Building Something Different: Certified Commercial Realty and Extended Reach Join Forces
Commercial real estate has always been a relationship business. But today, relationships alone are not enough.
The industry is increasingly driven by data, technology, digital marketing, market intelligence, and the ability to put opportunities in front of the right audience at the right time. At Certified Commercial Realty, we believe the commercial real estate firm of the future must bring all of those capabilities together.
That belief is one of the primary reasons we saw such tremendous potential in developing a relationship with Extended Reach USA.
Certified Commercial Realty was founded with a straightforward goal: to build a commercial real estate company around highly experienced, credentialed professionals who combine market knowledge, relationships, technology, and data to help clients make better real estate decisions.
Extended Reach adds another important dimension to that vision: the ability to tell the story and extend its reach. The 13 channels of marketing that work in harmony, galvanize the marketing of a location in a world of data.
More Than Marketing
Extended Reach has developed a digital platform focused on commercial real estate, business growth, economic development, market trends, and the communities experiencing that growth.
Over the past 7 years building on relationships developed over 40 years of experience ExtendedReachUSA has just reach a level of readership in excess of 75,000 views this last month.
What attracted us to Extended Reach was not simply its ability to market a property. It was its ability to create context around an opportunity.
A commercial property does not exist in isolation. The marketing can not be presented in solitude detachment .
That is why Social Media, Web Page , YouTube, press release’s, program engagement, Phone solicitation , Constant Contact Blasts, Loop Net , CoStar, CREXi, Direct Mail, Programing, Signs, are all part of the over all true Multi Level marketing program used.
A development site may be valuable because thousands of new homes are being built nearby. An industrial location may become increasingly attractive because of infrastructure improvements, workforce availability, interstate access, utilities, or new capital investment. A retail site may become more valuable because population and traffic patterns are shifting toward a particular corridor.
Traditional marketing tells someone what is for sale or lease.
We want to go further and help explain why it matters.
But first you must get customers to look at the information, ExtendedReach USA was the number one search site for Georgia this last week, and #3 in Florida. That is what sellers need.
That is where we believe the relationship between Certified Commercial Realty and Extended Reach can become extremely powerful.
Combining Brokerage, Data and Storytelling
Certified Commercial Realty brings commercial real estate expertise, market intelligence, professional relationships, site-selection experience, and a commitment to data-driven decision-making.
Extended Reach brings digital publishing, content development, photography, video, social media, market storytelling, and the ability to expand the audience for commercial real estate opportunities. And the programed retargeting follows what the best in the business does for its clients. We keep track of all prospects and reach out to them on every site in every channel , and seeks new ones every day through its paid for services like Loop Net and CREXi , and Prospects Plus Diret mail .
Individually, those capabilities have value. However when you add them together and promote the data thru each silo the multiple impact is enormous.
Together, we believe they create something significantly more powerful.
Our goal is to develop a platform where a broker is not simply placing a property on the market and waiting for someone to discover it. Instead, we can identify the appropriate audience, understand the economic and demographic story surrounding the property, create compelling content, and actively distribute that opportunity across multiple digital channels.
That approach can provide tremendous value to property owners, investors, developers, tenants, municipalities, and economic development organizations.
It also reflects an important change occurring within our industry. Commercial real estate professionals can no longer rely exclusively on traditional brokerage methods. The marketplace increasingly rewards those who can combine professional expertise with technology, analytics, communication, and reach.
We intend to be among the firms leading that evolution.
A Shared Vision for Growth
Central Florida is experiencing extraordinary change.
The I-4 corridor connecting Tampa, Lakeland, and Orlando continues to attract population growth, businesses, industrial development, retail investment, and new infrastructure. At the same time, growth throughout Florida is creating new commercial corridors and opportunities that did not exist a decade ago.
We believe that environment calls for a different kind of commercial real estate company.
Our objective is not simply to become larger.
Our objective is to become better.
We want Certified Commercial Realty to be recognized for the quality and credentials of its professionals, the strength of its information, the sophistication of its marketing, and, most importantly, the results we produce for our clients.
Our vision is to build one of the premier commercial real estate organizations in Central Florida and, ultimately, one of the most respected commercial real estate firms in the state of Florida.
The relationship with Extended Reach is an important part of that strategy.
Where Data Drives Decisions and Marketing Extends the Reach
At Certified Commercial Realty, we use a phrase that captures much of the philosophy behind our company:
“Where Data Drives Decisions.”
The phrase was coined by Gary Ralston, Co-Founder and Managing Partner of Certified Commercial Realty, who has been recognized within the commercial real estate industry as the most accredited practicing commercial real estate professional in the nation.
Gary’s extensive professional credentials—including designations and memberships associated with organizations such as CCIM, SIOR, CPM, CRE, ICSC, and RICS—represent something larger than the letters following a person’s name. They represent a commitment to education, professional standards, experience, and informed decision-making.
That same philosophy is fundamental to what we are building at Certified Commercial Realty.
Commercial real estate decisions involving millions of dollars should not be based on instinct alone. They should be supported by reliable information, professional analysis, market knowledge, and experience.
But there is another side to that equation.
Good information only reaches its full value when it reaches the right people.
That is where Extended Reach becomes such a natural complement to Certified Commercial Realty.
Data helps identify the opportunity.
Experienced professionals help interpret it.
Relationships help connect the parties.
Extended Reach helps tell the story and delivers it to a much broader audience.
That combination represents where we believe the commercial real estate industry is headed.
Looking Ahead
We are still in the early stages of this relationship, and that is perhaps the most exciting part.
Meg Rutledge and Paul Rutledge a 40 year commercial real estate veteran and Co-Founder of Extended Reach may have said it best: “I’m very excited about what we’ve accomplished, but I’m even more excited about the opportunities ahead of us.”
We share that excitement.
There is tremendous opportunity ahead to integrate commercial real estate brokerage, market research, digital media, property marketing, economic development information, video, social media, and emerging technologies into a coordinated platform.
As that platform develops, we believe its value can extend far beyond marketing individual properties. It can help investors identify opportunities, assist companies evaluating locations, support communities seeking economic development, and provide property owners with greater exposure to an increasingly sophisticated marketplace.
We also recognize that building something meaningful takes time. It requires the right people, a common vision, professional discipline, and a willingness to continually improve.
We believe we have those ingredients.
As Certified Commercial Realty and Extended Reach continue to grow together, our goal is simple: create greater exposure for our clients, provide better information to the marketplace, attract exceptional commercial real estate professionals, and build an organization capable of competing at the highest level.
We are building this company for the long term, and we believe Central Florida is only the beginning.
The commercial real estate industry is changing.
We do not intend to simply change with it.
We intend to help shape what comes next.
Bobby Lyles
Co-Founder & Managing Partner
Certified Commercial Realty
Bobby.Lyles@CertifiedCRE.com
(803) 767-6131
