Leasing, Marketing and Negotiations

Leasing, Marketing, and Negotiation

Leasing, Marketing and Negotiations

The Leasing, Marketing and Negotiation course is designed for entry to intermediate-level commercial real estate development professionals. It is ideal for leasing agents, developers, asset managers and owners. The course provides learners with an overview of the commercial leasing process and marketing strategy, and explores a range of negotiation strategies intended to immediately maximize the value of every commercial lease. This course will expose learners to leasing issues surrounding office space, flex space, retail buildings and pad sites, industrial property leasing, and build to suits. Many valuable handouts are also made available to students.

Facilitator:
Joan C. Woodard, President & CEO
Simons & Woodard
Santa Rosa, CA

This course is also available on-demand.

Lesson Plans

Module 1

Projects and the Role of Leasing and Marketing

Time: 11:45 p.m. - 2 p.m. (Eastern Standard Time)

This session will discuss what projects are in the context of leasing, marketing and negotiation, and by understanding the origins, we can help to define the issues, opportunities and potential pitfalls that create project success or failure. We will go over the role that leasing and marketing plays in various types of projects and what a property owner should expect to gain from having leasing on the team from the beginning of a project, from site selection, site programming, design and project layout.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 2

The Importance of Leasing and Marketing in Creating Successful Projects

Time: noon - 2 p.m. (Eastern Standard Time)

In this session, we will take a much deeper look into the role of the leasing and marketing team and what makes the difference between basic job performance and truly being a respected leasing professional. We will then talk about how leasing helps with the development cost budget, the leasing assumptions, the project income expectations and the feasibility of projects.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 3

Project Economics and Why Leasing Should Understand the Details

Time: noon - 2 p.m. (Eastern Standard Time)

The project economics session will go into more detail about how project rents are determined as well as how net effective rents are computed. We will begin the process of dissecting various lease terms and conditions and how the negotiation of them can impact value, for better or worse.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 4

Tenant Evaluation and Underwriting

Time: noon - 2 p.m. (Eastern Standard Time)

This session will provide students with the necessary skills to successfully evaluate potential tenants and discuss the important process of underwriting. Among the topics that will be addressed are identifying key components of a tenant’s business plan, determining whether or not a tenant has enough business experience and identifying key measures of a tenant’s liquidity and net worth. Students will also identify ways in which the landlord can mitigate a lease’s financial risk, gain an understanding of how various types of tenant uses impact a development project, and learn to define key provisions of a lease guaranty agreement as well as the various types of legal entities tenants may use. In addition, we’ll discuss how to verify entity existence and good standing.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 5

Project Marketing and Brokerage

Time: noon - 2 p.m. (Eastern Standard Time)

This session will explore various strategies to help you successfully market an available project. We’ll help you create a marketing plan by answering these questions: What marketing materials are required before you can begin project leasing? What information do you need to gather for your marketing materials? What legal issues do you need to be aware of when preparing marketing materials? What are the methods available for reaching your target audience and are there online sources available for project marketing? We’ll also discuss how marketing materials should be targeted to different types of tenants and their use of the project. In the second half of this session, we will talk about managing the leasing agents and brokers charged with leasing your development project. We will outline the types of project feedback you should expect from brokers and discuss broker and agent interaction with the development team, in addition to identifying the written information you’ll require brokers and agents to provide throughout the development process.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 6

Negotiations—Part One

Time: noon - 2 p.m. (Eastern Standard Time)

This first session regarding negotiations will describe and examine the various types of leases and lease structures, examine the importance of use clauses and their key components as well as the assignment clause and its key components and issues. Students will learn the difference between assignment and subleasing and gain familiarity with anchor and co-tenancy clauses in retail leasing. We’ll also discuss the importance of a tenant opening requirement, tenant go-dark provisions and recapture rights and define the key elements of a tenant relocation provision. Other topics that will be addressed include how to handle no build and tenant control area requests and understanding the importance of defining trade names within a lease.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 7

Negotiations—Part Two

Time: noon - 2 p.m. (Eastern Standard Time)

The leasing process presents many legal issues for those involved in leasing a property. In this session, we’ll define subordination and non-disturbance agreements, discuss the various types of tenant and landlord insurance requirements, identify the key elements of a casualty provision and explore the lease issues that arise from condemnation. Students will also learn the key language that is required in letters of intent, how to control the lease negotiation process with legal counsel and gain an understanding of lien waivers and tenant estoppel certificates and their significance.

We will spend time examining why the operating expense provisions of leases can be heavily negotiated. In all cases, we will look at what is motivating the tenant to want certain things, and what motivates the landlord to resist.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Module 8

Negotiations—Part Three Plus Bonus Material

Time: noon - 2 p.m. (Eastern Standard Time)

This final session will finish the topic of negotiations with a discussion of the various styles and traits of good negotiators, how to handle different types of negotiations, the importance of preparation and role play. Many tips will be shared and discussed. We will return to the subject of the leasing and marketing team and go into more depth on selecting and managing a listing broker. Students will also gain a better understanding of the importance and key provisions of commission agreements, real estate broker licensing requirements and commission payments. Finally, a number of helpful bonus items will be shared that should provide discussion framework to recap the entire course.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Week 9

Negotiations

The final session revolves around the all-important topic of negotiation. We'll start by identifying the various styles of negotiations and traits of successful negotiators and discuss the importance of determining desired outcomes before negotiations begin. The differences between face-to-face and telephone negotiations will also be addressed. In addition, we'll discuss who should negotiate on behalf of a landlord, how negotiations are impacted by the size of the group at the negotiating table, who should throw out the first number to establish a position and the importance of thorough preparation prior to taking a seat at the negotiation table.

Facilitator for this Lesson:
Joan Woodard

Joan Woodard

President & CEO

Simons & Woodard Inc

Santa Rosa, Califorina

Subject Area: Essentials of the Development Process, Advanced Development Practices, Leasing Marketing and Negotiation, Site Feasibility and Financial Analysis of Development Projects

Joan Woodard is president and CEO of Simons & Woodard – a Santa Rosa, California, based management, architecture and development firm. She is responsible for overseeing the organization’s architecture, marketing, leasing, property, and management activities. A member of NAIOP since 1987, Ms. Woodard was chair of NAIOP’s National Board of Directors in 1994. She was also a member of the Private Developer II Forum, chair of the Awards Committee, and was president of the Georgia Chapter. Ms. Woodard is currently a committed faculty member of NAIOP’s Center for Education.

Education Credits

Education Credits

 center for education logo

Leasing, Marketing and Negotiation is approved for the following Education Credit:
16 hours credit toward the Certificate of Advanced Study in Commercial Real Estate Development.

AIA Logo

15 AIA/CES Learning Units
16 Professional Development Hours (PDH)
1.6 Continuing Education Units (CEUs)

Learning Objectives

Learning Objectives

  • Identify the comprehensive role of the leasing professional in a development project and what differentiates a great leasing professional
  • Identify the economic issues surrounding commercial leases
  • Understand how to evaluate potential tenants for risk and methods for mitigating that risk
  • Recognize LOI and lease clauses that cause a developer to lose control of its real estate
  • Apply successful strategies for negotiating LOI and non-legal lease clauses
  • Identify key aspects of marketing commercial space for lease
  • Develop strategies for successful outcomes in LOI and lease negotiations
  • Learn from experienced practitioners what works and why and how to turn things around when they aren’t going as they should

Tuition & Register

Tuition & Register

Payment for a NAIOP online course entitles access for one person only to the course and all materials.

Course Tuition

  • Member: $795
  • Nonmember: $995
  • Developing Leader: $595
  • Student Member: $95
  • Student Nonmember: $145

How to Register

Register online
Fax: Complete the PDF form and fax to 703-904-7003
Mail: Send check payments to: P.O. Box 333354, Chantilly, VA 20153
Register over the phone/questions: 800-666-6780

Confirmation

All registrations processed online receive an automatic order confirmation and receipt. If you register via fax, mail, or phone, a receipt must be requested by contacting education@naiop.org.

Login instructions to access the online course are sent under separate cover from customercare@gototraining.com, approximately 1 week before the first class. If it is less than one week until the start of the course and you have not received the login instructions, please check your spam folder. If the login email is still not there, please contact the NAIOP Education Department.

Cancellation Policy

All cancellations must be in writing. Cancellations of registrants received after December 16, 2015, will be charged a fee of $100 per attendee. Cancellations received after December 30, 2015 will forfeit the registration fee. No refunds will be made for no-shows. Substitutions are permitted until December 29, 2015. Nonmembers substituting for members will pay the difference in fees. Cancellation/substitution notices should be sent to education@naiop.org or faxed to 703-674-1471.

FAQs

FAQs

What does tuition cover?

Payment for a NAIOP online course entitles access for one person only to the course and all materials.

Is there an online instructor?

Yes, there is a live instructor presenting each class. Students are able and encouraged to engage and interact with the instructor and each other.

How much out-of-class work is required for each course?

Courses offered online require no more than one hour per week of additional work outside of the scheduled class times.

What if I miss a scheduled class?

If a student misses a class, all materials and a recording of each class is posted in the material library for the student to review before the next class. A student must attend a minimum of 75 percent of the classes to receive credit.

Do I have to take an exam?

Course exams are not required unless you are enrolled as a candidate for the Certificate of Advanced Study in Commercial Real Estate or the Certificate of Advanced Study in Real Estate Finance.

What records are kept of my coursework?

The Center maintains records of all the coursework you complete, as well as optional exam scores, in a confidential transcript. Transcripts are available to candidates upon request. Please contact education@naiop.org.

What are the computer requirements?

The interactive sessions will be accessed via GoToWebinar.com.

Please use the list below to determine if your computer meets the minimum requirements recommended to participate in the online courses:

To attend on a PC, the following is required:

  • Internet Explorer® 6.0 or newer, Mozilla® Firefox® 2.0 or newer (JavaScript™ and Java™ enabled)
  • Windows® 2000, XP, 2003 Server or Vista
  • Cable modem, DSL or better Internet connection
  • Minimum of Pentium® class 1GHz CPU with 512 MB of RAM (Recommended) (2 GB of RAM for Windows® Vista)

To attend on a Mac®, the following is required:

  • Mac OS X 10.4 (Tiger®) or newer
  • Safari 3.0 or newer, Firefox 2.0 or newer (JavaScript™ and Java™ enabled)
  • Cable modem, DSL or better Internet connection
  • Power PC G4/G5 or Intel processor (521 MB of RAM or better recommended)

Participants wishing to connect to audio using VoIP will need a fast Internet connection, a microphone and speakers (a USB headset is recommended).

Contact Barb Parnarouskis at barbp@naiop.org for more information.