Commercial meets residential: a marketing strategy unfolds “What these (residential) brokers will do for a $2 million listing with drones and staging is phenomenal”
Photo illustration by Jhila Farzaneh for The Real Deal. From left: Mauricio Umansky, Behzad Souferian, Jay Luchs, Carl Mühlstein (Credit: the Agency, JLL, LinkedIn)
The brokerage world was traditionally divided into two distinct tribes. Residential brokers were the aesthetes, the innovators, the people who didn t shy away from using glamour to sell real estate. Commercial brokers, meanwhile, were the jocks and the quants, swearing by spreadsheets to land that plum leasing assignment or investment-sales deal. Never the twain shall meet – or so we thought.
Now, however, the two realms are increasingly overlapping. Office buildings are starting to offer valet services and bars; commercial brokers are selling homes; and residential brokerages are launching commercial divisions within their firms. The crossover is impacting marketing or at least, industry experts are saying it should.
“What these (residential) brokers will do for a $2 million listing with drones and staging is phenomenal, Carl Muhlstein of JLL said at The Real Deal’s Sept. 14 panel event. So we’ve been applying a lot of those techniques to commercial. Muhlstein recently returned from a trip to London, where he met with JLL’s European marketing team to discuss ways in which commercial folks can up their game.
“We have noticed that a lot of commercial or office space marketing has become pretty formulaic — email blast, maybe a brochure and the script always starts with ‘the building,’ Muhlstein said. “I’m experimenting with reversing the script, where we focus more on the people, the neighborhood and the hiring opportunities.”
Commercial meets resi Behzad Souferian of the Souferian Group launched an entire brand, called “Be,” for hybrid commercial properties that bring in residential and hospitality elements. Its flagship location 上海千花网龙凤论坛