The 3 universal truths of real estate marketing

Whether it is the year 2000 or 2020, there are and have always been 3 universal truths of marketing that will drive results if followed. It’s important to note, these concepts work for small businesses, large enterprises and everything in between. You don’t need to be one of the bigger guys like RE/MAX. You can be a one-person office and follow these truths to success. With nearly 20 years in the biz, I’ve seen a lot: the transition from “property phone books” that were our source of truth to IDX feeds and websites, the presence of boom and bust cycles, the rise of digital, the creation of amazing marketing technology and social platforms, and a significant change from brands being in control to consumers being in the driver’s seat.

Spotlight

Hillwood

In 1988, Ross Perot, Jr. founded Hillwood based on the core values of character, courage and integrity. Rooted in a strong entrepreneurial vision, Hillwood is committed to bringing long-term value to our customers and partners through real estate development, investments and public-private partnerships. Based in Dallas, Texas, Hillwood is ranked today as one of the top industrial, commercial and residential real estate developers in the country. Our large, signature projects have become premier environments for residents and customers to live and work. We actively develop and buy industrial land and buildings across the U.S. This makes Hillwood somewhat unique as an investor and developer. In addition to being a leader in commercial and residential developments as well as specialized projects such as sporting arenas, industrial airports and museums, our work has been consistently recognized as best in class.

OTHER ARTICLES
Real Estate Technology, Asset Management

Commercial Lease Considerations in Light of the COVID-19 Pandemic

Article | May 10, 2023

It has already been approximately one month since the COVID-19 pandemic thrust the commercial real estate industry in Canada into chaos. Landlords and tenants alike continue to face a litany of issues not previously seen in modern times. Many tenants are fighting for their continued survival, with some jurisdictions in Canada reporting that as many as half of the businesses closed will not re-open once this crisis is over. Landlords are grappling with how to keep their projects viable with so many vacancies looming and cash flow becoming increasingly restricted. How the industry addresses and emerges from the recent events will determine not only the immediate future, but also the long-term evolution of our industry.So how do commercial landlords and tenants proceed in these uncertain times? Below are some key considerations for both landlords and tenants alike.

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Real Estate Technology, Asset Management

Revitalizing Multifamily Communities with Impactful Resident Services

Article | May 30, 2023

Impactful service-enriched housing programs and onsite supportive services build a foundation for serving the unique needs of a rental community’s tenant base. Quality services that address the individual concerns of each resident help eliminate the challenges that force turnover and increased expenses for property managers. Service-enriched housing includes the incorporation of programs and services within a community that advances the social and economic skill set of tenants. Meeting net operating income (NOI) and covering debt service obligations are key performance indicators for property managers. Tenants must be valued because they are crucial to improving the financial performance of a community or property. Without support in discovering a realistic path to self-sufficiency, these improvements made will not promote the stabilization of a tenant population. The key outcome for a community through the implementation of service-enriched housing programs is internal revitalization. Tenants benefit socially and economically from services that support access to job readiness, education and financial growth. During this time of economic instability, our resident services coordinators help remove barriers that plague many living in rental housing communities. Through its partnership with Esusu, Rainbow has alleviated tenants’ significant economic hardship by bridging default payments with no-interest loans. Tenants can use the company’s rent reporting platform, which sends on-time rental payment data to the three major credit bureaus – allowing them to build and develop their credit scores. Prioritizing tenant empowerment offers tangible and intangible changes in a property, leading to increased financial performance and improved tenant retention. It also reduces turnover costs for property management such as flooring, paint and reletting fees. Free programs and services also improve the marketability of a property to prospective tenants. Rainbow communities have seen a reduction in community vandalism since the implementation of youth enrichment programs that keep children engaged and supported in their education. Quality service-enriched housing programs, such as those offered by Rainbow Housing Assistance Corporation, provide direct access to resources that support the needs of physically and mentally disabled individuals, veterans, chronically homeless, single-parent households, families and seniors. Additionally, this type of outreach attracts the interest of local city, state and federal agencies as it helps stabilize the most vulnerable communities, cutting city and government expenses on a number of levels. This type of approval can even lead to further funding and support for initiatives that will enrich the future of affordable housing services. Key programs and resources address life skills, financial intelligence, education, employment, youth and senior programs, resources to eliminate emergency situations, and social development in a multifamily community. The implementation of a professional, service-enriched housing program with onsite staff ensures that these offerings are tailored to each community and primed for longevity. A stable tenant base will determine the solvency of a community and reposition the financial performance of an asset.

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Real Estate Advice, Asset Management

3 Things To Prioritize When Selling Your House

Article | May 9, 2023

Today’s housing market is full of unprecedented opportunities. High buyer demand paired with record-low housing inventory is creating the ultimate sellers’ market, which means it’s a fantastic time to sell your house. However, that doesn’t mean sellers are guaranteed success no matter what. There are still some key things to know so you can avoid costly mistakes and win big when you make a move. When inventory is low, like it is in the current market, it’s common to think buyers will pay whatever we ask when setting a listing price. Believe it or not, that’s not always true. Even in a sellers’ market, listing your house for the right price will maximize the number of buyers that see your house. This creates the best environment for bidding wars, which in turn are more likely to increase the final sale price. A real estate professional is the best person to help you set the best price for your house so you can achieve your financial goals.

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Real Estate Technology

Hybrid Composite Technology- the Dark Horse of the Indian Infrastructure Sector

Article | July 6, 2022

Infrastructure development is directly proportional to the economy and is a key indicator of economic growth. World powers have heavily invested in infrastructure development to support the system and other varied sectors of the economy. The Indian construction sector, in particular, has been significantly affected by the pandemic. However, this year will be fruitful, as the sector appears poised to regain growth and seize various opportunities with the ease of global markets. The Indian construction sector began the year with DRDO partnering with Maiwir Engineering to complete a 7-storey state-of-art research facility at the Aeronautical Development Establishment campus in Bengaluru, spreading across 1,30,000 sq. ft. in a record timeline of 45 days using hybrid construction technology. The quest for a greater economy, concerning material costs and reduced construction timelines, has resulted in innovative solutions that seek to combine construction materials and methods to an optimum effect. One such adaptation is the use of hybrid construction technology. Hybrid construction technology is a mix of conventional and pre-engineered methodology, using a combination of structural steel and reinforced concrete to form an efficient and sustainable design model. The highest level of optimization is achieved in resolving complex engineering problems in well planned phases. First, the structural steel members and partial pre-cast members are manufactured off-site at a factory yard. In the second phase, ready-to-assemble members are transported to the construction site, and in the third phase, they are installed in a calibrated manner using machinery. Decoding this Innovation The hybrid construction technology is a highly flexible building system. It is composed of horizontal and vertical structures, which can be used either separately or as part of a system depending upon the required standards. It is a global, effective, and cutting-edge solution for industrial, commercial, and residential structures, as well as large works, infrastructures, facilities, renovation, and conservative restoration. An offsite precast yard is setup for the fabrication and assembling of precast elements. Once all the members are installed to form a structural frame, a cast in-situ concrete pour is done monolithically to achieve the structural integrity. The Way Forward The main areas of focus in the near future are high-rise buildings for commercial, residential, educational institutions, hospitals, data centers, and urbanization of logistic corridors. Just like India’s space program "mission to Mars," the mission to build can happen at a fraction of the cost with local materials and skill-developed teams, and we shall target and improve the country’s GDP growth with infrastructure development and spending. Over the past 3 decades in India, there has been a quantum jump in construction technology, especially in steel structures related to design concepts, erection methodology, manufacturing, section profiles, code provisions, etc. The evolution of composite structures is one such revolution, which has gained significant importance and has mostly replaced conventional construction techniques. Application of Hybrid construction technology High Rise Residential & Commercial buildings Hospitals & educational institutions Bridges Seaports & airports Data centres Recreational centres The industry can reap the benefits of both worlds of conventional concrete construction and precast structural construction. This new combination of technology ensures flexibility in terms of design and also faster project deliverables without compromising quality and onsite safety. It has proven to produce high-quality structures in record timelines, resolving complex engineering projects to cater for the rapid growth of infrastructure in the country. The Importance of Hybrid Construction Technology No or minimal wastage during the construction phase, which roughly accounts for 1–5% in conventional RCC buildings. Improved structural integrity Faster construction reduces the timelines by up to 60% Optimized resource utilization Wind loads & seismic load resistant Significant reduction in construction costs While fast-growing economies like China and other developed economies in Europe and the Middle East are adopting technological advancements for constructing complex engineering projects and residential structures, with this revolutionary technology, India can witness itself on the global map as a developed economy by building faster and more economically efficient structures than any other global power.

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Spotlight

Hillwood

In 1988, Ross Perot, Jr. founded Hillwood based on the core values of character, courage and integrity. Rooted in a strong entrepreneurial vision, Hillwood is committed to bringing long-term value to our customers and partners through real estate development, investments and public-private partnerships. Based in Dallas, Texas, Hillwood is ranked today as one of the top industrial, commercial and residential real estate developers in the country. Our large, signature projects have become premier environments for residents and customers to live and work. We actively develop and buy industrial land and buildings across the U.S. This makes Hillwood somewhat unique as an investor and developer. In addition to being a leader in commercial and residential developments as well as specialized projects such as sporting arenas, industrial airports and museums, our work has been consistently recognized as best in class.

Related News

Real Estate Advice

Zillow unveils a new look for property pages, their biggest redesign in 5 years

PR Newswire | October 25, 2023

Zillow is launching a big update to the look and feel of for-sale property listings on its website, improving home shoppers' experience with a more intuitive and simplified layout. The enhanced design of for-sale property listings on Zillow.com offers a wider, single-scroll format, making it easier for home shoppers to find key information, such as square footage, the Zestimate feature, lot size and home type. The new layout also introduces a media section at the top of the page that better showcases photos and 3D tours. By clicking on a photo, the media section expands, providing a full-page, magazine-style layout for seamless navigation through the rest of the home's photography. "The new design delivers a fun and efficient way to browse homes on the Zillow website, making it easier for home shoppers to navigate and process information," said Jenny Arden, chief design officer at Zillow. "We introduced a wider layout for images, larger fonts for the most important facts and a clearer articulation of what makes the home special to help our users quickly understand if the home is right for them." Zillow's app updates: Navigate with ease and simplify financing with the Home Loans tab In addition to the redesign on the Zillow website, for-sale property listings on the Zillow app (iOS) are also receiving an update. This new look minimizes excessive scrolling by allowing users to more easily find the information that matters the most to them, whether that's home facts and features, a cost calculator or the Zestimate history. When viewing a for-sale listing on the app, users will see a new look that presents the home details categorized into sections such as "What's Special,"' "Market Value," "Monthly Cost" and "Neighborhood." Users can click into particular sections of interest to find more details. This new look will be available before the end of the year on the Zillow iOS app. Zillow is also introducing a new "Home Loans" tab on the Zillow app to help shoppers become buyers. Users can now easily figure out their budget, connect with a lender, get prequalified with Zillow Home Loans℠, and track their loan status — all in one place. "Financing is a critical part of the home-buying process, and 60% of buyers say setting their budget is their first step when buying a home. With this update, we're helping the millions of people browsing the Zillow app better understand what they can afford within their budget and see a clear path toward getting the mortgage they need," said Matt Daimler, senior vice president of product at Zillow. "We're already seeing an impact: Customers are saying it's easier than ever to access and use our financing tools and get prequalified with Zillow Home Loans."

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Real Estate Technology

Barings and Foulger Pratt Close Acquisition of $50+ Million Build-to-Rent Community in Raleigh, NC

Business Wire | October 19, 2023

Barings, one of the world’s largest diversified real estate investment managers, today announced its joint venture with Foulger Pratt to acquire a 172-unit build-to-rent (BTR) community in the Raleigh, N.C. metropolitan area. The $50+ million acquisition marks Barings’ entrance into the BTR market and builds on the firm’s $12.5+ billion* U.S. real estate equity platform. The transaction brings Foulger Pratt’s BTR portfolio to 700 homes and approximately $250 million in investment across North Carolina and Maryland. “We believe build-to-rent is one of the fastest growing segments of the housing market given demographic trends, evolving consumer preferences, and a national housing shortage,” said Joe Gorin, Barings’ Head of U.S. Real Estate Equity. “We are excited to partner with the well-established team at Foulger Pratt on our first BTR acquisition and look forward to deploying more capital into attractively priced assets as we scale our capabilities in this segment.” “Foulger Pratt is excited to continue its investment in the Carolinas through the delivery of quality rental housing in partnership with Barings – one of the world’s leading investment managers,” said Cameron Pratt, Chief Executive Officer of Foulger Pratt. The community will consist of 89 townhomes and 83 single-family detached units situated on 39 acres in Wendell, N.C. – just east of Raleigh. The initial deliveries of homes are expected to be available for lease in H1 2024. “We anticipate strong job, population, and household growth in this emerging submarket and believe this property will be well-positioned to offer an affordable rent alternative, a high quality of life, as well as easy access to key employment centers and top-tier universities,” said Kevin Miller, Barings’ Head of Real Estate Acquisitions, Eastern U.S. Barings has been investing in U.S. real estate equity for nearly 30 years and today has $35.5 billion* in U.S. real estate AUM across equity and debt, with nearly 130 dedicated real estate investment professionals across six U.S. offices managing more than 550 assets.

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Real Estate Technology

JPAR Meets Consumer Demand for Floor Plans in Real Estate Listings with CubiCasa Partnership

PR Newswire | October 17, 2023

JPAR, a leading name in real estate, is proud to announce a groundbreaking partnership with CubiCasa, a pioneer in floor plan technology. The partnership marks one of CubiCasa's first partnerships with a residential real estate brand. The companies have joined in executing a vision to bring a floor plan to every listing. In a survey by the National Association of REALTORS®, it was revealed that 67% of home buyers consider floor plans "very useful" in their property search, yet this essential feature is often overlooked in listings. Following photos and listing data, a floor plan is the most coveted data asset for consumers. "We want every interaction with one of our agents and listings to be a quality experience for consumers. This partnership empowers our sales professionals to meet the demands of modern buyers by providing them with the information they need to make some of the largest decisions in their lives," said Daniel Butbul, VP of Operations at JPAR's Affiliated Network. "Our goal is to have floor plans available on 90% of JPAR listings by the end of 2024," added Butbul. Effective immediately, agents may now register for a JPAR-sponsored CubiCasa account, accessible through the JPAR® OneStop HUB. "It's incredibly exciting to work with JPAR® on this project. They share our vision of a better real estate search experience powered by floor plans being attached to every listing, and our technology is the world's single-easiest and most-scalable solution to creating floor plans," according to Jeff Allen, President, CubiCasa. The CubiCasa app streamlines the process of creating floor plans for listings, requiring just 5-10 minutes to scan the property using almost any mobile device. Agents can then upload the scan on-site or at their convenience. CubiCasa's advanced AI technology transforms the scan into a professional-grade floor plan, which is delivered within 6-24 hours, available with and without measurements. About JPAR - Real Estate JPAR – Real Estate is a full-service real estate brand and franchise platform offering a highly competitive transaction fee-based model and agent-centric culture. The JPAR® platform provides agents seven (7) days-per-week support, a comprehensive tech stack, marketing, lead generation, training, and mentoring. JPAR® affiliated owners benefit from compliance review, 1-on-1 consulting, recruiting support, and a peer network of influential industry leaders. The company boasts more than 4,000 agents operating in 65 offices across 27 states, Washington, D.C. and closes over $8B annually in sales volume. About CubiCasa Headquartered in Oulu, Finland, CubiCasa is the global market leader in mobile indoor scanning and is known for its fast and easy-to-use floor plan app on the App Store and Google Play Store. CubiCasa's technology is used in 160 different countries and has helped create over 1 million floor plans to date. CubiCasa provides technology for the real estate, appraisal, and mortgage industries and is on a mission to digitize real estate.

Read More

Real Estate Advice

Zillow unveils a new look for property pages, their biggest redesign in 5 years

PR Newswire | October 25, 2023

Zillow is launching a big update to the look and feel of for-sale property listings on its website, improving home shoppers' experience with a more intuitive and simplified layout. The enhanced design of for-sale property listings on Zillow.com offers a wider, single-scroll format, making it easier for home shoppers to find key information, such as square footage, the Zestimate feature, lot size and home type. The new layout also introduces a media section at the top of the page that better showcases photos and 3D tours. By clicking on a photo, the media section expands, providing a full-page, magazine-style layout for seamless navigation through the rest of the home's photography. "The new design delivers a fun and efficient way to browse homes on the Zillow website, making it easier for home shoppers to navigate and process information," said Jenny Arden, chief design officer at Zillow. "We introduced a wider layout for images, larger fonts for the most important facts and a clearer articulation of what makes the home special to help our users quickly understand if the home is right for them." Zillow's app updates: Navigate with ease and simplify financing with the Home Loans tab In addition to the redesign on the Zillow website, for-sale property listings on the Zillow app (iOS) are also receiving an update. This new look minimizes excessive scrolling by allowing users to more easily find the information that matters the most to them, whether that's home facts and features, a cost calculator or the Zestimate history. When viewing a for-sale listing on the app, users will see a new look that presents the home details categorized into sections such as "What's Special,"' "Market Value," "Monthly Cost" and "Neighborhood." Users can click into particular sections of interest to find more details. This new look will be available before the end of the year on the Zillow iOS app. Zillow is also introducing a new "Home Loans" tab on the Zillow app to help shoppers become buyers. Users can now easily figure out their budget, connect with a lender, get prequalified with Zillow Home Loans℠, and track their loan status — all in one place. "Financing is a critical part of the home-buying process, and 60% of buyers say setting their budget is their first step when buying a home. With this update, we're helping the millions of people browsing the Zillow app better understand what they can afford within their budget and see a clear path toward getting the mortgage they need," said Matt Daimler, senior vice president of product at Zillow. "We're already seeing an impact: Customers are saying it's easier than ever to access and use our financing tools and get prequalified with Zillow Home Loans."

Read More

Real Estate Technology

Barings and Foulger Pratt Close Acquisition of $50+ Million Build-to-Rent Community in Raleigh, NC

Business Wire | October 19, 2023

Barings, one of the world’s largest diversified real estate investment managers, today announced its joint venture with Foulger Pratt to acquire a 172-unit build-to-rent (BTR) community in the Raleigh, N.C. metropolitan area. The $50+ million acquisition marks Barings’ entrance into the BTR market and builds on the firm’s $12.5+ billion* U.S. real estate equity platform. The transaction brings Foulger Pratt’s BTR portfolio to 700 homes and approximately $250 million in investment across North Carolina and Maryland. “We believe build-to-rent is one of the fastest growing segments of the housing market given demographic trends, evolving consumer preferences, and a national housing shortage,” said Joe Gorin, Barings’ Head of U.S. Real Estate Equity. “We are excited to partner with the well-established team at Foulger Pratt on our first BTR acquisition and look forward to deploying more capital into attractively priced assets as we scale our capabilities in this segment.” “Foulger Pratt is excited to continue its investment in the Carolinas through the delivery of quality rental housing in partnership with Barings – one of the world’s leading investment managers,” said Cameron Pratt, Chief Executive Officer of Foulger Pratt. The community will consist of 89 townhomes and 83 single-family detached units situated on 39 acres in Wendell, N.C. – just east of Raleigh. The initial deliveries of homes are expected to be available for lease in H1 2024. “We anticipate strong job, population, and household growth in this emerging submarket and believe this property will be well-positioned to offer an affordable rent alternative, a high quality of life, as well as easy access to key employment centers and top-tier universities,” said Kevin Miller, Barings’ Head of Real Estate Acquisitions, Eastern U.S. Barings has been investing in U.S. real estate equity for nearly 30 years and today has $35.5 billion* in U.S. real estate AUM across equity and debt, with nearly 130 dedicated real estate investment professionals across six U.S. offices managing more than 550 assets.

Read More

Real Estate Technology

JPAR Meets Consumer Demand for Floor Plans in Real Estate Listings with CubiCasa Partnership

PR Newswire | October 17, 2023

JPAR, a leading name in real estate, is proud to announce a groundbreaking partnership with CubiCasa, a pioneer in floor plan technology. The partnership marks one of CubiCasa's first partnerships with a residential real estate brand. The companies have joined in executing a vision to bring a floor plan to every listing. In a survey by the National Association of REALTORS®, it was revealed that 67% of home buyers consider floor plans "very useful" in their property search, yet this essential feature is often overlooked in listings. Following photos and listing data, a floor plan is the most coveted data asset for consumers. "We want every interaction with one of our agents and listings to be a quality experience for consumers. This partnership empowers our sales professionals to meet the demands of modern buyers by providing them with the information they need to make some of the largest decisions in their lives," said Daniel Butbul, VP of Operations at JPAR's Affiliated Network. "Our goal is to have floor plans available on 90% of JPAR listings by the end of 2024," added Butbul. Effective immediately, agents may now register for a JPAR-sponsored CubiCasa account, accessible through the JPAR® OneStop HUB. "It's incredibly exciting to work with JPAR® on this project. They share our vision of a better real estate search experience powered by floor plans being attached to every listing, and our technology is the world's single-easiest and most-scalable solution to creating floor plans," according to Jeff Allen, President, CubiCasa. The CubiCasa app streamlines the process of creating floor plans for listings, requiring just 5-10 minutes to scan the property using almost any mobile device. Agents can then upload the scan on-site or at their convenience. CubiCasa's advanced AI technology transforms the scan into a professional-grade floor plan, which is delivered within 6-24 hours, available with and without measurements. About JPAR - Real Estate JPAR – Real Estate is a full-service real estate brand and franchise platform offering a highly competitive transaction fee-based model and agent-centric culture. The JPAR® platform provides agents seven (7) days-per-week support, a comprehensive tech stack, marketing, lead generation, training, and mentoring. JPAR® affiliated owners benefit from compliance review, 1-on-1 consulting, recruiting support, and a peer network of influential industry leaders. The company boasts more than 4,000 agents operating in 65 offices across 27 states, Washington, D.C. and closes over $8B annually in sales volume. About CubiCasa Headquartered in Oulu, Finland, CubiCasa is the global market leader in mobile indoor scanning and is known for its fast and easy-to-use floor plan app on the App Store and Google Play Store. CubiCasa's technology is used in 160 different countries and has helped create over 1 million floor plans to date. CubiCasa provides technology for the real estate, appraisal, and mortgage industries and is on a mission to digitize real estate.

Read More

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