Louisville, KY Can Teach Us About Commercial Real Estate
My wife
and I just returned from Louisville, Kentucky; the home of Muhammad Ali,
Jennifer Lawrence, Louisville Slugger bats, the Kentucky Derby at Churchill
Downs, the “hot brown” open-faced sandwich and lest I forget - bourbon whiskey
by the barrel full! You see, we attended the fall conference for the Society of
Industrial and Office Realtors (SIOR). This year’s soirée was held in
Louisville, Kentucky.
On
the agenda was a bit of sightseeing, touristing, networking and world-class
learning from the best and brightest in our industry.
So
today, you’re getting a two-fer. What the SIOR Global Conference and
Louisville, Kentucky can teach us about commercial real estate.
The
horses are at the post, so here goes.
SIOR
Lesson #1: Relationships Trump Algorithms. No matter how advanced our tools become - CRMs, AI-assisted
valuations, digital twins - the commercial real estate business is still a people
business. The SIOR conference reaffirmed this. Deals still get done because
of trust, credibility, and consistency. The speakers
hammered home that in an age where data is everywhere, clients choose advisors
who care, listen, and show up - not just those who can crunch numbers.
Louisville
Lesson #1: Southern Hospitality Sells. From the moment we landed, Louisville reminded me that how
you make someone feel often matters more than what you tell them.
Every server, Uber driver, and shop owner radiated warmth. That same principle
applies in real estate. Want to stand out in a crowded market? Treat every
client like a guest at your table. The courtesy you extend today becomes the
relationship you close tomorrow.
SIOR
Lesson #2: Adaptability Wins the Race. One panel discussed industrial data centers and their
voracious need for cooling water and gobs of megawatts. These large boxes
filled with many smaller boxes are not your data centers from the late 1990’s.
The take-home? You must understand the “power story” and how to effectively
tell it. The brokers and owners who thrive are those who evolve with the market
rather than fight it. The best in our business don’t just react to
disruption - they anticipate it.
Louisville
Lesson #2: Reinvention Is in the City’s DNA. Louisville was once known primarily for bourbon and baseball
bats. Today, it’s also a hub for logistics, tech startups, and healthcare
innovation. Old factories are now creative offices and distilleries have become
experiential brands. Sound familiar? It’s the same evolution our properties are
following. Reinvention keeps you relevant - whether you’re a city or a
commercial real estate professional.
SIOR
Lesson #3: Community Builds Credibility. The SIOR network is more than a collection of brokers -
it’s a community. We share referrals, best practices, and market insights
freely. In doing so, we elevate the profession. When one of us succeeds
honorably, all of us benefit. That’s a powerful reminder that collaboration
beats competition, especially in an era when clients expect local expertise
with global reach.
Louisville
Lesson #3: Pride of Place Matters. Louisville doesn’t try to be Nashville, Chicago, or
Dallas. It leans into what makes it Louisville: horse racing, bourbon,
history, and heart. The same applies to commercial real estate. Know your
market, celebrate its quirks, and champion its strengths. Whether you’re in
Pittsburgh, the Inland Empire of SoCal, or Manhattan , authenticity attracts business.
Final
Furlong: What It All Means
The
SIOR Fall Conference and the city that hosted it delivered the same message in
different accents:
Success
in commercial real estate - and in life - isn’t about chasing trends. It’s
about relationships, adaptability, community, and authenticity.
Louisville
may have been 2,000 miles away from our home in Orange County, but its lessons
fit perfectly here in Southern California. Because whether you’re selling
bourbon or buildings, the fundamentals remain the same: serve people well, stay
curious, and keep learning from every stop along the way.
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