(Crystal Proenza is associate editor of RealEstate Florida.)

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JACKSONVILLE, FL-King Commercial Realty of Florida, a branch ofAtlanta-based King Realty, has changed its brand to King IndustrialRealty of Florida as a way of better reflecting its customer baseand specialty. Since the local branch's opening in 1998, it hasspecialized in leasing and sales in the industrial market, whichaccounts for 99% of the office's business, says Jeff Graham,president of King Industrial.

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When the Florida branch first opened, Graham and Charles B.King, Jr., owner of the Atlanta-based industrial company, decidedto pursue all types of commercial real estate, and later changedthe Atlanta headquarters name to reflect that goal. "This year wewent through a strategic plan for King Realty in Atlanta, andduring that we realized when we got rid of the industrial name, welost our identity because we were still focused on industrial,"Graham tells GlobeSt.com. "What better way to identify yourexpertise than to include it in the name?" He notes that theAtlanta office has not yet gone back to the original designation asan industrial company, but indicates that they will.

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The company's brand shift coincides with a move in theJacksonville market toward industrial growth as the city's portundergoes rapid expansion. The new $220-million Mitsui OSK LinesLtd. container terminal is expected to substantially raise theamount of cargo coming into JaxPort, with Mitsui's first shipsexpected in July.

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"Growth of the port from a container standpoint and anticipatedarrival of expansion will increase the container traffic inJacksonville by over two million containers per year," says Grahamof the expected changes over the next few years, pending anotherJaxPort deal with Hanjin Shipping Co. Ltd. "That expectation isdriving a very huge growth in industrial speculative building. Mostevery major developer in the country has come to Jacksonvillenow."

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