Building a Four-Decade Legacy: Lessons in Leadership, Culture, and Taking Big Risks
Some of the most meaningful insights come from the lived experiences of professionals shaping communities and creating opportunity along the way. In a recent episode of the CRE with CBC Worldwide Podcast, host Jenna Hille sat down with Barbi Reuter, Independent Arizona Broker; former CEO, Cushman & Wakefield | PICOR, who built a remarkable four-decade commercial real estate career starting from scratch as a college student typing leases on weekends. Rising through the ranks to become CEO and Chair of PICOR, Barbi shares key lessons on long-term leadership, taking calculated risks, building an award-winning culture, and knowing when to pass the baton to the next generation.
In an industry often defined by frequent mobility, spend four decades at a single firm and you will stand out. Barbi Reuter did just that. Starting out by typing leases on weekends as a college student at the University of Arizona, Barbi built a remarkable 40-year tenure at PICOR, rising from an entry-level position to COO, President, and ultimately CEO and Chair of the Board. Along the way, she made history as the first Tucson professional to lead CREW Network globally as its President in 2022.
Her journey offers a masterclass in what steady leadership, strategic risk-taking, and unwavering values can construct over time.
Barbi’s ascent began with a single opportunity: an industrial developer needed boots-on-the-ground management for a new development in Tucson. Lacking formal property management experience at the time, she leaned into confidence, rapid learning, and resourcefulness. That initial project laid the foundation for PICOR’s entire property management division, which Barbi built from the ground up.
Building an operational business unit provided invaluable autonomy. Having a safe space to manage a P&L created a strong sense of internal ownership which kept her energized and committed through various market cycles.
However, long-term success rarely follows a straight line. During the 2008 downturn, Barbi chose to reduce her hours to focus on family. While the decision aligned with her personal priorities, returning to her previous base salary took eight years.
Reflecting on that pivot, Barbi emphasizes the importance of evaluating personal drivers. Early career decisions are often anchored in security, but taking calculated risks is essential for long-term growth, whether it’s investing early or seizing on non-traditional roles.
Under Barbi’s leadership, PICOR was consistently recognized as a top Arizona workplace—an honor driven entirely by employee survey feedback. Her focus shifted from personal career growth to lifting others up through mentorship, sponsorship, and active participation in industry organizations like CREW Network and BOMA International.
"Join an organization with the intent to lead it. When you invest deeply in your community and your peers, the returns extend far beyond the balance sheet."
After forty years of defining leadership, Barbi recently stepped down to allow the next generation of executives to steer the firm's vision. Her transition serves as a reminder that true leadership includes knowing when to pass the baton, honoring core values, and leaving an indelible mark on both business and community.
To hear more about Alison's (Barbi’s) insights and experiences, listen to the full episode on YouTube, Spotify or Apple.
Article was written with the help of AI.
A Trusted Guide in Commercial Real Estate
Coldwell Banker Commercial® provides Commercial Real Estate Services from Property Sales and Leases, to Property Management. Learn how our expansive network of Independently Owned and Operated Affiliates and Real Estate Professionals use their in-depth knowledge of the local market and industry trends to help businesses and investors navigate the complexities of the commercial real estate landscape.
