18PROFESSIONAL REPORT | SPRING EDITION 2014
There are seminars galore about how to troll for clients, expand listings and market your business, although even with all that knowledge wafting across the collective brain
cells of commercial real estate brokers, it’s surprising to learn that
obtaining, or creating, new opportunities for your company can
come down to something unique, opportunistic, or even locality
It’s as if everyone in the business has the same strategy to get new
business but at the same time has something different to offer, or
is swift enough to take advantage of situations that come out of
nowhere. It’s great to be strategic, but sometimes it’s just as good
to be opportunistic.
Take for example Michael Spears, SIOR, CCIM, president of
TNRG Brokerage Services LLC in Houston, one of the Texas
cities that did well during the recession and continues to benefit
from business expansion.
“The traffic stinks, the weather is terrible, but you can roll up your
sleeves, go to work and make a heck-of-a living,” Spears says
about his home city.
If you happen to be in one of those cities like Houston where
corporate expansion is rampant, he offers two tips. First, take a
drive through business areas and look for the busiest buildings.
“When you see a situation where the cars are parked everywhere
including on the street, you can guess there’s a business that
has outgrown its building,” he says. “The business knows it has
a problem but personnel are so busy they can’t focus on a new
facility. It sneaks up on them. And then all of a sudden you show
up. It’s a timing thing.”
Secondly, in down times, most brokers work hard to keep in
contact with old clients just in case they need further services.
The same strategy works for hot markets but for different reasons.
MOST COMMERCIAL REAL ESTATE BROKERS OPERATE BY THE SAME PLAYBOOK WHEN TRYING
TO EXPAND CLIENT LISTS. HOWEVER, THERE ARE STILL SOME LOCALITY DIFFERENCES AND
UNIQUENESS TO INDIVIDUAL CORPORATE METHODOLOGIES. AND NO ONE DISCOUNTS THE
FACT THAT CLIENTS OFTEN COME TO YOU WHEN LEAST EXPECTED AND THROUGH
OUTSIDE THE BOX
STRATEGIES FOR OBTAINING NEW OPPORTUNITIES
BY STEVE BERGSMAN