Discover more about the faces behind our deals! This showcase: our Director of Research, Ed Lawrence.
Ed, a Pittsburgh native, received his BA from Denison University, his MBA from Waynesburg University, and was an Innovation Institute Entrepreneurial Fellow at the University of Pittsburgh. After a successful 14 year period as a Vice President of Office brokerage, he now provides research support to Colliers’ brokerage teams and clients, organizes platforms of comprehensive commercial real estate data, and partners with the marketing team to present materials to win new business.
What initially drew you to a career in the commercial real estate world/how did you end up at Colliers?
My path to commercial real estate was shaped by over a decade of experience in business-to-business sales with Fortune 500 companies, where I honed my skills through world-class sales training. My interest in the industry was sparked by Patrick Sentner, a high school friend with a successful career in commercial real estate, especially after he and his partners launched their own firm. When I interviewed with them, there was an immediate connection; it was evident that my expertise in cold calling and marketing was well-suited for the commercial real estate industry, leading to a seamless transition into my role at Colliers.
Can you share a memorable deal or project and why it stands out to you?
One of the most memorable transactions in my career was securing a lease with Gateway Health Plan at Four Gateway Center. Alongside Paul Horan, representing the owner of the complex, Hertz Investment Group, we meticulously analyzed the building’s stacking plan to devise a strategy for creating a large, contiguous space of 100,000 square feet across five floors. This creative tenant relocation plan was pivotal at a critical moment, as Gateway Health Plan was on the verge of renewing their lease at 600 Grant Street. Our strategic offering included prominent building signage and an opportunity for Gateway Health Plan to move away from a location shared with a major competitor, which ultimately swayed their decision in our favor. The lease transaction was chosen as both SIOR’s Office Lease of the Year (CBD) and Most Creative Deal of the Year (Overall) in 2012.
In your opinion, what are some key qualities necessary for success in the CRE field?
Success in the commercial real estate (CRE) industry hinges on tenacity, persistence, and the capacity for collaboration. Given the low close percentage in CRE transactions, it’s imperative for brokers to manage a substantial pipeline of activities. This environment necessitates a tenacious and persistent approach, as brokers regularly encounter rejection and must maintain a resilient mindset to navigate the industry’s challenges effectively. Furthermore, the CRE field often involves engaging in “friendly competition” with peers from other firms. This dynamic requires brokers to balance cooperation and creative problem-solving with a steadfast commitment to advocating for their clients’ interests, ensuring that deals are executed efficiently and effectively.
Stay up to date with Ed on LinkedIn, as well as the rest of our office on our socials!
Colliers' Pittsburgh Office 