What Retail Real Estate Advisors Should Deliver in 2026 and Beyond
By The Greenberg Group Insights Team
The retail real estate industry is at a crossroads. For decades, the role of a real estate advisor was clear: find sites, negotiate leases, and close deals. But in today’s data-rich, fast-changing market, that definition is outdated. Retailers need more than dealmakers—they need strategic partners who can see around corners.
At The Greenberg Group, we believe the next generation of retail advisory is already taking shape. The firms that will lead in 2026 and beyond will deliver more insight, more integration, and more accountability than ever before.
1. From Transactional to Transformational
The days of measuring success by lease volume alone are over. Retailers now expect advisors to create value beyond the deal—to contribute to long-term brand strategy, market positioning, and financial outcomes.
Tomorrow’s advisors will be judged not by how many leases they close, but by how effectively those stores perform over time. The new standard: Did this site advance the client’s business goals?
2. Data Will Be Table Stakes—Insight Will Be the Differentiator
Nearly every advisory firm now touts access to data. But data without context is noise. The next generation of advisors will distinguish themselves by how well they interpret data—how they turn mobility analytics, psychographics, and demographic models into actionable market intelligence.
We’ve long believed that the true power of analytics lies in interpretation. Our clients don’t just want dashboards; they want decisions. They expect partners who can explain why a site works, not just what the numbers say.
3. Integration With the C-Suite
As retail footprints become more strategic, real estate decisions increasingly sit at the leadership table. Advisors must understand the priorities of CEOs, CFOs, and CMOs alike—translating market opportunities into financial and brand language.
The firms that thrive in the next decade will be those that function as an extension of the executive team, capable of linking location decisions to enterprise growth, capital allocation, and brand equity.
4. Technology Will Amplify—Not Replace—Human Judgment
AI, automation, and predictive analytics are transforming how we source, screen, and model retail sites. But no algorithm can replace the nuance of experience. The most successful advisors will use technology to augment—not eliminate—the art of site selection.
Tomorrow’s best practice will be a balance: machines for scale, humans for context. The advisors who win will know when to trust the data and when to walk the block.
5. Accountability Will Become the New Currency
Retailers are demanding transparency: measurable results, post-opening reviews, and continuous improvement. The most valuable advisors will embrace this shift, providing clear ROI metrics and performance dashboards that link advisory work to store performance.
Advisors who prove their impact will become indispensable; those who can’t will fade into the background.
The Greenberg Group Perspective
For nearly 40 years, The Greenberg Group has operated with one mission: to make retail expansion smarter, faster, and more profitable. We believe the next era of retail advisory is defined by partnership, not proximity—by insight, not just access.
As 2026 approaches, the question for retailers isn’t “Who can find us space?” It’s “Who can help us grow intelligently?” The firms that answer that question will shape the future of retail.
Is your retail advisory partner ready for what’s next?
Schedule a conversation with The Greenberg Group Insights Team to learn how we’re redefining what it means to deliver value beyond the lease.
