Jeff ForsbergJeff Forsberg is a principal at NAI Puget Sound Properties (NAI PSP) and holds one of the most impressive track records in the business. Since 1996, Jeff has completed transactions totaling over $1.5 billion in value and has been in NAI PSPs top three producers for 15 years running. As part of a team with Arie Salomon, Jeff has been recognized as one of NAI Global’s top producers for the last five years as well. Jeff has scooped up numerous other awards in his career, including several CoStar Power Broker awards, and has twice been a finalist for the highest accolade in the industry, the SIOR Industrial Broker of the Year.

Jeff has been named one of NAI Global’s Top Producers for 2021, as part of our annual showcase and celebration of brokers handling top business volumes in the group. The Top Producers awards will be presented at the NAI Global Convention in New Orleans, LA which is planned for January 2022. They are also being profiled in a series of Q&As on the blogs, of which this is one (see below).

“Another year of excellence, Jeff. Once again, you’ve raised the bar for what it means to be on top of your game in CRE,” says Jay Olshonsky, President & CEO, NAI Global.


Q. What does a typical workday look like for you? 
A. I spend the early part of my morning getting organized. From midmorning, I’ll cold call for around two hours. I’m usually in and out of meetings throughout the day. Any outstanding admin gets wrapped up towards the end of the afternoon. I’m also serious about staying healthy, so I make sure to get some exercise in every day. 

Q. Tell me something you love about your job?
A. I love the freedom this job gives you. Essentially, you’re really running a small business, and ultimately your successes and failures fall on you. I also enjoy the chase/challenge of finding new transactions.

Q. How do you differentiate yourself from your competitors?
A. Our job can be pretty simple, and you can win by being disciplined, honest, and hardworking. I know that everyone claims that, but I honestly think that if you follow through on those principles you can’t help but stand out from the crowd. I am a big believer in the idea that how you treat people matters. And honestly, I am a testament to the fact that second-class intellect, but first-class temperament can win. [Editor’s note: We disagree on your tongue-in-cheek self-assessment – you’re a top class all the way, Jeff!]

Q. What CRE trend or change are you keeping an eye on at the moment? 
A. Though it is not my specialty, I am curious to see how the office market rebounds or evolves after COVID. 

Q. Where will I find you on a typical Saturday morning?
A. Doing Crossfit with a couple of buddies. 

Q. What do you think is your secret to success?
A. My team. I have an unbelievable team to strategize and work with. They are all great people who aren’t egotistical, and who strive to learn and get better at their craft. At each team meeting, we talk about “evolve and grow, or die”. This approach allows us to be adaptable and provided a greater level of service for our clients.

Q. Do you have a mentor? If so, how does that person help you in your business?
A. My father has had the biggest influence on my perspective and work ethic. He laid the groundwork for my success. No one was a better salesperson too.

Q. What is your best advice on growing a team? 
A. Check your ego at the door. Play to the strength of each team member and always think about what value you are bringing to the client, and then ask how you can deliver more.