WASHINGTON, DC-Do you remember when Elvis Presley joined the army? How about when Kurt Cobain died? Or Justin Bieber cut his hair? The answer, of course, reveals whether you are a Baby Boomer, Gen X’er or Millennial--and also dictates how you should treat your would-be client. So advised Michael Vachani, president of the Provenio Group in Monrovia, CA.

Vachani made his comments in front of an audience during the multi-day National Association of Realtors’ 2011 midyear legislative and trade show expo.

Why is this so important? Because the age range of commercial real estate buyers is trending down--while tenant reps are not, as the saying goes, getting any younger. Citing Pew Research statistics, he noted that the average age of a buyer is 30 while most tenant reps about 45 years old. "It makes a difference in how you relate, how you contact and communicate with each other," Vachani, who with his iPad and iPhone paraphernalia is decidedly in the Millennial camp.
Paying attention to the age differences, and adjusting communication accordingly, was just one tip out of many that the presenters Thursday morning offered. For tenant reps eager to keep or gain new clients, nine more follow:

2. Remember real estate clients want predictability, said Sam Foster, executive VP with Jones Lang LaSalle in L.A. That includes providing them with your best guess estimate or projections of trends, rental rates and local developments when they ask--and even if you are not so rock bottom certain yourself. "How can I know all of the information a client wants? I don’t. But that is what the client wants and you have to deliver."

3. Use the appropriate technology to communicate. These are not stereotypes, Vachani said. "Millennials really will tweet all over you, really will multi-task during a meeting. Don’t take offense."

4. Give the client something she needs to look good. This was one of many tips provided by Amy Nawrocki, director of real estate for Cogent Communications. JLL’s Foster is the agent that helps Nawrocki handle Cogent’s huge real estate footprint. Nawrocki isn’t shy about providing an example: Cogent is the third largest ISP in the world. It wants to know when new businesses open their doors, because they are likely to need Internet service. "You"--meaning the tenant rep agent--"know when someone is moving. That is valuable information for me. If I can help the sales department increase revenue I will look like a golden child to the CEO. If I look like a golden child to the CEO that is good for you."

5. Who does the client report to--a CEO or a CFO? It makes a difference, Nawrocki said. A CFO will want to do a sublease if, say, the company gets 60% rent recovery, she said. Not 55%. Not 59%. Sixty percent. A CEO tends to see the bigger picture with real estate.

6. Remind the client about deadlines, even if they are not your own. Nawrocki may do about seven deals a month. Helpful reminders from reps endear them to her.

7. Ditto personable reps. Some deals are boring, she said, such as data centers. A rep who can engage will be engaged back.

8. Provide feedback and comments on leases, locations and suggested counter proposals. Even if you are not getting incentives for this particular deal it all adds up to a good relationship, Nawrocki said.

9. Be honest about what you can and cannot do. No explanation necessary.

10. Be helpful to the client even if it is hurts you. In 2009 Cogent decided it had to reduce its real estate budget by 20%. It also decided that subleases needed to have a 60% rent recovery and that branches could relocate it they saved 20% in year one. With those perimeters in hand, Nawrocki sat down with Foster to see how it would be done. In the end, the firm subleased four out of six of its branch offices, relocated two branch offices, terminated 40 TLS, renewed or reduced 70 TLAs and audited the top 10% of leases.