How to develop commercial awareness in property

Developing commercial awareness for a graduate property job

What are graduate property recruiters looking for when they ask for commercial awareness? Read on to find out how to develop this skills set for a graduate surveyor job or internship.
True commercial awareness requires you to dig deeper into property’s business environment on a regular basis.

Property recruiters nearly always ask for graduates with commercial awareness. But recruiters frequently tell TARGETjobs that candidates rarely demonstrate this quality to the desired level; this is because candidates often underestimate how much commercial awareness trainee surveyors need.

What is commercial awareness in property?

Commercial awareness is the ability to:

  • stay informed of what’s happening at individual property firms (eg noteworthy deals, transactions and clients) and within the property sector as a whole (eg the introduction of new planning regulations or new initiatives from RICS)
  • form an opinion on current affairs (eg developments in the economy) from a property industry perspective
  • decide appropriate advice to give to clients and a business strategy for the property firm (or as a graduate applicant, to express an opinion on what appropriate advice and strategies would be and give reasons for them)

How can I develop my commercial awareness in property?

If the following sounds like you, you’ve made a good start, but need to do more to develop your commercial awareness:

  • I read the Financial Times and/or the property press.
  • I browse the news sections on property firms’ websites.


True commercial awareness requires you to dig deeper into property’s business environment on a regular basis to stay knowledgeable of current trends in the industries surrounding real estate. A large firm’s clients span a range of industries, so keeping up with the news across sectors is essential to understanding where your clients are coming from and providing the best services for them. Mark Dubes, graduate recruitment and development manager at CBRE, says: ‘If you were meeting with a client, say Mercedes Benz, tomorrow, would you know what was going on in the automobile industry? You’ve got to understand other people’s businesses to be able to relate the services we provide to their business.’

You also need to think about what else affects the state of an industry. Charlotte Di Talamo, graduate programme manager at Cushman & Wakefield says, ‘It is always impressive when candidates form their own opinion and demonstrate a deep understanding of a topical issue. For example how government policies might affect the residential housing market.’ Politics and all sorts of global event have an impact so keeping on top of current affairs generally is essential both for informing your own judgement as a surveyor and for being taken seriously. ‘If you’re with a client and they start talking to you about politics and you look at them blankly, it doesn’t make a great impression,’ says Mark.

If the following sounds like you, then you’re well on your way to commercial awareness – keep it up:

  • I regularly read the Financial Times and/or the property press.
  • I regularly browse the news sections on property firms’ websites.
  • I’ve researched online to find examples of property firms’ past and present clients.
  • I keep an eye on the industry press in the main sectors that clients fall into (eg by subscribing to email newsletters and Twitter feeds).
  • I frequently reflect on the impact news will have on the property industry and the advice that property professionals might give to clients as a result.


Every industry and business sector needs to use real estate and land, even if it is just for office space. Think through the impact of recent events affecting retail, for example. How should a property firm advise a large supermarket chain to use its newly built megastores that it has decided not to open due to reduced profits?

How can I demonstrate commercial awareness to property recruiters?

Recruiters don’t always use the term ‘commercial awareness’ to describe the attributes referred to in this article. Having ‘big picture focus’ is one of the key competencies sought by housing developer Barratt Developments Plc, and a past interview question at Cushman & Wakefield is: ‘Name a recent business story that interests you. How would that story affect the property owner?’ But both employers are seeking applicants who understand the potential impact of wider events on their business and clients.

You need to demonstrate your commercial awareness both in your initial application and at interview.

Remember key facts to show recruiters how widely you’re reading. Charlotte says, ‘Candidates who demonstrate knowledge of the real estate market are far more impressive than those who just quote back to us what is published on our websites.’ And being specific helps show you’re absorbing what you read and piecing it together: ‘Candidates need to be able to quote deals, transactions and our key clients in their applications to highlight their knowledge and understanding of the industry,’ says Charlotte.

Explain your reasoning. Although it’s important to be developing your commercial awareness as early as you can before you start applying to jobs and internships, it may be a relief to hear that graduate recruiters don’t expect you to know everything at this stage. They’re more interested to find out how you think about things. Even so, if you don’t know the answer to an interview question to test your commercial awareness, NEVER SAY: ‘I have no idea.’ Instead, admit you don’t know the exact answer and make an educated guess as to what it could be – perhaps based on similar industry events you’ve read about. Just make sure you explain how you’ve come to your answer.