{"id":1004816851,"date":"2026-10-28T04:09:45","date_gmt":"2026-10-28T12:09:45","guid":{"rendered":"https:\/\/www.commercialsearch.com\/news\/?p=1004816851"},"modified":"2026-10-28T05:54:32","modified_gmt":"2026-10-28T13:54:32","slug":"sior-special-report-tackling-ais-big-questions-for-brokerage","status":"publish","type":"post","link":"https:\/\/www.commercialsearch.com\/news\/sior-special-report-tackling-ais-big-questions-for-brokerage\/","title":{"rendered":"SIOR Special Report: AI’s Big Questions for Brokerage"},"content":{"rendered":"\n

How should the brokerage profession evolve in the brave new world of artificial intelligence? At SIOR\u2019s Fall Event<\/a> in New York City, the challenge of finding the right balance elicited some surprising ideas.<\/p>\n\n\n

\n
\"Four\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Panelists at SIOR’s Fall Event discuss the changing role of brokers in the age of AI.<\/figcaption><\/figure><\/div>\n\n\n

When it comes to implementing the new technology, the industry\u2019s largest advisory shops\u2014its \u201cbig ships,\u201d as the session\u2019s title called them\u2014offer financial resources and advantages of scale.<\/p>\n\n\n\n

At Coldwell Banker Commercial, AI has fostered sharing of ideas and information among the firm\u2019s 3,000-plus professionals, reported Daniel Spiegel, who leads the network as its senior vice president & managing director.<\/p>\n\n\n\n

Because smaller advisory firms have fewer levels of approval, they can move and make decisions quickly. \u201cI think it\u2019s great to be a speedboat that can take corners fast and sharp,\u201d commented Kim Ford, CEO of Pittsburgh-based Rise Commercial, a boutique tenant advisory firm.<\/p>\n\n\n\n

Perhaps a distinction between the brokerage industry\u2019s giant firms and its smaller participants is that \u201ca lot of larger firms tend to focus on brand value, rather than the individual,\u201d whereas at small firms, \u201cyou can be pretty effective and nimble,\u201d according to Erik Edeen, principal & senior director of U.S. investment sales at Avison Young.<\/p>\n\n\n\n

Professional shakeup<\/h2>\n\n\n\n

The new technology has shaken up professional practice for brokers on multiple fronts, as it had for the entire industry. \u201cWhat AI has done is really democratize access,\u201d said Daniel Correa, principal at JLL Spark, an affiliate of the advisory firm and investor in real estate technology startups.\u00a0However, the commercial real estate sector is about five to seven years behind multifamily in adaptation, he estimates.<\/p>\n\n\n\n

Spiegel compared today\u2019s AI environment to the expansion of the Internet a quarter century ago, \u201cwhen there were a lot of cool solutions.\u201d But as was also the case then, “Companies that are going to win are companies that encourage freedom and creativity of people to try stuff,” he added.<\/p>\n\n\n\n

That has implications for the role of advisory firms as data providers. Proprietary data may be less of a competitive advantage. <\/em>Moreover, \u201cThe days of clients coming to us because we have the listing book are over,\u201d said Spiegel. \u201cWhat clients are paying for is the interpretation of data.\u201d<\/p>\n\n\n\n

Advisory firms also face the question of how to build their AI platforms effectively. \u201cOne of the risks in an enterprise approach is that it isn\u2019t something for what people in this room need, which is driving the business,\u201d Edeen said. \u201cI think AI companies are going to build the best AI, and the real estate companies will be one of the customers.\u201d<\/p>\n\n\n\n

Generational issues<\/h2>\n\n\n
\n
\"Two
Daniel Correa of JLL Sparks, center, speaks to audience members following at panel discussion at SIOR’s Fall Event. Photo by Paul Rosta<\/figcaption><\/figure><\/div>\n\n\n

The AI revolution also brings implications for training the next generation. \u201cThe new echelon of young brokers are going to have to be so smart with these tools,\u201d said Edeen. The disappearance of some entry-level positions adds efficiency but also marks the loss of a crucial opportunity to train professionals in the basics. <\/p>\n\n\n\n

\u201cIf you have no one to do the grunt work, when someone leaves, who steps in?\u201d Correa said. \u201cIt\u2019s a tough time to be early in your career.\u201d<\/p>\n\n\n\n

If anything, panelists said, AI is intensifying the importance of time-honored skills. \u201cWe\u2019ve got to continue to focus on training people how to manage relationships,\u201d said CBC\u2019s Spiegel. <\/p>\n\n\n\n

It may seem like a paradox, but AI tools can potentially build vital connections in a people-focused profession. For example, Edeen suggested use the technology help schedule relationships and keep them in front of you. With such strategies are adopted, \u201cIf AI is done right, it will make us all a little more human,\u201d Correa predicted.<\/p>\n\n\n\n

In the new age of AI, returning to traditional skills may well be a winner with clients. Rise Commercial has gone back to handwritten notes and takes a throwback approach to client thank-yous. As an alternative to sending conventional holiday gifts at the end of the year, the company now sends hand-knitted pumpkins in the fall. The results are telling: Client responses have ramped up from 14.5 percent to the year-end gifts to 87 percent for the pumpkins, Ford reported.<\/p>\n\n\n\n

And as Edeen noted: \u201cNothing beats the canvasser, because not many people want to do it anymore.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The new technology can complement traditional practices in productive\u2014and surprising\u2014new ways.<\/p>\n","protected":false},"author":445,"featured_media":1004816858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[52688,21784,21808,21742],"tags":[33022,34693,47198,33187],"class_list":["post-1004816851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence","category-brokerage","category-featured","category-latest","tag-avison-young","tag-coldwell-banker-commercial","tag-jll-spark","tag-sior"],"acf":[],"yoast_head":"\nSIOR Special Report: AI's Big Questions for Brokerage - Commercial Property Executive<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.commercialsearch.com\/news\/sior-special-report-tackling-ais-big-questions-for-brokerage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SIOR Special Report: AI's Big Questions for Brokerage\" \/>\n<meta property=\"og:description\" content=\"The new technology can complement traditional practices in productive\u2014and surprising\u2014new ways.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.commercialsearch.com\/news\/sior-special-report-tackling-ais-big-questions-for-brokerage\/\" \/>\n<meta property=\"og:site_name\" content=\"Commercial Property Executive\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CPExecutive\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-28T12:09:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-28T13:54:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.commercialsearch.com\/news\/wp-content\/uploads\/sites\/46\/2026\/10\/SIOR_Big-Ships_after-panel_800x600.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Paul Rosta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cpexecutive\" \/>\n<meta name=\"twitter:site\" content=\"@cpexecutive\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/\"},\"author\":{\"name\":\"Paul Rosta\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/#\\\/schema\\\/person\\\/ed97e8245f278ce01a7b951f706152af\"},\"headline\":\"SIOR Special Report: AI’s Big Questions for Brokerage\",\"datePublished\":\"2026-10-28T12:09:45+00:00\",\"dateModified\":\"2026-10-28T13:54:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/\"},\"wordCount\":747,\"image\":{\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/46\\\/2026\\\/10\\\/SIOR_Big-Ships_after-panel_800x600.jpg\",\"keywords\":[\"Avison Young\",\"Coldwell Banker Commercial\",\"JLL Spark\",\"SIOR\"],\"articleSection\":[\"AI\",\"Brokerage\",\"Featured\",\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/\",\"url\":\"https:\\\/\\\/www.commercialsearch.com\\\/news\\\/sior-special-report-tackling-ais-big-questions-for-brokerage\\\/\",\"name\":\"SIOR Special Report: AI's Big Questions for Brokerage - 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