NAI Global Named #6 in Lipsey’s Top 25 Most Recognizable Brands in Commercial Real Estate
Letter from Mike Lipsey
We had a fabulous response to our 2014 Survey of The Top 25 Most Recognizable Brands in Commercial Real
Estate. Over 100,000 votes were cast. I know that the rankings are important to all firms who make the Top 25.
In establishing the rankings, we use a combination of 3 criteria: 1) The annual Lipsey ballot, 2) Phone interviews,
and 3) Focus groups. The balloting is quantitative and the phone interviews and focus groups are subjective.
The impressions we receive from the interviews are important, and contribute to the final ranking. This year we
had 3 firms that were close in the balloting, impressions and phone interviews. There was no clear order of
ranking, so we looked to U.S. News & World Report for guidance.
Most of us look forward to U.S. News & World Report’s ranking of Best Colleges, and for years they have
ranked multiple schools in the same spot. For example, this year Stanford University & University of Chicago
have equal rankings. I’m sure that those who went to Stanford would debate that their university is superior to
the University of Chicago, and I’m confident that those who attended the University of Chicago would argue that
they received the better education.
Each year I get numerous calls from executive officers, and those charged with marketing, wanting details on
their firms’ placement. I’m delighted to take your call and walk you through the process, and also give you input
about how rankings can be improved for next year. Again, I’ll be traveling more than 220 days in 2014 and will
have the opportunity to visit brokers, developers, and owner/operators.
Here are some of my observations:
• We’re seeing an increase in younger associates being brought into today’s firms. We’ve found an increase in
productivity and success by placing them on well-led, structured teams.
• Teams and firms are diversifying their revenue streams, and many aim to achieve a balance between recurring
revenue and transaction revenue. Wouldn’t it be comforting to wake up January 1st 2015 knowing that 50% of
your revenue is already accounted for?
• It has become apparent that there is a DNA difference between those in leasing, tenant representation, and
capital markets. For example, Tenant Rep Brokers who bring a high level of energy and a willingness to make
a large number of outbound calls stand in contrast to the dedicated Landlord Reps who are detail oriented
and excel in real estate mechanics. We have recently been putting younger, future Tenant Reps on Landlord
Rep teams to increase deal flow.
• Building a quality and shared database should be the number one objective in 2014. An electronic gifting
campaign can bring a substantial number of prospects to your doorstep. The sophistication of today’s
electronic marketing efforts has changed drastically from where we were two years ago.
• I was in Cleveland two weeks ago, and a dear friend and client asked me about succession planning; not
so much for his firm but for The Lipsey Company. For years we have worked with our clients on succession,
recruiting and retention. So, I started reflecting – not just for The Lipsey Company but for our clients – how
do we build an organization that is sustainable? Diversifying our income streams, placing today’s bright and
capable new hires on high-performing teams is a combination of best practices that Principals can implement.
Putting these new plans in effect, Principals can annuitize what they’ve been building for many years.
• I continue to be amazed at the lack of client needs analysis being performed when creating proposals or preparing
for a presentation. For years, we have had tremendous success with needs analysis webinars; we strongly
recommend you do the same. Prospects and clients want to be interviewed. Be patient, thorough, and take a
sincere interest – not just in their real estate tactical objectives, but also their company’s strategic objectives.
We’d like to personally congratulate those firms who made the Top 25 and offer the best to those aspiring to
make the list in 2015.
Mike Lipsey, President of the Lipsey Company
To see the rankings and the full article click here: