Introduction
Christianna Williams, Principal at Corporate Real Estate Advisory (Cresa), talks with Jack Ossa on The Power of Design Podcast about office tenant representation in the Carolinas and what it means for the people who design and build workspaces. She explains how a tenant-only brokerage works, why office build-outs now cost far more than many tenants expect and how brokers and architects can set expectations earlier.
The conversation is relaxed and practical, recorded over a glass of wine, and mixes career stories with straight talk about budgets, timelines and communication.
About the Episode
Christianna grew up in Augusta, Georgia, studied finance at the University of Georgia, spent a year in Madrid and moved to Charlotte in 2011 for an entry-level job at Wells Fargo. After working in back and middle office roles supporting commodity derivatives traders, she realized she needed more interaction with people and moved into office brokerage in 2013 under a mentor who met with her every week. She stayed about ten years at the firm that became Cushman and Wakefield and joined Cresa nearly five years ago with her business partner, in a smaller firm where they have more say in the direction of the work.
She describes tour days, when she and a client walk through up to ten spaces to learn what matters, whether that is the lobby, natural light or being able to walk to lunch, and the stretches of business development in between. She talks about portfolio accounts, where one client has many locations, and about why creative outreach, like a crumpled note slid under her door, makes a cold pitch memorable.
The second half turns to the working relationship between brokers, architects and contractors. Christianna explains how a test fit used for early pricing can mislead tenants, why the budget and timeline conversation has to happen first, and how rising construction costs have created a new out-of-pocket burden for tenants. Jack describes what he thinks a good architect does and closes with his view on AI and the future of the profession.
Key Takeaways
- Different beats better: in a commoditized industry, a memorable, creative approach gets a meeting.
- Tours reveal requirements: walking a client through spaces shows what really matters to them, and more than ten sites tends to blur together.
- Grit and self-motivation: brokers need to shrug off rejection and manage their own time, including the unglamorous business development hours.
- Know when to stop: the goal is the best deal for the client, and sometimes that means not blowing up a deal over a small point.
- Time kills deals: options are limited for office space, so tenants who start late risk being unable to move in on time.
- A test fit is not a pricing set: budget numbers taken from a basic layout can be far from reality once finishes are defined.
- Talk budget and schedule first: asking for a construction budget and a target date up front exposes unrealistic expectations before they cause damage.
Highlights from the Conversation
Time kills all deals. That's like the number one broker role.
Christianna Williams
It's okay not to win in every single box. This is a great deal. This is where you guys want to be.
Christianna Williams
I think grit's probably one of the most important.
Christianna Williams
Topics Discussed
- Career path from banking to office brokerage
- Mentorship and early career lessons
- How a tenant-only firm works
- Touring sites and understanding a client's requirements
- Differentiating in a commoditized industry
- Rising office build-out costs and tenant expectations
- Test fits, pricing and communication with architects
- AI and the future of architecture
Why This Conversation Matters
Anyone leasing, designing or building office space will recognize the gap between a first layout, a lease and a final budget. Our interior architecture team works with brokers, tenants and landlords on exactly that stage, from early test fits to construction documents, as in Collet Office and BWM Office. The episode is also a reminder that architecture depends on clear conversations about budget, schedule and what the client wants before the drawing starts.
About the Guest
Christianna Williams is a Principal at Corporate Real Estate Advisory (Cresa), where she oversees office brokerage in the Carolinas with her business partner. A graduate of the University of Georgia in finance, she moved to Charlotte in 2011 and has worked in office tenant representation since 2013. She is involved in a local nonprofit that pairs volunteer tutors with students. Connect with her on LinkedIn or visit Cresa.
