A similar article by Tehdi-Edouard Babigeon, Head of Letting and Sales for RealCorp Luxembourg, was published in French in Le Jeudi on Thursday 23rd February 2012. We offer this version for the benefit of our English-speaking readers.
Letting and Sales is the heart of the commercial real estate business. “Without transactions, there is no market”.
All the other roles: real estate investment, asset and property management, valuation, consulting, development, depend on it.
The Negotiator’s Role
The Letting and Sales Negotiator is a business advisor and intermediary between building owners and users. The Negotiator’s complete knowledge of the different real estate products (offices, industrial-logistics-production locations, stores, etc.) and actors (developers, builders, users, investors, local authorities, etc.), combined with understanding of technical specifications, taxation and law, make him or her a key player.
The Negotiator’s main skill is intermediation. In Letting and Sales we deal with both sides at once and must thus satisfy two complementary interests.
Real estate is important for any company, so we have the advantage of direct engagement with company decision-makers such as asset managers, heads of real estate, or other company officers. Our job requires a lot of listening, responsiveness, and, especially, a sharp knowledge of the market.
Evolution of the Negotiator’s Role
In recent years the job has become considerably more professional as it adapts to and responds to customer requirements. The B2B context certainly requires continuous evolution. Today most clients expect agents to go further in advising and supporting their projects, by assisting them all the way from search to installation.
RealCorp has responded by expanding our service offering with an in-house Project Management service, to give clients solutions for space planning and fitting out. This enables them to plan their future in the locality better, and also gives them greater insight into the choices available to them. This is a real decision-making tool and we encourage our clients to use it.
We expect that, in years to come, Letting and Sales agents in Luxembourg will adapt to advise on factors such as future sustainable development and advanced technologies. Like that of our French neighbours, our role should move towards the establishment of “green leases” or “baux verts”.
The advantage for users is proper understanding of the environmental issues related to buildings, to enable them to act daily to optimize their working conditions, reduce their spending on rental charges, and even improve their corporate image. This awareness also enables owners to increase the attractiveness of their buildings and reduce the turnover of tenants.
Profile of a Good Negotiator
Specialized real estate courses can prepare people for the Letting and Sales role, such as those offered by SBS-EM (Solvay Brussels School of Economics & Management) in Belgium, the ICH (Institute of Economic and Legal Studies applied to Construction and Housing) in France, the Akademie der Immobilienwirtschaft (Academy of Real Estate) in Germany, or many of the schools listed on the RICS Accredited Resources page.
However, generalists emerging from business school or university may also make good brokers, because of their versatility, their mental acuity and their dynamism.
I believe there is no typical profile. Great real estate negotiators are neither just salespeople nor purely technical consultants; they are a mix of both.
The Outlook for Letting and Sales in Luxembourg
As far as the outlook for the Letting and Sales sector is concerned, I believe it is good. Like other European capitals, Luxembourg has suffered from the difficult and very complex economic atmosphere, and it is true that the Luxembourg market is highly correlated with business services in general and financial services in particular, thus its prospects are directly related to the global crisis.
However, commercial real estate in the Grand Duchy has successfully resisted this crisis. The main illustration of the Luxembourg real estate market’s good performance is a low vacancy rate compared to other European markets. Combined with stable rents, this positions Luxembourg amongst the dynamic markets in Europe.
This sign of confidence encourages many players to think that Luxembourg will in coming years see return on investments.
A bright, green, future
In particular, the growing importance of “green buildings” in the Grand Duchy, in the wake of new European regulations, will ensure that “green” real estate of all forms will be a winning bet.
Thus there is still a bright future for Letting and Sales in Luxembourg. This sector remains dynamic in any economic situation, whether there is an upward or downward trend, since either engenders movement from companies, whether to “take more” or to “take less” space. But it is likely that the “greener take” will be the main animator of Letting and Sales in coming years.