1. Web Target Marketing. ... Last week I received an interesting marketing question: Our "client owns and manages buildings and is interested in developing a database of 'like customers' to target for available space in their buildings. By 'like customers' I mean potential tenants that are similar in size and scope to their best current tenants." ... I didn’t really have a great answer, but this got me thinking.

How should the Internet be integrated with traditional commercial real estate marketing techniques? ... Of course, a comprehensive web site is an easy answer, but it's only a partial answer. Equally important (maybe even more important) is a strong e-mail-based campaign to contact target customers, i.e., tenants. I think that this is one of the under appreciated aspects of a net presence. ... No, I don't know of any place where you can get e-mail addresses for Silicon Valley real estate directors, Texas shopping center tenants or New York City law firms. And, if these kinds of lists did exist, they would be incredibly valuable. In any event, I estimate that e-mail lists experience a minimum of 2% attrition monthly. So here's a strategy for aggressive owners and service providers: Develop your own (accurate!) proprietary lists.

In the meantime, there's only one service, I believe, that delivers lease expirations with contact information (but e-mail addresses) online--Wendover's LeaseData. For step-by-step instructions, check out the Tenant Information section of the PikeNet Knowledge Base. Two other services to consider: Realty Information Group's CrosTrac product and LeaseTrend, both of which provide lease expiration data. ... Have I missed any other service?

2. Fortune: The E-Corporation. ... "If you don't believe deeply, wholly, and viscerally that the Net is going to change your business, you're going to lose. And if you don't understand the advantages of starting early and learning fast, you're still going to lose." ... Check out "The E-Corporation" by Hamel and Sampler in the current Fortune, December 7, 1998.

3. PikeNet 98 Review. ... If you didn't attend PikeNet 98 in San Francisco in September, read Adam Feuerstein's excellent report in the current issue (November 1998) of National Real Estate Investor, page 88. ... And mark your calendar for PikeNet 99 East, "Commercial Real Estate Internet Strategies," in New York City, April 29-30/May 1, 1999. ... Edit your User Profile at PikeNet to receive updates on PikeNet speakers and topics.

http://www.pikenet.com/pike?func=emailRequest

4. Web Success--LeGrice Lands Internet Deals. ... Brien East of LeGrice Real Estate Services in Toronto reports that his firm has done three office leasing transactions where all leads came via the Internet through the Toronto ICI, his office listing database. His web site "appears at the top of the major search engine lists when one searches 'office space Toronto' or 'offices for lease Toronto'." ... All three tenants (not surprisingly) were high tech companies and "invariably called our toll free 888 number, 1-888-OhCanada." ... Do you have a Web Success story? Send e-mail to . For other recent stories use the following URL:

http://www.pikenet.com/pike?func=WebSuccess09

5. Dispatch & Express Sponsorships Available. ... Consider sponsoring a PikeNet Dispatch or a PikeNet Express to promote your service or product to almost 6,000 real estate professionals around the country. ... For details, click Advertising Info below the Billboard on the home page or use the following URL:

http://www.pikenet.com/advertising/advertising.html

6. Switch to Web E-Mail. ... Join over 700 subscribers who now receive the Dispatch as a web page. ... Just click the Edit User Profile link under the logo on the PikeNet home page. Enter your e-mail address and password. If you've forgotten your password, click the "E-mail My Password" button and it will be sent to your e-mail address immediately. After you login, choose the HTML option and click the Submit button at the bottom of the page. Remember, not all mail programs can read HTML mail, e.g., AOL and many corporate systems cannot. But Eudora, Netscape, Outlook and Outlook Express can.

http://www.pikenet.com/pike?func=emailRequest

7. Sponsor. ... "Coldwell Banker Commercial offers a full spectrum of services for owners, investors and users of commercial space, from market research and strategic planning to implementation to ongoing advisory services. Our expertise covers all property types: office, industrial, apartment, hotel, retail properties and land. Our services include investment advisory, property and asset management and more! For more information, please visit our web site at www.commercial.coldwellbanker.com or call 800-222-2162."

--Peter Pike