The Brand
In Real Estate
Manifesto

Real estate is dead. Long live real estate.

Real estate is about creating meaningful connections between people, property, and place.

The new real estate professional is visible. She is a digital strategist that cares about community health and wealth, and the online platforms that residents plug into.

Space no longer fits into neat definitions. Traditional asset classes are converging; new models of living are emerging.

Defunct terms like commercial, residential, retail, and hospitality fall short of form and function.

Change is accelerating. Consumer choice is amorphous and fickle. Socially engineered labels should be retired.

Today’s developer is armed with data and vision, and a higher tolerance for risk.

The new paradigm is about creating memories for residents and nomads, artisans and artists, friends and family.

The new paradigm is flexible - capitalizing on the full spectrum of the human experience.

The new real estate asset functions as an ecosystem; different partners operating under a common flag, identity, mission, purpose, team, tech stack, vision, and vehicle - a brand, preferably one that commands negotiating leverage.

Strong brands garner respect, and a premium on rent and sale.

Strong real estate brands have their tech stack in order; the bones of an asset now include the software as well as the bricks.

Technology enables experience.

Brand value in real estate is about partnerships. Merchandizing. Ancillaries. Subscriptions. Full-service living.

Lenders and investors expect more. Valuation leans on a wider set of metrics; this permeates the entire real estate value chain.

The new real estate entrepreneur is less concerned about location, and more about concept. She brings creativity, subject matter expertise, partners, and experience to the table.

Compliance is automated and rapid fire. Traditional lenders and venture capitalists willfully support the best proof of concept.

The new agent understands user experience, conversions, and targeted marketing.

The new builder designs around versatility rather than the asset class.

The new asset manager is more than a rent collector. He is guest-centric and tuned into shifting trends.

The new real estate professional is no longer anonymous.

Brand is your vehicle for navigating change.

Embrace it.