Seamless Transition From Radio
This analysis of commercial real estate marketing appears in the Sept. 20 episode of “America’s Commercial Real Estate Show,” which Bull launched in 2010. Bull, who has brokered $8 billion in sales across multiple commercial sectors in his 35-year career, initially planned and operated the show as a local Saturday morning radio call-in show. It became a recorded program through a twist of fate. When the broadcasting company, Salem Media, began renovating its studios, the show couldn’t be done live—it had to be recorded. Rather than simply answering callers’ questions, Bull had to plan content and guests for each episode. The new format was significantly more work, but after the first recorded show on commercial loan workouts, Bull knew he had created something special: “I stood in the parking lot and thought, ‘Wow, this show could be really helpful for a lot of people.’”
Bull got to work, recruiting the best and brightest in CRE for the show, along with top economists and real estate analysts. “I ask myself, ‘Who is the best person in this particular area?’” says Bull. “And that’s who we reach out to.”
Listeners loved the show, and it was picked up by 47 stations nationwide. It was also produced as a podcast from the very beginning—a decision that seems prescient now. As the audience for radio declined, Bull transitioned the show to a podcast-exclusive format that now includes video filmed in Bull’s own studio. There are new episodes every week that can be found on YouTube, Apple Podcasts, Spotify and the show’s own website. Over the last year, the podcast has been downloaded over 600,000 times.
Seeing the Bigger Picture
“America’s Commercial Real Estate Show” features market intel, forecasts and business strategies geared toward commercial property owners, managers, brokers and agents. There are sector-specific episodes, covering large sectors like office, retail and multifamily and smaller ones like senior housing and self-storage.
In an Aug. 8 episode on the office sector, Bull spoke with Doug Ressler, director of business intelligence at Yardi-Matrix. The two agreed there are reasons for optimism, despite the current uncertainty. More workers will return to the office once the job market slows, Bull said. Ressler added, the office sector presents a wealth of opportunities as office buildings diversify, offering retail, housing and even e-commerce options. For investors, Ressler said, “mixed-use gives a better return.”
Bull credits the show with adding to his credibility as a commercial real estate professional. But an even bigger benefit, he says, is what he learns from his guests. “As an agent you know a lot,” he says. “But the experts can show us the bigger picture.”
Based on guests’ comments and his own observations, Bull says the slowdown in transactions and sales volume that started in 2022 will carry over into 2023. However, he sees this slower pace as an opportunity. “I’ve been through a down market before—and I’ve succeeded,” says Bull. “A slower market is the time to work on training, prospecting, business development, negotiating. It’s the time to hone your skills.”