This newsletter will cover tactics and the latest tech—but let’s be honest, that’s not what really makes or breaks a CRE marketing campaign.

The secret sauce? Between your ears.

Because while strategies and tools are important, there’s one layer that often gets overlooked: the person behind the campaigns. The best marketing in the world won’t save a project if the marketer running it is burned out, second-guessing every decision, or stuck in a cycle of frustration.

Mastering your own psychology is just as critical to CRE marketing success as nailing your ad targeting or perfecting your email funnels.

It’s no different from sales. Think about it—who would you bet on?

• The rep who starts a sales call or property tour convinced the prospect is going to sign a lease?

• Or the one who walks in already thinking, “This is never going to happen”?

All else equal, I know who I’m putting my money on.

Understanding how your brain works, how emotions influence your decisions, and how to stay focused when the going gets tough—that’s the difference between campaigns that soar and those that stall.

In this issue, we’re diving deep into the psychology of marketing. You’ll learn how to push through inevitable challenges, sidestep common mental traps, and maybe even enjoy the process along the way (imagine that!).

Starting a new lease-up, campaign, or even a job… It kicks off with a surge of optimism. Everything feels possible. But fast forward a few weeks, and that energy? Gone.

Leads trickle in slower than expected. Campaigns underperform. And suddenly, you’re questioning everything: Did we target the right audience? Is this even working?

Welcome to the Valley of Despair—the stage where most projects feel like they’re on life support. But here’s the good news: you’re not alone, and this stage isn’t permanent.

The Cycle of Every Big Project or Business Venture

This isn’t unique to lease-ups. There’s a pattern that shows up again and again:

1. Uninformed Optimism
   The starting stage, fueled by enthusiasm and big ideas. This energy drives the bold decisions and ambitious plans that get things moving.

2. Informed Pessimism
   As things progress, the challenges start to become clear. Expectations shift as the reality of the work sets in.

3. Valley of Despair
   The hardest stage. This is where frustration peaks, and doubts creep in. The gap between effort and results feels insurmountable.

4. Informed Optimism
   With some adjustments and perseverance, things start to click. Strategies refine, progress accelerates, and the goal feels attainable again.

5. Momentum and Success
   The payoff. After pushing through the challenges, everything stabilizes, and the results come.

Psychology Plays a Bigger Role Than Expected

One thing that stands out in lease-ups—and really, any major project—is how much psychology affects decisions. It’s not just about knowing the tactics but also being aware of how emotions can cloud judgment.

In the Valley of Despair, the temptation to make big, sweeping changes is strong. Whether it’s cutting budgets, shifting strategies, or scrapping an idea altogether, decisions made under stress often miss the mark.

Pausing to separate emotion from data can make all the difference. Sometimes the answer isn’t a major pivot but a small, thoughtful adjustment—targeting a better audience, reworking messaging, or refining the funnel.

Recognizing this pattern makes it easier to avoid those knee-jerk reactions and focus on the things that will move the needle.

Navigating the Valley

Big projects, whether a lease-up, marketing campaign, or personal goal, often follow a predictable cycle. That initial wave of enthusiasm may feel naive in hindsight, but it’s essential—it creates the momentum needed to get started.

When results don’t match expectations, it’s easy to think something is failing. The Valley of Despair, however, is a normal stage in almost every process. Recognizing this helps maintain perspective and reduces the temptation to give up too soon.

When you’re in the Valley of Despair on a major project—the stage where progress feels slow, challenges stack up, and motivation plummets—it’s tempting to stop altogether. This is when many people quit, convinced their efforts were a mistake.

The Unexpected Trick to Get Unstuck
Feeling stuck? Sometimes, starting something new can actually help you push through. That spark of fresh excitement can reignite momentum, spilling over into your stalled project.

But here’s the catch: don’t let this become an escape route. The key is managing shiny object syndrome. This is when starting new things becomes a habit, a way to escape the hard parts of what’s already in progress. Many people get stuck in an endless loop of jumping to the next exciting thing, leaving behind a trail of unfinished work. That’s not using your brain’s way of working to your advantage—it’s letting your brain control you.

The key is balance. Starting something new is a tool, not a solution. Use it intentionally when you’re in a slump, knowing it’s a way to refuel your energy, not abandon the work you’ve already started. Recognize that the Valley of Despair isn’t a dead end, it’s a normal part of every big project, building lease-up, or marketing campaign. Sometimes you just need a fresh jolt of optimism to remind yourself why you started in the first place.

By understanding how your brain works and leveraging that need for novelty in a thoughtful way, you can push through the valleys, avoid the shiny object trap, see your projects through to success, and most importantly, enjoy the process along the way.

Growth update

We’re up to 17 subscribers this week—that’s almost double from last week!

…But let’s be real, 17 isn’t exactly setting the world on fire. I mean, I could probably get more people to show up if I promised free coffee and donuts (maybe I should actually do that?).

Still, growth is growth. I’m going to start posting more consistently on LinkedIn and X to build momentum and get the word out. The goal is still 1,000 subscribers by the end of 2025.

Stay tuned for more updates as we figure this out together. And if you know someone in CRE marketing who desperately needs to spice up their strategy, send them my way.

Eric Golman is the CMO of WareSpace, leading marketing for one of the most innovative brands in CRE. Follow @egolman on X and connect on LinkedIn.

Eric is also the founder of ABCEO Books, a series of board books that helps parents share their careers with kids through fun, simple introductions to business concepts. The first book, Marketing for Babies, explains marketing fundamentals with vibrant illustrations and easy language. Commercial Real Estate for Babies is also now available (link)!