Spurned real estate star plans late career revival powered by AI

• Commercial real estate sales star says data from his 40-year career is key to unlocking the power of AI.
• Bob Knakal has sold $22 billion of property, making him one of America's most successful brokers.
• He says he was fired by property giant JLL in February 2024. Now, he plans a career revival.

Bob Knakal climbed to the top of the commercial real estate sales business by focusing not on billion-dollar Manhattan skyscrapers, but on the tens of thousands of ordinary apartment buildings and land sites across New York City.

Now, the 62-year-old sales executive is adding a new approach by using artificial intelligence.

He says his new sales firm, BKREA, will harness property data and market observations that he has meticulously collected since the mid-1980s and couple it with the blooming powers of AI.

Using the much-heralded technology, Knakal believes he can compete with far larger real estate services companies with only a handful of employees. BKREA presently employs 15 workers and Knakal doesn't imagine getting much larger.

"The extent to which the world is going to change over the next five years is going to blow away what's happened over the last 40," Knakal said. "Realizing that, the first thing I did when I started the new firm – my first hire was an AI guy."

Many commercial real estate firms and professionals have begun to use AI – or have plans to — in order to gather market insights and sort through mountains of data, produce promotional and marketing materials, and help organize and manage client relationships and outreach.

Knakal says he believes his firm can harness the technology more effectively in its niche because the quality and consistency of his data is better than those of rivals.

Although New York City's property records are available to all online, Knakal has gathered reams of proprietary observations over the years, including nuanced information that is often not public. A rental apartment building slated for demolition and redevelopment, for instance, may have had holdout tenants that compromised its value. A vacant land site, meanwhile, may have an access agreement with its neighbor that would allow construction work to proceed more smoothly, enhancing its price tag.

If "you're putting bad data in, you're getting bad data out," Knakal said, adding that he spent three years during the pandemic "personally verifying 2,417 development site sales in the city" to further glean such insights.

"So how do I compete with the big firms?" Knakal asked. "Show me even one of them that's had the same head of research for 10 years."

Tenure at JLL

If Knakal, whose outward demeanor comes across as perpetually sunny, seems slightly irked by some of the big corporate real estate firms that dominate the nation's commercial property sales and services businesses, that's because he is.

Knakal built his career largely outside of that world, founding the small brokerage company Massey Knakal in 1988 with business partner Paul Massey. In subsequent decades, the pair grew the company into one of New York City's largest and most prolific property sales firms. In late 2014, the two men sold the 250-person business to the global commercial real estate company Cushman & Wakefield for $100 million.

Knakal joined Cushman as part of the sale, but left in 2018 for the rival corporate real estate services giant JLL.

Knakal's tenure at JLL came to an end in February 2024 when he was abruptly fired.

Recounting his exit, he said that he had been a guest on CNBC early that month to discuss the property market with the news anchor Brian Sullivan. He was subsequently warned by a person from JLL's marketing department that such media appearances first required company approval. Knakal said he explained to the person that his employment contract offered him "unfettered access to the press."

Shortly after, Knakal was the subject of a weekend profile in The New York Times. On Monday, he said he received a call from a JLL executive requesting an urgent meeting. Knakal sat down with the executive in a conference room in JLL's Manhattan office.

"As soon as I walked into the room, the head of HR walked in," Knakal said. "I knew I was being fired."

Knakal said his dismissal capped off what had been "the dark ages of my career."

"I don't think they appreciated what I brought to the table," he said.

A JLL spokesperson said: "We thank Bob for his contributions to the firm and wish him all the best in his future endeavors."

Massey, who also departed Cushman in 2018 and remains close with Knakal, said that while Knakal was one of the "most upbeat people" he knows, he had become "honest about how he was feeling: he wasn't having as much fun" in the commercial real estate business.

A desire to adapt and compete

BKREA mixes in analogue elements as well. In his new office on West 36th Street is an enormous printed map of Manhattan below 110th Street on the west side and 96th Street on the east to the island's southern tip. Propped across 8 tables, the 24-foot-long, 8-foot-wide printout details 27,649 commercial buildings and development sites in a way that both conveys the immensity of the market but is also more comprehensible to the senses.

Seth Samowitz, a 30-year old data expert who Knakal hired earlier this year to spearhead BKREA's AI efforts, said that he first thought having the giant map in an overwhelmingly digital world was "crazy." He has since come around.

"Honestly, it's the best marketing tool in the entire world," Samowitz said.

Knakal said he has used the map as a key prop in pitching his services to 26 clients so far. "I've gotten 26 exclusives."

Currently, he has been hired to sell about $2 billion of property assets, his largest pipeline in years. Knakal said he has sold 2,342 properties totaling about $22 billion over his career, more than almost any other broker in the country, he believes.

James Nelson, 49, now head of tri-state investment sales at Avison Young, began his career at Massey Knakal in the 1990s. He considers Knakal a mentor, saying that he admires Knakal's hunger to continue to adapt, innovate, and compete.

"Bob talks about what he's going to be doing in 10, 20, 30 years and it's being a broker," Nelson said. "He enjoys the process and the thrill of the hunt."