How Long Island Landlords Can Evaluate CBRE Under New CEO Chris Masotto

Hook

When a landlord in Huntington learned that 68% of small-business property owners on Long Island were planning to switch managers this year, the conversation turned to CBRE’s new CEO, Chris Masotto. The core question is whether Masotto’s strategic focus on regional market leadership will actually make a difference for owners who rely on steady cash flow from local retailers, cafés, and service-based tenants.

Recent data from CBRE’s 2023 Market Pulse shows that the firm captured 13% of the U.S. commercial-real-estate services market, outpacing JLL’s 11% share. In the same year, Long Island’s office vacancy rate hovered at 9%, the highest among New York’s suburban counties, according to NAIOP. That environment creates pressure on landlords to maximize occupancy and minimize turnover, which is precisely where Masotto’s “tenant-first” agenda could add value.

Masotto, who took the helm in January 2024, announced a three-prong plan: deepen local market analytics, streamline fee structures for small-business portfolios, and expand on-site support teams. For a landlord with a portfolio of five storefronts, those promises translate into potentially lower vacancy periods and clearer cost expectations.

"CBRE’s regional teams closed 1,200 small-business leases in the Northeast in 2023, a 15% increase over the previous year," CBRE research notes.

• 68% of small-business landlords on Long Island are actively seeking new management.
• CBRE holds a 13% share of the U.S. commercial-real-estate services market, slightly ahead of JLL.
• Masotto’s leadership focuses on regional analytics, fee transparency, and on-site support.
• Long Island’s office vacancy sits at 9%, creating urgency for effective tenant acquisition.

That statistic alone tells a story: when the market is tight, landlords start shopping for a manager who can move quickly, keep costs predictable, and understand the nuances of neighborhoods from Smithtown to Port Jefferson. The sections that follow walk you through a practical, step-by-step process to see if CBRE’s new direction lines up with your goals.

Getting Started: How to Evaluate and Transition to CBRE

Switching property managers can feel like moving a whole business. The following checklist breaks the process into manageable steps, letting you compare your current provider with CBRE before signing anything.

1. Gather baseline data. Pull your last 12 months of rent rolls, vacancy periods, and expense reports. According to a 2022 NCREIF study, landlords who maintain detailed financial histories reduce transition errors by 22%.
2. Score your current manager. Rate them on three criteria: tenant retention (average lease length), fee transparency (percentage of hidden costs), and responsiveness (average time to resolve maintenance tickets). Use a simple 1-5 scale.
3. Request a CBRE performance snapshot. Ask for a regional report that includes occupancy rates for small-business tenants, average lease-up time, and fee benchmarks. CBRE typically provides a “Small-Business Portfolio Dashboard” for prospective clients.
4. Set up an interview. Prepare five questions focused on Masotto’s regional strategy:
   • How does the new leadership plan to allocate local market analysts?
   • What fee structures are offered to portfolios under 10 units?
   • Can you share case studies of Long Island landlords who reduced vacancy by at least 2%?
   • What on-site support resources will be assigned to my properties?
   • How does CBRE measure tenant satisfaction on a quarterly basis?
5. Negotiate fees. CBRE’s 2023 fee schedule for small portfolios ranges from 4% to 6% of gross rent, compared with the industry average of 5% to 7%. Use your current manager’s numbers as leverage to secure the lower end of the range.
6. Map a transition timeline. A realistic plan spans 60-90 days:
   • Week 1-2: Data handoff and contract review.
   • Week 3-4: Tenant notifications and lease audit.
   • Week 5-8: On-site team introduction and maintenance handover.
   • Week 9-12: Final reconciliation and performance review.
7. Monitor the first 90 days. Track three key metrics: vacancy days, rent-collection rate, and tenant satisfaction (via short surveys). CBRE’s internal dashboard updates these in real time, giving you a clear view of early performance.

By following this checklist, you create a side-by-side comparison that removes guesswork and lets Masotto’s vision be measured against your current reality. A transparent process also reassures tenants that their lease terms won’t be disrupted by a behind-the-scenes change.

Comparing CBRE to JLL for Long Island Small-Business Commercial Tenants

JLL remains the second-largest national player, but its regional footprint on Long Island is less concentrated. In 2023, JLL closed 820 small-business leases in the Northeast, 30% fewer than CBRE’s 1,200. That difference matters when you need a local broker who knows the Patchogue-to-Riverhead corridor intimately.

Fee structures also diverge. JLL’s standard management fee for portfolios under 10 units is 5.5% of gross rent, with a minimum annual charge of $12,000. CBRE’s tiered model can bring fees down to 4% for landlords who agree to a performance-based clause - paying a higher rate only if vacancy exceeds the regional average of 9%.

Tenant-service platforms are another point of contrast. CBRE’s “TenantConnect” portal offers real-time maintenance requests and lease-renewal alerts, while JLL’s “JLL One” system updates on a weekly batch schedule. For landlords juggling multiple locations, the faster feedback loop can shave days off vacancy cycles.

Finally, market-research support differs. CBRE’s regional analytics team publishes quarterly “Long Island Small-Biz Outlook” reports, which include rent-growth forecasts (projected 2.8% YoY for 2024). JLL provides broader market data but lacks the same hyper-local focus. Those insights can be decisive when setting rent increases or negotiating lease terms.

In practice, the choice often comes down to how much weight you place on local expertise versus a broader national brand. If your properties sit in neighborhoods where foot traffic patterns shift seasonally, CBRE’s on-the-ground analysts may give you the edge you need.

Impact of Regional Market Leaders on Small-Business Commercial Tenancy

When a regional leader like CBRE invests in local expertise, the ripple effect reaches every tenant. In 2022, a Long Island retail center managed by a national firm without a dedicated local team saw an average lease-up time of 84 days. After switching to a CBRE-led team in 2023, that same center reduced lease-up to 62 days, according to the property’s owner.

Masotto’s emphasis on “tenant-first” service has already produced measurable outcomes. A case study released in March 2024 highlighted a 12-unit mixed-use building in Smithtown where tenant turnover dropped from 18% to 11% after CBRE implemented quarterly market-fit surveys and on-site leasing events. The building’s net operating income rose by 6% within a single fiscal year.

These improvements are not merely anecdotal. The Urban Land Institute’s 2023 Small-Business Property Survey found that owners who partnered with firms possessing strong regional analytics reported a 7% higher net operating income (NOI) than those using generic national managers. That advantage translates directly into higher cash flow and better resale potential.

For landlords, the bottom line is clear: a regional market leader can translate market data into quicker lease decisions, lower vacancy, and higher tenant satisfaction - all of which protect the long-term value of a property portfolio. In a market where vacancy sits near 9%, shaving even a single month off turnover can add tens of thousands of dollars to your annual return.

What makes CBRE different from other national firms for Long Island landlords?

CBRE offers a hyper-local analytics team, tiered fee structures tied to performance, and a real-time tenant portal that together reduce vacancy and improve cash flow for small-business landlords.

How long does a typical transition to CBRE take?

A smooth transition usually spans 60-90 days, covering data handoff, tenant notification, on-site team introduction, and final reconciliation.

Are CBRE’s fees lower than JLL’s for small portfolios?

Yes. CBRE’s fee can start at 4% of gross rent for portfolios under 10 units, whereas JLL’s standard rate is around 5.5% with a higher minimum charge.

What metrics should I track during the first 90 days with CBRE?

Focus on vacancy days, rent-collection rate, and tenant satisfaction scores from short surveys. CBRE’s dashboard updates these metrics in real time.

Will Masotto’s regional strategy affect lease-up times?

Early case studies show lease-up times dropping by 20% when CBRE’s local teams apply market-fit analysis and targeted outreach, especially in high-vacancy areas like Long Island.