Stratman will head the new division as vice president. At Colliers, he was recognized as the top producer in 1999 and 2000, completing $40 million in transactions. In his 18-year real estate career, Stratman has negotiated 500 deals valued at $200 million.

Staubach's entry onto Orlando turf indicates the area hasn't lost its appeal to companies representing national and international clients, area brokers tell GlobeSt.com.

"More of our clients are expanding and locating their facilities in Central Florida," Elysia Holt Ragusa, president of Staubach's real estate services division, says in a prepared statement. "Having a presence in Orlando will allow us to better serve" those clients.

Staubach's presence in Orlando comes as established brokerages such as Trammell Crow Co., Cushman & Wakefield of Florida Inc., CB Richard Ellis Inc. and Grubb & Ellis Co. are fighting fiercely for market share in office, industrial, retail and multifamily sectors.

"Strong competition is good for all of us," a seasoned Orlando broker tells GlobeSt.com on condition of anonymity. "But how large or small a piece of the pie Staubach will get remains to be seen."

Staubach Co. was co-founded in 1977 by Roger Staubach, former quarterback for the Dallas Cowboys from 1969 to 1979, and Robert Holloway, a former broker at Henry S. Miller Co., a Dallas commercial real estate firm.

Staubach, 59 and chairman of his firm, won the Heisman Trophy in 1963 when he played with Navy. A two-time Super Bowl winner, the most remembered play of his career came in the 1975 playoff game against the Minnesota Vikings. He completed a 50-yeard touchdown pass to Drew Pearson with 24 seconds left to win the game.