CRE cold calling

For tenant rep CRE, if you know alot of entrepreneurs and mom-and-pop owners who are in the process of expanding, or becoming a franchise, is it really reasonable to be on the phone all day, cold calling? When you meet/know people in real life? My limited experience indicated that it may be necessary to abandon ways of developing relationships that have been proven to be effective for me.

I apologize if this is a small-time question, or something too basic. Any feedback that you want to share in regards to cultivating new business for CRE, would be greatly appreciated.

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