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TOP OF THE WEEK TO YOU!
(by realwired! CEO, Brenda Dohring Hicks)
Top of the Week to You! is designed to offer the inside scoop and latest of what's important in the world of technology as it relates to the commercial real estate industry. |
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It's Coming at You
I was in the beautiful city of Charlotte, North Carolina late last week. I was speaking to a group about sales and social media. One of the topics of conversation that arose was the difference between how those of us in commercial real estate communicate significantly through e-mail while many of those that are younger and entering our profession are really accustomed to texting, tweeting and messaging through Facebook. Part of the reason it seems that this happens is because they are much more mobile than we are. We tend to sit behind computers at least a good part of our work week. It is more about styles of communication than modes. I think it's really going to be important that we learn how people want to be communicated with and when. How many times have you called somebody on their office line and hung the phone up after their menu answered, called on their cell phone and still didn't get them, then sent them an e-mail and/or a text? We have so many ways to communicate at so many times of the day, evening, after hours and weekends, it's hard to know what serves best for any given party. It has become a part of our vernacular to ask ones preferred method. I guess it might even be smart to change our voice messaging to tell somebody not only that we promised to get back to them but if they want to reach us the best way to do it.
As part of the conversations last week, we discussed how media and product information is coming to us now and how it might in the near-term future. There is no doubt that things are changing. It's really all about what's coming at us (rather than seeking it out) and how this "identify and push" helps us sort through the vast amounts of data and opportunities. At the same time this might result in silos of information. Thus, putting us in distinct profiles and thereby limiting exploration and the opportunity for random things to catch our eye, creating a very narrow focus.
I call this Silos by Interest. Companies are going to start to evolve to market to us not with a single product that they think we might have an interest in. Rather, they will market to us things that interest us that may not be in their product line. This will result in companies offering products they don't make and maybe never planned to. It might work out to something like this. You're buying books on commercial real estate from a publisher who is good at getting those books out to market. Once your interest is defined that same publisher will likely have an expanding product line to provide things that you are interested in and fit into your life as a commercial real estate professional and could include things such as GPS, educational coursework, software, data sources, etc. This Silos of Interest approach is going to be a major change for companies and will likely result in some very interesting alliances.
In my conversations about this method of marketing it seemed that there were plenty of opinions on both sides. Those that thought this was a great way to go and those who thought it would create a more narrow experience and possibly have a negative impact on free choice. I guess I'm more on the side thinking it's a great way to go. I think as humans we will always try to do some exploration outside of whatever silo or walls we might find ourselves in. And maybe it'll just help cut through the clutter. What do you think? Will future, more interest-based marketing help us or not?
If you would like to join our blog discussion click here or I welcome your feedback through email .
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Hot Deals/Leads
Rusty Taco operates four locations in MN and TX. The Mexican restaurants occupy spaces of 1,500 sq.ft. to 3,000 sq.ft. in freestanding locations, lifestyle centers and urban/downtown areas. Plans call for 10 openings nationwide during the coming 18 months, with representation by Dunn Realty, LLC. Typical leases run five years. A vanilla shell and tenant improvement allowance are required. Preferred demographics include a population of 15,000 within one mile. The company prefers to locate in unique buildings and on college campuses, and is franchising. For more information, contact Steve Dunn, Dunn Realty, LLC, 11717 Oak Drive, Suite E, Omaha, NE 68130
Royal Crown Leasing, Inc. trades as RentAmerica at 15 locations throughout NC and SC. The stores, offering rent-to-own furniture, electronics, appliances and computers, occupy spaces of 4,000 sq.ft. in strip centers. Growth opportunities are sought throughout the existing markets during the coming 18 months. Typical leases run three to five years. Preferred cotenants include Food Lion, Cato and Shoe Show. Preferred demographics include a population of 75,000 within 25 miles earning $40,000 to $80,000 as the average household income. Major competitors include Rent-A-Center and Aaron's. The company requires sites with a common wall dividing the showroom and stockroom. For more information, contact Larry Tinney, Royal Crown Leasing, Inc., 5408 Yadkin Road, Fayetteville, NC 28303
Tuesday Morning, Inc. trades as Tuesday Morning at 861 locations nationwide. The home furnishings stores, offering upscale decorative household items, at discount prices, including rugs, lamps, bedroom and bathroom accessories, holiday and garden decorative items, dinnerware, fine art and frames, occupy spaces of 8,000 sq.ft. to 10,000 sq.ft. in freestanding locations, malls and entertainment, lifestyle, power, strip, tourist and value centers, as well as urban/downtown areas. Growth opportunities are sought throughout the existing market during the coming 18 months. Typical leases run five years with, two-five year options. A vanilla shell is required. Preferred demographics include a population of 100,000 within five miles. The company prefers to locate in areas with a population earning an upper level household income. For more information, contact Melissa Dean, Tuesday Morning, Inc., 6250 LBJ Freeway, Dallas, TX 75240 Like these leads? Want More? Go to the Dealmakers website for a Subscription. Dealmakers, the nation's weekly news source on retail real estate.
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Featured Internet Site of the Week
InVision Tampa
Mayor Buckhorn is moving decisively with an economic development strategy that recognizes that its future as a vibrant, livable and sustainable community depends upon connecting its People, redefining its Places, and igniting Progress. Over the next months, AECOM and Parsons Brinckerhoff, planning and transportation experts, respectively, will work with the city and our community stakeholders and opinion leaders to develop a shared vision and give city leaders an implementable plan of action. This master plan, when complete, will form a living "workbook" of initiatives in core areas of land planning, transit, zoning, and economic development and financing strategies.
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