"You're not selling when you're talking"--a well-known localone-liner by the late Jerry Fults.

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"Don't send weather reports, send leases and contracts"--amissive from John Eulich, who is known in the trade for his"Eulichisms," including "never saw a good-looking empty building oran ugly full one."

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After six years of chronicling, documenting and fund raising,the colorful stories and the personalities behind 134 years ofcommercial real estate development have come to life in a 240-pagecoffee-table book by the North Texas Commercial Association ofRealtors. "The Book," touted as a first in the nation for abrokerage association, commemorates 65 recipients and fourinstitutional and family inductions into the Dallas/Fort WorthCommercial Real Estate Hall of Fame, replete with historic pictureslike L. Storey Stemmons, Trammell Crow and John M. Stemmons Sr.prayerfully posing as L.G. Rainey of Equitable takes over permanentfinancing from J.D. Francis of the Mercantile Bank for one of theirprojects.

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It's Texas and it's real estate so the Book fittingly will beunveiled at an invitation-only party. The reception is slated forNov. 11 at Al Biernat's in Uptown.

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The committee has raised more than $250,000, topping thepublication cost and seeding a fund for updates every five years.Robert Grunnah, president of investments, and Darrell Hurmis,executive vice president, both with locally based Henry S. MillerCommercial, and Chris Teesdale, executive vice president ofColliers International, have spearheaded the capital campaign,proofreading and editing.

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Grunnah says the project took considerably longer than heexpected at the onset, but it just wasn't the capital raise thatstalled delivery. Photography copyrights and other legal issuesstood in the way. The Haynes & Boone law firm "donated"intellectual property attorney Jeffrey M. Becker, Grunnah says. Thebook's author is Elizabeth D. Perkins of Dallas, who had researchhelp from staffs at the Dallas Public Library and Dallas HistoricalSociety.

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The committee became Tuesday lunch regulars at Sevy's in NorthDallas, where they spent six years huddling over the project."These people are a reflection of the City of Dallas and Dallas isa reflection of these people," Grunnah tells GlobeSt.com.

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Brokers of every generation know the names, but not necessarilytheir histories. "They weren't always successful. They had theirups and downs," Hurmis says, "and they recovered. We've heard aboutthem, know they shaped Dallas, but the Book gave us the opportunityto find out more about their personalities."

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"We wanted the reader to understand the personality behind thename," adds Teesdale. "There is not another Hall of Fame or Book inany other major market in the US about their greatest developersand commercial real estate."

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The Book shows triumphs, faux pas and tribulations for thoseprofessionals who built Dallas and those who are in the game nowand years to come. "It's a graphic detail of their accomplishments.Dallas is such a forgiving city in that it allows so muchopportunity," Grunnah says, citing the outcome of one classic talein which a warehouse was built on the wrong tract of land. "Thecooperation between developers and the brokerage community islargely responsible for the market. Because of their bold courage,sheer perseverance, wisdom and out-and-out guts, the Dallas/FortWorth region is now the fourth-largest metropolitan area in theUS."

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The Book's historical overview includes a "family tree" mappingCRE's start in 1874 when Bolanz & Miller was formed right up to2008's acquisition of locally based Staubach Co. by Jones LangLaSalle. Also showcased are some of the region's majorprojects--past, present and future.

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