Why is this news and why do we care? For many reasons. First some background. Jones Lang LaSalle is one of the largest global real estate services firm in the world. They are an international firm, and have been growing rapidly. It has been around since the 1960’s so changing the name is no small matter. Other competitors, CB Richard Ellis and Cushman & Wakefield had their own name abbreviations with CBRE and C & W but they have not changed their names. So what gives?? In no small part this was a result of technology. 4 reasons were given for the change, social media, the internet and international expansion. One of the driving factors was the fact that so many customers are accessing real estate information on their mobile devices and the shorter name makes it easier for people to find them. The fourth was that they also had a problem in China, where Mandarin speakers couldn’t come up with characters for the company name. Like their competitors, the abbreviated name was already widely used by people in the industry so it wasn’t a real stretch to change it. Still, this is the first large international real estate firm to make a change like this due to technology and Chinese influence. That speaks volumes as to what is going on now and where the industry is heading. Will other companies follow suit? I dare say it made me think of my own long company name, but since I am a local expert with no international aspirations I think it should be OK. Plus my web site is able to be viewed on mobile devices, something that my web developer stressed would be critical now and in the future. It is all going mobile these days so you better get with the program. And maybe change your company name.
Mobile Devices Spurred JLL Name Change
Orin Rosenfeld
President
Rosenfeld Realty Advisors
9858 Glades Rd. Suite 209
Boca Raton, FL 33434
Phone: 561-756-1665
Fax: 561-470-0707
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