The Real Estate Triple Threat

In the business world, one not without a few egos scattered around, a former career in professional golf turns out to be a bit of a boon. “It’s been a definite positive,” says Art Carson, CEO of the commercial-real-estate brokerage NM Commercial. “It’s a sport that opens a lot of doors, and I carry [the PGA logo] on my business card because I am a life member.” In these tough economic times, Carson could probably use this conversation piece to win a few clients if he wanted, but instead he, his firm, and two associated firms are weathering the storm on a grander scale thanks to customer care, canny salesmanship, and special relationships.

NM Commercial is one of two sister companies, the other firm being Proactive Property Management (PPM), led by director Ted Maschler. Their parent company is real estate giant Century 21 New Millennium, servicing clients in Maryland, Virginia, and Washington, DC. All three are based in the mid-Atlantic, where business and profitability have been moving targets over the past few years.

“We do all kinds of brokerage,” Carson says. “A few years ago we specialized more in raw property for development [and] large office buildings and hotels on the sales side. Then, [since] the economy went south, we’ve been specializing most recently in leasing and distressed properties.”

By contrast, when PPM was first set up in 1998, it initially focused on residential-property management. But it, too, has shifted focus in step with the demands of the marketplace, having branched out into the commercial sector and the handling of association management, multifamily condominiums, and homeowners associations. “We’re in a very good position because people are always looking for effective management, maintenance, cash flow, and profitability,” Maschler says. “Our secret is focusing on quality service and on what the client needs. One size does not always fit all, and we will customize our offering to meet the client’s needs as required.”

Complementing the customer-service focus and adaptability of these two companies are the cross-selling opportunities provided by their relationship with each other and their parent company. “If Art has a client who has or is looking for commercial space in their portfolio and they need management, then we can add on an array of management services the client might need,” Maschler says. “With Century 21 New Millennium, it’s a very similar situation. If an agent has a residential client who might be interested in renting out their property and having it properly managed, we can easily engage our residential-management services to support their clients.” Similarly for NM Commercial, if the company has an office building or shopping center with a transaction ongoing, Carson and his team will mention to the client that they have a great property-management company they can refer the client to.

“It’s been very successful,” Carson says. So much so that—even as the rest of the commercial market works to get back on an even keel—NM Commercial has recently brought on a new commercial broker and is in the process of opening a new office in Washington, DC. “We’re also bringing new agents on in Maryland,” Carson says. “We’re very selective as to the agents that can affiliate with our commercial division in the respect that they either have to have substantial experience in the commercial field or are willing to take the educational components that would get them up to that level.” Such discerning criteria are what keep the staff of NM Commercial, PPM, and Century 21 New Millennium adaptable and efficient, allowing them to continue playing off each other’s strengths as they grow ever larger. ABQ