Retail real estate is back and better than ever: We survived and thrived, now we're ready to rule!

Retail and retail real estate are back and better than ever! And this is the year women in the industry will rule! Last year began with some signs and hope of a recovery for the New York real estate market and for the national economy overall. It ended with exceptionally good retail sales, major deals and the certainty that we've not only survived the worst downturn in decades, we've thrived. It may in fact be a bit of a misnomer to say that the industry is back-we never actually went away. Yes, we all worked harder during the downturn, but my team and I at Prudential Douglas Elliman still made deals, and 2010 was a banner year. We brought Tui Lifestyle home furnishings from Miami to New York, Soigne K's haute Indian couture from Mumbai to Madison Ave., MonnaLisa's designer's children's wear from Milan to major cities in the U.S., and Who.A.U.'s surfer style from Seoul to lower Broadway and across the country. We found space for Swiss watchmaker DeLaneau and Italy's ToyWatch on Madison Ave., placed L.O.L. Kids in West Hollywood and Germany's Miss Grant in Newport Beach, and continued remaking Third Ave. by placing Joseph's Custom Clothing for Men, Kusmi Tea, Oreste Borsa, Variazioni and Arche Shoes on the block. And that's just a fraction of the activity. Lovely Landscape Other companies also have made deals, and the New York City we see in early 2011 is much healthier than just a year ago. Madison and Fifth Aves. are nearly completely leased, with Soho and Greenwich Village also nearly full. It sometimes seems as though the entire city is becoming a Marc Jacobs playground! The coming months, I believe, will see side streets that had struggled a couple of years ago, as well as newer areas such as the High Line, come into their own. The major steals are gone, but there are still some prime opportunities. How do we find them? By working hard, to be sure, but also by keeping in touch. We've never had more options to communicate with our tenants and landlords, and we use them all. From Twitter to Facebook to email, we employ the latest technology to keep track of an ever-changing market and grab each new opportunity as soon as it arises. But it's important to remember that high tech can only do so much. Real estate is still very much a relationship-based business, and a better tool is a phone call where a tone of voice can tell more in a moment than the longest email. Best of all is a face-to-face meeting, where you observe people's reactions, and usually get more information. We're in the business of fulfilling needs and dreams, and the personal touch is what people remember in any business. Creating Connections Of course, these personal interactions don't just happen by themselves. If there's one piece of advice I repeat to my team over and over, it's to get out from behind the desk, the Blackberry and the iPhone, and talk to real people. There have never been more opportunities for us to do that. Organizations such as NYCREW, AREW, ICSC and ULI hold regular events that allow members and newcomers the chance to meet and learn. I belong proudly to all of them and more, and have met clients and friends through the conferences and social events they sponsor. Attend classes from major institutions including NYU, the New York City Network Group Network, the Real Estate Board of New York, and publications such as Bisnow, all of which I've spoken-or will be speaking-at. Not only do you learn from the instructors, your fellow attendees often have even more to say! And don't just limit yourself to organizations within your own specialty-you'll become a better professional and a better person by working for charities and other groups that will extend your network and your experience. Volunteer to help others-you'll help yourself and your business as well. The old rules are dead and gone. Business isn't going to fall into our laps as it did in the mid-2000s. We can no longer look at each other solely as competitors. Instead, we must reach out beyond our normal sphere to find new deals, and new ways to serve our existing clients. We must give back to our industry, our city and our society by working with associations, institutions and charities that make this world a better place. It wasn't all that long ago that women in the industry were pretty much window-dressing, if they were around at all. Today, we're in the corner suites, and those of us smart enough and lucky enough to have landed there have obligations to pay it forward, even as we still work hard to pay our daily bills. But that is easier than it was a year ago, and it's only getting better. It's a good place to be. As the industry leader in retail leasing, investment sales and consulting, Prudential Douglas Elliman's Retail Group is renowned for its success on local, national and international platforms. Headed by myself, the group's comprehensive scope extends to virtually every facet of the retail landscape; from celebrated Madison Ave. to Rodeo Dr., urban retail corridors worldwide, upscale super regional shopping malls, luxury specialty centers and hotel/casino retail. Over the years, the group has brought world-famous fashion designers and international brands to U.S. markets; and U.S brands abroad. Moreover, they are the exclusive representatives of prominent portfolios held by investment funds, public companies and private property owners; as well as consultants for business improvement districts and government agencies. Renowned for its innovative marketing strategies, the Retail Group offers a wide range of services that are critical for today's economic environment, and provide customized, focused solutions on a client-by-client basis. With unparalleled access to a global network of businesses, owners and buyers, Prudential Douglas Elliman's Retail Group is the foremost retail real estate authority in the country. Faith Hope Consolo is the chairman of Prudential Douglas Elliman Retail Group, New York, N.Y.