Deals are back and look who's doing them

It is not hard to know who is making the sales, arranging the leases and finding the financing these days, it is all over the place and not by accident. Owners, investors, brokers and lenders are letting the market know they are back and they are doing it the old fashioned way with quick targeted press releases and full page ads. The rationale behind all of the horn tooting is quite simple. It is telling the market where the deals are being made and who is doing them. The publicity is saying, "Hey look at what we did and for how much. When you want to buy, sell or lease we are the ones you should talk to." And the market does just that. The number one deal makers in New York are the people you hear most about. They are the ones whose deals are in the news day in and day out. It is all for a reason. Think about that as you make your next deal. Consider not just how much money you will make but how and where you will publicize the deal. You only get one shot. Plan in advance. Who will be responsible for creating and placing the press release? Who are the other players you will have to coordinate with? If you are the buyer or seller—take charge. If you are a broker or lender, make sure you are included in the first announcement. And then be ready for your next deal. Harry Zlokower is president of Zlokower Company and immediate past president of the New York Chapter of the Public Relations Society of America, New York, NY.