## Real Estate Veteran Brian Hayes Wants to Revolutionize Commercial Real Estate Marketing
### Key Takeaways
– Elevating X Sales, a new company founded by Brian Hayes, aims to revolutionize commercial real estate marketing by leveraging data, innovative content creation, and a personalized approach.
– Hayes identifies a gap in the market because commercial real estate is often marketed through a closed network, leaving potential buyers and renters in the dark.
– His business model involves working alongside brokers, not competing with them. He provides marketing support and outreach to property owners and helps them build a stronger online presence.
### Elevating X Sales: A New Approach to Commercial Real Estate
Brian Hayes, a seasoned sales professional with over 15 years of experience across diverse industries, has launched Elevating X Sales, a company dedicated to transforming how commercial real estate properties are marketed.
Hayes sees a major opportunity in addressing the challenges facing commercial real estate marketing, an industry he says is largely dominated by a closed network that makes it difficult for potential buyers and renters to find what they are looking for.
“The people that sign the leases are the business owners, and they buy everything else now, but they’re buying this one thing differently,” Hayes said. “It’s controlled by the brokerage community, and in commercial real estate, insider trading is a thing. It’s like I have information about a deal; I don’t have to share it with you. Now, if you want to be a part of the deal, I will, and they’ll pick and choose who gets the information.”
Elevating X Sales is taking a unique approach to address this issue:
– **Working alongside brokers, not competing with them:** “We’re not trying to do the deal; we don’t want to mess with any commission. You’re going to pay me a small fee on a monthly basis for a specific period of time to provide content,” explains Hayes.
– **Targeting both property owners and potential renters:** Elevating X Sales will not only provide marketing support for property owners, such as social media management and SEO optimization, but also utilize mass email campaigns to directly reach potential tenants.
### How Elevating X Sales Plans to Disrupt the Market
Hayes acknowledges the strength of the existing brokerage network but believes there is room for a new approach that utilizes data, technology, and a focus on building relationships.
“I want to take a step further, not only marketing the online presence of it, social media and SEO management, but also the sales outreach where we are stepping in saying, ‘Hey, we’re going to do mass emails to every single restaurant tenant in a specific geographic area or a specific type or whatever the qualifications are for that space, present them the opportunity,” he explained.
A key part of Elevating X Sales’ strategy is to leverage technology to create engaging and informative content that brings properties to life.
“We believe in the power of innovation and the importance of building genuine connections,” said Hayes. “We’ve crafted a dynamic suite of services designed to really help the online presence of a commercial property, be it office building, retail shopping center, or multifamily, industrial property.”
### Overcoming Industry Skepticism
While the idea of disrupting the commercial real estate marketing landscape is ambitious, Hayes is undeterred. He sees his background as a former broker as a key advantage.
“I have a couple of clients who are the ownership groups; they own one high-rise building in Downtown Dallas and one mid-rise building a little further north,” he said. “They have elected to get us to kind of because they know that if we can prove it, it’s going to be very successful.”
Hayes also addresses a common concern about the industry’s secrecy:
“Why is it so hard for, let’s say I want to buy a property, why does it seem so hard for me, say I have a million dollars? I’m looking to go… it’s probably hell of a lot more than a million dollars, but yeah. Well, that’s a good place to start, you can buy a property for a million, absolutely you leverage it, but so I’m looking to, you know, invest in commercial real estate, why does it seem like it’s so hard for like a person to just go out and say, okay, let’s see all of the listings?”
“Simple answer, control. Because it is a sexy industry, it’s cruel. Everyone’s intimidated by it. I say I’m in commercial real estate, and they’re like, ‘Oh, you must be a multi-millionaire.'”
Hayes recognizes the industry’s inherent barriers, including the high financial stakes and the power dynamics at play. But he’s undeterred and embraces a “bull in a china shop” mentality to break through.
“It’s almost like gatekeeping and I’m just a bull in a china shop, like, Nope, I came from small-town Salt Lake City, Utah. I had a team mom like, uh-huh, like, you can’t scare me; I just get excited,” he said.
### Building Connections and Driving Results
While Hayes acknowledges the need to adjust his approach depending on the individual, he ultimately emphasizes the importance of building genuine connections and understanding his audience.
“It comes down to, it doesn’t matter if they’re a millionaire. And you’re right, there are some people who, who the 30k millionaires and the 100k, yeah, that they and and I’ve known some very, very wealthy people who will walk in the room, and you would think that they are dirt poor, from because because they, the guy that called me said, ‘What’s up?’ right? Because either they have, they’ve come from nothing, and built it, and they still understand what it’s like to grind,” he said.
Hayes’ ultimate advice for younger salespeople? Stay true to yourself and be confident in your abilities.
“You need to decide who you are and be that person like 100%. It’s very black and white. It’s I am this, I am not this. It’s I do these things, I don’t do these things, and you need to decide which, like who you are,” he said.
### Conclusion and Summary
Elevating X Sales represents a fresh approach to commercial real estate marketing, one that is grounded in data, technology, and a focus on building relationships.
Brian Hayes, with his experience as a former broker and his unwavering dedication to innovation, is determined to level the playing field in the industry, providing property owners with the tools and support they need to achieve success. Time will tell whether the market is ready for a change, but Hayes’ determination and entrepreneurial spirit suggest he will be a force to be reckoned with.