Rising to the challenge

12 November 2019

Rising to the challenge

A driven business owner, leader and negotiator, Daniel O’Brien is at the top of his game. Here he explains what first attracted him to commercial real estate and how he stays agile in one of the most competitive markets in the country.

By TINA LIPTAI

Daniel O’Brien realised early in his career that there’s nothing quite like the thrill of closing a deal – and he’s never looked back.

“I started out as a part-time law clerk while at university, which I did for about 12 months, but I quickly realised that I’m not cut out for that sort of work,” Daniel said.

“I like taking a broader view of things. I enjoy working with people and I wanted to have more control over the things I was working on.

“With real estate, you don’t have to be bound to a desk to get results and, if you work hard, you can basically dictate what you earn each year, which I find very appealing. You’re in control of your own destiny to a degree and that’s really important to me.”

Daniel started out in residential sales in 2002, where he worked for three years before he was drawn to the world of commercial real estate.

“I realised I enjoyed the thrill of working on larger deals,” he explained. “It was a big jump for me to move across to commercial real estate and a huge learning curve, but I was ready for the challenge.

“One of the biggest changes I experienced – and what I really enjoy about working in the commercial sector – is being able to work closely with business people. I get to negotiate with people who negotiate for a living. From the beginning, I loved that challenge and it’s something I continue to enjoy to this day. Because it’s a business deal, there’s a lot less emotion involved when compared to residential sales and that’s really appealing to me.

“The stakes are very high in both the residential and commercial sectors, just in different ways. The highs are higher than anything I experienced working in residential sales, but the lows are also so much lower. It can be a daily rollercoaster. If a large deal falls through, you might lose hundreds of thousands of dollars as the fees are generally a little larger – and that’s hard sometimes.”

Building for the future

After 12 years holding senior positions at CBRE and then Knight Frank, Daniel started the LJ Hooker Commercial office in South Sydney in the middle of 2016, where he now has 14 full-time staff. And in October of this year, he expanded the business to include a second office, which is already one of the largest commercial offices in Sydney’s Inner West (having been the Ray White Commercial Inner West franchise for the last 10 years).

Daniel has plans to add more offices in the coming years. In part, his motivation to continue to grow the business comes from the clients he’s worked with over the years.

“Real estate is a people business and I’ve built relationships with many interesting and very successful clients in the commercial world,” he said. “I’ve met many clients who are incredibly inspiring to me, because they’ve made it on their own having built really successful businesses from nothing.

“When you’re constantly working with people who have forged their own way, it makes it feel a little less daunting to have your own business. I’m focused on building something. That’s one of the things I love about having my own business. I’m creating something not only for myself, but also for the people who work with me in the business.

“Seeing the team grow and develop is really rewarding to me. I want to provide opportunities to my team that simply aren’t possible in the case of a larger global firm, such as equity in the business and other incentives. I want to share that feeling of owning and building something to be proud of with the people in my team.”

Although he has some serious plans for expansion, Daniel said it’s important for him to maintain the same values and agility that has been behind his success to date.

“Deals often come down to who you know, the relationships you have and what value you can add to that deal,” he said. “It’s not always about the company you work for. It’s about you as a person and who wants to do business with you.

“Mine is a very small business by commercial real estate standards, but I like that. I want the business to remain agile. We deal with who we want to deal with – and I do like the feeling of being the underdog.”

Resilience and facing challenges

Like so many business owners, Daniel finds one of his biggest challenges is protecting his time. Despite not being a ‘process person’, he does have ways to ensure he gets the most out of every day.

“Protecting my diary and maintaining a listing pipeline and deal flow is a constant challenge,” he said.

“Being the owner of two offices, I find there are many and varied demands on my time. But being prepared to say ‘no’ to things that take me away from what I love to do is best for both me and the business. I want to be meeting as many potential clients, showing as many buildings and putting together as many deals as I possibly can, so I prioritise those things. However, it’s getting more difficult as the business grows”.

Goal setting is particularly important to Daniel.

“Personally, I don’t have a lot of processes in place for how I work, but I do like to set and hit goals,” he said. “I have daily, weekly and monthly goals. and I hold myself accountable.

“For example, I try to have 10 new business meetings every week – that’s a good week for me. Meeting new people, in addition to maintaining relationships with contacts is very important to me, so this is what I am always striving for.”

Daniel says his genuine interest in finding out what people need from each transaction has been key to his ongoing success.

“I’m good at quickly working out people’s motivations and their pain points,” he said. “Motivation and pain are the two levers for every side of a deal and are basic drivers of all human behaviour in general. Knowing what the motivations and frustrations of both parties are, allows you to bring people together and close that deal faster.

“I am honest and very direct, which is important in my role. My staff and clients always know where they stand with me, which builds trust and is vital in this business.

“I also think I have developed resilience working in this industry. There is no such thing as an ‘okay day’ in commercial real estate. It’s either amazing or awful. As someone said to me a few years ago, it’s ‘champagne or razor blades’.

“I’ve learnt to put a bad day out of my mind when I leave the office and I don’t bring any outside issues to work. Being present and dealing with things in the moment is one of the best things you can learn to do.”

Why I love real estate

Daniel said he loves the adrenaline hit that comes with working in commercial real estate.

“Sometimes it’s because you’ve beaten competitors to close a deal or you’ve been successful in a challenging negotiation,” he explained. “It varies from day to day, but it’s addictive and better than anything else I’ve done.

“I also enjoy the challenge of dealing with professional business people. Every day, I’m negotiating with MDs, CEOs, CFOs, developers and professional investors who are all accomplished, driven and are great negotiators themselves. It can be extremely difficult when both the buyer and seller are such professional negotiators, but the challenge allows you to personally get better with each deal and hone your craft.”

The fact that there is very little weekend work and less emotion than in residential sales is something Daniel values about commercial real estate.

“The stakes are still very high, but in a different way to working with people who are selling their generational family home,” he said.

“As a team leader, I also really enjoy watching the agents in my team ride the rollercoaster of working towards and eventually closing a deal. Watching them succeed gives me a real sense of pride.”

 Daniel’s tips for making a mark in commercial real estate

  • Embrace rejection and be resilient. Some days it will feel like you’ve taken more hits than Google, but you have to get up and keep going. Make rejection and failure your friends – or at least get used to them. And don’t be scared to fail.
  • Commercial real estate is a long game, so form good habits and just keep at it. If you genuinely want this to be your career, you need to invest in your future. Always give the right advice to your clients, even if you know it’s not going to result in a deal or turn into money in the next month or year. Your clients will appreciate your advice and you’ll be their advisor for life.
  • Be genuine and honest. Your reputation and integrity are the most important things you have, so make sure you value them above all else.
  • Remember, “you’re growing or you’re dying”. Keep evolving and try to stay open to new things. Have daily and weekly goals to keep yourself accountable. When you can afford it, get a coach. It’s definitely worth it. You have to keep learning. Even the best sportspeople in the world have a coach and a mentor, so they can keep improving.
  • Be accountable. Work hard in your first few years to build a solid platform for yourself. Say your goals out loud – it makes them real.

Becoming an industry leader

“Sometimes I like the idea that I am a leader,” Daniel said. “Other times, I cringe at the thought and I’m not always sure that I am doing it right.

“That’s why I believe every leader also needs to have their own mentor. You need someone outside your business to bounce ideas off, give you advice and keep you on track. They can help you to be the best you can be for your team.

Daniel said he doesn’t subscribe to a particular type of leadership style. Instead, he simply does what feels right and natural to him.

“I also look back on managers and leaders I’ve had experience with and either replicate what I think they did well or try to avoid doing things that I don’t think worked.

“One thing I’m proud of in our business is the ‘team to win’ culture we’ve built. Everyone understands they have their own roles, but we need to work together.

"We also value having a real sense of fun. You spend so much time in the office, it’s important you enjoy it. I do, and my team tell me they do too. This is vital if you want to keep great people and also keep your business growing.”

Daniel said part of leadership is giving back to the community.

“I don’t really like to talk about the specifics of what I do, but I do think everyone should give back if they can,” he said. “Personally, I’ve chosen a cause that I feel strongly about and I prefer to throw my full support behind one charity or organisation, rather than giving a little to a lot of different charities.

“But I think everyone has their own way of doing things, and what’s important is that it’s meaningful to you and you’re helping people who really need it.”

 Want more?