Your SlideShare is downloading. ×
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Creating eCampaigns for Commercial Real Estate Professionals
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Creating eCampaigns for Commercial Real Estate Professionals

1,001

Published on

Learn how to create eCampaigns that will generate leads for you again and again.

Learn how to create eCampaigns that will generate leads for you again and again.

Published in: Real Estate, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,001
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
28
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1Social Media andOnline Marketingfor CRE ProfessionalsSpring 2013eCampignsWeek 4Cindy SpivackCindy Spivack International, Inccindy@cindyspivack.com847-562-0030
  • 2. 2Study GuideeCampaignsBy: Cindy SpivackCindy Spivack International, Inc.“Instead of one-way interruption, web marketing isabout delivering useful content at precisely the rightmoment when a buyer needs it."-David Meerman Scott-“Content is King!”-Bill Gates -Simply put: eCampaigns (email marketing) are a cost-effective way to market. It’sbecause you can send personalized, targeted, and interest-specific content(messages) to a large number of people.The value goes beyond its low cost, however. ECampaigns and email marketinghas certain advantages over other forms of marketing. For example, you canmeasure the success of the campaign and replies are instant.And in fact, if you keep the design elements and personality consistent over time(this is called branding) each successive message will become more memorable.Consider using an email marketing provider for your campaigns(constantcontact.com, icontact.com, mailchimp.com, zoho.com, and etc…).Examples of emails you can send:NewslettersListingsRelevant articlesAnnouncementsSuccess stories/case studies
  • 3. 3Q and A’sTips and How To’sPress releasesOpen house InvitesBusiness LettersBest times to send email campaigns: Tuesday, Wednesday or Thursday at 10AMToday, let’s explore eNewsletters as a stategy…The Top 10.5 Reasons to Publish a Company NewsletterToday more then ever businessmen and women are starved for accurate andcurrent information pertaining to their industry. Is seems as if everyone has anopinion and they are all different!For the most part, you can find an opinion to support whatever you’d like. Forexample, take a look at the Sunday newspaper and you’ll probably read aboutthe commercial real estate market and its continued slide downward. Then onTuesday there’s an article about the commercial real estate market and itsamazing climb upwards.Turbocharge your marketing with a monthly newsletter and watch your salesincrease magically. However Consistency is the key – once or twice each monthis suggested. Below are 10.5 reasons why:A Newsletter Template that has been tested and deemed ultra successfuland the tools you need to get it out1. People buy from those they know, like, and trust. Publishing a newsletterallows your readers to learn more about you and then decide if they likeand trust you enough to do business with you.2. Industry newsletters provide your prospects and clients with valuableinformation they will appreciate.3. It keeps you in front of your prospects on a regular basis.4. A newsletter allows you to be perceived as an expert and people like to dobusiness with experts.5. It you craft it with the goal of adding value to the reader it’s a win-win.6. It can educate buyers, sellers, landlords and lessees about importantissues in commercial real estate or other business niches you may beinvolved in.
  • 4. 47. You can highlight “featured products and services” and make othergeneral announcements.8. You can make requests for new business (those who learn how toshamelessly promote themselves and their business make more money).9. It allows you to have a format for keeping your prospects and clientscurrent.10.It is one of the fastest ways to increase your credibility.E-NEWSLETTER MARKETING POWERHow To Use E-Mail Publishing To Attract Hyatt New Prospects,With Loyal Clients, And Grow Your Way To SuccessIntroductionAs a savvy business owner, you already know that the "fortune is in the followup." And these days, business owners like you and me have more options thanever when it comes to how we choose to follow up with new leads. We can:1. Send a quick EMAIL to say "nice to meet you, heres a link to my website,and let me know if youd like to discuss further, etc."2. Give them a CALL and try to set up a meeting or initial consultation tofind out if its a good fit.3. Add them as a friend on FACEBOOK and TWITTER, so they can get toknow you and your services/products a little better.All of the above might feel like a follow up, but if you dont get the RESPONSEyou were hoping for, its easy to dismiss it as a dead end— especially in ourinstant gratification society.in todays online environment, its crucial that business owners recognize that aRESPONSE is multi-dimensional. A person isnt ready to buy until they scope outyour website, read a few testimonials, find you on Yelp, and check you out onFacebook.And one of the most effective tools out there today that allows you to packageALL of the above into one polished package is... an eNewsletter.Okay, I know what youre thinking. An email newsletter? Thats soooo 1999! Butfollow me for a moment...According to a 2010 study by ExactTarget, 56% of U.S. Internet users interactwith brands only via marketing emails, compared to 1.3% who interact only viaTwitter and 0.7% by Facebook.
  • 5. 5Pretty astounding, considering all the hype around social media, right? Dont getme wrong, I love using social media to promote my business just as much as thenext, but what recent statistics are continuing to tell us is that most people stillheavily rely on email marketing to get informed about products, services,promotions, and updates.And business owners are responding... A 2010 StrongMail study found thatmarketing and business leaders still choose email marketing as the top area ofinvestment growth (65%) in 2011, above social media marketing (57%) andsearch marketing (41%). Email is still very much a heavy hitter in the onlinemarketing game.So, whether youre just starting, or youve been publishing an eNewsletter foryears, the bottom line is: now is NOT the time to pull back on your emailmarketing efforts. In fact, its time to start leveraging it in a competitive,savvy way.Why publish an e-Newsletter?An e-Newsletter is similar to sending an e-mail, but an e-Newsletter will provide avariety of information (like a print newsletter), whereas an e-mail might onlyprovide information on a single topic.Before you dive into learning all of the how-tos, its really important that youunderstand all the wise and different ways that publishing an e-Newsletter canbenefit you and your business. There are literally dozens of ways that havingyour own e-Newsletter can help your business, but below Ive listed my nine topreasons:1. List building (your #1 steady growth tool!) - Publishing an e-Newsletterallows you to grow a list of potential clients that you can market to again andagain.This means no more exhausting, time consuming one to one marketing. Insteadyoure now marketing one to hundreds, thousands, tens of thousands with eache-Newsletter publication. Okay, you still might want to market one to one to reallyclose the deal with the occasional big client who promises big commissions. Butyou can see how an e-Newsletter can bring in lots of prospects to you withouthaving to expend a lot of your valuable time and effort.This process has often been referred to as “building your herd”. Once you startdoing this with your own e-Newsletter, your business will change. Much of thetime previously spent on one to one marketing to collect new clients will be freedup so that now your valuable time can be focused on other important creative,moneymaking aspects of your commercial real estate business.
  • 6. 6Another way you can look at this process is with the well-known marketing modelcalled the funnel. The goal in a marketing funnel is to convert your e-Newslettersubscribers into loyal clients.A funnel is wide at the top and narrow at the bottom and swirling inside the finalare all of your services. Your objective is to get as many people into your funnelas possible, so you can repeatedly let them know about all the great services youoffer. By the time a person reaches the narrow bottom of the funnel, ideally theyare your loyal, lifelong clients who will use you any time they have a real estateservice from the simplest to the biggest.2. Effective promotion (your eNewsletter is typically your prospects’ first point ofentry into your marketing funnel). In fact, effective promotion is a natural lead-infrom reason number 1 above. Its probably not clear to you that an e-Newsletteris a highly effective way to promote your services.Rather than spending a lot of money on traditional marketing (which often justtells how great you are and boring to the recipient), your E-news letter canactually show your prospects how great you are by sharing your expertise withthem. Youre giving people a taste of you, and educating them on why they needyour service.If you think about it, this makes a lot more sense than traditional advertising.Your e-Newsletter shows your prospects why youre an expert in your niche ofthe industry, with each and every e-Newsletter, and it does it in a way that issubtle and appealing (unlike traditional advertising, which can be like hittingpeople over the head).3. Positions you as an expertWhen you publish an e-Newsletter youre essentially positioning yourself as anexpert. By showcasing your knowledge and skills regularly in your e-Newsletter ,you begin to be seen by your readers as an expert in your industry or field. Thereal key here is how you are seen through the lens of your e-Newsletter .And through that lens you can attract inquiries – lots of them.Also, if you speak to promote your business, or eventually youd like to addspeaking to your credentials, having an e-Newsletter makes landing speakingengagements effortless because your e-Newsletter spreads the word about yourexpertise for you!Nothing beats passive promotion when media and speaking engagements findyou. And you can reap this benefit too when you publish your e-Newsletter andword of your expertise gets around.
  • 7. 74. Regular contact with prospects and clients (they need 7 to 10 touchesbefore they buy).An e-Newsletter is a perfect way to stay in touch with your clients and prospectson a regular basis.In marketing, there is a “7 to 10 rule” which means that most people will never beready to buy from you in the first contact. You usually need to touch people atleast 7 to 10 times with your marketing message before theyll buy. Its the latercontacts that seal the deal. And most of your peers never seem to get past touchone!!!With this important rule in mind, clearly, you need to be in front your prospects allthe time. Its not your prospects job to remember youre still alive and in business.So when the time comes that one of your prospects is ready for a service from acommercial real estate professional, youre already right there in front of him orher, and top of mind, so that its you they hire.Publishing an e-Newsletter keeps you on your prospects radar screen in a waythats not obnoxious. You’re building trust in a relationship with them because asshown in number three above, youre the expert while subtly yet constantlyreminding them about you. And the more you touch a reader with your marketingmessage through your e-Newsletter, the better your chances are to seal the dealand make the sale.5. Wide exposure (your eNewsletter can be forwarded all over the world!)As Im sure you know, e-mail can be easily forwarded. It gets around, and thats agood thing where your e-Newsletter is concerned. By publishing via the mediumof e-mail, your e-Newsletter allows you to spread the word effortlessly, far andwide, about you and your service. Your prospects and clients spread the word foryou!And, youve heard of 6° of separation right? Even if you write just a halfwaydecent e-Newsletter, your readers will pass it on to friends and colleagues allover the world. Often your e-Newsletter can be passed on to some veryimportant people, within just one or 2°!6. Means to capture visitors to your website (via your opt-in form)Offering people the opportunity to subscribe to your e-Newsletter is the ideal wayto capture the e-mail addresses of your visitor to your website. I cannot stress theimportance of this benefit enough; but, naturally this means you have to have aweb presence such as a blog or a website that allow you the means to have anopt in.
  • 8. 8Let me give you an example: if I visit your website or blog today, but Im notready to hirer from you today, youve already lost me forever when I click away.This is the case with 99% of your first-time visitors. Thats right, 99% of your first-time visitors to your website or blog will take a look around and then go away, nothaving done anything. All visitors to your website are very valuable to youbecause they are pre-qualified sales leads -- because they took the time to findyou and learn about you. If you dont figure out how to capture these people andget them into your funnel you might as well watch hundreds or even thousands ofdollars bills fly out of your window.So what you want to do is invite your visitor to receive your free e-Newsletterfeaturing helpful information and useful tips on the topic of commercial realestate. When they opt into your free e-Newsletter youve now got them in yourfunnel to market to over and over again, automatically with every issue of the e-Newsletter you sent out.You can clearly see how valuable this benefit of capturing all visitors to your website or blog is.7. Fast, easy, and inexpensive to publishAn e-Newsletter is cheap and easy to publish, especially when compared with aprint newsletter. With an e-Newsletter you dont have to have a fancy designinvolved unless you want there to be, no printing, and no postage costs. It costsjust pennies to put together and publish an e-Newsletter.Plus you get the word out immediately–much faster than with traditional snailmail newsletters. And one more BIG BONUS – it’s really easy to take action –your prospect just has to hit the “reply” button.8. Good will—the info you provide helps othersOne of the best reasons for publishing and E-news letter is because its good foryour clients. You’re providing useful, interesting content that is focused on theirneeds; it benefits them. In essence youre spreading goodwill, especially if youre-Newsletter is a free subscription.And Im sure youre already realizing, whatever you do that benefits your readerswill ultimately benefit you. Take it from me, it really means a lot when you receiveauthentic, heartfelt feedback that the information youre providing is truly helpingothers. It feels great. You’ll see what I mean when you start receiving the samekind of wonderful things in feedback from your readers.9. If you choose to archive your issues, you add value to your website as a
  • 9. 9resourceBesides including on your website the option to sign up for your free eNewsletter,choosing to archive your articles added value to your website as well. Whenyou archive your published articles, you’re providing helpful information notjust to your subscribers but anyone who visits your site.Most people search for the information long before they are ready to buy. As youarchive your e-Newsletter articles, youre creating a valuable resource, notjust for your own clients to be able to look up older articles of interest, but forprospective clients too. A prospect who bookmarks your website will likelyalso refer others to your website, and chances are, many of these people willsign up to receive your free e-Newsletter, and when they do, as was shownabove, youve captured them and got them in your marketing funnel.As a recap, the whole point is to use your e-Newsletter to attract new prospectsand build a relationship with them so that in the long run, you convert theminto loyal clients who will use your service. Your e-Newsletter is a promotionaltool, part of your marketing strategy.NOW, MOVING ALONG…Be aware and plan around the bumps in the roadAbove I covered my top nine reasons that publishing your own e-Newsletterbenefits you and your business. However, before you embark on this excitingnew adventure, as with any journey it helps to be aware of any bumps in theroad beforehand so you can avoid them. I often refer to this as removing theobstacles.Oftentimes, I have a client who has the best intentions and starts an e-Newsletter. But too soon runs into potholes and gets stalled by the side of theroad because they didn’t see certain big issues coming. Poor planning can throwa monkey wrench into the mix and prevent you from continuous execution.Therefore, be a smart commercial real estate professional, and be enlightenedso you can plan your route around any foreseeable issues.Here are the main bumps you need to be aware of:1. Content. You’ll need to stay on top of having enough content to maintainyour e-Newsletter. If you plan to write your own content, you’ll need tostore up a backlog content and ideas, and schedule time every week ormonth to write and prepare your content. Or better yet, use the done foryou newsletter that I give you each month and add to that.
  • 10. 102. Putting it together. Depending on the length of your e-Newsletter you’llneed to schedule about 1 to 2 hours per issue to prep your eNewsletter forpublishing. Or better yet, outsource it.3. Managing your e-mail list. We’ll cover this more later. But you’ll need away to add and delete subscribers from your e-mail list.4. Growing your subscriber base. You’ll need to continually come up withnew ways to grow your list. This is a big chunk of marketing focus thatcontributes towards any commercial real estate professional’s success.5. Advertising. This is optional for your e-Newsletter, but as your e-mail listgrows, you might want to consider selling ad space in your e-Newsletter.Before you set out to publish an E-news letter, ask yourself how you will managethe following…• Maintain a regular publication schedule• Provide original content within the timeframe of your publishing schedule• Provide content that speaks to and addresses the needs of your particularprospectsIf it seems like a lot, don’t worry. Publishing your own e-Newsletter is actuallysimple. You just need to know the formula. As we continue, we will address thebumps listed above, but these are challenges to be aware of in terms of time andresources to be investing in to get your e-Newsletter off the ground.I’ve been publishing my newsletter for a long time now. I’ve been through thisprocess and I figured out all the secrets to navigate around the bumps, potholes,and turns and I’ll share all of them with you.If you truly want success then let’s get started planning your e-Newsletter now…This is where the real planning begins.Define Your GoalsIn general terms, what are you selling?________________________________________________________________What are your reasons for wanting to publish an e-Newsletter? List 3 or 4 goalshere:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________From the goals you listed about, choose your MAIN OBJECTIVE: __________
  • 11. 11Describe your ideal reader:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Describe the top 3 emotional benefits you want your target audience to feel whenthey read your e-Newsletter:________________________________________________________________________________________________________________________________________________________________________________________________Differentiate Your e-Newsletter from the CompetitionStudy your competitors’ e-Newsletters. Sign up for 3 e-Newsletters of competitorcompanies and study them for two or three months – what do you like, what don’tyou like, and why/why not would you forward it to your friends and colleagues?Study at least 3 others that are not competitive (any businesses different fromyours) and determine what features you like and dislike about them.How can you make your e-Newsletter stand out from your competitions?________________________________________________________________________________________________________________________________________________________________________________________________Aim for Success!Determine your e-Newsletter’s point of view (Who will it be written and sent from?You or a spokesperson from your company?)Title your e-Newsletter (convey what it’s about or what benefit the reader willreceive)Apply for an ISSN (Google – getting an ISSN #)List your e-Newsletter with e-zine directories: (Google e-zine directories)Start a website or blog (if you don’t have one already – and make sure you’ve gotan opt- in form on every page!)e-Newsletter Content ChecklistCreate your “Content Outline Template” (in a Word document)—Use it forplanning and creating your content for each issue. Write your content and drop itinto, or list it in, your issue outline. (Content that does not change, or seldom
  • 12. 12changes—such as “Unsubscribe” info —can be placed in the template so youdon’t have to re-create it for every issue. Once you’ve completed your contentoutline, you’ll be all set to drop your content into your template and publish youre-NewsletterYour outline may contain the following elements:Masthead. Make it crystal clear to your reader who you are and what it is theyare looking at when they open your email. Your masthead should include your...• e-Newsletter title (even if it’s already in the subject line of the email)• Name (yours or that of whoever youve chosen for content point of view) •Email address (from which the e-Newsletter is sent)• Web URL (your home page)• Publication date• Volume number and issue number (optional)—The issue number willchange with each issue, and the volume number will change annually• Publishing schedule (how often you publish, e.g., “every other Tuesday”)• ISSN number (if you have one)Subscription reminder statement—reminds the reader why theyve receivedyour e-Newsletter.Issue Title or Headline—(If you include more than one article, consider using aTable of Contents instead—see next component).Table of Contents (TOC)—If you offer multiple articles or items, list the title ofeach in a mini table of contents (TOC) at the top.Note from the Editor/Publisher—an introduction and overview of each issue.Main content (tips, articles, etc.)—Limit your content to three articles at most.Subscribe/unsubscribe info—Provide very clear "Unsubscribe" instructionsnear the bottom of your e-Newsletter for those who want to be removed fromyour list. You may also want to include "Subscribe" instructions (maybe near thetop) in case your e-Newsletter was forwarded to someone who wants tosubscribe!Your contact info (usually at the bottom of your e-Newsletter, but you canstrategically place some of these items throughout your e-Newsletter, such as ina company promo section)—your e-Newsletter should always include:Your name, Your title, The name of your business, Your phoneYour physical mailing address (a MUST per the CAN-SPAM law – always putthis at the bottom of, even if you’ve placed this elsewhere)
  • 13. 13• Your email address• Your website URLCopyright notice—optional, but its advisable to protect your workOther optional e-Newsletter components you might want to considerincluding are:Personalized greeting—it’s recommended to greet your reader by his or herfirst name using your email publishing service’s first-name fieldSubject header line (of the email in which your e-Newsletter will be sent)—Yoursubject header line should...• Include your e-Newsletter title [ideally in brackets] • Relate to your issues topicor main articleAdd-to-whitelist request—ask your reader to add your email address (fromwhich the e-Newsletter is sent) to their whitelist (“safe sender” list) or addressbook so your e-Newsletter wont end up as spam.Conditional permission to forward your e-Newsletter—Encourage people to"pass on" to interested friends, colleagues, and clients/customers, but with clearinstructions that they must keep the entire issue intact and not change it.Audio/video links—insert a link in your publishers note or content for yourreaders to hear/see a message from you. A great sales tool!Sample Newsletter follows…
  • 14. 14SAMPLE NEWSLETTERSubject Line: The Secret to Getting Things DoneDONE 4 YOU NEWSLETTER – April 2013Welcome to Commercial Real Estate GEMS. You are receiving this edition of myeNewsletter because you are involved with commercial real estate as an owner,user, or investor. I trust you will enjoy this issue and get a “gem” or two out of it.Thank you for taking the time to spend a few minutes with me.Feature Article: The Secret to Getting Things DoneResource: Basecamp.comCommercial Real Estate Update: Real Estate Business Prospects for 2013Personal Note: Insert a NoteAnnouncements: Insert One or Two“Hell, there are no rules here - weretrying to accomplish something.”-Thomas A. Edison -The Secret To Getting Things DoneOne of the greatest satisfactions in life comes from getting things done andknowing you have done them to the best of your ability. If you are having troublegetting yourself organized, if you want to increase your ability to think, and dothings in order of their importance, remember there is only one way: TAKEMORE TIME TO THINK AND DO THINGS IN ORDER OF THEIRIMPORTANCE.Set aside a big chuck of time each week as self-organization time and carefullyidentify what is important and what needs to get done each week in order to earncommissions. If you can’t identify it, you certainly can’t do it!Then, each morning expand on the day ahead of you by detailing (preferably withpen and paper) exactly what you need to accomplish from the handful of emails,to the calls and even the meeting you have planned for the day. DO NOT SCIMPHERE.
  • 15. 15“Failing to plan is planning to fail”The secret of staying out of overwhelm and not having enough time lies not inworking more hours, but in proper planning the hours you have.The secret to getting things done is so simple that I’m sure you’ve heard it before– break it down into very small easy-to-handle steps, then do one thing at a time.Small tasks can be tackled all at once, one at a time. Big tasks (or tasks thatseem big) need to be deconstructed into smaller, achievable steps.Set a timer for 30 or so minutes Do just one thing. Focus. Do it until it is finished.Keep doing this everyday slowly increasing the timer to 60-minutes. Before youknow it you’ll be getting more done than you can possibly imagine.Make it a habit and…watch out world…Resource: Basecamp.comDo you find yourself wishing there were one spot where you could keep track ofnot only your tasks and projects but those of your team members as well? Howabout keeping track of project discussions, files, and status updates frombeginning to end—all in one place. Do you wish you knew exactly what has beendone and what remains? Well, now you can.Try www.Basecamp.com – the worlds #1 project management app…Sign up today and get a 60-day free trial!Commercial Real Estate Update:The following article is an excerpt from the newly published report, “EmergingTrends in Real Estate 2103” published by The Urban Land Institute and PWC:Real Estate Business Prospects for 2013Real estate continues to meander along a slower-than- normal recovery track,behind a recuperating U.S. economy, dogged by ongoing world economicdistress. But for the third-consecutive year, Emerging Trends surveys indicatethat U.S. property sectors and markets will register noticeably improvedprospects compared with the previous year, and the advances now gather somemeasure of momentum across virtually the entire country and in all propertytypes. “Decent” though “relatively disappointing” job creation should be enough tocoax absorption higher and nudge down vacancy rates in the office, industrial,and retail sectors, helped by “next to no” new supply in commercial markets.Robust demand for apartments holds up despite ramped-up new construction,and even the decimated housing sector “turns the corner” in most regions.
  • 16. 16Improving fundamentals eventually should prod rents and net operating incomesonto firmer upward trajectories, building confidence about sustained—albeittame—growth and buttressing recent appreciation.Although these gains seem modest and out of step with recent boom/bust cycles,restrained progress ultimately fits real estate’s income-oriented profile. Eventhough “it’s easy to be cynical: everybody seems to want what they can’t have”(“rent spikes,” “high yields with safety,” and “fully leased buildings”), intervieweesseem to come to terms with the market’s “muddling-along pace,” expressing“cautious optimism” while abandoning hopes for “a big bounce.” Real estate’s“make-things-happen” entrepreneurs will stay “frustrated” and hamstrung increating value—“the IRR [internal rate of return] model isn’t what it used to be”—but buying, holding, managing, and bumping up property revenues usually winsthe real estate game. What’s that story about tortoises and hares? “We’re the dullsister of the investment world; earning a 5 percent to 7 per- cent return is whatwe do best.”Lingering doubters need to ease up just a bit: the world’s problems “actuallybenefit [U.S.] real estate, even though we don’t deserve it.” Low interest ratesgive the real estate industry breathing space, and money “pours in fromoverseas” seeking refuge. Real estate assets, meanwhile, continue to commandattractive spreads over fixed-income investments and offer considerably morestability than stocks.Still, caution reasonably should rule decision making, given significantly greaterpotential for economic skids than any chance for an accelerating property marketrebound. And chastened credit markets, still grappling with bloated portfolios oflegacy problems, wisely and necessarily stick to reinstituted, rigorousunderwriting standards. Although anxious investors feel more compelled “tochase yield” as core properties in the gateway markets reach for gulp-hard pricepoints, “there’s no premium for taking risk” when Europe bounces from crisis tocrisis, China ebbs into an export slowdown, and the United States delays indealing with its own debt conundrum. In con- sidering solutions, worrying aboutwhat will happen “is perfectly appropriate.” The “uncertainty” about globaleconomics and government policy is “the industry’s biggest issue, becauseweare so capital intensive, and it’s totally out of anyone’s control.” All theimproving signs can appear “offset by the unknown,” weighing down sentiment.This uncertainty may inhibit “exciting big-ticket projects” and constrict enthusiasmover scaled-down profitability compared with the pre-crash days, but the industrystill can find plenty of roll-up-your-sleeves enterprises to bolster recently capital-starved properties and ensure enhanced future performance, includingrenovation, rehabilitation, repositioning, releasing, and refinancing. Successfulplayers “continue to adapt”: what worked last year may not work next year.Tenants continue to shrink space requirements to improve efficiency, relying ontechnology rather than extra square feet. Office landlords should considerembracing flexible design features, green technologies, and Leadership in
  • 17. 17Energy and Environmental Design (LEED) systems or face the consequences.Obsolescent suburban office space now follows nearby left-for-dead regionalmalls into value-loss oblivion: many of these properties will be converted intosomething else over coming decades. Surviving shopping centers appear ripe forreinvention to integrate better with e-commerce and logistics supply chains,which continue their headlong transformation to accommodate less storage andmore direct shipping to end users.Promising signs of green shoots in desiccated and oversupplied housing marketsshould not tempt homebuilders into new projects too soon. But the potential forsome measure of new housing construction over the next two to three years isreal and would be a welcome boost for the economy and other real estatesectors.Indeed, industry players must not lose sight of recent progress while steelingthemselves for an ambiguous future, requiring new visions and tamped-downexpectations. “We need patience.” Liquidity returns, but deleveraging takes muchlonger than expected, and weighty global problems will be a persistent drag. Theworld debt crisis took decades to create, the housing bubble followed 15 years ofunimpeded growth, and the commercial real estate collapse derived from yearsof easy credit.“It’s only reasonable [a full-blown] recovery will take more time”—a process lessthan firmly anchored in all that confounding uncertainty.PERSONAL NOTE:Please insert a note from you. Be sure to make it personal - about you, yourbusiness, or your personal life. For example, if you just finished an unusual dealor took a great vacation, if you have a funny story about one of your children, ahobby or even about a particular struggle you are currently experiencing (peoplereally like this one) – write about it.ANNOUNCEMENTS:Insert an announcement or two this month – have fun with it. How about a greatlisting you have or a request for a referral. PUT A STRONG CALL OF ACTION.
  • 18. 18

×