Laura Perlman, an associate with Elmhurst, Illinois-based DarwinPW Realty/CORFAC International, made the big move from working in the residential real estate business to brokering commercial properties. Illinois Real Estate Journal spoke with Perlman about this transition, the success she’s seen so far in commercial real estate and her goals for the future of her career.
Here is some of what she had to say.
Your transition from residential to commercial real estate was quite transformative. Could you share how this journey has influenced your perspective on the future direction of the real estate industry, especially regarding innovative approaches or emerging trends you foresee?
Laura Perlman: I worked for a locally owned and operated, national home warranty company in residential real estate for 11 years prior to going to work for Cinespace Film Studios. All properties have mechanicals (plumbing, electrical, HVAC) and obviously structural components, like roofs, foundations, and walls, just on different scales.
New/ground-up construction is never going away, but here in the Chicago Commercial and Industrial Industry, we have the opportunity, and I actually believe the obligation, to not just close deals, but work purposefully. We can help build communities and attract clients to properties, where their businesses and the communities they’re going into can both benefit.
Working on the revitalization of spaces like the Cinespace Chicago Film Studios and Lagunitas Brewing Company seems pivotal. How do you envision using these experiences to shape your leadership style in real estate, particularly in fostering community-centric projects or sustainability-driven developments in the future?
Perlman: Working for Nick Mirkopoulos at Cinespace Film Studios taught me so many priceless lessons. Turning Ryerson Steel into television studios and beer truly showed me that any property, even the dirtiest-looking ones, can turn into something new and fresh, where a new generation of workers can create and thrive.
Your roles in sales, business development, marketing, and operations provide a unique skill set. Which specific skill or viewpoint from these roles do you believe will be most influential in steering the real estate industry toward a more adaptable and inclusive future?
Perlman: All of them! I always say I’m a square peg here in a round hole, proudly. My first and foremost goal is to be able to serve my clients in the best way possible. Having a “unique” background allows me to be able to work with many different types of businesses and help them solve their own unique sets of challenges when it comes to their real estate needs. I’ve got a guy/gal is something that I’m always proud to say, and to be able to share my extensive network with clients.
Given your passion for the city’s history and architecture, how do you plan to contribute to the city’s evolution through your real estate endeavors in the future? Are there related projects or initiatives you hope to spearhead?
Perlman: Adaptive repurposing/adaptive reuse is definitely a sweet spot for me. I am currently working with two clients who are also looking to repurpose specialty properties into something new. It’s a fun and exciting learning experience that I’m proud just to be a part of. I think having the experience of transforming the Cinespace campus helps bring a calm and commonsense approach to help my clients not feel overwhelmed and continue to stay excited about the ultimate outcome and goal of the finished product.
As you progress as a leader in real estate, what positive changes or advancements do you aspire to bring forth?
Perlman: I hope to see more women in the industry, especially in leadership roles. I am grateful for IWIRE, which gives our small group of Women in Industrial Real Estate a place to grow stronger, together. I feel that the “barriers” are strictly something that come from within the walls of the industry itself and they’re ready to be knocked down. Men and women can complement each other on a team and provide more of a unique service to their clients by being able to see things from different viewpoints.
Do you envision integrating philanthropy or social impact initiatives into your future leadership roles within the real estate sector?
Perlman: I work with many different groups with social impact initiatives. My role at Lagunitas was doing onsite events for all our locally based non-profits. I worked with four different groups every week. Our city is made of people that volunteer their time for so many different initiatives and causes. So knowing how much time and effort it takes to raise funds firsthand, I have a hard time saying no, especially to a start-up or local non-profit.
Are there any specific projects you hope to lead or be part of as you progress in your career?
Perlman: Each day brings something new. That’s what I love most about my career. As long as I am able to enjoy doing what I do, truly, every single day, I know I will continue to service my clients with respect and professionalism, no matter what size deal is in front of me. I really love getting deals completed. It brings a sense of accomplishment that my clients truly trusted me through the process.
