationship-building. Still, its reach is transformative. With hundreds of thousands of potential clients in a single market, Knakal pointed out, “I can’t call 250,000 people…[so] I need people to know who I am,” making social media an essential amplifier of reputation and visibility. 

The panelists also addressed the realities behind the highlight reels. Building a brand requires time, consistency, and resilience. Tepman acknowledged the challenges of public exposure, noting that criticism and misinformation can “ruin your day,” while Ryland emphasized the importance of authenticity: “I am who I am, and the people who will do business with me are going to do business with me no matter what”. Across the board, the message was clear; success comes from showing up consistently and being genuine. 

Barron closed with a key takeaway: branding is no longer optional in CRE. It’s not just marketing—it’s a business driver. As the panel demonstrated, when done authentically and strategically, bold branding doesn’t just build an audience—it builds opportunity.