Opposition Research: Do You Do It?

True Secrets (Or Maybe Not)... Did you read about Wal-Mart's search for "senior director of campaign management," who will "research opponents -- a position usually found in presidential campaigns"? Yes, according to the New York Times, Wal-Mart is going on the "P.R. equivalent of a war footing" ( Mar 30, 2006).

Wikipeda: "Opposition research often referred to as oppo is the section of an election campaign designed to investigate the life and record of the opposing candidate." Or, in the real estate business, "the opposing broker." Right?

But when pitching leasing and sales assignments, real estate professionals already know their local competition very well. Not much need for oppo.

After all, they have competed with each other for years, if not decades. So the trick (as I remember it!) is not so much to find out new information as to spin the facts to your benefit.

If you do tenant representation exclusively, you emphasize the absence of conflicts representing landlords. Conversely, if you're a full service firm, you emphasize that representing landlords provides important market intelligence.

Likewise, damning with faint praise can be raised to a high art form. For example, referring to a competitor, you might say, "He/She is earnest and hardworking." When what you really mean is, "He/She tries hard, but may not be very bright."

OK, I'm being a little cynical. The beauty of the real estate business is that personal relationships really do matter. And over time, the true character of individuals becomes known. But it sure is fun playing the game. Am I right?

-- Peter Pike