Greg Eisenman, Regional Managing Director, Franklin Street

In an interview with Focus:, Greg Eisenman, regional managing director at Franklin Street, discussed market momentum, recruitment strategies, and the expanding role of technology in commercial real estate. “The true value of a commercial real estate adviser goes beyond data,” Eisenman said.

What changes over the past year have most impacted the organization?
The last year has brought both challenges and excitement. We’ve seen significant global change, particularly in the economy, along with the effects of the presidential election and a new administration. Politics aside, there’s been a real impact on the business community.

Uncertainty often brings opportunity. Interest rate shifts, tariffs, and policy changes have pushed us to rethink how we position ourselves. That mindset has fueled our growth. We’ve made key hires in Atlanta and expanded into markets like Texas, starting in Austin and now Dallas. We’ve added an office in Ohio and launched a new one in Nashville, where we hired a regional managing director and another broker.

We’ve also added new service lines, including a student housing vertical. In Atlanta, we hired Ralph Smalley to lead an office-focused investment sales vertical. He brings deep experience with institutional owners, and we’re excited about the growth he’ll drive.

Market volatility has opened doors to recruit brokers who, in more stable times, might not have considered making a move.

What trends are you seeing in the retail and investment sales sectors?
Retail has been fascinating. It’s where I’ve spent most of my career, and Atlanta, where I focus, is a particularly tight market right now. New retail construction is at an all-time low, and vacancies are also minimal. With high construction costs, expensive capital, and elevated land prices, new development is tough to justify. Rents are high, making it difficult for projects to pencil. Fortunately, we work with proven clients who continue to invest despite the challenges.

It’s a unique time. Our retail leasing division, both in Atlanta and companywide, is strong. This past month was one of our best of the year. Retail investment sales are also up across several markets. We recently hired Jason Donald in Tampa to lead that effort, and we’re excited about his team.

Atlanta’s multifamily and office investment sales teams are also seeing more transactions year over year. Much of that is due to greater certainty following the election. With more clarity around fiscal policy, sellers feel more confident transacting.

Outside Atlanta, our office leasing teams are among the company’s top performers, and we remain bullish on that vertical.

One of our cornerstones is the real estate insurance division, which continues to produce at a high level. It’s a key differentiator, offering a comprehensive insurance product that many competitors don’t match.

How would you describe the company’s culture?
We’re extremely collaborative. At some firms, internal competition creates a sense of insecurity — brokers feeling like they have to constantly protect their work. That’s not the case here.

We believe in friendly competition. We push each other to outperform, but we also celebrate one another’s successes. That rising-tide mentality runs throughout the company. Leadership promotes it, and I work to reinforce it within our office.

Of course, no company is perfect, but we want Franklin Street to be a place where people truly enjoy working together. Regional managing directors and operations managers help maintain that culture across offices, creating real harmony and strong teamwork.

We also bring that respect into our relationships with competitors. Atlanta is a big market with plenty of business to go around. Some of my best friends in the industry are technically competitors. But we all rely on our reputations, which means acting with integrity and treating others well.

You never know when someone across the table in a deal might become a recruit. If they’ve had a bad experience with me, they won’t want to work with us. That’s why we try to leave every interaction on a high note.

We want Franklin Street to be a big tent that attracts great talent. We are built on a culture of respect, both internally and across the industry.

How are you leveraging technology, and how do you see it impacting the industry in the coming years?
I’m very passionate about this. Since I entered the business, the way we operate daily has changed significantly due to new technology and online resources.

In retail, one of the most important tools is sales performance data. When representing retailers or restaurants, it’s critical to justify a location by showing how competitors are performing nearby. Historically, firms built large databases of sales data, but by the time it reached us, it was already outdated, often a quarter or two behind. Companies like Restaurant Trends and Nielsen improved the process, but in recent years, platforms such as Placer.ai and other mobile data providers have transformed it. Their ability to track customer behavior using mobile data and advanced algorithms gives us near real-time insights.Placer helps show where customers come from, who they are, how often they visit, and can even estimate sales. That level of detail allows us to provide more accurate and timely guidance.

And that’s just the beginning. Today, we can quickly access ownership records, comps, listings, and sales data. Everything is much more accessible than it used to be.

That said, it’s important not to depend too heavily on technology. The true value of a commercial real estate advisor goes beyond data. It lies in understanding markets, consumer behavior, accessibility, and local trends. While some of that can be quantified, being in the field and observing firsthand remains essential.

We encourage our teams to keep doing the traditional work like driving, walking properties, and seeing the market for themselves, rather than relying solely on tools like Google Earth or CoStar.

Looking ahead, artificial intelligence is the next major area of focus. We’re investing in it heavily. Our proprietary database already uses AI to improve efficiency, and my team, along with others, is testing tools like ChatGPT and Gemini to serve clients better and stay ahead.

What are clients looking for in the Atlanta market right now?

They’re always looking for sales, of course, but more importantly, it’s about understanding where and why people shop in different areas. Take Alpharetta, one of the top suburbs in metro Atlanta. Avalon has become the hub of retail activity there. Many tenants want to be in Avalon, but when they can’t, we help them find nearby alternatives where they can still succeed.

Success depends on knowing traffic patterns and the type of experience each client wants to create. Some want to be in lifestyle centers that encourage all-day visits and cross-shopping. Others need convenience with locations that capture commuters or parents during their daily routines.

These nuances are hard to capture with data alone. As local experts, we understand not just where customers are, but why they’re there. We know the culture, consumer behavior, and subtle neighborhood differences. That also means knowing how Atlanta differs from cities like Charlotte, Nashville, Dallas, or Austin. Local knowledge still matters.

What are your top priorities for the Atlanta office over the next few years?
We want to keep growing. Until Dallas is fully online, Atlanta is the largest MSA Franklin Street operates in. While not our biggest office by headcount yet, the market supports that growth.

We recently hired Ralph Smalley to lead office investment sales. That’s our model: we start with investment sales, then build out leasing and other services.

Next, we’re focused on expanding office leasing in Atlanta. Demand is rising, rents are ticking up, and the city is pushing hard to bring people back to the office. It’s a great time to recruit teams ready to build something new.

We’re also bullish on industrial. Growth has cooled slightly, but it remains strong, largely fueled by Georgia’s EV sector. Hyundai and Rivian both have major plants underway.

Despite some federal policy uncertainty, the state remains committed. We’re optimistic that trade developments, like the recent tariff agreement with China, will support long-term expansion.

The World Cup is another major milestone. Atlanta will host several matches, including a semifinal, and the city is buzzing. Retail clients are excited, but the impact will reach hospitality and beyond. It’s the biggest event here since the 1996 Olympics.

Georgia will also be home to the new U.S. Women’s National Team training center. There’s tremendous momentum, and we’re excited to build on it.