ROB FINLAY

Debunking 7 Common Misconceptions About the CRE Industry

Debunking 7 Common Misconceptions About the CRE Industry

Is commercial real estate (CRE) as simple as buying property and watching the profits roll in? Far from it. The industry is rife with misconceptions that can mislead market entrants and seasoned investors. This article will debunk seven common myths that often cloud judgment and impede success. With an awareness of these misconceptions, operators and investors can make more informed choices in their CRE ventures.

Let’s delve into these myths and shed light on the realities of success in the commercial real estate industry.

 

  1. It’s easy to turn a profit in CRE

The notion that you can easily buy properties and turn them into gold mines is misleading. Success in CRE demands a unique skill set and long-term determination. The ability to make swift, informed decisions is crucial, as is identifying lucrative opportunities and solving problems. Thorough due diligence, effective leadership, and adept cash flow management are also essential for stable success.

Market forecasting, another imperative in managing cash flow, is both an art and a science that requires a deep understanding of economic indicators and real estate cycles. Moreover, the role of data analysis and analysts has become prominent. Data and these professionals offer invaluable insights into market trends and property performance, guiding investment decisions that lead to alpha (benchmark-exceeding profits).

 

  1. The industry is behind the times

Contrary to popular belief, the CRE industry can and does adapt quickly. The industry is remarkably agile, especially when operators and their teams embrace innovation. Pioneering CRE leaders leveraging technology, best-practice management methodologies, and sustainability are constantly pushing the industry forward — as they have been for decades.

Companies that invest in asset management platforms, smart buildings, eco-friendly practices, and enhanced tenant experiences are setting new standards. Staying abreast of these changes and adopting new technologies and business models opens doors to significant growth opportunities. Being at the forefront of innovation offers competitive advantages and introduces new revenue streams and partnerships.

 

  1. Location is the most important factor

While location is undeniably crucial, it’s not the sole determinant of a property’s success. Tenant mix, property condition, and local market trends also play significant roles. A prime location can falter if the tenant mix is not synergistic or the property is in poor condition. Skilled property managers and leasing professionals are vital to keeping occupancy rates high and tenants satisfied.

Additionally, adept asset and property managers keep expenses streamlined, rents at market rates, and cash flow robust. Understanding local market trends can provide insights into what kinds of properties and businesses will thrive in a particular location (not all will perform equally — something the data can reveal).

 

  1. Data isn’t that important

Disregarding the utility and necessity of data is a dangerous mistake. With the advent of PropTech, data analytics tools have become indispensable for forecasting market trends, assessing property value, and understanding tenant needs. These tools offer a competitive edge, enabling operators and investors to make more informed decisions. Advanced analytics can provide insights into tenant behavior, predict maintenance needs, and forecast market changes, making it a critical component in decision-making.

Additionally, data can help in risk assessment, allowing investors to understand the potential downsides better and prepare contingencies for various scenarios. Integrating machine learning and AI in data analytics also offers predictive capabilities that can redefine investment strategies.

 

  1. Technology has a minimal impact on CRE 

The belief that technology won’t significantly affect CRE is outdated. The shift toward remote work, e-commerce, and digital platforms drastically changes how and where people choose to work, shop, and live. These shifts necessitate a reevaluation of traditional CRE investment strategies. For example, the demand for co-working spaces and flexible office arrangements is rising, affecting how commercial spaces are designed and utilized.

Similarly, the growth of e-commerce has implications for retail spaces and warehouses. Additionally, advancements in building technologies, such as intelligent HVAC systems and energy-efficient lighting, are becoming selling points for modern tenants. Virtual reality is also making its mark, offering pre-construction visualization, virtual tours, and other novel applications that generate value and improve outcomes for developers, investors, designers/architects/engineers, and users.

 

  1. You must have education and experience

While understanding the basics and how the different parts of the industry interact is essential, leadership ability often outweighs technical skills in real estate or finance. Skilled entrepreneurs build teams that bridge their personal knowledge and experience gaps, enabling them to achieve remarkable outcomes.

Moreover, the industry is becoming more interdisciplinary, requiring a blend of finance, urban planning, and even psychology skills to navigate complex deals and relationships. Soft skills like negotiation, communication, and emotional intelligence are increasingly recognized as crucial for success in CRE.

 

  1. It’s all about the numbers

Indeed, generating a strong return is essential for viable operations. However, relationships often take precedence. For instance, relationships with employees, partners, investors, civic leaders, regulatory/administrative agencies, and the general public are invaluable. Rapport builds trust, establishes credibility, and fosters goodwill.

Anything needed — materials, land, approvals, capital, or tenants — is more easily acquired when deep, mutually beneficial relationships are formed with stakeholders. Relationship building also involves projecting our ethics and values and ensuring alignment with our stakeholders.

 

The road ahead

In dispelling these myths, we uncover the complexities and opportunities within the commercial real estate industry. With an understanding of the industry landscape and leveraging the right skills and technologies, operators and investors navigate this intricate market with greater confidence and success. Armed with this knowledge, the road ahead looks promising for those willing to adapt, innovate, and build meaningful relationships.

Learn more about what it takes to prosper in CRE in my Wall Street Journal Bestselling book, Beyond the Building.