Commercial real estate in smaller southern Illinois markets is experiencing rapid growth, driven by workforce availability, infrastructure, and demand for new technologies. BARBERMURPHY, a regional commercial real estate firm, recently closed its strongest year on record with $141 million in gross sales, underscoring the potential in markets often bypassed by larger national firms.
This success is the result of a deliberate focus on “tertiary markets,” smaller communities with strong interstate access and established industrial roots. Steve Zuber, Principal at BARBERMURPHY, said the firm targets areas where manufacturing has been present for years and where access to major transportation corridors gives businesses an edge. These locations have become increasingly attractive as larger urban markets face rising costs and competition.
When long-standing manufacturers close or relocate, these communities are left with a pool of experienced workers seeking new employment. This dynamic creates ideal conditions for companies looking to expand or relocate. “The community still has a lot of employees that need to find jobs, so there’s a good workforce available,” Zuber said. For employers, this reduces the time and risk involved in ramping up new operations.
Building Market Strength Through Local Presence
BARBERMURPHY’s growth strategy centers on deep local integration rather than broad, statewide expansion. From three founding members, the firm has grown to 25 brokers over two decades, managing about 500 active listings across southern Illinois and expanding into Missouri markets along major highways.
Zuber said the firm’s signs are a familiar sight throughout Madison and St. Clair counties, a visible marker of their dominance in the region. “People always comment, you could walk across Madison and St. Clair County on our signs,” he said. With such widespread market coverage, BARBERMURPHY is often the first to learn about new projects and opportunities, giving it a critical advantage over competitors.
The company’s hiring strategy prioritizes brokers with local ties and community involvement. “We’ve hired brokers that are homegrown, from the area, interwoven within the communities, know the history of the region, and know how to get things done,” Zuber said. Brokers are expected to participate actively in local chambers of commerce and economic development organizations, serving on committees and executive boards. This approach builds trust with local stakeholders and ensures the firm remains closely attuned to evolving community needs.
New Development Opportunities
One of the most significant trends in the region is the growth of data center development. Multiple sites in Madison and St. Clair counties are currently under consideration, with local governments working proactively to attract these projects.
Zuber credits Madison County officials for engaging directly with communities that already host data centers to better understand both the benefits and the challenges. This groundwork helps local leaders make informed decisions and tailor their pitches to prospective developers.
The rapid expansion of artificial intelligence and digital infrastructure needs is driving the demand for data centers. As AI becomes more integrated into daily operations across industries, the need for reliable data storage and processing facilities grows. Zuber said, “If people are so against these data centers, then they need to quit using AI altogether. But I don’t think anybody wants to do that.” The implication is clear: as technology adoption accelerates, data center demand will continue to grow.
Beyond job creation, data centers generate substantial tax revenue for host communities. Zuber described the potential economic impact as “staggering,” noting that the resulting tax base can reshape local budgets and fund community improvements.
Energy Transition Spurs Industrial Development
Illinois’s renewable energy policies are also fueling new types of industrial development. The state’s push for clean energy has attracted solar companies seeking to capitalize on incentives and available land, especially near former coal plant sites.
More recently, waste-to-energy projects have gained traction. These facilities process materials with carbon content — such as wood, plastic, and rubber tires — into energy or fuel products. Zuber said, “Waste is a commodity nowadays, and it is a big commodity that you’re starting to see new businesses springing up.” These ventures, once limited by high costs and technical hurdles, are now becoming economically viable thanks to advances in technology and supportive policy environments.
While waste-to-energy conversion has existed for decades, Zuber noted that only recently have these technologies reached the point where they make financial sense for both investors and communities. He called this “one of the most exciting times” of his career, reflecting the scale and pace of industrial change in the region.
Technology Adoption
BARBERMURPHY has invested heavily in technology to improve efficiency and client service. Their adoption of the RealNex CRM platform, which incorporates artificial intelligence for market analysis and property marketing, has streamlined internal processes. Zuber explained that the system enables brokers to generate marketing plans and prospect lists quickly and to access comprehensive market data in real time. “What it allows us to do is do our jobs better, faster, more efficiently, more professionally,” he said.
Despite these advances, Zuber emphasized that technology is a tool, not a replacement for personal relationships. “You still have to get out and look people in the eye, understand what’s really going on in their world. You don’t do that with a text message,” he said. This balance between technology and human connection is central to the firm’s approach.
For younger professionals concerned about technology disrupting career opportunities, Zuber encouraged them to embrace these tools. “The companies that embrace that change and get there first, ahead of their competition, are going to win,” he said. In his view, those who leverage new platforms without losing sight of relationship-building will have a lasting advantage.
Markets Remain Strong
Looking forward, Zuber expects continued growth in secondary and tertiary markets, particularly as companies seek to consolidate manufacturing operations and reduce reliance on overseas supply chains. Recent tariff policies and global supply disruptions have made domestic production more attractive, increasing demand for industrial properties in regions with available land, infrastructure, and workforce.
BARBERMURPHY’s client service model is anchored in solving problems, not just brokering deals. “Everybody that we work with, we problem solve. We use the technology to our advantage to help them save time, save money,” Zuber said. This hands-on approach has helped the firm build long-term relationships with both property owners and tenants, reinforcing its reputation as a trusted local partner.
The firm’s sustained success reflects a combination of market knowledge, technology adoption, and deep community involvement. By staying closely connected to local stakeholders and investing in modern tools, BARBERMURPHY has positioned itself to capitalize on emerging trends while maintaining the relationship-driven approach that underpins its growth.
As the commercial real estate landscape continues to evolve, Zuber believes that firms willing to adapt — and to use all available information and technology — will outperform those that rely solely on traditional methods. “If you’re not utilizing all of the information and tools available to you, you’re cheating yourself, and you’re cheating your clients,” he said.
Implications for the Region
The rise of tertiary markets signals a broader shift in how companies approach site selection and expansion. Rather than defaulting to major metropolitan areas, businesses are increasingly drawn to smaller communities with strong infrastructure, skilled labor, and supportive local governments. This trend is likely to continue as technology, renewable energy, and logistics requirements reshape the economic map of Illinois and the Midwest.
For communities willing to invest in infrastructure and workforce development, the rewards can be significant: new jobs, increased tax revenue, and greater economic resilience. For firms like BARBERMURPHY, the lesson is clear: local knowledge, adaptability, and a willingness to embrace change are essential for sustained growth in a market defined by both tradition and innovation.
