WASHINGTON DC METRO PLAYBOOK

Transcription

1 SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK Presented to ABC Company March 2018

2 STATE OF THE UNION - INDUSTRY Real Estate markets on the mend Service provider consolidation - the Big Three Gateway Cities continue to lead Recurring revenue vs. One-Off Specialize, or Die SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

3 STATE OF THE UNION ABC COMPANY WASHINGTON Good Roots Changing of the guard Some missing links lost some players to free agency Bigger is not always Better How to Differentiate SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

4 KEVIN MCSHEA - AT A GLANCE Brokerage: 32 years Tenant Advisory: Studley, Staubach Agency: Smithy Braedon, Prudential, COPT, Kemper Corporate Services: Microsoft, Wells Fargo, AIG, URS National: More than 100 cities in U.S. Branch Management: Staubach Philadelphia, Managing Principal SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

5 DON T JUST TAKE HIS WORD FOR IT Your knowledge of each market and your presentation of our options were always comprehensive, concise and definitive. You were able to satisfactorily build the leverage needed for below-market renewal terms. And by the way, you met or surpassed all of Microsoft s bottom-line oriented goals. Frank White, Real Estate Manager I just wanted to let you know we appreciate all that you did for the company. Your leadership was valuable to our operations in Philadelphia. You will be missed. Roger Staubach, Chairman & CEO It was indeed gratifying to deal with a real professional whose dedication to customer satisfaction places him and his firm on the highest ethical plateau. Ted Helm, Vice President Comcast tends to change the scope of a project often and Kevin s resilience is amazing. No matter what kind of change we threw at him, he continued to produce stellar results. I couldn t ask for a better representation of exemplary service. Dan Edwards, Vice President SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

6 GOOD IS THE ENEMY OF GREAT Why some companies make the leap 1. Level 5 Leaders: Humility + Will 2. First Who then What 3. Confront the Brutal Facts 4. Pursue only what you can be the Best 5. What drives the economic engine (common denominator) Put your best people on your biggest opportunities, not your biggest problems. SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

7 COMMON DENOMINATOR - COMMISSIONS PER SF Agency Government / Corporate Financial Law Firms Technology Engineering Public Sector Services Services Non-profit Profile Long term relationship, Big transactions, Recurring revenue, Highest fees PSF, Flexibility, short term Contract related, High-end space, immediate revenue portfolio services, cross-sell opportunities, trophy space leases short-term leases large fee PSF opportunity, half-fees cross-sell opportunities insulates down market 3,400 DC metro HC SF per Head Rental Rate $50.00 $30.00 $30.00 $60.00 $40.00 $40.00 $50.00 $30.00 Term Commission % 1.5% 3% 3% 4% 4% 4% 4% 4% Opportunity Commission $46,875 $56,250 $56,250 $336,000 $80,000 $100,000 $210,000 $90,000 Fee Per Head $938 $1,125 $1,125 $6,720 $1,600 $2,000 $4,200 $1,800 Fee PSF $3.75 $4.50 $4.50 $16.80 $8.00 $8.00 $14.00 $6.00 SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

8 COMMON DENOMINATOR - COMMISSIONS PER SF Agency Government / Corporate Financial Law Firms Technology Engineering Public Sector Services Services Non-profit Profile Long term relationship, Big transactions, Recurring revenue, Highest fees PSF, Flexibility, short term Contract related, High-end space, immediate revenue portfolio services, cross-sell opportunities, trophy space leases short-term leases large fee PSF opportunity, half-fees cross-sell opportunities insulates down market 3,400 DC metro HC SF per Head Rental Rate $50.00 $30.00 $30.00 $60.00 $40.00 $40.00 $50.00 $30.00 Term Commission % 1.5% 3% 3% 4% 4% 4% 4% 4% Opportunity Commission $46,875 $56,250 $56,250 $336,000 $80,000 $100,000 $210,000 $90,000 Fee Per Head $938 $1,125 $1,125 $6,720 $1,600 $2,000 $4,200 $1,800 Fee PSF $3.75 $4.50 $4.50 $16.80 $8.00 $8.00 $14.00 $6.00 $16.80 $14.00 $3.75 $4.50 SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

9 GAME PLAN A look at Agency, Occupier and Corporate Services Work your Strengths; Partner your Weaknesses. SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

10 THE PLAYING FIELD SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

11 FIRST WHO: ROSTER CUSHMAN & WAKEFIELD (DC) SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

12 FIRST WHO: ROSTER COLLIERS (VIRGINIA) SELKIRK PARTNERS First Who, then What Play to your Strengths A look at Service Platform Marketing State of Mind The Next Generation Culture of We WASHINGTON DC METRO PLAYBOOK - MARCH

13 FIRST WHO: ROSTER TRANSWESTERN (MARYLAND) SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

14 FIRST WHO: ROSTER MOHR PARTNERS (DC REGION) SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

15 FIRST WHO: ON THE FIELD COVERAGE VA DC MD 138M 105M 69M POTENTIAL CAPACITY SF PER BROKER 4.9M 4.8M 4.3M PRESENT CAPACITY % 69% 106% SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

16 FIRST WHO: BY THE NUMBERS # GROSS NORTHERN VIRGINIA WASHINGTON DC SUB MARYLAND TOTALS Exec Vice President $1,500, Senior Vice President $750, Vice President $300, Asst Vice President $200, Associate $100, Totals A look at Occupier Services Aggregate $14,600,000 $15,500,000 $7,100,000 $37,200,000 SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

17 PLAY TO YOUR STRENGTHS Asset Services (Agency Leasing and Property Management) Capital Markets Market Research Occupier Services Corporate Services (Relationships, Resume) Equity / Investment Opportunities Industrial A look at Occupier Services SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

18 THEN WHAT: ASSET AND AGENCY SERVICES SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

19 THEN WHAT: ASSET AND AGENCY SERVICES SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

20 THEN WHAT: ASSET AND AGENCY SERVICES SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

21 THEN WHAT: ASSET AND AGENCY SERVICES Targeted Owners Akridge American Realty Advisors Beacon Capital Partners Boston Properties BPG Properties Brandywine Realty Trust Brookfield Office Properties Carr Properties COPT Danac Corporation First Potomac Realty Forest City Foulger-Pratt Companies Guardian Realty KBS Realty Liberty Property Trust Monday Properties Monument Realty Petersen Companies Quadrangle Development Rubenstein Development TA Associates Thomas Properties Group TIAA CREF TishmanSpeyer Vornado Realty Trust WRIT I found Kevin to be highly professional individual, whose knowledge of real estate and the local real estate community makes him a valuable asset of any leasing team. - Robin Burke, Kemper Most directly in your role as an owner s leasing representative, your energetic pursuit of prospective tenants and the fair, even-handed approach with which you negotiated the ensuing transaction gained by respect early on always assured me that my company s best interests were being well represented consistently able to win access to excellent prospect leasing opportunities. - Jud Williams, COPT SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

22 THEN WHAT: CORPORATE SERVICES BY PLATFORM Strategic Consulting Transaction Management Workplace Project Management Lease Administration Capital Markets :: Asset Services :: Facilities Management Culture Critical of We Environments :: Valuation and Advisory :: Financial Consulting Move Management :: Lease Audit SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

23 THEN WHAT: CORPORATE SERVICES PROSPECT PROFILE Mid Atlantic: Virginia to Pennsylvania Targeted Min Annual Fees $500,000 Avg Fees PSF $4.00 Req Annual SF Rollover 5 Yr Roll 125,000 Prospect Base Portfolio Size 5 x Roll 625,000 4/1000 2,500 Assumed Company $100M per 400 seats $625,000,000 # Employees 2,500 Total 250 sf per person 625,000 5 x Roll 125,000 Annual Portfolio $4.00 PSF $500,000 Company $100M per 400 seats $625,000,000 Hoovers Results DC, VA, MD, DE, PA 227 RESULTS Gross Fees Annually $500,000 Shared with Field $250,000 Net to Procuring Broker $125,000 SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

24 THEN WHAT: CORPORATE SERVICES Kevin McShea Experience Albany Atlanta Baltimore Baton Rouge Birmingham Boston Charleston Charlotte Chicago Cincinnati Cleveland Columbus Des Moines Detroit Edison Ft. Lauderdale Harrisburg Hartford Houston Indianapolis Jacksonville Kansas City Los Angeles Louisville Memphis Miami Minneapolis Mobile Nashville New York New Orleans Philadelphia Pasadena Pittsburgh Raleigh Richmond San Francisco Savannah Seattle St. Louis Tampa Virginia Beach Washington, DC Wichita West Palm SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

25 THEN WHAT: OCCUPIER WHAT S ON THEIR MINDS Collaboration CHOICE Culture WELL BEING Talent Workplace Millennials COMMUNITY SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

26 THEN WHAT: OCCUPIER BY SECTOR TECHNOLOGY BANKING MEDIA FINANCIAL SERVICES LEGAL AEROSPACE & DEFENSE We no longer need or want a salesperson to come describe the feature and benefits of their product. Today a buyer needs someone that can guide them to a better understanding of how they meet their goals. That comes when a salesperson is no longer seen as a pest, but as a respected authority on our business or industry. - John Jantsch, Duct Tape Selling SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

27 THEN WHAT: OCCUPIER BY SECTOR TECHNOLOGY BANKING MEDIA FINANCIAL SERVICES LEGAL AEROSPACE & DEFENSE We no longer need or want a salesperson to come describe the feature and benefits of their product. Today a buyer needs someone that can guide them to a better understanding of how they meet their goals. That comes when a salesperson is no longer seen as a pest, but as a respected authority on our business or industry. - John Jantsch, Duct Tape Selling SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

28 THEN WHAT: OCCUPIER BY SECTOR TECHNOLOGY BANKING MEDIA FINANCIAL SERVICES LEGAL AEROSPACE & DEFENSE We no longer need or want a salesperson to come describe the feature and benefits of their product. Today a buyer needs someone that can guide them to a better understanding of how they meet their goals. That comes when a salesperson is no longer seen as a pest, but as a respected authority on our business or industry. - John Jantsch, Duct Tape Selling SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

29 MARKETING MINDSET: A NEW YORK STATE OF MIND 24 / 7 / 365 Know your Neighborhood Develop a Niche Six Touch Program Get Involved Import Expertise SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

30 THE NEXT GENERATION Maximizing Millennials Wheel Program Compensation Mentor / Training Social Media Megaphone SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

31 CULTURE OF WE Everyone matters Builds Loyalty Minimizes Turnover Happier Staff Increases Productivity Rising tides lifts all boats Vested Interest Profit Sharing / Equity Participation SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

32 ON THE BUS, IN THE RIGHT SEAT Kevin McShea: ABC Company Role Personal Brokerage Practice o Corporate Services o o Agency Services Occupier Services Regional Leadership Committee / Initiatives Ambassador - CoreNet, Washington Board of Trade, Wolf Trap, Maryland Tech Council SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

33 WHY MCSHEA? He s one of us Four Weddings and a Funeral 244% He s been everywhere A players coach Next generation SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH

34 THANK YOU Gracias. 謝謝. Obrigado.. اركش Спасибо. ขอบค ณ. Dankie. ありがとう. Merci. SELKIRK PARTNERS WASHINGTON DC METRO PLAYBOOK - MARCH