The NAR National Commercial Awards program honors members who received an award or recognition for their exceptional service and contributions to their local/state REALTOR® association, one of NAR’s affiliated Institutes, Societies or Councils, the commercial real estate industry or their community.
Nominated By: Commercial Association of REALTORS® Wisconsin (CARW)
Brian Parrish, MBA, SIOR, is founder, president and CEO of PARADIGM Real Estate Corporation in Mequon, Wis., a full-service commercial brokerage specializing in industrial, office and investment properties and land for development. Parrish received the CARW “Champions Award,” reflecting his involvement in launching a commercial data exchange for Wisconsin commercial practitioners and service on the commercial association’s board and Technology Committee. Parrish is an elected alderman in Mequon and serves on the city’s planning commission.
Q: Your involvement with a data exchange platform wasn’t your first endeavor of this sort. What circumstances led you to undertake an effort twice?
Ironically, I was hired right out of college by the Commercial Association of REALTORS® Wisconsin to launch the state’s first commercial data-sharing platform. After operating successfully for 20 years, a copyright lawsuit forced the technology provider out of business, leaving many brokers without a data exchange and costing them a decade of market data.
As a volunteer, I helped CARW find a new technology partner for our exchange. We believe that competition is important to counter the monopolistic behavior and price increases that commercial brokers may experience with a single provider.
Q: You promote taking a “modern” approach to CRE while “focusing on the relationship, not just the transaction.” How do you align these approaches?
The descriptor “modern” can quickly become generic if you don’t evolve. We try to stand out with professional photography and creative marketing videos. And I think everyone is trying to figure out what AI means for automation and helping technology platforms talk to each other. Getting broker buy-in for new tech can be challenging, but it makes their jobs easier and generates business. I attribute our 10–20% annual growth to implementing complex data and technology strategies.
But technology tends to emphasize the transactional aspect of brokerage—closing the current deal and moving on to the next. It’s important to provide good service throughout the transaction and to keep in touch with clients afterward. Many of our clients are repeat customers and referrals.
Q: How does being an alderman impact your business?
I enjoy shaping policy and seeing the local impact of my expert input. It’s OK to run into a conflict, but you must recuse yourself from the decision-making. Often, I turn down projects on behalf of the firm because I choose to be part of the policy discussion rather than pursue business. The knowledge I gain from those experiences will help me with future clients, especially developers, as I understand complex entitlement processes.
Q: Your firm actively engages with nonprofit clients. Why?
Not all CRE firms accept nonprofit clients due to their limited resources and other factors. While not our specialty, we commit to representing nonprofits each year and donating a portion of the commission back to the organization. I know that comes back to us at some point. It’s not why we do it, but it is a form of networking.
Q: What advice would you offer someone new to the industry?
Focus on a single asset class, become the expert in your niche and stay in your lane. Persistence wins the race. Get involved in the community. Show up and give your time and talents. Seek the support of family and colleagues and stay balanced.
