Recorded *Feb 13, 2026 Video Version Below
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Episode Summary
Chris J Snook welcomed Ben Reinberg from Alliance Consolidated Group of Companies to discuss the evolution of commercial real estate, Ben Reinberg’s three decades in the industry, and the company’s strategies for wealth and risk management. Ben Reinberg detailed the shift from the early, “shoe leather,” relationship-driven industry to today’s technologically advanced, remote-work environment, emphasizing the importance of human capital, leverage, and building both a personal and company brand. Key talking points included the impact of mentorship, the critical advice to stop signing loans with recourse, and Alliance’s commitment to non-recourse lending, conservative underwriting, and maintaining core values such as integrity and transparency when qualifying institutional and high-net-worth investors. Ben Reinberg stressed that communication is a “secret weapon,” human relationships remain critical in deal-making, and the best advice to their younger self would be to focus intensely on personal development.
Details
Introduction to The ATOMIQ LEVEL and Guest Background: Chris J Snook welcomed Ben Reinberg from Alliance Consolidated Group of Companies to the show, emphasizing the goal of decoding wealth matters to grow both net worth and net happiness. Chris J Snook noted that the conversation would be a human interest piece, focusing on the DNA behind Ben Reinberg and their business to draw insights for investors and their advisers. Ben Reinberg expressed excitement to add value to the audience (00:00:00).
Evolution of Commercial Real Estate and Early Experiences: Chris J Snook initiated a discussion about Ben Reinberg’s three decades in commercial real estate, noting the current dynamics involving hard assets and cash flows (00:01:00). Ben Reinberg described the industry when they started in Chicago as completely different, relying on “shoe leather,” canvassing properties, and regional investing within the Great Lake states. The early business environment was characterized by in-person interactions, shaking hands, and doing deals on napkins, which Ben Reinberg described as authentic and pure, but they noted a decline in integrity since that time (00:01:46).
Technological Shifts and Remote Work Adaptation: Ben Reinberg detailed the lack of technology in the early days, recalling manual processes such as using plat maps, highlighting landowners, and dealing with expensive long-distance telephone calls (00:03:09). The business now operates completely differently, requiring adaptation to remote work through tools like Zoom, Microsoft Teams, and Google. Alliance has mastered developing a community within this remote workforce, driven by Ben Reinberg’s commitment to personal development, vulnerability, and continuous change (00:04:12).
Building a Brand and Leveraging Human Capital: As a founder and CEO, Ben Reinberg realized the need to build both a personal and company brand and to bring in talented people, including a chief AI officer, chief people officer, and chief marketing officer. Ben Reinberg emphasized that leverage is key, encompassing human capital, technology, and intelligence, which Alliance has diligently developed over time (00:05:09). Chris J Snook highlighted that Ben Reinberg misses the tangibility and relationship-driven nature of the early business, which has since morphed to allow for property ownership across the country rather than just one region (00:06:15).
Impact of Mentorship and Key Business Advice: Ben Reinberg cited a billionaire, who was a CPA client, as an early influence who educated them on business, buying cash-producing assets, and entrepreneurship. Ben Reinberg actively sought advice from industry icons like Sam Zell and Jim McShane, emphasizing the importance of asking questions and being vulnerable (00:07:10). A critical piece of advice received from a mentor in the early 2000s was to stop signing loans with recourse, opting instead for lower leverage and lower investor returns (00:08:43) (00:10:32).
Philosophy on Risk Management and Investment Approach: The decision to move toward non-recourse loans provided great leverage for the borrower and helped Alliance avoid the struggles faced by others during the 2008 and 2009 financial crises (00:09:40). Ben Reinberg explained that they properly underwrite and do not overleverage properties, focusing on recession- and pandemic-resilient assets like medical offices, always maintaining the ability to hold assets. Alliance adheres to great real estate fundamentals, serving as a privilege to do business with them due to their thorough underwriting process for both investors and lenders (00:13:35).
Qualifying Investors and Maintaining Core Values: Today, Alliance attracts registered investment advisers, family offices, institutions, and high-net-worth investors who are vetted, marking a shift in the roles where investors must now prove themselves to the company (00:14:38). Alliance qualifies investors based on alignment with their core values: transparency, integrity, consistency, and expertise, aiming for long-term relationships and avoiding bringing in just anyone. Ben Reinberg stressed that they understand the game and how to manage risk, which provides significant value to the investment community and brokers (00:15:31).
The Enduring Importance of Human Communication: Ben Reinberg considers communication a “secret weapon,” preferring phone calls to texts and emails because it allows them to hear tone, build rapport, and identify pain points (00:17:17). Ben Reinberg stated that communication helps hammer out conversations more quickly and prevents the loss of emotion or feeling inherent in text-based interactions. Ben Reinberg concluded that the art of communication has changed, but it has also hindered the human nature side of business, which remains fundamentally relationship-oriented (00:18:06).
Navigating Market Unpredictability and Hard Assets: Ben Reinberg recalled the 2008 and 2009 crisis, seeing major institutions like Lehman Brothers and Countrywide Mortgage collapse, which was a frightening but formative experience (00:20:10). Ben Reinberg asserted that the common thread across all economic cycles is adherence to good real estate fundamentals, not overleveraging properties, and being conservative with capital. They noted that today, wealthy families and institutions are flocking to hard assets, which produce cash flow and sustain time, confirming their long-term strategy (00:21:13).
Pedigree in Dealing with Challenges and Experience: The reason people invest with Alliance is their pedigree in solving challenges and their integrity, as not everything in real estate is perfect (00:22:22). Ben Reinberg contrasted the modern, instantaneous process of sending deal packages to multiple lenders with their early career, where they faced intimidating, in-person negotiations with industry icons to close their first industrial building deal (00:23:20). Those early experiences were “face-to-face gunslinging” where personal conduct and reading the room were essential (00:25:16).
Current Deal Making and Relationship Dynamics: Ben Reinberg confirmed that even today, deal making remains a people-oriented relationship business, especially in verticals like medical and veterinarian offices, requiring phone calls with sellers, buyers, and lenders to discuss nuances (00:26:16). Ben Reinberg emphasized that technology cannot replace the human connection necessary when buying multi-million dollar properties, which often involve people who have vested their lives and heart and soul into the assets. The reliance on technology by the younger generation gives Ben Reinberg an upper hand because they learned to communicate through human connection (00:27:03).
The Role of Technology and AI in Real Estate: Ben Reinberg addressed the possibility of AI impacting white-collar jobs like accounting and law, acknowledging that technology is a tool for efficiency and scaling (00:27:57) (00:30:39). However, Ben Reinberg maintained that real estate will always be a relationship business because human beings still own commercial real estate, and interactions with tenants, accountants, and lawyers are necessary (00:29:54). Ben Reinberg shared a recent example where they had to intervene personally to manage the egos of two attorneys to move a deal forward, a situation that technology cannot handle (00:30:39).
Excitement for the Future and Focus on Self-Development: Ben Reinberg expressed excitement about exploring how to integrate blockchain technology into commercial real estate and the advancements Alliance has made with AI. They also noted excitement for increasing efficiency in their deal assessment process and their personal development, which constantly drives them to change and evolve. Ben Reinberg is also expanding their mind by pursuing personal hobbies outside of commercial real estate (00:35:13).
Advice to a Younger Self: When asked what advice they would give their younger self, Ben Reinberg consistently stated they would advise them to focus on personal development. This focus would involve learning to manage emotions, staying stable, dealing with pressure, and living in truth (00:36:16). Ben Reinberg concluded that the best advice is to work on themself to be the best version of themself, without needing to build a false exterior to be successful in the business (00:37:08).
