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Blog.kw.com/livefeed #KWFR #KWRI FOLLOW TALK Plan, Start, and Lead a Commercial Division in Your Market Center Schuyler Williamson.

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Presentation on theme: "Blog.kw.com/livefeed #KWFR #KWRI FOLLOW TALK Plan, Start, and Lead a Commercial Division in Your Market Center Schuyler Williamson."— Presentation transcript:

1 blog.kw.com/livefeed #KWFR #KWRI FOLLOW TALK Plan, Start, and Lead a Commercial Division in Your Market Center Schuyler Williamson

2 #KWFR Schuyler Williamson 2 Austin, Texas Director, KW Commercial Plan, Start, and Lead a Commercial Division in Your Market Center

3 Please complete an evaluation form found in the back of your program guide. 3Plan, Start, and Lead a Commercial Division in Your Market Center

4 Why Have a Commercial Division in Your Market Center Capping agentsCapping agents Average KWC agent volume: $3.05MAverage KWC agent volume: $3.05M Average director volume: $4.75MAverage director volume: $4.75M Increased residential company dollarIncreased residential company dollar $125M in referral volume$125M in referral volume Recruit to a full service businessRecruit to a full service business Plan, Start, and Lead a Commercial Division in Your Market Center4

5 The Plan Learn some commercial real estate basicsLearn some commercial real estate basics Create a strategy for your commercial divisionCreate a strategy for your commercial division Grow your commercial divisionGrow your commercial division Support and retain your commercial divisionSupport and retain your commercial division Plan, Start, and Lead a Commercial Division in Your Market Center5

6 #KWFR Commercial Basics Plan, Start, and Lead a Commercial Division in Your Market Center6

7 Commercial Basics The main segments of your commercial division will include professionals engaged in the following: Office BuildingsOffice Buildings Industrial/Flex/WarehouseIndustrial/Flex/Warehouse Retail/RestaurantRetail/Restaurant MultifamilyMultifamily LandLand MiscellaneousMiscellaneous Plan, Start, and Lead a Commercial Division in Your Market Center7

8 Commercial Basics (cont.) Commercial organizations: CCIM: Certified Commercial Investment MemberCCIM: Certified Commercial Investment Member SIOR: Society of Industrial and Office RealtorsSIOR: Society of Industrial and Office Realtors NAIOP: National Association of Industrial and Office PropertiesNAIOP: National Association of Industrial and Office Properties ICSC: International Council of Shopping CentersICSC: International Council of Shopping Centers Plan, Start, and Lead a Commercial Division in Your Market Center8

9 Commercial Basics (cont.) Top brokerages:Top brokerages: CBRE, $189BCBRE, $189B Jones Lang LaSalle, $108BJones Lang LaSalle, $108B Cushman & Wakefield, $88BCushman & Wakefield, $88B Colliers International, $71BColliers International, $71B Newmark Grubb Knight Frank, $69BNewmark Grubb Knight Frank, $69B Similar models:Similar models: NAI Global, $55BNAI Global, $55B Marcus & Millichap, $22BMarcus & Millichap, $22B RE/MAX Commercial, $7BRE/MAX Commercial, $7B Coldwell Banker Commercial, $6BColdwell Banker Commercial, $6B Sperry Van Ness, $6BSperry Van Ness, $6B Plan, Start, and Lead a Commercial Division in Your Market Center9

10 #KWFR Your Commercial Strategy Plan, Start, and Lead a Commercial Division in Your Market Center10

11 Commercial Division Business Plan for the Market Center commercial division should address: Long-term structure of the commercial divisionLong-term structure of the commercial division Whether there is a managing directorWhether there is a managing director Policy for how residential and commercial agents work togetherPolicy for how residential and commercial agents work together Economic model and value propositionsEconomic model and value propositions Plan, Start, and Lead a Commercial Division in Your Market Center11

12 Commercial Division Structure Recruiting Approach Market Size Leader Team Leader Small Market For Quantity Large Market Managing Director For Quantity Asset Experts Plan, Start, and Lead a Commercial Division in Your Market Center12

13 Large Market, Managing Director Team Leader Managing Director, Broker Retail Junior Agents Industrial Junior Agents Office Junior Agents Multi-familyLandOther Plan, Start, and Lead a Commercial Division in Your Market Center13

14 Managing Director Determine the responsibilities:Determine the responsibilities: Recruit senior agentsRecruit senior agents Train junior agentsTrain junior agents Broker of commercial divisionBroker of commercial division Establishes office policies and proceduresEstablishes office policies and procedures Determine the plan to compensate:Determine the plan to compensate: Compensation must equal time expectedCompensation must equal time expected Qualities to identify:Qualities to identify: Proven production for length of timeProven production for length of time Strong local reputationStrong local reputation Cultural fitCultural fit Plan, Start, and Lead a Commercial Division in Your Market Center14

15 Policies and Guidelines Commercial agent on Associate Leadership Council.Commercial agent on Associate Leadership Council. Establish criteria for who can be a KWC agent and who can execute a commercial transaction.Establish criteria for who can be a KWC agent and who can execute a commercial transaction. Establish guidelines for how referrals will be executed.Establish guidelines for how referrals will be executed. Outline how leads are distributed within commercial team.Outline how leads are distributed within commercial team. Plan, Start, and Lead a Commercial Division in Your Market Center15

16 Market Center Value Proposition Same cap as residential agents:Same cap as residential agents: CultureCulture Administrative supportAdministrative support Office space and production resourcesOffice space and production resources Additional cap:Additional cap: Commercial trainingCommercial training Residential referral program created and enforcedResidential referral program created and enforced Broker transaction supportBroker transaction support Paid-for services, i.e., CoStarPaid-for services, i.e., CoStar Commercial assistant and/or researcherCommercial assistant and/or researcher Plan, Start, and Lead a Commercial Division in Your Market Center16

17 KW Commercial Value Proposition Commercial Business Solution:Commercial Business Solution: Contact management systemContact management system Prospecting informationProspecting information Financial analysisFinancial analysis MarketingMarketing Market data and reportsMarket data and reports Training curriculum including Lipsey Company materialsTraining curriculum including Lipsey Company materials Network of 1,300+ commercial brokersNetwork of 1,300+ commercial brokers Plan, Start, and Lead a Commercial Division in Your Market Center17

18 KW Commercial National Accounts Executive Vice President, KW CommercialExecutive Vice President, KW Commercial Rich UzelacRich Uzelac Program overviewProgram overview Broker requirementsBroker requirements Plan, Start, and Lead a Commercial Division in Your Market Center18

19 #KWFR Grow Your Commercial Division Plan, Start, and Lead a Commercial Division in Your Market Center19

20 How to Find Commercial Agents Search within organizations:Search within organizations: CCIMCCIM SIORSIOR NAIOPNAIOP ICSCICSC LoopNet search in your areaLoopNet search in your area CommercialSearch.com search in your areaCommercialSearch.com search in your area Competitor websitesCompetitor websites Plan, Start, and Lead a Commercial Division in Your Market Center20

21 CCIM Search Plan, Start, and Lead a Commercial Division in Your Market Center21

22 CCIM Search (cont.) 127 agents Phone numbers addresses Websites Plan, Start, and Lead a Commercial Division in Your Market Center22

23 SIOR Search Plan, Start, and Lead a Commercial Division in Your Market Center23

24 SIOR Search (cont.) 12 agents Companies Phone numbers addresses Websites Plan, Start, and Lead a Commercial Division in Your Market Center24

25 Competitor Search Plan, Start, and Lead a Commercial Division in Your Market Center25

26 Competitor Search (cont.) 40 agents Specialties Phone numbers addresses Plan, Start, and Lead a Commercial Division in Your Market Center26

27 Speaking to Transitioning Residential Agents: Commercial Pros/Cons Pros Larger commissions Business hours Professional clients More objective decision- making Year-round deals Cons Start-up time Longer deal time Competition Identifying and getting in front of clients Focus/Specialization Cost of data sources Plan, Start, and Lead a Commercial Division in Your Market Center27

28 New Member Trends Plan, Start, and Lead a Commercial Division in Your Market Center28

29 Recruiting Tools 12 Touch recruiting campaign12 Touch recruiting campaign KW Commercial Orientation webinarKW Commercial Orientation webinar KWRI and Executive Council supportKWRI and Executive Council support Leadership and recruiting tools tab:Leadership and recruiting tools tab: Recruiting slideshowRecruiting slideshow KW Commercial benefits flierKW Commercial benefits flier KW Commercial recruiting brochureKW Commercial recruiting brochure Plan, Start, and Lead a Commercial Division in Your Market Center29

30 KW Commercial Metrics 1,262 KW Commercial members1,262 KW Commercial members $3.9B in production volume$3.9B in production volume $125M in referral volume$125M in referral volume *As of December 2013 Plan, Start, and Lead a Commercial Division in Your Market Center30

31 #KWFR Retention Plan, Start, and Lead a Commercial Division in Your Market Center31

32 Retention Plan, Start, and Lead a Commercial Division in Your Market Center32

33 Next Steps Add a commercial division strategy into company 1-3-5Add a commercial division strategy into company Address commercial activities in the company policies and guidelinesAddress commercial activities in the company policies and guidelines Become familiar with KW Commercial’s value proposition and compositionBecome familiar with KW Commercial’s value proposition and composition Hire Director or Managing Director to set the standard in the divisionHire Director or Managing Director to set the standard in the division Plan, Start, and Lead a Commercial Division in Your Market Center33

34 #KWFR Q & A 34 What questions can I answer for you?

35 blog.kw.com/livefeed #KWFR #KWRI FOLLOW TALK Thank You! Please complete an evaluation form found in the back of your program guide. To download a free copy of this presentation, GO TO:


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