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Luis Moreno - Senior CRE Analyst

Location: Monterrey, Nuevo León, Mexico

Compensation range discussed: $1,500 - $2,100

LinkedIn Profile | email: luisenrique_mglz@hotmail.com

Summary

Senior Market Research Manager with 10+ years of Commercial Real Estate (CRE) experience gained at CBRE and Newmark Mexico. Leveraging his Master's Degree in Marketing, he translates raw property data—such as build-to-suits, vacancy rates, and net and gross absorption—into high-quality quarterly and annual reports and market presentations using PowerPoint and Excel. Focused on tracking Class A buildings across Northeast Mexico (Monterrey, Aguascalientes, and San Luis Potosí), his data directly supports US operations by providing critical market intelligence to brokers in Texas markets like Houston, Dallas, and San Antonio whenever US clients are interested in expanding into Mexico. He is currently supporting the development of an internal digital real estate platform at his firm to optimize access to broker data, standardize pricing metrics, and streamline commercial workflows.

Meet Luis

This video from our screening interview provides a look into Luis's background and experience:

Candidate Snapshot

US-based Real Estate Experience

• 10+ Years in US Global Firms: Built a career within leading US-headquartered real estate corporations, originally at CBRE and currently at Newmark Mexico.

• Cross-Border Deal Facilitation: Interacts periodically with US corporate operations, functioning as a support intelligence resource for Texas-based brokers. Supplies critical, pre-negotiation market intelligence focused on Mexican regions (active deals, vacancy, pricing) that enables US teams to strategically initiate client meetings and close cross-border transactions.

• Corporate Market Alignment: Regularly participates in strategic calls with the US Head of Research to discuss emerging market behaviors, align on corporate processes, and integrate local data with overarching US standards.

Real Estate Documentation Development

• OM & BOV Deal Packages: Familiar in collaborating with internal valuation experts to source, verify, and structure asking and closing prices for Broker Opinion of Values (BOVs) and Offering Memorandums (OMs), ensuring accurate financial inputs for client-facing deal materials.

• Data Visualization & Presentation Design: Specializes in conceptualizing highly visual, non-text-heavy graphics utilizing PowerPoint. Customizes corporate decks to explain nuanced market tendencies and creates tailored "small presentations" detailing specific asset specifications (e.g., building height, floor plans, wall structures) for direct broker outreach.

Commercial Real Estate Expertise

• Primary Data Generation: Drives field research by engaging directly with commercial managers from major developers (such as FINSA), executing site inspections, and tracking real-time building deliveries to guarantee absolute data integrity before it reaches corporate stakeholders.

• Market Creation From Zero: Proactively architected comprehensive market databases and reporting structures from scratch for emerging regions like Saltillo and Reynosa, establishing the core data foundation for corporate expansion.

Tools & Technologies

• Real Estate Data: Advanced Microsoft Excel (Database management, complex formulas, workflow automation).

• Design & Marketing: Microsoft PowerPoint (Corporate graphic design, visual storytelling).

• Field Research: Obtaining and leveraging drone photography provided by developers.

Education

• Master’s Degree in Marketing | EGADE Business School (2009)

• Bachelor’s Degree in Industrial and Product Design | ITESM Campus Monterrey (2005)

Key Qualifications & Highlights

• Balance of Analytics and Marketing: Leverages a foundational Master's Degree in Marketing to seamlessly bridge heavy financial data analysis with high-quality presentation design. Excels at interpreting complex CRE datasets and converting them into refined, corporate-grade graphic narratives that facilitate stakeholder decision-making without relying on text-heavy slides.

• Proactive Workflow Optimization: Demonstrated strong initiative by deeply involving himself in the technical rollout of a new internal real estate data platform at Newmark. Independently identified critical system bugs—such as metric formatting and pricing integration errors—and collaborated directly with software developers to flag these issues prior to launch, preventing operational delays and reducing manual processing time for the brokerage team.

• Proprietary Intelligence Gathering: Goes beyond secondary research by executing comprehensive on-the-ground investigations. Cultivates long-term relationships with industrial developers to access restricted construction sites and receives exclusive, real-time visual updates (such as drone imagery sent by developers) on property developments for US corporate reporting.

• Strategic Regional Customization: Possesses a precise ability to adjust key performance metrics based on nuanced geographical behaviors. Actively challenges standard reporting templates by customizing graphics to reflect the unique logistics and automotive focus of specific submarkets, ensuring presentation materials are strictly relevant and highly persuasive for B2B negotiations.

Screening Interview - Key observations

• Motivation and Role Alignment: He is not actively looking for new job opportunities, highlighting a genuine interest in this specific analytical position. He emphasized that he chose to specialize in analysis rather than follow the traditional path to becoming a broker.

• Task Preference: Autonomous Execution: He thrives in highly independent work environments. Currently operating without a reporting team—though he successfully managed a team of three previously at CBRE—he feels most comfortable managing his own daily schedule and acting strictly as the foundational intelligence support for commercial operations, rather than leading direct client meetings or sales negotiations.

• Areas for Improvement (Least Enjoyed Tasks): He identified public relations and corporate networking events—such as attending industry golf tournaments—as the responsibilities he enjoys the least. He acknowledged that while he fulfills these duties to secure exclusive commercial relationships and market intelligence, they drain his energy and take time away from his core analytical focus.

• Candidate Queries and Concerns: He raised specific questions regarding the startup's existing data infrastructure, asking whether primary market intelligence is already established or if the commercial database will need to be constructed "from zero." Additionally, he requested clarification on the precise geographic regions the role will cover and the internal structure of the analytical team.