Business
PURPOSE
JAGUAR OF TROY
from page 136
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Sales and Leasing
JAGUAR
OF TROY
1815 Maplelawn • (248) 643-6900
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building new relationships with major
accounts for corporate service work. I
get involved with the technical side of
the organization, keeping it afloat,
having everybody work on things that
.
are profitable.
"The acquisitions and the acquir-
ing, that's where my forte is, spotting
trends and going after different oppor-
tunities.
"A client wants to buy a building,
and they want us to help them with
what they should do after they get in.
They want to know how, once they
hire us, how are we going to go about
turning the property around.
"Or they call us up and say, 'You
need to do this land assembly we're
looking for. We need some sites, and
we need you to put a team together to
work on this.'
"I do a lot of complicated and a lot
of unusual things, but the main
strength of our business, the lifeblood,
is brokerage," said Friedman.
"When I was first in the brokerage
business, everyone said, 'You've got to
be a broker.' Things changed a lot
around 1986-87. I wanted to do more
than brokerage. I wanted to do acqui-
sitions, I wanted to do management, I
wanted to do development, all of
which was vertically integrated with
the brokerage business.
"If you know the brokerage busi-
ness, if you know if it is a good deal,
then you might as well build it, man-
age it and sell it," said Friedman.
"Our brokerage department is a
creative business. We do our own
demographics, we do our own map-
ping information services, we have our
own brokerage information systems.
Software and high-technology weren't
widely used in brokerage business
before us. Now we see all the broker-
age companies doing it. We did it first
in 1990."
"Most brokers are a strange breed.
All they want to do is make the deal
and leave. But afterwards, there's 15
things that have to be done. You've got
to manage the building. You've got to
collect the rent. You've got to build up
the space. You've got to deal with the
tenants.
"But the hardest part of the busi-
ness is contacting the person and get-
ting the person to want to do business
with you. Then it is easy to hang on
to him, unless you mess it up. I felt
we were letting all these great relation-
ships go by, so that's why we proceed-
ed with property management and
acquisitions, and broadened our rela-
tionships."
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