Stable of Multifamily Thoroughbreds, But No Jockey in Sight?

As developers, we literally spend millions of dollars to fill our stable full of thoroughbred design professionals who are ready to run hard for us. But a race requires more than just an exceptional thoroughbred, it requires a good jockey with the experience, leadership and temperament to bring out the best in them.

Orchestrating an effective creative process, managing the required collaboration, constantly translating between stakeholders and creative teams and ultimately ending up with something engaging to prospects that is also in budget, isn’t something they teach you in real estate school.

Often times, it simply takes one to know one. Either way, we need to understand the value of creative management in the development process and all the benefits it brings. From funding pitches, project approval presentations and investor updates, to smart, creative “value engineering” that takes the entire end user experience into account.

So why aren’t experienced Creative Directors part of most development companies? I’m not sure. But I am sure brains that are great at underwriting, financial modeling and proformas work a little differently from brains that intrinsically understand and thrive in creative environments. Find one that is a pro at leveraging creative talents for your business purposes, and now you have a competitive advantage.

The point is, you can open a beer on a hot summer day with a borrowed horseshoe, but a bottle opener in your flip flop is a game changer. Creative people appreciate being led by creative people and they will work harder for you. Hire someone that speaks their language and then you are off to the races.

So get out there and find yourselves a good horse whisperer and stop leaving money on the table due to untapped potential in your stable.