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Varcoe returns as real estate strategy advisor

12 August 2010

Barry Varcoe, the recent Chair (and current Past-Chair and Global Board Officer) of CoreNet Global, has announced the launch of a new business venture entitled, ‘Real Estate Resonance’.

Since leaving Royal Bank of Scotland at the end of September 2009 where he was Group Property Director, Varcoe has been completing a research PhD at Glasgow Caledonian University. “My research, which focused on the relationship between corporate real estate and the enterprises it supports, showed that there is a significant disconnect between the two. In launching Real Estate Resonance I am providing a range of services that enables real estate and property teams to achieve a much stronger and more purposeful alignment with their organisations. These include occupancy and performance analysis, customer satisfaction diagnostics, and strategy facilitation as well as helping the real estate team itself to perform better in terms of its internal organisation and ability to innovate. The potential benefits for getting this right are substantial.”
Varcoe will be outlining his proposition further in PFM’s September edition.
He is also seeking ways of working with organisations to continue the work started by his PhD research. “The findings of my PhD have shown that there is so much that we don’t know about what we do as in industry. I think we have reached a critical point in our development if we don’t address this now. Corporate real estate and FM is increasingly becoming a commoditised low margin support function. In my view we urgently need to collect the evidence that proves the broad range of benefits we bring to organisations, rather than just concentrate on continuous cost reduction – important as that is – and avoiding causing any problems. In this way we can then engage with a fresh vigour and relevance in the strategic debate within businesses, demonstrating how we can add considerable value to enterprises and their future success.”
Key to these services, which target the strategic interface between corporate real estate and business leadership, is a partnership with award winning USA based advisory firm Corporate Portfolio Analytics. The consultancy, which helps shape portfolio and transaction strategies through a range of unique analytical tools, is headed up by Dr. Martha O’Mara and Glenn Burdick:
 “We are delighted that our partnership with Barry will give us and our customers a full-time presence in Europe. This will enable us to offer much better portfolio planning and transaction management support to European organisations as they seek to better align their property with the changing demands of their organisations. In the current economic climate this has never been more important for the real estate function.”

Real Estate Resonance
Barry Varcoe; +44 (0)7835 835432).
Corporate Portfolio Analytics
Dr. Martha O’Mara;
Glenn Burdick

Barry Varcoe BSc (Hons) PhD FRICS Real Estate Resonance Southways, Broad Lane, Swanmore, Hampshire, SO32 2PD, U.K. +44 (0)7835 835432 :

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