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"We selected the building that was best for us – with no compromises."

Jennifer Poole Sobocinski Managing Partner

Jennifer Poole Sobocinski launched CarterBaldwin, a retained executive search firm, at the worst possible time. Between 2000 and 2001 the executive search industry experienced a major contraction and many firms in Atlanta and elsewhere exited the business. Despite those conditions CarterBaldwin grew exponentially, achieving INC. 500 status in 2005 and again in 2006. The Atlanta Business Chronicle ranked CarterBaldwin among the city’s top ten retained search firms, and Catalyst magazine named Poole Sobocinski one of Atlanta’s Top 50 Entrepreneurs. With a growing number of C-level searches in progress, CarterBaldwin needed additional office space. To find premium space at an affordable price, CarterBaldwin turned to Wm. Leonard & Co.

Jennifer Poole Sobocinski and Price Harding III had worked together in an Atlanta search firm owned by Harding. She launched CarterBaldwin with Harding’s blessing, and his backing, and he joined her in the venture two years later.

“In the ‘90s, there was a shortage of talent at all levels, retained search firms had plenty of clients, and customer service had gone out the window,” recalls Poole Sobocinski. “We saw an opportunity to create a business and capture a market that was underserved by committing to quality and truly living up to our commitments.” CarterBaldwin stuck with that strategy through a severe downturn in the market – “an amazingly difficult time” – and began building the relationships that enabled the firm’s rapid growth.

Poole Sobocinski notes that most executive search firms had offices in downtown Atlanta high- rise buildings. “We took a different approach, to locate where candidates live, and where we live, so people could meet with us on their way to or from work. But image was very important, and the space had to be affordable.

“We needed a real estate advisory firm with the same attitude toward customer service that we have; one that would listen to what we really need and find a solution, rather than selling what they have available,” she adds. “What we were looking for was not easy to find, but Wm. Leonard & Co. understands the market so well that they counseled us in evaluating positives and negatives to gain the most flexibility and think through the right solution.”

CarterBaldwin’s requirements for new office space included proximity to a major highway so that candidates could locate the building easily. After exploring several alternatives, each of which met CarterBaldwin’s requirements, the firm selected  space across the street from its former location in a property owned by its then-current landlord – a firm that is also a major client.  “This was a double win for us. We were able to objectively choose our space and please one of our most important clients at the same time.”

The proposed new space, approximately double the size of the old office, required extensive customization. Wm. Leonard & Co. guided CarterBaldwin through the negotiations needed to build the office to the search firm’s needs, and do so at an affordable rate. “There was a huge benefit to having an intermediary in those negotiations,” says Poole Sobocinski.

“Wm. Leonard & Co. is exceptionally good at helping building owners see the benefit of making a significant investment to gain a strong, long-term tenant.  They helped us get a better resolution without our having to get caught up in details.  There was also a lot of project management involved prior to the move,” she adds, “and there, too, Wm. Leonard & Co. did a great job.

“We selected the building and built the space that was best for us – with no compromises,” Poole Sobocinski concludes.  “Wm. Leonard & Co. could have saved themselves a lot of time, but it was more important to them to be sure we were happy with our decision.  They are a firm that can be trusted to keep a client’s interests at heart, and that made them a joy to work with.”

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