My wife and I just returned from Louisville, Kentucky, the home of Muhammad Ali, Jennifer Lawrence, Louisville Slugger bats, the Kentucky Derby at Churchill Downs, the “hot brown” open-faced sandwich, and lest I forget, bourbon whiskey by the barrel full!
You see, we attended the fall conference held in Louisville for the Society of Industrial and Office Realtors.
On the agenda was a bit of sightseeing, touristing, networking and world-class learning from the best and brightest in our industry.
So today, you’re getting a two-fer. What the SIOR Global Conference and Louisville, Kentucky can teach us about commercial real estate.
The horses are at the post, so here goes.
Relationships trump algorithms
No matter how advanced our tools become — CRMs, AI-assisted valuations, digital twins — the commercial real estate business is still a people business. The SIOR conference reaffirmed this.
Deals still get done because of trust, credibility and consistency. The speakers hammered home that in an age where data is everywhere, clients choose advisors who care, listen, and show up — not just those who can crunch numbers.
Southern hospitality sells
From the moment we landed, Louisville reminded me that how you make someone feel often matters more than what you tell them. Every server, Uber driver, and shop owner radiated warmth.
That same principle applies in real estate. Want to stand out in a crowded market? Treat every client like a guest at your table. The courtesy you extend today becomes the relationship you close tomorrow.
Adaptability wins the race
One panel discussed industrial data centers and their voracious need for cooling water and gobs of megawatts. These large boxes filled with many smaller boxes are not your data centers from the late 1990’s.
The take-home? You must understand the “power story” and how to effectively tell it. The brokers and owners who thrive are those who evolve with the market rather than fight it. The best in our business don’t just react to disruption – they anticipate it.
Reinvention is in Louisville’s DNA
The city was once known primarily for bourbon and baseball bats. Today, it’s also a hub for logistics, tech startups and healthcare innovation.
Old factories are now creative offices and distilleries have become experiential brands. Sound familiar? It’s the same evolution our properties are following. Reinvention keeps you relevant – whether you’re a city or a commercial real estate professional.
Community builds credibility
The SIOR network is more than a collection of brokers, it’s a community. We share referrals, best practices and market insights freely.
In doing so, we elevate the profession. When one of us succeeds honorably, all of us benefit. That’s a powerful reminder that collaboration beats competition, especially in an era when clients expect local expertise with global reach.
Pride of place matters
Louisville doesn’t try to be Nashville, Chicago or Dallas. It leans into what makes it Louisville: horse racing, bourbon, history and heart.
The same applies to commercial real estate. Know your market, celebrate its quirks, and champion its strengths. Whether you’re in Pittsburgh, the Inland Empire of SoCal, or Manhattan , authenticity attracts business.
Final furlong
The SIOR conference and the city that hosted it delivered the same message in different accents:
Success in commercial real estate — and in life — isn’t about chasing trends. It’s about relationships, adaptability, community and authenticity.
Louisville may have been 2,000 miles away from our home in Orange County, but its lessons fit perfectly here in Southern California. Because whether you’re selling bourbon or buildings, the fundamentals remain the same: serve people well, stay curious, and keep learning from every stop along the way.
Allen C. Buchanan, SIOR, is a principal with Lee & Associates Commercial Real Estate Services in Orange. He can be reached at abuchanan@lee-associates.com or 714.564.7104.
