Every August, more than a million people descend on Des Moines, Iowa, for one of the most iconic celebrations of agriculture, tradition and Americana: the Iowa State Fair.
You’ll find butter cows. Deep-fried Snickers. Prize-winning pigs. And yes – this year, you’ll find us there, too.
You may be wondering, we have a fair in Orange County, so why Iowa? Well, we’re trying to see all 50 states. What better way to visit Iowa, than the state fair, we reasoned.
Now, I’ll admit, on the surface, the Iowa State Fair has very little to do with commercial real estate. But after years in this business, I’ve learned that the best lessons don’t always come from lease negotiations or cap rate spreadsheets. Sometimes, they come from places you least expect — like from livestock barns and lemonade stands.
As I ponder our attendance, I anticipate five surprisingly relevant lessons the Iowa State Fair has to offer CRE professionals, property owners and business leaders alike:
Visibility is power: At the fair, everyone shows up. Presidential candidates. Local farmers. Funnel cake vendors. It’s a stage, and the people who stand out are the ones who lean into the spotlight.
The same applies to commercial real estate. If you want the business, you have to be visible. Post on LinkedIn. Return your calls. Walk the industrial park. Knock on the neighbor’s door. You never know which conversation leads to your next transaction.
Show up often enough, and eventually you’re the broker they think of first.
Specialization wins ribbons: The fair isn’t about generalists. It’s about champions, the best in breed, best in show, best in pie crust.
In commercial real estate, the same holds true. If you’re trying to represent office tenants, retail developers and industrial buildings owners all at once, you’ll get lost in the crowd. But if you’re the go-to broker for aerospace facilities or cold storage occupants? Now you’re speaking the judge’s language.
Specialists don’t just compete, they win.
Know and entertain your audience: The Iowa State Fair majors in audience engagement. Every booth, every announcer, every exhibitor is tuned into one question: “How do I draw them in?”
In our business, whether you’re giving a tour or sending a proposal, you need to ask the same thing. Are you connecting with your audience? Are you using stories, analogies, visuals — or just burying them in data?
The best brokers aren’t just experts. They’re entertainers, educators, and translators.
Process beats flash: Behind the corn dogs and concerts is a finely tuned operation. The fair doesn’t happen by accident – it’s a system of logistics, preparation, and process.
The same is true of great brokerage. A successful transaction isn’t the result of charisma alone. It comes from structured follow-up, solid documentation, strategic planning, and diligent execution.
Flash may get attention. Process gets results.
Success is grown, not grabbed: At the fair, everything takes time. Blue ribbon hogs aren’t raised in a week. The best corn isn’t grown overnight. These results are the end of a long, consistent season of effort.
Likewise, in commercial real estate, the big wins come from relationships planted and nurtured over time — referrals, repeat clients, neighbors who saw the sign and remembered your name.
If you’re in it for the long haul, you’ll build something worth exhibiting.
My final thoughts as I head to Des Moines and the Iowa State Fair this week. I’ll enjoy the food, the spectacle, and hopefully the butter cow.
But I’ll also be paying attention — because success leaves clues, whether you’re watching a 4H goat show or leading a facility tour in Anaheim.
If you’re in commercial real estate — or any people-driven business — maybe the fair has something to teach you, too.
And if not… well, there are always the corndogs.
Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104.
