McKeown of CPC discusses social media

Name: Sadie McKeown Title: Chief Operating Officer Company/Firm: The Community Preservation Corporation Years with company/firm: 22 Years in field: 24 Years in real estate industry: 28 Telephone: (212) 869-5300 ext. 227 Email: [email protected] URL: www.communityp.com Real Estate Associations/Affiliations: How do you and/or your firm use social media? I worked in marketing and advertising before joining the real estate industry and find social media very valuable. Social media is a powerful tool to connect with partners and potential new borrowers because the cost is low and its reach can be quite large. It also is a great way to share industry trends and engage in meaningful conversations. At the moment, CPC has a social media presence on Twitter, LinkedIn, Facebook, Flickr, Google+ and Youtube. What is your biggest leadership challenge, other than the "glass ceiling"? I'm inclined to want to do everything myself. It has been a challenge for me to step back and create a space for my staff to step up and find their own way. Allowing people to lead on their own while I provide feedback and guidance is really important to effective leadership and teamwork. I am confident in my team's abilities and I want to show them that. I deeply believe that the better my team leads, the more effective I am as a leader. What is the most daring thing you've done for your career? How did it turn out for you? CPC went through a restructure in 2011, our future uncertain. Though risky at the time, I advocated strenuously to preserve CPC's ability to continue lending, highlighting our critical role in affordable housing throughout the state. It paid off and we maintained CPC's lending. In early 2012, Rafael Cestero joined as CEO and promoted me to COO. With our team, we have steered CPC out of muddy waters. I've been fortunate to work alongside Rafael; we bring a good blend of innovative ideas to move CPC forward while preserving what worked from CPC's past with a focus on its core mission. Which project, deal or transaction was the "game changer" in the advancement of your career? Vacant for 25 years, the redevelopment of the historic Bloomingdale's building on Main Street in New Rochelle was key to reviving the downtown district. Although no lenders showed interest, I proposed that CPC provide financing to create housing over commercial space. The project's importance made me focus on its impact beyond the transaction. At the time it was the largest project overseen by CPC's Hudson Valley office. It paved the way for multiple developments and new investment in New Rochelle, and was a springboard for CPC and our partners to develop a comprehensive investment model in downtowns statewide. What do you consider to be the most successful way to increase referrals? Hard work and meaningful eye contact. If you are honest and have integrity, you can look your customer in the eye and they will trust you. When somebody trusts you, they will refer business to you. This has been critical to CPC's success as we rely on repeat and referral business. Good customers need to continue investing in our target neighborhoods because the communities we serve need not one deal, but dozens of deals to maximize the impact. What is the BEST advice you have ever received? The very best day is tomorrow. No matter what happened today you can make tomorrow a better day, and if today was great and the very best day is tomorrow, you always have something to look forward to. You control the outcome, no matter how difficult the circumstances. What is your favorite tip for balanced living? Don't ever sit down, and take advantage of the time that you have. It's very challenging to have a career and a family. I am fortunate to have both. However, if I slow down too much, I can't do everything I need to do. Since I can't spend as much time with my daughters as other moms can with theirs, I make the time I spend with them quality time. When I do take the time to relax, I relax with my family. Softball, soccer, cooking and even housework can be very relaxing if you approach it the right way. Where would you like to be in 10 years? Continuing to make a meaningful contribution to the affordable housing and real estate community through my work at CPC and the nonprofit boards on which I serve. As I enjoy sharing my experience and knowledge with other people who want to make an impact, I'd also love to teach more. Finally, once my daughters are in college, my husband and I plan to move back to New York City. We love its energy and vibrancy, and its sustainable, transit-oriented lifestyle. Also, simply sitting on a park bench and watching the world go by is among my favorite things to do.