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Managing creative teams in multifamily development is an art and a skill. So take some advice from .38 Special, and hold on loosely but don’t let go. Sorry, ear worm for anyone who thrived in the 80’s but good advice none the less.&nbsp;When it comes to effectively managing creative teams, we need to take that same <span style="font-family: inherit; font-size: calc(18px * var(--body-fontSize, 1)); font-weight: inherit; font-style: var(--body-fontStyle, normal); background-color: rgba(249,250,251,var(--tw-bg-opacity));" data-mce-style="font-family: inherit; font-size: calc(18px * var(--body-fontSize, 1)); font-weight: inherit; font-style: var(--body-fontStyle, normal); background-color: rgba(249,250,251,var(--tw-bg-opacity));">open-handed approach and hold on loosely to allow creativity to thrive, but don’t let go of the core concept we’re trying to communicate. And yes, it is our job to identify the core concept.Only we are intimately familiar with every detail of our deal and why we decided to take it on. It’s our baby and reflects our organizations values and DNA so we are best suited to provide the proper foundations for it to succeed in the real world. That means providing our design teams with extensive information on the market, the site, the comps and all the demographic and psychographic data of our target audiences, preferably in an engaging and visual format that we took the time to curate.&nbsp;We need to share anything and everything, and whatever we do, we can’t hide or sugarcoat the challenges associated with it. Creativity thrives when there are specific problems to address or limitations to overcome. Constraints stimulate innovative thinking by requiring people to find unique solutions within the given boundaries.&nbsp;But back to .38 Special, if you cling too tightly, you’re gonna lose control. You can’t present a core concept or narrative that’s too specific and insist it be executed exactly as you envision it. That creates a creative mentality of, “You don’t value my ideas or expertise so just tell me what to do to get this approved.” At that point, you have definitely lost control over getting the best work from the design team, the good lovin's gone bad, and usually it's too late when you realize what you had. Are you singing yet?Ultimately, our job is to guide the process with an openhand, participate and co-create but most importantly, be the team member that constantly makes sure everything is on concept and has a reason for being. As a side note, it’s nice but doesn’t really matter if everyone agrees. Is it on concept? That’s what matters. So you can make your life more difficult if you want, but a well-defined narrative helps keep creative decisions as logical and objective as possible. Again, a massive time saver because the goal is clear, the bar is set and it isn’t personal.&nbsp;Your design teams needs someone to believe in and a whole lot of space to breathe in, so set the stage and let them walk on, perform and shine like the stars they are.Author: Vicki Johnston. © 2024. All rights reserved.

Some Good Advice for Multifamily Design from .38 Special

Me: Do multifamily real estate developers care if there is a compelling story and narrative behind the buildings they build?Bing AI:&nbsp; "That’s an interesting question. I think multifamily real estate developers do care if there is a compelling story and narrative behind the apartment buildings they build, for several reasons: &nbsp; 1. A story and narrative can help differentiate the apartment building from other competing properties in the market. By creating a unique identity and personality for the building, developers can attract and retain tenants who resonate with the story and share the same values, lifestyle, or aspirations(1). &nbsp; 2. A story and narrative can also help communicate the vision, mission, and goals of the developer to various stakeholders, such as investors, lenders, partners, contractors, regulators, and community members. By telling a compelling story about the purpose, benefits, and impact of the project, developers can build trust, credibility, and support for their endeavors (2). &nbsp; 3. A story and narrative can also help inspire the design, development, and management of the apartment building. By having a clear and consistent theme, message, and tone for the project, developers can guide the decisions and actions of their team members, from architects and engineers to marketers and property managers (3). &nbsp; Therefore, a story and narrative can help create value, influence perception, and foster engagement for their projects." &nbsp; Not too bad for a bot, even cited references.&nbsp; Of course I agree.&nbsp;I believe every multifamily project needs to START with a simple and compelling narrative informed by data on our end users, connect to the fabric of the surrounding community, and be methodically carried through architecture, interior design, marketing, leasing and finally, reflected in the tenant's tangible experience.&nbsp;My question is, do you?Author: Vicki Johnston. © 2024. All rights reserved.<figure id="figure-x1xptlk67mm08fuizc" class=""><img id="x1xptlk67mm08fuizc" src="https://cdn.durable.co/covers/39pXoiRssBCwNWzW2FbCKS8V0BvWZH1UseTfqasJ301uNN0PHjuAW4OOwL4hnTTk.jpg" alt="windowpanes at the building" title="windowpanes at the building" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: center center;" data-corners="default" data-aspect="1:1" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/covers/39pXoiRssBCwNWzW2FbCKS8V0BvWZH1UseTfqasJ301uNN0PHjuAW4OOwL4hnTTk.jpg" data-mce-style="aspect-ratio: 1/1; object-position: center center;"></figure>

Asking AI About Multifamily Strategy

In a true hero-or-zero moment, we created one of the first "Click and BUY NOW" websites for new condos in the country. Peninsula 88, our 110-unit waterfront condo in DC's Buzzard Point was about to blaze new territory or go down in flames.We launched in August 2019 and waited. It worked. 19 full-price deals that fall and 33 more in the spring market with the help of our Tiny House Sales Office that we designed and built for half the cost of a retrofitted construction trailer. When we were done with it, we sold it too, saving the project tens of thousands of dollars.&nbsp;Our strategy proved even more valuable as COVID took over the world. On April 1, 2020, DC’s lock down started and stayed in place until May 29th. We booked 7 sales in those 8 weeks and in late June, despite challenges, delivered the building and completed 65 closings in the next four months.&nbsp;And it wasn’t over. Masks and paranoia were part of our world for the next year and a half, but we persevered, together, as a team. I can't thank our entire crew from Donohoe Construction Company, our own Ed Buttarazzi, and the project architect Aubrey Jason Grant enough for their incredible skill, support, and commitment in getting us through that time.The new strategy also required only one salesperson, not two or three. The idea of providing comprehensive information online drew criticism at first but performed, attracting self-qualified prospects, motivated and ready to sign. It wouldn’t have been possible without Mark Duer, one of the best salespeople I have ever worked with. His commitment to the new technology, the project, and his sales skills deserve all the credit.Then, after laboring over every floor plan, every finish and honing our price points for months, we found out we won Best Washington/Baltimore High Rise Condominium Community from Delta Associates in 2021, the same month we paid off the bank loan.&nbsp;It has been a wild ride and I wouldn't trade it for the world. Creativity, innovation, new ways to maximize resources and a team that supported my crazy vision in every possible way. And 21 months of COVID.Special thanks to Christine Malloy and her marketing and web development team at AdsIntelligence Marketing for everything from branding to coding and fulfilling my endless requests for data tracking. Bobby Juncosa at Edgewise, the visionary pioneer behind modernizing new home buying with technology and a customer service icon. Kyle Johnston for helping design the tiny house, completing the interior design and installation with me, and proofing a million renderings, videos and every virtual asset created by the amazing and eternally patient Andy Orban. Helen Ashley for her professionalism with customer support, scheduling, and dealing with all our odds and ends. And as always, Sheryl Cautero, an operations superhero whom we could never have done this without. This really is one for the history books!Author: Vicki Johnston. © 2024. All rights reserved.

A Hero or Zero Moment

Not exactly what you would expect. And managing expectations is critical in business, so never create a narrative you don't have the budget to execute well.&nbsp; Why? Because brain chemistry can be a double-edged sword...Psychologically speaking, when our expectations are not met, we experience disappointment. Disappointment fuels anger and frustration. Now factor in the negativity bias, where our brains have been hardwired through evolution to focus on the negative, and things just got harder.When the narrative our marketing messages promise isn't reflected in the built environment or experienced on the property tour - people are disappointed. Those most frustrated with their experience turn to social media, poisoning a whole new crop of potential prospects. So now we have to increase that reputation management budget and maybe even start modeling bigger concessions than we planned. At the end of the day – if you disappoint your target audience enough, you could end up having to lower effective rents to put heads in beds, but that won't put profits in pockets. &nbsp; You guessed it, it's still all about the money. So the goal is to always stay grounded in the realities of real estate development and be very mindful of creating a narrative that is realistic, relevant AND can be executed within budget. If you miss this simple fact, it can cost you.&nbsp; &nbsp; It might not be caviar, but it is food for thought.Author: Vicki Johnston. © 2024. All rights reserved.<figure id="figure-fdg13esrakm08ejzvk"><img id="fdg13esrakm08ejzvk" src="https://cdn.durable.co/blocks/27j2qppqAkXL0vwiHkBcJvJ8yXPAYmnZUOQtQtVEOncjcEm82SZrrRxFhEWXFJme.jpg" alt="blue and white concrete building" title="blue and white concrete building" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: 45% 45%;" data-corners="default" data-aspect="1:1" data-caption="" data-positionx="45%" data-positiony="45%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/27j2qppqAkXL0vwiHkBcJvJ8yXPAYmnZUOQtQtVEOncjcEm82SZrrRxFhEWXFJme.jpg" data-mce-style="aspect-ratio: 1/1; object-position: 45% 45%;"></figure>

Champagne and...Cheesy Poofs??

Good multifamily product design, at its core, is about empathy. It's not just about bricks and mortar; it's about understanding the needs, desires, and experiences of the people who will call our spaces home, and as George Carlin pointed out, the importance of their STUFF.What makes our industry special and our mission relevant is that designing living spaces isn't just about creating a product—it's about meeting a fundamental human need. Unlike other commodities, shelter is a non-negotiable necessity for every individual. This demand for functional, comfortable, and appealing living spaces presents a unique opportunity and is a privilege we should strive to be good stewards of, as well as a market that historically offers us stable, long-term returns.Prioritizing empathy-driven design requires research, analysis, and taking responsibility for immersing the entire project team in the minds and the lives of our target audience. Who are they? What do they value? What brings them joy and comfort?It's about providing options and flexibility, and recognizing that while every individual is unique, there are also requirements shared by all humans. Good light, air and access to the outdoors are critical, but failure to consider their STUFF—where it will go, if it will fit, and what their family and friends will think after a visit to show off said STUFF- is a far cry from empathy driven design. Listen to Carlin, we need to not only understand our target audience, but their relationship to their stuff to successfully design living spaces for human beings.Empathy is an iterative process and requires a champion on every project with an unwavering commitment to representing the end user and the tenacity to keep an entire design team rowing in the same direction, through all the value engineering, without anyone ever having to utter any of the Seven Dirty Words.The reward is more efficient project execution, higher resident retention and referrals, and reduced turnover costs, all directly impacting long-term project profitability. Not to mention, enjoying a purpose-driven career where we're not just building structures, but we're meeting a core human need. Recognize the significance of what we do, and let it fuel your passion and commitment to creating truly great spaces.&nbsp;<figure id="figure-vxz9qhgxsmm08e58mo"><img id="vxz9qhgxsmm08e58mo" src="https://cdn.durable.co/blocks/bygs4cC3MeFXTdwSB5irwfWieRrQArhmPkGmOmi4mFOe2KnlsM7fxCHUnkerfKOo.jpg" alt="wicker table and two chairs near swimming pool" title="wicker table and two chairs near swimming pool" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/bygs4cC3MeFXTdwSB5irwfWieRrQArhmPkGmOmi4mFOe2KnlsM7fxCHUnkerfKOo.jpg" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>

The Importance of STUFF.

Let’s be honest, in real estate development, if the proforma doesn’t work and the project won’t pencil, it doesn’t move forward. That’s the reality of what we do. Is it easy? No. So why not give ourselves every possible advantage by harnessing the power of narratives?&nbsp;Because we don’t think it matters.If the fundamentals of a deal are solid, THAT’S what matters. And since we can’t tie the value of a clear narrative to the bottom line, why bother?&nbsp;I’m not selling non-believers on what they think is unnecessary fluff, but at the very least, think of it as the best tool to stay on schedule and on budget, and protect yourself against unexpected market fluctuations.&nbsp;Things like a huge oversupply when you deliver and instead of a line of people waiting to sign leases like you expected, you actually have to SELL your product against a ton of competitors and figure out how to navigate back to those proforma assumptions from 3 or 4 years ago.&nbsp;I don’t know about you, but I don’t like to lose, regardless of who the competition is, so I utilize every fact at my disposal to help ensure my success.Fact: The human brain is naturally wired to pay more attention to narratives and stories. It’s the result of evolutionary processes that have shaped human cognition over millions of years. This deep-seated preference for narratives is ingrained in our cognitive processes. It influences how we learn, communicate, and understand the world around us to this day. Stories cut through distractions, help us focus, and trigger chemical responses that increase engagement, enhance memory retention and FUEL CHOICE.&nbsp;A building with a compelling design narrative clearly reflected in the built environment is therefore more likely to differentiate a property in a crowded market, attract the right prospects, command a higher price and ultimately be remembered and selected over competitors who choose to ignore those facts. At the end of the day, we build for people and our success depends on them choosing our property over another, especially in the current environment.&nbsp;We need to design, build, market and lease no matter what, so why miss an opportunity to let evolution lend a hand? It just requires changing how we plan, organize and manage the resources we already hire so we can achieve that competitive edge.&nbsp;Understand your budget, then create a concept that fits it, appeals to the target audience and ties to the fabric of the community you are building in BEFORE your consultants begin work. Harness their brains to flesh out the details and get everyone rowing in the same direction from the start. It will save you tremendous amounts of time, make decisions much faster and the end product will be much more successful, no matter what the market conditions.&nbsp;In short, PLAN WELL and give your leasing agents something to SELL.Not everyone will agree, but…&nbsp;“Facts do not cease to exist because they are ignored.” – Aldous HuxleyAuthor: Vicki Johnston. © 2024. All rights reserved.<figure id="figure-vx3uk19ol6m08daqj6"><img id="vx3uk19ol6m08daqj6" src="https://cdn.durable.co/blocks/272MhFzoYnbMMUBWC7rQ6PNHoXf40bgU15plOrwygqXTCVCygAmVibTvWSSz0r4z.jpg" alt="Apartment building with money flying around it" title="Apartment building with money flying around it" class="object-cover bg-gray-100 " style="aspect-ratio: 1/1; object-position: 50% 50%;" data-corners="default" data-aspect="1:1" data-caption="" data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/272MhFzoYnbMMUBWC7rQ6PNHoXf40bgU15plOrwygqXTCVCygAmVibTvWSSz0r4z.jpg" data-mce-style="aspect-ratio: 1/1; object-position: 50% 50%;"></figure>

INSIGHTS

Some Good Advice for Multifamily Design from .38 Special

Asking AI About Multifamily Strategy

A Hero or Zero Moment

Champagne and...Cheesy Poofs??

The Importance of STUFF.

It's All About the Money...