Facing down times? Don't wait for opportunities!

Real estate executives face tough times this fall. Sales and deal flow are down and credit markets are tight. Residential apartment developers are cutting prices and making fewer sales. On the commercial side, office vacancies are increasing and building values are declining. While New York real estate players are famous for their resilience in down times, those who succeed have simply never waited for opportunities to come to them. They manage to get deals done, make acquisitions, win service contracts, and locate financing because they aggressively reach out to their markets and audiences through targeted public relations, advertising and direct marketing. Here's what you can do to get yourself and your firm up and running quickly this fall. * Determine which properties and services you need to get out to the marketplace. * Decide specifically what audiences you want to reach, for example condo buyers, office tenants, brokers, or borrowers. * Craft messages that clearly sell and differentiate what you have to offer. * Find the right professional to get your properties and services on the market quickly and effectively. Harry Zlokower is president of Zlokower Company, New York, N.Y.