Corina Irvin, Principal and Founder of Peninsula Commercial Real Estate Group, is set to take the stage at GlobeSt.com’s Women of Influence conference in Denver this July, bringing with her a message shaped by nearly two decades in the industry and a personal journey toward purposeful entrepreneurship.
After 14 years in corporate real estate, Irvin made a pivotal decision in 2019 to launch her own firm. For her, the move was about more than business—it was about finding deeper meaning in her work. “I felt something was missing beyond simply doing the next deal or chasing numbers,” she reflects. This realization led her to focus on serving small to mid-sized businesses, women entrepreneurs, and clients from underrepresented communities, where she could see the direct impact of her efforts. As a Filipino woman in commercial real estate, Irvin recognized a “white space” in the industry: a need to serve those who looked like her and were often overlooked by traditional firms.
Irvin’s approach to business is rooted in the belief that authentic relationships are more powerful than traditional sales tactics. Early in her career, she found cold calling and door knocking unfulfilling. Instead, she embraced a philosophy of “networking or not working,” emphasizing that “your network is your net worth.” By showing up, building trust, and sharing her expertise naturally—without the immediate expectation of a transaction—Irvin has built a business where 90% of her clients now come through referrals. This long-term, relationship-based strategy, she says, is both more enjoyable and more sustainable than chasing quick wins.
A key lesson Irvin shares with peers is the importance of niche branding. She observes that many brokers dilute their impact by trying to be “everything to everyone,” which leads to unclear and inconsistent messaging. Instead, she advises professionals to “know your lane, own your story, communicate it clearly and consistently.” Drawing on the mantra “niche and get rich,” she encourages others to develop a distinct brand that makes it easy for clients and referrers to understand their expertise and value.
While technology—especially artificial intelligence—has the potential to enhance efficiency in commercial real estate, Irvin remains convinced that the industry is fundamentally relationship-driven. She notes that, despite the proliferation of digital platforms, she has yet to find a “go-to” tool for lead generation that matches the power of personal connections. Commercial real estate transactions are inherently complex and require a high degree of trust, she explains. “People want to work with individuals they trust, not just an automated system.” For Irvin, the future of the industry lies in a “marriage of technology and in-person relationship building,” with tech serving as a complement rather than a replacement for human connection.
Irvin is also a strong advocate for the advancement of women in commercial real estate, emphasizing the vital role of sponsorship. She distinguishes sponsorship from mentorship, explaining that sponsors are those who “talk about you when you’re not in the room and support you,” actively advocating for new opportunities. She points out that women in the industry are often “overly mentored and underly sponsored,” and calls for more leaders to step into sponsorship roles. Irvin also encourages women to “see it, be it” by taking on visible roles—such as speaking at conferences—to inspire others and demonstrate what is possible.
At the upcoming GlobeSt Women of Influence conference, Irvin will lead a session titled “Life Cycle of a Lead: Building an Indestructible Pipeline.” The event is designed to foster a collaborative environment where women in commercial real estate can network, engage in deal-making, and share valuable insights. As Irvin prepares to share her story and strategies with peers from across the country, her message is clear: purpose, authenticity, and sponsorship are the keys to building not just a successful business, but a more inclusive and impactful industry.
© Touchpoint Markets, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to asset-and-logo-licensing@alm.com. For more inforrmation visit Asset & Logo Licensing.
