How to Succeed in
Commercial Real Estate
by John L. Bowman
$21.95, paperback
336 pages
ISBN: 978-0-940352-
16-2
Chapter 1 – Getting Started  
Is Commercial Real Estate for You? • Choosing a Firm • Finding a Mentor • Choosing an Area of Specialty • Books to Read • Farm Areas

Chapter 2 – Integrity and Ethicsl
Integrity • Code of Ethics

Chapter 3 – Contracts and Forms
Earnest Money Agreement • Offer to Lease • Leases • Rent • Options • Listings • Counter Offers • Fee Schedules

Chapter 4 – Technical Knowledge
Agency • Law • Development • Title • Appraisal • Mathematics • Taxation • Zoning and Land Use • Environmental Issues • Construction and Architecture • Surveys • Investment Analysis • Office Management • Exchanging • State Licensing and Brokerage Requirements • Financing • Property Management

Chapter 5 – Salesmanship
Basic Sales Strategies • Common Sales Points • Countering Other Brokers' Sales Points • A Few Final Points on Selling

Chapter 6 – Organization
Time Management • Habits • Work • Goals • Tickler File

Chapter 7 – Getting Prospects
Sources of Business • Cold Calls • Large Property Owners • Community and Professional Organizations • Self-Marketing • Knowing Your Market • Creating and Maintaining a Contact List

Chapter 8 – Marketing

Know Your Listings • Marketing Property • Range of Value • Rifle vs. Shotgun • Types of Prospects: Users and Investors • Showing Property • Reporting to Clients • The Economy and Its Impact

Chapter 9 – The Deal
Negotiations • Proposals, RFPs, and Multiple Offers • Assembly • Credit • Attention to Detail

Chapter 10 – Practical Knowledge
Office Politics • Attitude • Vacations • No Work at Home • Cell Phones • Health • Focus on Listings • Leasing vs. Sales • Tenant Representation • Working Smart • Large Deals and Rich People • Keep Learning • Silence is Golden • Technology • Consulting and Appraising (Opinions of Value) • Things to Avoid • Helpful Hints and Things to Know

Chapter 11 – Professionalism
Relations with the Public • Relations with Clients • Relations with Other Realtors • Attorneys, Accountants, and Appraisers

Chapter 12 – Organizations
The National Association of Realtors (NAR) • State and Local Boards • Other Organizations

Chapter 13 – Striking Out On Your Own
Independent or Not • Other Considerations • Sales Points for Independents and Small Brokerages • Conclusion

Appendix
The Realtor's Pledge • Code of Ethics and Standards of Practice

Index


How to Succeed in Commercial Real Estate is a comprehensive, practical book for those considering entering the field of commercial real estate, those just beginning in the business, as well as experienced brokers and sales managers who want to evaluate and strengthen their current strategies – especially those related to listings, negotiations, contracts, and sales.

The author provides a straightforward overview of the business of selling commercial property, including coverage of the four main specialty areas (retail, office, industrial, and investment) as well as crossovers and emerging specialties. Rather than pumping a "get rich quick" approach to selling, the author shows brokers that they don't have to sacrifice integrity and ethics to remain competitive and deal oriented.

The book includes detailed coverage of

• Choosing a company and a specialty that's a good fit for you.

• Sales strategies and sales points specific to commercial real estate, including practical suggestions for countering other brokers.

• The importance of focusing on exclusive listings, how to find and get the best prospects, and the most effective strategies for marketing the property.

• Standard parts and points of negotiation for contracts and forms, including earnest money agreements, leases, options, listings, counter offers, and fee schedules.

• Rent and how it is calculated and quoted, including triple net, modified net, gross, and full service leases.

• Technical knowledge including agency, law, appraisal, taxation, zoning, surveys, environmental investigations, investment analysis, risk comparison, exchanges, financing, and property management.

• The pros and cons of going independent and how to decide if it's the right move for you.

Written in an engaging, straight-talk style, the author shares a wealth of other practical knowledge reaped from 30 years in the business.                        
    
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Jay Jacobsmuhlen, SIOR, Lance Denning Properties, Inc.
"A good basic introduction for anyone considering becoming a commercial real estate broker. The author has an entertaining writing style."

Gene Bentley CCIM, Associate Vice President, Norris, Beggs & Simpson
Where was "How to Succeed in Commercial Real Estate" when I started in the business? It cuts to the chase.

David Parr, President, Parr Financial Corporation
"represents an excellent opportunity to see the inter-workings of the real industry through the eyes of a rainmaker."
John Bowman has been active in commercial real estate for more than 30 years as a broker, sales manager, president, and owner of a commercial real estate brokerage.
He graduated from Whitman College in 1973 with a Bachelor of Arts. After college he started in his family's commercial real estate company, Bowman Company, located in Portland, Oregon, where he became sales manager, president, and a part owner.

In 1983 Bowman Company joined forces with Portland's largest commercial firm, Norris, Beggs and Simpson, where the author spent 10 years as an industrial broker. In 1992, the author started his own commercial real estate company, John L. Bowman, Realtorฎ. He was a member of the Society of Industrial and Office Realtorsฎ, president of the SIOR Oregon Chapter, member of the SIOR national board of directors, and board member of the Oregon and Southwest Washington Commercial Association of Realtorsฎ. He has also served on various association committees including Professional Standards.

The author has experience in all areas of the commercial real estate business. In addition to industrial, he has closed deals in office, retail, and investments and is also experienced in land sales, high-tech, and exchanges. He has managed a real estate sales force and operated a commercial real estate office. Bowman has represented many national companies in their real estate dealings including General Electric, Westinghouse, Coca-Cola, and Goodyear Tire and Rubber Co.

The author also has a Bachelor of Arts in Philosophy from Portland State
University.
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