Commercial Brokers Get Competition from Startup Web Sites
HOLUSHA, New York Times
May 31, 2000
In an age when almost anything can be bought online, one of the main
exceptions has been commercial real estate. With its complicated procedures
and time-consuming negotiating process, the industry has only slowly adapted
to the lightning-quick demands of e-commerce.
``E-commerce is so fast,'' said Julie Benezet, the director of global real
estate for Amazon.com. ``It is so unlike real estate, which lumbers along
like a mastodon.''
That is changing, but the shape it will take is still far from clear.
``There is no one in our industry who is not struggling with e- business,''
said Frank A. Robinson, a vice president of corporate real estate at
McKessonHBOC, a San Francisco health-care supply management company that
oversees 20 million square feet of space. ``It is going to change the way we
do real estate processes, and the ones who don't get it right are going to
Some real estate executives are already using business-to-business services
in their daily operations.
``We are using e-commerce to do things more quickly and with fewer people,''
said Scott Leibold, a real estate manager at AT&T Corp. ``For example, we
can use the system to reserve a conference room and order the food that will
be served during the conference at the same time.''
But many executives say the big savings may come from changing the way
transactions are conducted, especially sales and leases.
That will mean changes in how brokers operate and are paid. Until recently,
a big part of brokers' stock in trade was their knowledge of the market. In
tight markets, they know which spaces are likely to come on the market. In
markets glutted with space, they know which landlords are willing to make
financial concessions to lease space.
But that information is becoming more accessible to anyone willing to pay a
price. Two national service companies, CoStar and RealtyIQ, collect
information on property and transactions and make it available to online
subscribers for a fee.
Brokers are also expensive. The standard fee for an office transaction in
New York is one-third of the first year's base rent, paid by the landlord.
In a deal for 10,000 square feet at $50 a square foot a year, the broker's
fee would be more than $160,000, with commissions often split among several
Top brokerage executives acknowledge that there may be some erosion of their
business, particularly in markets for small office spaces.
``I don't think anyone is going to sign a lease for 100,000 square feet of
office space without a real estate professional advising them,'' said
Stephen B. Siegel, the president of Insignia/ESG, a national brokerage and
real estate services company. ``But there may be a part of the market, maybe
up to 10,000 or 15,000 square feet, that could become a commodity and trade
on the Internet.''
Nevertheless, at least one company is trying to circumvent brokers by using
the Internet, offering a big cut in commissions as a lure. The company,
TenantWise.com, in New York, offers to negotiate leases online at
www.tenantwise.com, charging only 20
percent of the standard brokerage commission. M. Myers Mermel, the
president and co- founder, compares the venture to online stock trading. He
calls it ``the Schwab or E-Trade of real estate.''
On the site, which has been active only a few weeks, landlords can post
property at no charge.
©2000 San Francisco Chronicle