Tuned Into the Market
In a world where business professionals have instant access
to information, some might think radio communication is a thing of the past.
Not true, say listeners who tune into the “Commercial Real Estate Show,” a
weekly online and on-air talk radio broadcast. Hosted by Michael Bull, CCIM,
CRB, founder of Bull Realty in Atlanta, the show brings together a new panel of
experts each week to share their insights. Commercial Investment Real Estate
asked Bull for a behind-the-airwaves look at what goes into producing his show.
CIRE: What prompted you to start your own radio show?
Bull: I’ve been in the industry for 30
years and several clients and colleagues along the way have said that my sense
of humor combined with my commercial real estate expertise would make for
interesting talk radio. So I decided to produce a show with meaningful content
for listeners, regardless of where they live or work. The show is fast-paced
and covers a tremendous amount of industry information each week.
CIRE: How do you determine the topics and select your
Bull: Topics are chosen based on current
issues in commercial real estate. For example, we have quarterly updates on the
various property sectors as well as shows that address buying and selling
distressed assets, the health of the banking industry, auctions, and commercial
loan workouts, among other topics. We’ve also covered commercial real estate
training, the return on sustainability, tenanting strategies, and social media
We invite guests who are well-known for their experience
related to each topic and we’ve established relationships with top analysts at
Reis, Real Capital Analytics, and many other industry-leading firms as well as
with top developers and real estate investment trusts. Guests also include leaders
from the top commercial real estate associations, such as CCIM’s 2011 President
Frank Simpson, CCIM.
CIRE: How much time does the show take to produce? Is it
Bull: The show has a full staff and is much
more time-consuming and involved than initially anticipated. Staff members are
devoted to planning the shows, writing the content, selecting and coordinating
the guests, producing the show, marketing, updating the website, and handling
social media. On average, it requires 60 to 70 hours per week for a one-hour
show and that does not include the guests’ prep time.
As for the return, the show certainly helps us build
relationships, stay on top of the market, and establish credibility. It has
increased our number of Twitter followers as well as driven traffic to our
blogs, YouTube channel, and BullRealty.com. The show is part of a large
marketing funnel to attract clients, customers, brokers, and referrals. Bull
Realty has done very well in a tough cycle, so the show is helping — or the
combination of what we are doing is working.
CIRE: How has your CCIM designation helped you achieve
success with the show and in the industry?
Bull: Part of the benefit of the CCIM
training is the confidence. You’re confident discussing business with the chief
financial officer of a major firm, the underwriter for a big fund, or just the
guy next door. My CCIM experience gives me more confidence when talking to powerful industry
leaders on the show.
We have a large concentration of CCIMs at Bull Realty and
recommend CCIM training, resources, and networking to everyone. The first place
we turn to partner with expertise around the country is the CCIM network.
CIRE: With access to so many experts in the industry, you
must glean a lot of insights on the market. What does 2012 hold for commercial
Bull: The already-strong sectors, such as
multifamily, single-tenant net lease, and medical office, will continue to
strengthen in 2012. The sales volume of these assets will increase and
capitalization rates will remain stable or compress even further on properties
with longer leases. Cap rates for stable assets in secondary markets will
improve for sellers as investor demand spreads to these markets.
Industrial, office, and retail sector performance will continue
to improve very slowly and in that order. The growth will be slower for class B
properties and even slower for C properties, especially in suburban locations
not tied to an employment or education center. Improving performance will be
partially due to lack of new construction.
Norbut is senior editor of Commercial Investment Real Estate. If you have a
story worth sharing in CCIM Q&A, send it to