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Plan, Start, and Lead a Commercial Division in Your Market Center. Schuyler Williamson. Schuyler Williamson. Austin, Texas Director, KW Commercial . Please complete an evaluation form found in the back of your program guide . Why Have a Commercial Division in Your Market Center .

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schuyler williamson
Schuyler Williamson

Austin, Texas

Director, KW Commercial

Plan, Start, and Lead a Commercial Division in Your Market Center

please complete an evaluation form found in the back of your program guide
Please complete an evaluation formfound in the back of your program guide.

Plan, Start, and Lead a Commercial Division in Your Market Center

why have a commercial division in your market center
Why Have a Commercial Division in Your Market Center
  • Capping agents
    • Average KWC agent volume: $3.05M
    • Average director volume: $4.75M
  • Increased residential company dollar
    • $125M in referral volume
  • Recruit to a full service business

Plan, Start, and Lead a Commercial Division in Your Market Center

the plan
The Plan
  • Learn some commercial real estate basics
  • Create a strategy for your commercial division
  • Grow your commercial division
  • Support and retain your commercial division

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial basics
Commercial Basics

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial basics1
Commercial Basics

The main segments of your commercial division will include professionals engaged in the following:

  • Office Buildings
  • Industrial/Flex/Warehouse
  • Retail/Restaurant
  • Multifamily
  • Land
  • Miscellaneous

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial basics cont
Commercial Basics (cont.)

Commercial organizations:

  • CCIM: Certified Commercial Investment Member
  • SIOR: Society of Industrial and Office Realtors
  • NAIOP: National Association of Industrial and Office Properties
  • ICSC: International Council of Shopping Centers

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial basics cont1

Similar models:

NAI Global, $55B

Marcus & Millichap, $22B

RE/MAX Commercial, $7B

Coldwell Banker Commercial, $6B

Sperry Van Ness, $6B

Commercial Basics (cont.)
  • Top brokerages:
    • CBRE, $189B
    • Jones Lang LaSalle, $108B
    • Cushman & Wakefield, $88B
    • Colliers International, $71B
    • Newmark Grubb Knight Frank, $69B

Plan, Start, and Lead a Commercial Division in Your Market Center

your commercial strategy
Your Commercial Strategy

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial division business plan
Commercial Division Business Plan

1-3-5 for the Market Center commercial division should address:

  • Long-term structure of the commercial division
  • Whether there is a managing director
  • Policy for how residential and commercial agents work together
  • Economic model and value propositions

Plan, Start, and Lead a Commercial Division in Your Market Center

commercial division structure
Commercial Division Structure

Plan, Start, and Lead a Commercial Division in Your Market Center

large market managing director
Large Market, Managing Director

Plan, Start, and Lead a Commercial Division in Your Market Center

managing director
Managing Director
  • Determine the responsibilities:
    • Recruit senior agents
    • Train junior agents
    • Broker of commercial division
    • Establishes office policies and procedures
  • Determine the plan to compensate:
    • Compensation must equal time expected
  • Qualities to identify:
    • Proven production for length of time
    • Strong local reputation
    • Cultural fit

Plan, Start, and Lead a Commercial Division in Your Market Center

policies and guidelines
Policies and Guidelines
  • Commercial agent on Associate Leadership Council.
  • Establish criteria for who can be a KWC agent and who can execute a commercial transaction.
  • Establish guidelines for how referrals will be executed.
  • Outline how leads are distributed within commercial team.

Plan, Start, and Lead a Commercial Division in Your Market Center

market center value proposition
Market Center Value Proposition
  • Same cap as residential agents:
    • Culture
    • Administrative support
    • Office space and production resources
  • Additional cap:
    • Commercial training
    • Residential referral program created and enforced
    • Broker transaction support
    • Paid-for services, i.e., CoStar
    • Commercial assistant and/or researcher

Plan, Start, and Lead a Commercial Division in Your Market Center

kw commercial value proposition
KW Commercial Value Proposition
  • Commercial Business Solution:
    • Contact management system
    • Prospecting information
    • Financial analysis
    • Marketing
    • Market data and reports
  • Training curriculum including Lipsey Company materials
  • Network of 1,300+ commercial brokers

Plan, Start, and Lead a Commercial Division in Your Market Center

kw commercial national accounts
KW Commercial National Accounts
  • Executive Vice President, KW Commercial
    • Rich Uzelac
  • Program overview
  • Broker requirements

Plan, Start, and Lead a Commercial Division in Your Market Center

grow your commercial division
Grow Your Commercial Division

Plan, Start, and Lead a Commercial Division in Your Market Center

how to find commercial agents
How to Find Commercial Agents
  • Search within organizations:
    • CCIM
    • SIOR
    • NAIOP
    • ICSC
  • LoopNet search in your area
  • CommercialSearch.com search in your area
  • Competitor websites

Plan, Start, and Lead a Commercial Division in Your Market Center

ccim search
CCIM Search

Plan, Start, and Lead a Commercial Division in Your Market Center

ccim search cont
CCIM Search (cont.)

127 agents

  • Phone numbers
  • Email addresses
  • Websites

Plan, Start, and Lead a Commercial Division in Your Market Center

sior search
SIOR Search

Plan, Start, and Lead a Commercial Division in Your Market Center

sior search cont
SIOR Search (cont.)

12 agents

  • Companies
  • Phone numbers
  • Email addresses
  • Websites

Plan, Start, and Lead a Commercial Division in Your Market Center

competitor search
Competitor Search

Plan, Start, and Lead a Commercial Division in Your Market Center

competitor search cont
Competitor Search (cont.)

40 agents

  • Specialties
  • Phone numbers
  • Email addresses

Plan, Start, and Lead a Commercial Division in Your Market Center

speaking to transitioning residential agents commercial pros cons
Speaking to Transitioning Residential Agents: Commercial Pros/Cons

Cons

  • Start-up time
  • Longer deal time
  • Competition
  • Identifying and getting in front of clients
  • Focus/Specialization
  • Cost of data sources

Pros

  • Larger commissions
  • Business hours
  • Professional clients
  • More objective decision-making
  • Year-round deals

Plan, Start, and Lead a Commercial Division in Your Market Center

new member trends
New Member Trends

Plan, Start, and Lead a Commercial Division in Your Market Center

recruiting tools
Recruiting Tools
  • 12 Touch recruiting campaign
  • KW Commercial Orientation webinar
  • KWRI and Executive Council support
  • Leadership and recruiting tools tab:
    • Recruiting slideshow
    • KW Commercial benefits flier
    • KW Commercial recruiting brochure

Plan, Start, and Lead a Commercial Division in Your Market Center

kw commercial metrics
KW Commercial Metrics
  • 1,262 KW Commercial members
  • $3.9B in production volume
  • $125M in referral volume

*As of December 2013

Plan, Start, and Lead a Commercial Division in Your Market Center

retention
Retention

Plan, Start, and Lead a Commercial Division in Your Market Center

retention1
Retention

Plan, Start, and Lead a Commercial Division in Your Market Center

next steps
Next Steps
  • Add a commercial division strategy into company 1-3-5
  • Address commercial activities in the company policies and guidelines
  • Become familiar with KW Commercial’s value proposition and composition
  • Hire Director or Managing Director to set the standard in the division

Plan, Start, and Lead a Commercial Division in Your Market Center

thank you
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:

www.familyreunion.kw.com/downloads