September 25, 2025 • 25 mins
What happens when Miami’s unstoppable growth meets cutting-edge real estate tech? Brian Gonzalez of Loopnet reveals how search demand is soaring, office space is thriving, and digital platforms are changing the game. Tune in for insider tips and a fresh look at South Florida’s CRE market.
To get in touch with Brian, you can email him at bgonzalez@costar.com or connect with him on LinkedIn.
Thanks for joining us on CRE Cafecito, the CCIM Miami Podcast where deals, insights, and Miami flavor come together.
For more information on CCIM Miami District please visit:
You can find Ruben the Cuban on LinkedIn.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:40):
CRE Cafecito with Brian Gonzalez from Loopnet.
Thank you very much for uh wellactually for the drinks, cigars,
and for me.
Thanks for being here.
So, what type of cafecito are wedrinking today?
What type of cafecito?
This is a single doesn't looklike cafecito.
This is a single malt cafecito.
This is the best Miami cafecito.
That is a Miami cafecito.
Hey, so welcome.
(01:00):
Thanks for being here.
Thanks for taking the time.
I know our our our the audienceis gonna have uh great time
getting to know a little bitabout Brian, a little bit about
uh Co-Star Luton net and uh 10x.
That's right, and you know, someof the Miami market and some of
the stuff that you guys do.
And so tell me a little bitabout Brian, you know, you born
in Miami or Baptist Hospital,baby.
SPEAKER_02 (01:20):
Baptist hospital, Baptist Hospital 1982, born and
raised in Coral Gables by theGranada Golf Course, two college
professors as my parents.
So schooling was always veryimportant to them.
I myself struggled as a student.
I had an ADHD in the 80s, whichwas had uh I'm still dealing
with it.
It wasn't a hat, but in the 80s,ADHD was dealt with uh slap in
(01:44):
the back of the head.
Oh yeah, you know, yeah, youknow, this was we're talking
about the days with chalkboards,you know, dusty chalkboards, you
know.
And somehow, you know, youwanted the teacher to pick you
to be the guy or girl who grabsthe the erasers and you guys to
slap them outside and you comeback in with the chalk all over
your hair, looking like SantaClaus.
SPEAKER_00 (02:01):
Yeah, the youngins don't know nothing about
clapping erasers.
My oh my, it's such a different,different that was a movement.
That was an era.
Oh, absolutely.
SPEAKER_02 (02:09):
That was like MC Hammer Time, another ice time.
That was Guns N' Roses.
That was that was a differentera, but yeah, born and raised
here, very proud of the highschool I graduated from,
Columbus in Westchester.
It's an Adelante Brotherhood.
I got my oldest son there now.
Uh he's a junior, runs varsitycross-country.
My other son's in eighth grade.
He's a big part of the communitytoo.
Playing at Tam Miami basketball.
(02:31):
That's a program that's beenestablished for for decades upon
decades.
So he gets to be a part of thetravel team there.
I was actually a teacher for 13years myself.
Really?
Yeah.
Oh.
Miami Dave.
Miami Dade County Public Schoolsand Miami Dade College.
Really?
So the community, Miami, is itit's just it's in my DNA.
You know, there's no taking meout of here.
(02:52):
We're not gonna go anywhere elseuh in the foreseeable future.
You know, you never know whereGod takes you.
But being able to then be a partof the commercial real estate
game where you're born andraised, you know, all the mom
and pop restaurants here.
Yeah, you've seen theblockbusters come and go, you've
seen the Eckards come and go,you've seen the Woolworths come
and go.
Like, remember the Eckerd Blue?
SPEAKER_00 (03:13):
Oh, yeah.
Absolutely.
I was born in Chicago, but wehad Eckerd's, we had uh a whole
bunch of stores that have comeand gone, and you know, it's
just been amazing.
So, how did you make that thattransition from education, you
know, being a teacher and uhbeing a professor to to the CRE
world?
SPEAKER_02 (03:32):
All right, well, what city do we live in?
SPEAKER_00 (03:33):
Miami.
Miami.
Yeah.
SPEAKER_02 (03:35):
How how how's affordability down here?
SPEAKER_00 (03:38):
Yeah, yeah.
Enough said, enough said, enoughsaid, all right.
SPEAKER_02 (03:41):
Enough said.
That being said, I'm still Ithank God because of social
media, I'm still connected to alot of my older students.
They're married now, you know,with children, they're part
local zoning boards, you know,they're they're CEOs, they're
business owners, some are realestate agents.
Wow.
So it's really, really cool toknow that you had that impact on
(04:02):
people that now we get to worktogether as peers.
SPEAKER_00 (04:04):
But did you like seek out commercial real estate
as you're being a teacher, ordoes somebody say, hey, you
should look at this?
SPEAKER_02 (04:10):
So here's the hustle, right?
What we all hustle, right?
A majority, like, look, there'sso many different avenues you
could be in.
You could be in private equity,you could be in brokerage, you
could be an owner, you could bea developer, you could be an
agent.
You know, there's there's somany different roles.
I work for a corporate company,right?
So my role is a littledifferent.
We're really much a partner anda supporter of helping you
market your deals, whether it'sthrough traditional digital
(04:33):
marketing to have the largestonline presence, or it's fit
even to have a quick transactionwith uh, you know, an as-is
auction with our 10x platform.
So what happened was in thehustle that's natural to the
real estate world, I wasteaching fifth grade at the
time.
That's one.
All right, two, I was tutoringkids after school.
(04:54):
Three, I was coachingcross-country and volleyball.
Four, I was an adjunct professorat Miami Dade College.
But the fifth one, that's thekey.
SPEAKER_00 (05:03):
Okay, yeah.
SPEAKER_02 (05:04):
So a small business owner, friend of mine, they have
a company down here calledExpress Permit Solutions, okay,
where they expedite permits.
Okay.
So he just loved the way I flow.
And he's like, look, on yourspare time, you want to just
like cold call people and see ifthey need any help with their
permits?
And I'm like, Yeah, why not?
So I just started cold callingon my free time, which wasn't
(05:26):
much free time.
Went on LinkedIn, startedgetting people there, started
you know, farming there, andnext thing you know, like I was
generating some good income forexpress permit solutions, but
most importantly, I was part Iwas providing a solution to
people who needed help.
Wow, so we're winning.
Absolutely.
I caught the attention ofsomebody at 10x, came in for
(05:48):
about six interviews.
They did not like that I didn'thave a real estate background,
but they saw the hustle, theysaw the educational background,
they saw my passion, and theytook a big chance on me.
Wow.
Eight years later, here I amhelping and working alongside
brokers for just like you.
(06:08):
You know, you're part of a bignational brokerage, boutique,
you know, local brokers, lots ofowners, lots of developers.
Uh, whether it's a largeinstitutional group or it's a
private owner with a one-offmedical office building because
they're a doctor that have theirfamily practice in there.
You know, we're gonna have aconversation and we're gonna see
if we have a solution to helpthem achieve their goals.
(06:29):
And we're very transparent.
So sometimes, you know, let'ssay on the auction route,
someone wants to transact forthree million, but we're saying
on these type of terms that arevery seller-friendly, you know,
we actually advise you totransact around 2 million, but
they need 3 million.
So then we can't move forward,right?
And we have a few options forthem, including the fact that
looks listen, what you reallyneed is aggressive marketing on
(06:50):
loop net, not an auction toachieve your goals.
So it's really more like we'reconsultants and and and help
partner up people achieve theirgoals, and to do it in Miami,
what's better than that?
SPEAKER_00 (07:02):
Wow, imagine you have some pretty good stories
about some of those uhtransactions or some things
you've seen change or so.
SPEAKER_02 (07:10):
Yeah, well, going back to the changes in in Miami,
and when I mean Miami, I meanI'm not referring to even like
let's say Miami Beach.
I'm referring to, you know,Brickle, downtown, um, the
southwest part.
No disrespect to, you know,Miami Lakes or anything like
that, or the northern part, butmy main focus has always been a
little bit more in thesouthwest.
So you see, like when youtravel, right?
(07:30):
Let's say you're traveling fromKendall and you're traveling
turnpike to A36, then you'rehanging an east, and then you're
riding parallel for the airport,and you're getting to Brickle,
you're talking about growth isphenomenal.
You know, we're economicdrivers.
Yes.
So we like the fact that we'resitting in traffic for an hour
and a half to get somewherebecause that means the economy
is flowing.
Okay, but yeah, with it comesthe traffic.
(07:52):
Traffic, yeah.
Yeah, with it comes the traffic.
SPEAKER_00 (07:54):
A lot of growth.
Uh, as uh some people like tosay, it's is growth success
growth, success pain.
So it's been successful inMiami.
Yeah, it's gonna be some pain,right?
You know, versus some otherplaces that are dying on the
vine and uh having a hard time.
SPEAKER_02 (08:10):
Yeah, well, well, look, you tee you tee this up
perfectly for an alley, right?
You couldn't have thrown me abetter pass when you're talking
about growth, right?
And what we do marketing, yeah,right.
How do you drive that that thatgrowth?
How do you drive thattransaction?
How do you drive that tenant toyour spot, right?
Well, one of the things isknowing where we are at in the
state of the market, right?
So something, I mean, don'tquote me to the number, but
something about 90% of allconsumers when they're looking
(08:35):
for that next coffee brand, thatnext cigar brand, that next
Scotch brand, that next shoebrand, that next watch.
There's a lot of watch loversout there, you know.
You're going online.
You know, saying onlinepresence, yeah, you better have
an online presence.
That's like a no-brainer.
That's I mean, that's breathing.
Yeah, you know, it's it's air.
You know, no online presence, noair.
(08:56):
So we come in as the mostestablished marketing group
almost anywhere you go,especially the markets I cover.
I can only talk about themarkets I cover, right?
But if I put lease of space inDoral, lease of space in Miami
shores, buy a warehouse inHomestead, buy land in Miami
Beach, Lupin's gonna be right atthe top.
It's the very first thing.
(09:17):
It's gonna be the firstsponsored thing, it's gonna be
the first one that goes up.
I mean, we spent a pretty pennyon Google marketing because
everybody's Googling.
SPEAKER_00 (09:25):
Yep.
SPEAKER_02 (09:26):
I remember Internet Explorer, remember that?
Oh, yeah.
I was actually an InternetExplorer type of guy.
And when people would be like,you gotta Google it, I didn't I
kind of get mad and I'd be like,You mean Internet Explorer it?
Yeah, you know, and theneventually uh deleted Internet
Explorer, yeah, you know, so I'mGoogling it now.
So we spend upwards of uh 40million a year just on Google so
that we could uh master I thinkthe numbers around 97 of all
(09:52):
searchable words that peoplewould use to find their next
space to make sure we'redominating for you because
without the brokerage community,without the ownership community,
we have nothing to advertise.
So Miami gives us plenty toadvertise.
What do you think is the uh mostvisited for May of 2025?
I know we're already in August,but I have the May uh numbers
(10:14):
fresh in my head.
What asset class do you thinkwas visited the most in the
leasing world?
Leasing in Miami office.
Office, you got it.
SPEAKER_00 (10:24):
Yeah, yeah.
Well, because I've done abouttwo or three office deals in the
last you know six months.
Yeah.
I'm getting calls from people inChicago and New York and looking
for I got a call from a groupfrom I think they were in Texas.
Yeah.
And looking for office, which Iknow office in Miami were
(10:45):
underbuilt.
So we have it's kind of like thetale of two cities.
We had very little office space,and now we're having these super
high-end shiny towers going upthat are driving Manhattan, you
know, per square foot pricing.
SPEAKER_02 (10:59):
Right.
So 101, supply and demand.
SPEAKER_00 (11:02):
Yeah.
SPEAKER_02 (11:02):
So what's happening to the the prices when there's
such a demand?
You know, they're going up.
You know, what's the hottestarea?
Brickle.
You know, that's where ouroffice is in 1450 Brickle, the
the fifth floor loft.
You could always pay us a visit.
You know, we got a beautifulview of the church my parents
got married at, St.
Jude Church in 1971.
I see that out my window everysingle day with Keep It Skein in
(11:22):
the background that I've ranthat bridge so many times.
So it's like if you can't seethe smile on my face, I have a
smile on my face almost 24-7.
Wow, because that's your nature.
You're just having fun, youknow, like in the 80s when you
ran around for hours and yourparents didn't ask where you
were, and everything was cool.
Like, I'm just running aroundMiami having fun, wow, still to
(11:43):
this day.
So, yeah, office, like incomparison, office.
I think people took in Miamionly for the office asset class
and only for leasing, somethinglike 120,000 virtual tours.
Wow.
A virtual tour means somebodyclicked into a specific property
and they did the whole touring,right?
(12:05):
And then that's your top funnel.
You know, that's what you want.
You want a large top funnel thatthen bleed that then bleeds to a
quality, hopefully, conversationor message, then a tour, get
somebody in the space and thenget it dotted.
SPEAKER_00 (12:19):
Yep.
SPEAKER_02 (12:19):
You know, like listen, we can't fix overpriced
properties, right?
You know, there's no cure forthat.
Yeah, but you know, we willdrive traffic and bring an
audience.
Now, the beautiful thing is thatus as a platform, for you,
right?
For you, the the representativesof these transactions, traffic
for most asset classes is up 60,depending on the the asset
(12:44):
class, up 60, 80 percent,sometimes even 100% year over
year compared to that samemonth, because of that massive
Google push of advertising thatwe do there.
SPEAKER_00 (12:54):
By the way, we're I love sitting here in the
Tabacong in Dural.
This is uh we're giving back tothe economy of South Florida.
Absolutely.
This is what we like to do.
That's why the smile's on bothof our faces.
Absolutely.
So, so is that that that turnare you guys seeing that?
You know, like the through thethe searches, uh, people signing
up for not just the services forCosta or LoopNet or 10X, but
(13:15):
maybe some of the add-ons, likeyour silver or your platinums
and so forth.
SPEAKER_02 (13:19):
Yeah, I mean look, when you're when you want a
digital presence, when you wantthe fact that look, we could we
help people save budget whenthey advertise with us because
we cre we help you create theoffering memorandums, the flyers
for the properties, email blaststo our our own leads.
So we really help save yourbudget on other things.
But at the end of the day, wereally like to track the
(13:41):
consumers, right?
The buyers, the tenants, andwhat's their behavior like.
So let's stick to office assetclass.
So one of the trends that we'vebeen tracking is you're seeing a
lot of movement going fromBrickle West.
So you're seeing a lot ofmovement going to Coral Gables,
and then Coral Gables is nowbleeding over to where we're at
(14:02):
right now in Durral, bleedingover to Kendall because of
affordability, you know.
And I'm talking to very largegroups who pay for those
aggressive signature ads becausethey have multiple spaces
available, and you know, theylike to talk to the tenants who
are coming to tour.
Hey, what brought you to thespace?
You know, and tenants aretelling them, well, we took a
survey of where most of ouremployees uh live.
(14:25):
Yeah, and guess what?
Most of them don't live inbrickle per se, right?
So we're looking over here inDurham now.
Nice, you know, and other peoplemight say, Oh, yeah, we have we
have a base that everybody rentscondos in brickle, so we gotta
be here brickle.
We'll pay the 50 plus dollars afoot.
SPEAKER_00 (14:38):
Yeah.
50.
Well, yeah, they're 50 plus.
The nice shiny towers aregetting over 100.
Yeah, yeah.
Uh, two things I like to touchon.
How does CoStar relate toloopnet relate to 10x?
How do you guys work together?
How are you guys a little bitdifferent?
Can you kind of explain that?
Yeah, on the branding and kindof thing.
SPEAKER_02 (14:56):
It's probably the number one question we get, and
it's actually a very easy answerto say.
Okay, it's co star is for dataanalytics.
Loopnet is for marketing, 10x isfor auctioning with the loopnet
signature marketing in it.
So when I'm trying to findownership groups, when I'm just
trying to find comps, that'swhat I go to co star for.
(15:19):
Okay, that comes with a license,right?
That you need to have.
Yes.
Um, to list on CoStar is free.
Anyone could upload theirproperties on Coastar.
Oh, really?
But that doesn't mean thatthey're going to have visibility
online because the only way tothen view your property on
CoStar is if you're a payingmember on CoStar, which means
CoStar, give or take the time,roughly.
(15:42):
Remember, Coastar is not my swimlane.
Right, right, right.
Have somewhere around 200,000licensees nationally, while
LoopNet is driving 13 millionunique monthly visitors to the
LoopNet site every single month.
One more time.
Loopnet is driving 13 millionunique monthly visitors.
(16:03):
While CoStar yearly has around,remember not my swim lane,
around 200,000 licensees.
Okay, because why?
CoStar, for the most part, ifI'm uh if I have a karate, you
know, uh place, if I have a nailplace, if I have a barber shop,
what on earth am I gonna have aco star license for?
SPEAKER_00 (16:24):
Right, you know, yeah, yeah, absolutely.
SPEAKER_02 (16:27):
I don't care, right?
What I do care about is let mesee what's available.
So I'm gonna Google.
I'm not gonna Google loopnetbecause maybe I don't even know
what loopnet is.
So again, let's go back to thenail salon.
I'm gonna open up a nail salon,and well, I would never probably
open up a nail salon myself.
That's a that's tough, that'stough.
That's a different conversation.
Yeah, yeah, that's a differentconversation.
(16:49):
Let's go, let's say I'm gonnaopen up a cigar shop.
There we go.
Yeah, I like to consider myselfsomewhat of a cigar enthusiast,
not a connoisseur, but anenthusiast.
And I'm just gonna go, I want tolease a retail space for my
cigar shop, right?
Well, loopnet's gonna be thefirst thing that pops up.
So I'm gonna go ahead and clickloopnet.
(17:10):
It doesn't matter if I have I'veheard of LoopNet or not before,
it's free.
It has all the inventory, and Ican start to filter.
Well, I can only afford X.
I only want to be in this zipcode.
I want to be next to uh, youknow, I want to be next to a
karate shop, a karate place,right?
Because I know a lot of dadswant to leave their kids at the
karate and come smoke a quickcigar, you know.
(17:32):
So I can find that on LoopNet.
The tenants, it doesn't costthem anything to search, you
know.
So that's the biggestdifference.
Always remember, CoStar is gonnabe your data analytics.
It does count as marketing foreverybody who has the license
because they'll be able to seethat, right?
But once you're advertising onLoopnet, which the entry level
is called a silveradvertisement, which means you
(17:53):
have that online presence, youhave that email blasting, you
have that offering memorandum,you have that Google search that
you're gonna come out in, that'salso gonna get elevated on
CoStar.
So there's the synergy betweenboth of the platforms, but both
very, very different.
Gotcha.
And the other misconception thata lot of people have is that oh,
Loopnet is set it and forget it.
No, it's an it's an investment,but you got to be proactive too,
(18:14):
right?
It it's it's also like if you'renot going in there and using the
tools you're investing in, whichI've said it a few times the
email blaster, the the offeringmember and the creator, the
flyer creator, updating yourlisting to make sure your spaces
are are are written out andexplained the right way, then
you're you're kind of droppingthe ball of the potential that
(18:36):
you could be reaching.
And Miami's a very strong marketfor loopnet.
Miami, again, another reason Ilove serving the community.
Miami's a big loopnet believer.
Why should everybody use aprofessional licensed agent?
So you don't get screwed and youget the best deal.
If you are an owner or landlord,you want that broker
(18:58):
representation.
Because guess what?
That broker most likely doeshave co star.
And guess what?
They can start finding out wherethat you you may got you may
have a guy who wants to open acigar shop and found the best
place possible, right?
And he has no idea that threeblocks away is a very
established cigar store, thatyou're not going to be pulling
away their clients, right?
Yeah, with cold star data,you'll be able to find that
(19:20):
immediately.
And you say, hey, I I I I knowit looks like a 10, but it's
really not.
So when we do a market searchfor you, look, I could correct,
I could recommend these spacesthat in Miami traffic don't have
another cigar lounge withinthree months.
SPEAKER_00 (19:35):
Looking into the future, not to give any secrets
away.
Where do you see you guys going?
SPEAKER_02 (19:38):
Oh, it's it's a beautiful space.
We just had such a freakinglarge head start, right?
And with Loopnet, we got a headstart, but we're not complacent.
You know, in fact, I know wehave competitors out there, you
know.
In fact, some of our competitorsthat uh were founded by
ex-colleagues of mine, right, onthe 10x platform, not the
(19:59):
loopnet platform, the 10 auctionplatform.
And they've made a they've madea significant push, and I'm so
happy for them, right?
Because what you want to do isyou want to cheer for your
competitors, you just want tobeat them.
Yeah, right.
I want to I want to go upagainst the best.
Yeah, and I'm gonna cheer foryou.
And if you make a good play,hey, good play, but I'm gonna
squash you, right?
And that's just me as a as aperson.
(20:19):
That's right.
You know, I'm not speaking atthe corporate level here.
But that being said, no, we rootfor our competitors.
I think our closest competitor,we still have about on the last
data check, I did about 11million more monthly visitors
than they do.
So that's number two.
And we we have a lot of all alot of value propositions that
(20:41):
they're not offering and a lotof protection and security on
our platform, and it's still thethe trusted one.
But internally, I can tell youthat it's an inspiration to
always try to improve yourproduct, your service.
We have our headquarters inRichmond, Virginia.
Everybody knows that they getphone calls from CoStar all the
time, wanting to update data sothat we can provide the best
(21:02):
data possible to everybody else,and customer service.
So, where I see the market goingis a lot of technology tools.
AI is the big one.
We met at an AI basically themedconference, absolutely, right?
Yeah, so we've taken we we'vetaken note, we're implementing
it, and the the future's bright.
Listen, we live in the UnitedStates of America, the greatest
(21:23):
country in the world.
We're in South Florida, which islike its own world within a
world, and and people love tocome here.
It's growing nonstop.
You have a lot of young guys andgirls getting into commercial
real estate.
I know a lot of them.
I know a kid Francisco, bigshout out to him.
He earned himself a scholarshipto go to the ICSC.
(21:44):
He's been to the CCIM trainings,and he's only like 19 years old.
Wow.
And he's so enthusiastic aboutlearning this industry.
And you got a lot of ownershipgroups down here, you got a lot
of brokers down here that arevery prideful.
A few brokers, a few ownershipgroups, just like us at
LoopNets.
You may get a bad rap from oneor two people, but then you got
you you find that it's a reallynurturing community.
(22:06):
Everybody helps each other forthe most part, and uh and
especially once you connectdots, right?
Oh, we went to the same highschool, oh, we went to the rival
high school, oh, we're both fromthis area, you know.
Oh, we both like coffee, youknow, whatever it is.
You start to connect, man, andyou want to root for everybody.
Yeah, and if you didn't get thedeal, but you got the deal, I'm
gonna cheer for you.
So that's where that's where theindustry's going.
SPEAKER_00 (22:28):
As we wrap up, any uh little nuggets that you can
leave our audience with.
We're all very bullish andpositive for Miami because we're
here.
You have to be.
SPEAKER_02 (22:37):
Um, and almost to like a naive state, yeah, right?
I'm not I'm not saying justthrow your money anywhere,
right?
But you have you have to be.
You gotta believe, man.
Yeah, you gotta believe inbaseball, you fail 70% of the
time and you're making it to thehall of fame, right?
You're you're makinggenerational money by failing
70% of the time.
So it's don't ever not believein yourself, don't get yourself
(23:03):
tangled up in the emotionalwaves, ups and downs of real
estate.
You're never as good as yourhottest streak, you're never as
bad as your coldest streak.
Just keep going, be good topeople.
Karma is real, cheer for others,add value when you talk to
someone.
Don't go out there with yourhand out, truly add value,
(23:23):
understand it's a long game, andand and wake up the next day and
do it all over again.
SPEAKER_00 (23:28):
That's very inspiring.
I want to thank you.
Absolutely, it's been amazing.
Look forward to seeing, youknow, we're a loop net and
co-star and the and the famkeeps growing.
So I'm a long time uh user,licensee for many, many, many
years.
SPEAKER_01 (23:45):
You're paying for the drinks then.
Yeah, you didn't know it, butyou already paid for this.
SPEAKER_00 (23:50):
Uh look forward to continued uh relationship.
Appreciate your support withCCIM, and thank you for
sponsoring this this episode.
And uh thanks for the cigars.
SPEAKER_02 (23:59):
All right, so cool.
Last question.
Yes, you never smoked the cigarwe're smoking right now, you
never drank what we're drinkingright now.
These are all recommendations Icame to to say, hey, this is a
nice light entry.
Yeah, so it's gonna be a funevening.
So uh what are your what areyour thoughts on what we're
sampling here today?
SPEAKER_00 (24:15):
This my father blue label is delicious.
It is, it's really smooth, it'sexactly what you said.
Yeah, and I forgot the name ofthe the Dalmor.
Da More.
Dalmor.
Very, very smooth.
SPEAKER_02 (24:29):
There you go.
SPEAKER_00 (24:29):
Beautiful.
There you go, cheerful.
Definitely know your thing.
Thank you very much.
Salute, brother.
Thank you.
CRE Cafecito with Brian Gonzalez from Loopnet.
Thank you very much for uh wellactually for the drinks, cigars,
and for me.
Thanks for being here.
So, what type of cafecito are wedrinking today?
What type of cafecito?
This is a single doesn't looklike cafecito.
This is a single malt cafecito.
This is the best Miami cafecito.
That is a Miami cafecito.
Hey, so welcome.
(01:00):
Thanks for being here.
Thanks for taking the time.
I know our our our the audienceis gonna have uh great time
getting to know a little bitabout Brian, a little bit about
uh Co-Star Luton net and uh 10x.
That's right, and you know, someof the Miami market and some of
the stuff that you guys do.
And so tell me a little bitabout Brian, you know, you born
in Miami or Baptist Hospital,baby.
SPEAKER_02 (01:20):
Baptist hospital, Baptist Hospital 1982, born and
raised in Coral Gables by theGranada Golf Course, two college
professors as my parents.
So schooling was always veryimportant to them.
I myself struggled as a student.
I had an ADHD in the 80s, whichwas had uh I'm still dealing
with it.
It wasn't a hat, but in the 80s,ADHD was dealt with uh slap in
(01:44):
the back of the head.
Oh yeah, you know, yeah, youknow, this was we're talking
about the days with chalkboards,you know, dusty chalkboards, you
know.
And somehow, you know, youwanted the teacher to pick you
to be the guy or girl who grabsthe the erasers and you guys to
slap them outside and you comeback in with the chalk all over
your hair, looking like SantaClaus.
SPEAKER_00 (02:01):
Yeah, the youngins don't know nothing about
clapping erasers.
My oh my, it's such a different,different that was a movement.
That was an era.
Oh, absolutely.
SPEAKER_02 (02:09):
That was like MC Hammer Time, another ice time.
That was Guns N' Roses.
That was that was a differentera, but yeah, born and raised
here, very proud of the highschool I graduated from,
Columbus in Westchester.
It's an Adelante Brotherhood.
I got my oldest son there now.
Uh he's a junior, runs varsitycross-country.
My other son's in eighth grade.
He's a big part of the communitytoo.
Playing at Tam Miami basketball.
(02:31):
That's a program that's beenestablished for for decades upon
decades.
So he gets to be a part of thetravel team there.
I was actually a teacher for 13years myself.
Really?
Yeah.
Oh.
Miami Dave.
Miami Dade County Public Schoolsand Miami Dade College.
Really?
So the community, Miami, is itit's just it's in my DNA.
You know, there's no taking meout of here.
(02:52):
We're not gonna go anywhere elseuh in the foreseeable future.
You know, you never know whereGod takes you.
But being able to then be a partof the commercial real estate
game where you're born andraised, you know, all the mom
and pop restaurants here.
Yeah, you've seen theblockbusters come and go, you've
seen the Eckards come and go,you've seen the Woolworths come
and go.
Like, remember the Eckerd Blue?
SPEAKER_00 (03:13):
Oh, yeah.
Absolutely.
I was born in Chicago, but wehad Eckerd's, we had uh a whole
bunch of stores that have comeand gone, and you know, it's
just been amazing.
So, how did you make that thattransition from education, you
know, being a teacher and uhbeing a professor to to the CRE
world?
SPEAKER_02 (03:32):
All right, well, what city do we live in?
SPEAKER_00 (03:33):
Miami.
Miami.
Yeah.
SPEAKER_02 (03:35):
How how how's affordability down here?
SPEAKER_00 (03:38):
Yeah, yeah.
Enough said, enough said, enoughsaid, all right.
SPEAKER_02 (03:41):
Enough said.
That being said, I'm still Ithank God because of social
media, I'm still connected to alot of my older students.
They're married now, you know,with children, they're part
local zoning boards, you know,they're they're CEOs, they're
business owners, some are realestate agents.
Wow.
So it's really, really cool toknow that you had that impact on
(04:02):
people that now we get to worktogether as peers.
SPEAKER_00 (04:04):
But did you like seek out commercial real estate
as you're being a teacher, ordoes somebody say, hey, you
should look at this?
SPEAKER_02 (04:10):
So here's the hustle, right?
What we all hustle, right?
A majority, like, look, there'sso many different avenues you
could be in.
You could be in private equity,you could be in brokerage, you
could be an owner, you could bea developer, you could be an
agent.
You know, there's there's somany different roles.
I work for a corporate company,right?
So my role is a littledifferent.
We're really much a partner anda supporter of helping you
market your deals, whether it'sthrough traditional digital
(04:33):
marketing to have the largestonline presence, or it's fit
even to have a quick transactionwith uh, you know, an as-is
auction with our 10x platform.
So what happened was in thehustle that's natural to the
real estate world, I wasteaching fifth grade at the
time.
That's one.
All right, two, I was tutoringkids after school.
(04:54):
Three, I was coachingcross-country and volleyball.
Four, I was an adjunct professorat Miami Dade College.
But the fifth one, that's thekey.
SPEAKER_00 (05:03):
Okay, yeah.
SPEAKER_02 (05:04):
So a small business owner, friend of mine, they have
a company down here calledExpress Permit Solutions, okay,
where they expedite permits.
Okay.
So he just loved the way I flow.
And he's like, look, on yourspare time, you want to just
like cold call people and see ifthey need any help with their
permits?
And I'm like, Yeah, why not?
So I just started cold callingon my free time, which wasn't
(05:26):
much free time.
Went on LinkedIn, startedgetting people there, started
you know, farming there, andnext thing you know, like I was
generating some good income forexpress permit solutions, but
most importantly, I was part Iwas providing a solution to
people who needed help.
Wow, so we're winning.
Absolutely.
I caught the attention ofsomebody at 10x, came in for
(05:48):
about six interviews.
They did not like that I didn'thave a real estate background,
but they saw the hustle, theysaw the educational background,
they saw my passion, and theytook a big chance on me.
Wow.
Eight years later, here I amhelping and working alongside
brokers for just like you.
(06:08):
You know, you're part of a bignational brokerage, boutique,
you know, local brokers, lots ofowners, lots of developers.
Uh, whether it's a largeinstitutional group or it's a
private owner with a one-offmedical office building because
they're a doctor that have theirfamily practice in there.
You know, we're gonna have aconversation and we're gonna see
if we have a solution to helpthem achieve their goals.
(06:29):
And we're very transparent.
So sometimes, you know, let'ssay on the auction route,
someone wants to transact forthree million, but we're saying
on these type of terms that arevery seller-friendly, you know,
we actually advise you totransact around 2 million, but
they need 3 million.
So then we can't move forward,right?
And we have a few options forthem, including the fact that
looks listen, what you reallyneed is aggressive marketing on
(06:50):
loop net, not an auction toachieve your goals.
So it's really more like we'reconsultants and and and help
partner up people achieve theirgoals, and to do it in Miami,
what's better than that?
SPEAKER_00 (07:02):
Wow, imagine you have some pretty good stories
about some of those uhtransactions or some things
you've seen change or so.
SPEAKER_02 (07:10):
Yeah, well, going back to the changes in in Miami,
and when I mean Miami, I meanI'm not referring to even like
let's say Miami Beach.
I'm referring to, you know,Brickle, downtown, um, the
southwest part.
No disrespect to, you know,Miami Lakes or anything like
that, or the northern part, butmy main focus has always been a
little bit more in thesouthwest.
So you see, like when youtravel, right?
(07:30):
Let's say you're traveling fromKendall and you're traveling
turnpike to A36, then you'rehanging an east, and then you're
riding parallel for the airport,and you're getting to Brickle,
you're talking about growth isphenomenal.
You know, we're economicdrivers.
Yes.
So we like the fact that we'resitting in traffic for an hour
and a half to get somewherebecause that means the economy
is flowing.
Okay, but yeah, with it comesthe traffic.
(07:52):
Traffic, yeah.
Yeah, with it comes the traffic.
SPEAKER_00 (07:54):
A lot of growth.
Uh, as uh some people like tosay, it's is growth success
growth, success pain.
So it's been successful inMiami.
Yeah, it's gonna be some pain,right?
You know, versus some otherplaces that are dying on the
vine and uh having a hard time.
SPEAKER_02 (08:10):
Yeah, well, well, look, you tee you tee this up
perfectly for an alley, right?
You couldn't have thrown me abetter pass when you're talking
about growth, right?
And what we do marketing, yeah,right.
How do you drive that that thatgrowth?
How do you drive thattransaction?
How do you drive that tenant toyour spot, right?
Well, one of the things isknowing where we are at in the
state of the market, right?
So something, I mean, don'tquote me to the number, but
something about 90% of allconsumers when they're looking
(08:35):
for that next coffee brand, thatnext cigar brand, that next
Scotch brand, that next shoebrand, that next watch.
There's a lot of watch loversout there, you know.
You're going online.
You know, saying onlinepresence, yeah, you better have
an online presence.
That's like a no-brainer.
That's I mean, that's breathing.
Yeah, you know, it's it's air.
You know, no online presence, noair.
(08:56):
So we come in as the mostestablished marketing group
almost anywhere you go,especially the markets I cover.
I can only talk about themarkets I cover, right?
But if I put lease of space inDoral, lease of space in Miami
shores, buy a warehouse inHomestead, buy land in Miami
Beach, Lupin's gonna be right atthe top.
It's the very first thing.
(09:17):
It's gonna be the firstsponsored thing, it's gonna be
the first one that goes up.
I mean, we spent a pretty pennyon Google marketing because
everybody's Googling.
SPEAKER_00 (09:25):
Yep.
SPEAKER_02 (09:26):
I remember Internet Explorer, remember that?
Oh, yeah.
I was actually an InternetExplorer type of guy.
And when people would be like,you gotta Google it, I didn't I
kind of get mad and I'd be like,You mean Internet Explorer it?
Yeah, you know, and theneventually uh deleted Internet
Explorer, yeah, you know, so I'mGoogling it now.
So we spend upwards of uh 40million a year just on Google so
that we could uh master I thinkthe numbers around 97 of all
(09:52):
searchable words that peoplewould use to find their next
space to make sure we'redominating for you because
without the brokerage community,without the ownership community,
we have nothing to advertise.
So Miami gives us plenty toadvertise.
What do you think is the uh mostvisited for May of 2025?
I know we're already in August,but I have the May uh numbers
(10:14):
fresh in my head.
What asset class do you thinkwas visited the most in the
leasing world?
Leasing in Miami office.
Office, you got it.
SPEAKER_00 (10:24):
Yeah, yeah.
Well, because I've done abouttwo or three office deals in the
last you know six months.
Yeah.
I'm getting calls from people inChicago and New York and looking
for I got a call from a groupfrom I think they were in Texas.
Yeah.
And looking for office, which Iknow office in Miami were
(10:45):
underbuilt.
So we have it's kind of like thetale of two cities.
We had very little office space,and now we're having these super
high-end shiny towers going upthat are driving Manhattan, you
know, per square foot pricing.
SPEAKER_02 (10:59):
Right.
So 101, supply and demand.
SPEAKER_00 (11:02):
Yeah.
SPEAKER_02 (11:02):
So what's happening to the the prices when there's
such a demand?
You know, they're going up.
You know, what's the hottestarea?
Brickle.
You know, that's where ouroffice is in 1450 Brickle, the
the fifth floor loft.
You could always pay us a visit.
You know, we got a beautifulview of the church my parents
got married at, St.
Jude Church in 1971.
I see that out my window everysingle day with Keep It Skein in
(11:22):
the background that I've ranthat bridge so many times.
So it's like if you can't seethe smile on my face, I have a
smile on my face almost 24-7.
Wow, because that's your nature.
You're just having fun, youknow, like in the 80s when you
ran around for hours and yourparents didn't ask where you
were, and everything was cool.
Like, I'm just running aroundMiami having fun, wow, still to
(11:43):
this day.
So, yeah, office, like incomparison, office.
I think people took in Miamionly for the office asset class
and only for leasing, somethinglike 120,000 virtual tours.
Wow.
A virtual tour means somebodyclicked into a specific property
and they did the whole touring,right?
(12:05):
And then that's your top funnel.
You know, that's what you want.
You want a large top funnel thatthen bleed that then bleeds to a
quality, hopefully, conversationor message, then a tour, get
somebody in the space and thenget it dotted.
SPEAKER_00 (12:19):
Yep.
SPEAKER_02 (12:19):
You know, like listen, we can't fix overpriced
properties, right?
You know, there's no cure forthat.
Yeah, but you know, we willdrive traffic and bring an
audience.
Now, the beautiful thing is thatus as a platform, for you,
right?
For you, the the representativesof these transactions, traffic
for most asset classes is up 60,depending on the the asset
(12:44):
class, up 60, 80 percent,sometimes even 100% year over
year compared to that samemonth, because of that massive
Google push of advertising thatwe do there.
SPEAKER_00 (12:54):
By the way, we're I love sitting here in the
Tabacong in Dural.
This is uh we're giving back tothe economy of South Florida.
Absolutely.
This is what we like to do.
That's why the smile's on bothof our faces.
Absolutely.
So, so is that that that turnare you guys seeing that?
You know, like the through thethe searches, uh, people signing
up for not just the services forCosta or LoopNet or 10X, but
(13:15):
maybe some of the add-ons, likeyour silver or your platinums
and so forth.
SPEAKER_02 (13:19):
Yeah, I mean look, when you're when you want a
digital presence, when you wantthe fact that look, we could we
help people save budget whenthey advertise with us because
we cre we help you create theoffering memorandums, the flyers
for the properties, email blaststo our our own leads.
So we really help save yourbudget on other things.
But at the end of the day, wereally like to track the
(13:41):
consumers, right?
The buyers, the tenants, andwhat's their behavior like.
So let's stick to office assetclass.
So one of the trends that we'vebeen tracking is you're seeing a
lot of movement going fromBrickle West.
So you're seeing a lot ofmovement going to Coral Gables,
and then Coral Gables is nowbleeding over to where we're at
(14:02):
right now in Durral, bleedingover to Kendall because of
affordability, you know.
And I'm talking to very largegroups who pay for those
aggressive signature ads becausethey have multiple spaces
available, and you know, theylike to talk to the tenants who
are coming to tour.
Hey, what brought you to thespace?
You know, and tenants aretelling them, well, we took a
survey of where most of ouremployees uh live.
(14:25):
Yeah, and guess what?
Most of them don't live inbrickle per se, right?
So we're looking over here inDurham now.
Nice, you know, and other peoplemight say, Oh, yeah, we have we
have a base that everybody rentscondos in brickle, so we gotta
be here brickle.
We'll pay the 50 plus dollars afoot.
SPEAKER_00 (14:38):
Yeah.
50.
Well, yeah, they're 50 plus.
The nice shiny towers aregetting over 100.
Yeah, yeah.
Uh, two things I like to touchon.
How does CoStar relate toloopnet relate to 10x?
How do you guys work together?
How are you guys a little bitdifferent?
Can you kind of explain that?
Yeah, on the branding and kindof thing.
SPEAKER_02 (14:56):
It's probably the number one question we get, and
it's actually a very easy answerto say.
Okay, it's co star is for dataanalytics.
Loopnet is for marketing, 10x isfor auctioning with the loopnet
signature marketing in it.
So when I'm trying to findownership groups, when I'm just
trying to find comps, that'swhat I go to co star for.
(15:19):
Okay, that comes with a license,right?
That you need to have.
Yes.
Um, to list on CoStar is free.
Anyone could upload theirproperties on Coastar.
Oh, really?
But that doesn't mean thatthey're going to have visibility
online because the only way tothen view your property on
CoStar is if you're a payingmember on CoStar, which means
CoStar, give or take the time,roughly.
(15:42):
Remember, Coastar is not my swimlane.
Right, right, right.
Have somewhere around 200,000licensees nationally, while
LoopNet is driving 13 millionunique monthly visitors to the
LoopNet site every single month.
One more time.
Loopnet is driving 13 millionunique monthly visitors.
(16:03):
While CoStar yearly has around,remember not my swim lane,
around 200,000 licensees.
Okay, because why?
CoStar, for the most part, ifI'm uh if I have a karate, you
know, uh place, if I have a nailplace, if I have a barber shop,
what on earth am I gonna have aco star license for?
SPEAKER_00 (16:24):
Right, you know, yeah, yeah, absolutely.
SPEAKER_02 (16:27):
I don't care, right?
What I do care about is let mesee what's available.
So I'm gonna Google.
I'm not gonna Google loopnetbecause maybe I don't even know
what loopnet is.
So again, let's go back to thenail salon.
I'm gonna open up a nail salon,and well, I would never probably
open up a nail salon myself.
That's a that's tough, that'stough.
That's a different conversation.
Yeah, yeah, that's a differentconversation.
(16:49):
Let's go, let's say I'm gonnaopen up a cigar shop.
There we go.
Yeah, I like to consider myselfsomewhat of a cigar enthusiast,
not a connoisseur, but anenthusiast.
And I'm just gonna go, I want tolease a retail space for my
cigar shop, right?
Well, loopnet's gonna be thefirst thing that pops up.
So I'm gonna go ahead and clickloopnet.
(17:10):
It doesn't matter if I have I'veheard of LoopNet or not before,
it's free.
It has all the inventory, and Ican start to filter.
Well, I can only afford X.
I only want to be in this zipcode.
I want to be next to uh, youknow, I want to be next to a
karate shop, a karate place,right?
Because I know a lot of dadswant to leave their kids at the
karate and come smoke a quickcigar, you know.
(17:32):
So I can find that on LoopNet.
The tenants, it doesn't costthem anything to search, you
know.
So that's the biggestdifference.
Always remember, CoStar is gonnabe your data analytics.
It does count as marketing foreverybody who has the license
because they'll be able to seethat, right?
But once you're advertising onLoopnet, which the entry level
is called a silveradvertisement, which means you
(17:53):
have that online presence, youhave that email blasting, you
have that offering memorandum,you have that Google search that
you're gonna come out in, that'salso gonna get elevated on
CoStar.
So there's the synergy betweenboth of the platforms, but both
very, very different.
Gotcha.
And the other misconception thata lot of people have is that oh,
Loopnet is set it and forget it.
No, it's an it's an investment,but you got to be proactive too,
(18:14):
right?
It it's it's also like if you'renot going in there and using the
tools you're investing in, whichI've said it a few times the
email blaster, the the offeringmember and the creator, the
flyer creator, updating yourlisting to make sure your spaces
are are are written out andexplained the right way, then
you're you're kind of droppingthe ball of the potential that
(18:36):
you could be reaching.
And Miami's a very strong marketfor loopnet.
Miami, again, another reason Ilove serving the community.
Miami's a big loopnet believer.
Why should everybody use aprofessional licensed agent?
So you don't get screwed and youget the best deal.
If you are an owner or landlord,you want that broker
(18:58):
representation.
Because guess what?
That broker most likely doeshave co star.
And guess what?
They can start finding out wherethat you you may got you may
have a guy who wants to open acigar shop and found the best
place possible, right?
And he has no idea that threeblocks away is a very
established cigar store, thatyou're not going to be pulling
away their clients, right?
Yeah, with cold star data,you'll be able to find that
(19:20):
immediately.
And you say, hey, I I I I knowit looks like a 10, but it's
really not.
So when we do a market searchfor you, look, I could correct,
I could recommend these spacesthat in Miami traffic don't have
another cigar lounge withinthree months.
SPEAKER_00 (19:35):
Looking into the future, not to give any secrets
away.
Where do you see you guys going?
SPEAKER_02 (19:38):
Oh, it's it's a beautiful space.
We just had such a freakinglarge head start, right?
And with Loopnet, we got a headstart, but we're not complacent.
You know, in fact, I know wehave competitors out there, you
know.
In fact, some of our competitorsthat uh were founded by
ex-colleagues of mine, right, onthe 10x platform, not the
(19:59):
loopnet platform, the 10 auctionplatform.
And they've made a they've madea significant push, and I'm so
happy for them, right?
Because what you want to do isyou want to cheer for your
competitors, you just want tobeat them.
Yeah, right.
I want to I want to go upagainst the best.
Yeah, and I'm gonna cheer foryou.
And if you make a good play,hey, good play, but I'm gonna
squash you, right?
And that's just me as a as aperson.
(20:19):
That's right.
You know, I'm not speaking atthe corporate level here.
But that being said, no, we rootfor our competitors.
I think our closest competitor,we still have about on the last
data check, I did about 11million more monthly visitors
than they do.
So that's number two.
And we we have a lot of all alot of value propositions that
(20:41):
they're not offering and a lotof protection and security on
our platform, and it's still thethe trusted one.
But internally, I can tell youthat it's an inspiration to
always try to improve yourproduct, your service.
We have our headquarters inRichmond, Virginia.
Everybody knows that they getphone calls from CoStar all the
time, wanting to update data sothat we can provide the best
(21:02):
data possible to everybody else,and customer service.
So, where I see the market goingis a lot of technology tools.
AI is the big one.
We met at an AI basically themedconference, absolutely, right?
Yeah, so we've taken we we'vetaken note, we're implementing
it, and the the future's bright.
Listen, we live in the UnitedStates of America, the greatest
(21:23):
country in the world.
We're in South Florida, which islike its own world within a
world, and and people love tocome here.
It's growing nonstop.
You have a lot of young guys andgirls getting into commercial
real estate.
I know a lot of them.
I know a kid Francisco, bigshout out to him.
He earned himself a scholarshipto go to the ICSC.
(21:44):
He's been to the CCIM trainings,and he's only like 19 years old.
Wow.
And he's so enthusiastic aboutlearning this industry.
And you got a lot of ownershipgroups down here, you got a lot
of brokers down here that arevery prideful.
A few brokers, a few ownershipgroups, just like us at
LoopNets.
You may get a bad rap from oneor two people, but then you got
you you find that it's a reallynurturing community.
(22:06):
Everybody helps each other forthe most part, and uh and
especially once you connectdots, right?
Oh, we went to the same highschool, oh, we went to the rival
high school, oh, we're both fromthis area, you know.
Oh, we both like coffee, youknow, whatever it is.
You start to connect, man, andyou want to root for everybody.
Yeah, and if you didn't get thedeal, but you got the deal, I'm
gonna cheer for you.
So that's where that's where theindustry's going.
SPEAKER_00 (22:28):
As we wrap up, any uh little nuggets that you can
leave our audience with.
We're all very bullish andpositive for Miami because we're
here.
You have to be.
SPEAKER_02 (22:37):
Um, and almost to like a naive state, yeah, right?
I'm not I'm not saying justthrow your money anywhere,
right?
But you have you have to be.
You gotta believe, man.
Yeah, you gotta believe inbaseball, you fail 70% of the
time and you're making it to thehall of fame, right?
You're you're makinggenerational money by failing
70% of the time.
So it's don't ever not believein yourself, don't get yourself
(23:03):
tangled up in the emotionalwaves, ups and downs of real
estate.
You're never as good as yourhottest streak, you're never as
bad as your coldest streak.
Just keep going, be good topeople.
Karma is real, cheer for others,add value when you talk to
someone.
Don't go out there with yourhand out, truly add value,
(23:23):
understand it's a long game, andand and wake up the next day and
do it all over again.
SPEAKER_00 (23:28):
That's very inspiring.
I want to thank you.
Absolutely, it's been amazing.
Look forward to seeing, youknow, we're a loop net and
co-star and the and the famkeeps growing.
So I'm a long time uh user,licensee for many, many, many
years.
SPEAKER_01 (23:45):
You're paying for the drinks then.
Yeah, you didn't know it, butyou already paid for this.
SPEAKER_00 (23:50):
Uh look forward to continued uh relationship.
Appreciate your support withCCIM, and thank you for
sponsoring this this episode.
And uh thanks for the cigars.
SPEAKER_02 (23:59):
All right, so cool.
Last question.
Yes, you never smoked the cigarwe're smoking right now, you
never drank what we're drinkingright now.
These are all recommendations Icame to to say, hey, this is a
nice light entry.
Yeah, so it's gonna be a funevening.
So uh what are your what areyour thoughts on what we're
sampling here today?
SPEAKER_00 (24:15):
This my father blue label is delicious.
It is, it's really smooth, it'sexactly what you said.
Yeah, and I forgot the name ofthe the Dalmor.
Da More.
Dalmor.
Very, very smooth.
SPEAKER_02 (24:29):
There you go.
SPEAKER_00 (24:29):
Beautiful.
There you go, cheerful.
Definitely know your thing.
Thank you very much.
Salute, brother.
Thank you.
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