Resident Questions 10:19 - What about the companys change led to insourcing? Steven DeFrancis: Well, we had a lot of learnings along the way. 2849 N. Orchard . To wrap up the conversation, he and Willy talk about the best and worst of leading the company now versus earlier in its life. Willy Walker: If you're only successful, and by only, it's a very relative term, on 4% of the deals that you underwrite. Willy Walker: So, given the competitiveness for LP Investments and capital out there, in those early days when you were going and buying properties, you were obviously in a very competitive market, you're paying market prices for assets, you're investing in not only the asset but also all the infrastructure at Cortland. However, BBB does not verify the accuracy of information provided by third parties, and does not guarantee the accuracy of any information in Business Profiles. This is a multi-location business. In this episode of Driven by Insight, Willy . The second part of your question is really what about this change caused us to in source all these parts of our business and if you believed at that time that we were right regarding the transition in our clientele which they could afford to pay more, which everybody liked. It's just not something people want to deal with, but it's necessary. Then all the investment you put into that lead, your associate is like well, thank you very much for your interest, but we cant help you and call us next year when you need an apartment again. This is an overview of the Cortland Dallas campus or office location. What was the impact, going to be from the meltdown of a single-family mortgage crisis? So, if you start by spending a little more on the product itself, which is pennies, I mean literally pennies in the stuff we're talking about. But we felt that there was an enormous opportunity that we could capitalize on if we really pivoted the whole business to focus on our customer as the true client. There are 10,000 things that can go wrong, and again they will, and so what we felt strongly was to systemize that process to allow us to be able to have a lot of throughput. Weve created the capital structure and built the infrastructure to where now we're not relying on all these external parties for every project. Cortland turned to insourcing, too, to control all touchpoints with customers. It was all these things moving around in the market or cross current in the market that we felt might have an impact on the multifamily industry. Or as you get bigger and bigger do you have the ability to sort of centrally manage everything and be able to have one or two assets in a given market and just be happy that you're in, Ill just pick a market, Charlotte, North Carolina with one or two assets, even though you might not be a top five owner in Charlotte? But Cortland really focused on that. Cortland Estates at TPC 22800 Bulverde Rd San Antonio, TX 78261 (210) 871-8382 Check Availability Quick View Arlington Apartments on Clarendon 1550 N Clarendon Blvd Arlington, VA 22209 (202) 410-6988 Check Availability Quick View Cortland Seven Meadows 6800 Gaston Rd Katy, TX 77494 Package Service Outdoor Space Onsite Management In this episode of Driven by Insight, Willy interviews Steven DeFrancis, the founder and CEO of Cortland. Cortland Apartment Building and Tenant dispute. Choose the option that best fits your needs below and then let us know how we can help. Willy Walker: So, in hindsight, and now that you've got huge scale and a big brand and incredibly successful that all makes perfect sense. Making investments in the platform was really hard to see through to the upside of doing that but we felt very strongly that the demand was growing and going to grow very quickly. Steven DeFrancis: Well, Ill tell you how it started. Founded in 2005 and headquartered in Atlanta, Georgia, Cortland Partners is a global, multifamily real estate investment firm. 2714-20 N. Mildred. About Us. Since its founding in 2005, Cortland has expanded into a global, vertically-integrated multifamily real estate investment, development, and asset management company. . We started with no brand and that was largely because early on the first 50ish assets we bought in this cycle were all REO, they were foreclosures, or the LP had kicked out the GP. So to your point looking at all the ships on the board, we didn't make the ships move any faster, but at least we now had consistent information about when they were going to get to the port in LA or the port in Florida. What's the worst part of that? BBB is here to help. And part of being able to focus on that was stripping costs out and being vertically integrated. It's going to be a real kick for me to have Dr. Kotter on the webcast as he was my leadership Professor back at HBS in 1994 which is dating both Dr. Kotter as well as myself. Well guide you through the process. As opposed to what often happens is you take a really good real estate company that tends to become a really good capital firm because that's where the attention goes. Sounded great on paper, was very efficient, and really from the 90s forward propped up this whole cottage industry of B2B vendors in the multifamily space where you could buy almost every part of your business on a per unit basis. 42:08 - Willy and Steven talk about the market now and Cortlands strategy. But also, to where all those teams now were working internally, that all know our expectations, our systems, our processes, and trust me we still made half the mistakes that the external groups would have made but at least we were doing it together. We are looking at other product types within housing. Speaking of life lessons, we have Bob Glazer renowned TED talk speaker and Acceleration Partner Founder joining us next week. So, I won't say we won't ever do something different, but we're not looking at something today. But we also knew those better returns we had to give up in the early days and pay more for the capital, most of the investors thought what we're doing in the early part of the cycle didn't make a lot of sense. Allen, TX 75013-5259. In general, I always feel appreciated, I always feel I can speak my mind, and I always feel like I am growing. Over time, Cortland transitioned to having direct relationships with manufacturers in China; these relationships help Cortland to navigate any supply chain issues that may arise, including those that have arisen from the COVID-19 pandemic. Whether it was marketing or sales or pest control or landscaping all these services you could buy on a per unit basis, but at the end of the day it was really efficient from an execution standpoint, but it was really inefficient from a customer service standpoint, because now effectively, you were handing over that relationship with your customers to this whole cadre of third-party vendors, which inevitably, as you can imagine, just lead to really poor service and poor execution. As you sit there and think about the next 10 years, what's more important to you; continuing to build on the capital formation side or continue to stick at, it's day-to-day operations and the blocking and tackling that actually brings the capital? A spokesperson for. Through our integrated business model, our enterprising team, and our commitment to placing the resident at the center of our decisions, were aiming to set a new experience standard for the apartment industry one community at a time. Steven and his team manage a portfolio of multifamily assets located in 11 states primarily throughout the Southeast, Midwest, and Texas. Your submission was successful. Great leadership, innovation, and corporate culture. That was a bit of a change for us, and I think a lot of folks in multifamily over this cycle. View jobs Senior Lifestyle Corporation Careers and Employment Work happiness Scores based on about 385 responses to Indeed's survey on work happiness About work happiness 55 Work Happiness Score Office (0) Den (0) Yard (6) Clubhouse (32) Business Center (32) Controlled Access (32) Playground (0) Get a D&B Hoovers Free Trial. That to me, Steven, is sort of where the genius happened, and I just want to understand during that period of time what was it that you were seeing, what was the conviction that you had to invest in those two different areas? Willy Walker: Thank you Susan and good morning everyone and welcome to another Walker Webcast. While the recruitment process is rigorous, it yields a workforce well suited to particular jobs. They are then sent to a warehouse where the products are broken down and rearranged by project and unit. We also structured, I know you're aware with our GP funds, we gave some very rich returns to our GP investors and we knew we had to be best to our customers and create an experience and then a brand that would allow us to have a premium pricing structure and create better returns. Then you have a much lower failure rate and then a better system of maintaining that product so you know when you have something that's been repaired three times for the same problem you're probably going to have an issue. We offer positions as builders, designers, engineers, analysts, experience curators, and everything in between. When considering complaint information, please take into account the company's size and volume of transactions, and understand that the nature of complaints and a firm's responses to them are often more important than the number of complaints. Cortland sets a new standard for better apartment living in Europe. They were all broken in some manner, and so, as you can imagine, they were extremely inconsistent from a product and location standpoint, and so you could not build a brand around this hodgepodge of assets. Hopefully, he won't be too critical of my leadership style during our discussion in a couple weeks. So, clay and a wonderful gentleman on his team named Walter Hudson got on a plane and flew to China to find our missing cabinets and counters at the time. Cortland is a National Multifamily Housing Council top 50 owner and manager and is ranked as the top us brand by reputation.com. So those two things kind of had to come together to create that better client experience. Like one or two percent of the total supply. Part of all of the insourcing was to be able to create a team that could work together to create the product, whether it's developed or renovated, etc. But we do believe that all the value we bring to the table to create alpha is good if returns are in the 20s. Customer Reviews are not used in the calculation of BBB Rating. So, what we began to do is say okay let's take those learnings and really pivot the platform to focus on this new environment where the client or our customer needs to be at the center of everything we do. So, it was a combination of having product on hand, rushing product into manufacturer soon as the plants reopened in Asia. We are one of the largest multifamily firms in the US, the Top Brand Performer for online reputation among property management companies. Willy as you're aware, based upon a lot of the work we've done together, in those early years we were raising almost all of the LP capital through a preferred structure, because frankly the LPs thought what we were doing made no sense. He has looked at other product types within housing, and his main aim in each market is to achieve the desired asset base and scale. Once you got the team right was the first piece, and then the next piece we're starting to standardize training process. Willy Walker: And in most of your markets Steven, you are a top five owner. And then, in the middle of September Im going to do my first live Walker Webcast interviewing with Eric Resnick CEO of KSL Partners to discuss the hospitality and leisure industries as KSL owns lots of hotels, resorts, and ski areas. Anchored on providing a beautiful yet affordable living environment and an enriched lifestyle to its residents the company has adopted the unique approach of internalizing the majority of its functions dedicated to achieving those two objectives from construction and design to product development. Email Formats. 346-206-1014. It allows us to be so much smarter when we're underwriting new opportunities which, at the end of the day, works for the benefit of our investors. This was not the same type of profile we are working on today and, as you can imagine if you were an interior design professional getting the Cortland project to renovate a property that they had just paid $10,000 a unit to buy and we're going to spend $15,000 a year it wasn't the high glamour project. Please reach out to me directly at 214.496.0727, or email me at mary.stevens@cortland.com. (972) 895-6650. Cortland is the largest owner and operator in the cities of Atlanta and Dallas, as well as in the entire state of Texas. Sincerely, Mary S. Community Manager. Cortland Partners currently operates in Southeastern U.S. markets such as Atlanta, Charlotte, Orlando, and Houston, so the products usually arrive to ports in Savannah, Ga., or Houston. We are the dreamers, designers, and doers behind our living spaces and experiences, from the way we make our residents smile to the features we design and place in our homes. Key Principal: Ashley Gordon See more contacts Industry: Apartment building operators. Once we brought that in-house, we then realized that we could do a better job on the material side and so Darla partnered with Clay Landers who runs our construction group and they started working with an importer, to again, we were not going directly to Asia to source materials were working with an importer to cut out some of the middlemen on this side. What's your view on the overall market right now as it relates to sort of supply and demand and where pricing is and the ability to continue to get the returns that Cortland has been so successful at producing? 4:42 - What led Cortland to shift? Thu: 9am - 5pm. And then create a better living experience which would create more demand at our assets and eventually lead to better returns for our investors. Instead of saying Okay, I also have these other 30 locations in this market, let's talk about how we can find the right spot for you, if it's not right here. Brand and associated SEO realities in the market today drive traffic, and they tie into the customer-centrism of the business. Find the Cortland Dallas address. On the latest Walker Webcast, CEO Steven DeFrancis joined us to discuss his strategic approach to systemization, his focus on building a stellar team, and his approach to growth. Most of the places where Ive made mistakes are when I tried to do something that wasn't housing. Mon: 9am - 5pm. BBB Business Profiles are subject to change at any time. Im assuming you had to get market returns for your LPs, but your GP return dragged as you were investing in the business. So, Cortland decided to provide consistently high-quality living spaces at affordable costs. It's less about buying them or renovating them, building them from that standpoint is really on the operation side. The second thing that came out of that research which is really what led to the pivot that you're asking about was, you know, we felt we saw the beginning of the transition in our clientele, and historically the clientele in multifamily had been a very commoditized business. While discussions, like the one I had last week with Matt Kelly of JBG Smith and with Steven today are primarily focused on the commercial real estate industry; the discussion with Kerr on culture and leadership is applicable across industries and contain lots of life lessons. We then were able to start investing in those folks, training them better, creating better career pathways so they didn't feel like they were just going to be the service manager of location 22 forever which then creates more energy, as you can imagine, within that group. How BBB Processes Complaints and Reviews. A focus on stripping out costs to be vertically integrated to allow you to scale from 5,000 units up to today over 65,000 units. . Printer Friendly View Address: 420 W Slaughter Ln Austin, TX, 78748-1692 United States . Cortland's team is comprised of people committed to challenging the standards of conventional apartment living. Say yes to a career you love. Steven explains Cortlands decision to invest in research into where the market was going as the recession continued, and about the companys pivot in terms of clientele and customer focus. Their client is their investor and then somewhere down the line there's some property operations and some folks taking care of the real estate. And so, we researched really all things related to multifamily whether it was you know supply and demand in the markets that we were in at the time, the demographics market wise and nationally as it related to propensity to rent? We could have never done that if we had done each of those with a host of external vendor relationships as opposed to a team internally that worked on everything. Website Take me there. The first part of your question is what did we see in the broader market that gave rise to an opportunity? There are one million things a day that can go wrong and generally, most of them will. Learn more about Steven DeFrancis and connect with him on Twitterand LinkedIn. As a top 50 apartment owner and operator, Cortland has a brand and reputation of success and customer service. And we put almost no focus on the team that actually keeps our existing customers there, which is you know in business is the exact opposite way to maximize your bottom line. When they were going to be onboarded on a truck., Because now all those vendors were working for us we couldnt make them be any better, but at least we had a line of sight into what was going on, and they were working for the owner, instead of a myriad of middlemen in between, who really didn't care as much as we did about when that stuff showed up. Steven DeFrancis: Well, obviously there is an enormous amount of capital looking to get into multifamily which is driving down the CAP rate environment. Anyway, two things came out of that; one was just the sheer volume of under supply that we were going to be met with when the economy recovered or began to recover. I personally would not live there. As a matter of policy, BBB does not endorse any product, service or business. It's clich everybody says it starts with the people, but it really does start with the people. Apartment floorplans S1 $1,383 Studio | 1 ba | 530 sqft Unit 2181 - Available Apr 28 2023 A1 Pima $1,303 1 bd | 1 ba | 868 sqft Since its founding in 2005 Cortland has expanded into a global, vertically integrated, multifamily real estate investment, development, and asset management company. So, we just said okay, well we've done a lot of other things ourselves, we'll figure this one out too. 2824 N. Orchard. Cortland Glenridge. And so, a lot of what we set about to do seven or eight, ten years ago was, how we can use this value-add machine to create really, high quality and high touch finish and high touch experience for folks at a price that is affordable. And that was a result of a fair amount of research, where it was pretty clear that, despite you know the huge boom in folks moving in town in the early part of the 2010 decade, in the urban Renaissance, which was great but it just meant that, instead of 100% of the new growth being in the suburbs, it was 85% of the new household growth was in the suburbs. Fri: 9am - 5pm. Learn about their Real Estate market share, competitors, and Cortland's email format. Thank you, Steven. Before I introduce Steven and dive into our discussion, I want to thank Mike Altman, David Dixon, Brad Brown, Ned Stiker and the other members of the Cortland team for all they have done to make Cortland the amazing company and partner it is. Contact Information. $1,200 - $2,050. Cortland South Mountain 7017 S Priest Dr, Tempe, AZ 85283 Visit Cortland South Mountain website ( 1) Special offer! Cortland County is a great place to live. It must be really fun these days to sit down with LPs who are basically throwing money at you. 1-3 Br $1,434-$2,504 0.2 mi. Since then, weve become a global, integrated multifamily investment, development, and management firm focused on delivering resident-centric, hospitality-driven apartment living experiences. Steven DeFrancis: Sure, well first thank you for having me, glad to be here. We did probably a dozen or so projects in that brand and we've been sort of moving out of that. Thanks, and have a great day. So, it's really two pieces; it's maintaining that ability to be the best to your customer, but also the ability to create the infrastructure to process a lot of throughput, and whether it's development or acquisitions or value add renovations, the whole process of creating product before you then manage and operate the product. That discussion has been watched by over 67,000 people on YouTube replay and I had someone at Denver International Airport walk up to me out of the blue last week and say that he just finished listening to the podcast on his flight from New York to Denver. Cortland Westshore 6207 S West Shore Blvd, Tampa, FL 33616 Visit Cortland Westshore website Apartment floorplans Aft $1,863 - $1,975 Studio | 1 ba | 593 sqft 2 units - Available now Angler $2,025 - $2,100 1 bd | 1 ba | 672 sqft 3 units - Available Mar 14 2023 Beam $2,105 - $2,160 1 bd | 1 ba | 726 sqft 3 units - Available now Beacon $2,110 - $2,335 0:48 - Willy previews episodes to come. Over the last three years we've closed on 4% of the assets we've underwritten but, at the end of the day, if we take the learnings we're having through in our existing portfolio in each of these markets and the learnings we get from the 96% of the assets that we lose on, but we underwrote and got all the data from, and then maintain all of that in a dynamic database. Office Closed After-Hours Maintenance Emergencies: Available 365 days of the year at (708) 452-4242, Option 3 . Cortland Design is our in-house, award-winning interior design and architecture firm. Willy Walker: And is that, given the supply chain issues going on today are those relationships and controlling that process a competitive advantage right now at this time in the cycle, given the pandemic and how backed up supply chains are? Like most other groups in our industry, we went into the downturn, the great financial crisis and late 07, and we thought it would be fairly short lived. Contact Us Address Cortland Properties, Inc. 7612 W. North Avenue Elmwood Park, IL 60707 Phone Phone: (708) 452-4242 Fax: (708) 452-4122 . Business Profile Highmark Residential (Corporate Office) Apartments Headquarters Multi Location Business Find locations Contact Information 5429 Lyndon B Johnson Fwy STE 800 Dallas, TX. A lot of effort on the front end around considering talent before bringing them in and then a lot of focus on supporting our talent once they're here. Contact Us. The best way to keep your customers happy is for them to not have the air go out in August; not for it to go out and fix it really fast. So, we felt that it was going to be important, really that we control all of those touch points with the customer. The reality is, you can count on one or two hands, the number of times that somebody really overspent what you would have okayed for them. So, lot of room to grow in the business that we're doing. 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