Ed Del Beccaro Del Beccarosays TRI is developing strategies to capture a bigger slice ofmiddle market businesses.

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WALNUT CREEK, CA—In the two short months since Edward Del Beccaro joined TRI Commercial/CORFAC International asexecutive vice president and East Bay regional manager, he hashired 13 people, is actively recruiting more brokers, moving tolarger creative space in Walnut Creek, initiating an expansion ofthe existing platform in Oakland and adding new commercial realestate services. More than anything though, Del Beccaro isinfluencing the way TRI Commercial thinks about how it approachesthe Bay Area market, GlobeSt.com learns in thisexclusive.

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The firm is developing strategies to capture that “holy grail”of brokerage services–a bigger slice of middle market businessesnot in the Fortune 500 that are largely served by the big fivepublicly traded commercial brokerage firms. TRI Commercial plans todo this by offering the same sophisticated commercial real estateservices that Fortune 500 companies demand and expect–yet targetFortune 5000 companies.

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“We've already started the process of transforming TRICommercial into a stronger competitive regional firm with theaddition of the Walnut Creek team,” said Charles Wall, chairman ofTRI Commercial.

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Tom Martindale, president of TRI Commercial, who oversees theoperations for more than 100 brokers and staff, noted a bigadvantage for the independently owned Northern Californiacommercial real estate firm.

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“There are deep local roots across all the offices from SanFrancisco to Oakland, Walnut Creek, Sacramento, Roseville andRocklin. That is an opportunity because this swath of NorthernCalifornia which includes Silicon Valley has become one biginterconnected market,” Martindale says. “More important than thephysical footprint of our operations, however, is the caliber andextraordinary skill sets of our agents in all the markets we cover.Few of our closed transactions involve cookie-cutter deals. Theyare mostly client-centric, creative solutions. Ed is bringing newenergy, a competitiveness and a complementary approach to what wehave been doing for 42 years as a company.”

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For example, TRI Commercial broker and senior vice presidentBill Karr of the Walnut Creek office is the real estate consultantto Goodwill Industries of San Francisco, San Mateo and Marin CountyInc. on real estate matters, including leasing space, selectingbrokers, buying buildings and performing lease administrationservices, among other duties.

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“The need has come full circle to best serve the clients we aredoing business with,” Del Beccaro tells GlobeSt.com. “We can offercomprehensive real estate expertise, knowledge of the local marketand its evolving dynamics along with advisory brokerage services.Companies that are now facing increased employee costs as a resultof rapidly rising home values resulting in hour and a half commutesare now examining where they do business, all of which impactscommercial real estate needs. So that is how we will approach itmoving forward.”

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Del Beccaro's first priority is to grow the East Bay offices ofTRI Commercial, and he has already begun that process by bringingon accomplished brokers with expertise to provide ahead of thecurve trends, including John Sechser, managing director of retail, and SonnyO'Drobinak, managing director with healthcare real estate services,as well as others who are focused on industrial and office realestate. The firm already has a strong platform of healthcare,industrial and investment services in its Sacramento brokerageoperation led by Ed Benoit, principal and managing director. Inaddition, TRI Commercial is closely watching the convergence ofretail and industrial industries driven by e-commerce as those twoproduct types become more aligned.

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TRI Commercial is also adding to its property managementservices and a construction management practice for office tenantimprovements. The firm already has a property management presence,with approximately 4.5 million square feet under management, mostlyin Sacramento.

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Once those pieces and people are in place, Del Beccaro intendsto strengthen its regional presence with assistance from some ofthe company's new staff, including managing director of corporatemarketing and research, Dina Simoni-Gouveia.

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“Our goal is to provide more than what is expected of a typicalbroker. We have an opportunity to offer a full suite of serviceswith a sophisticated platform and regional expertise to win theconfidence of the client, and ultimately help them accomplish theirbusiness plans,” Del Beccaro said.

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Lisa Brown

Lisa Brown is an editor for the south and west regions of GlobeSt.com. She has 25-plus years of real estate experience, with a regional PR role at Grubb & Ellis and a national communications position at MMI. Brown also spent 10 years as executive director at NAIOP San Francisco Bay Area chapter, where she led the organization to achieving its first national award honors and recognition on Capitol Hill. She has written extensively on commercial real estate topics and edited numerous pieces on the subject.