News:
Brokerage
Posted: February 16, 2021
Public Relations: Planning for 2021? Be an optimist! - by Harry Zlokower
The sad loss of legendary public relations counselor Howard Rubenstein, December 29th, recalled for me one memorable moment during a meeting in Rubenstein’s office where I was employed during the heat of New York’s 1970s financial crisis. The phone rang and mayor Abraham Beame, whom Rubenstein often advised, was on the line. As their conversation was ending, Rubenstein suddenly asked, “Abe, are you an optimist or a pessimist?” There was silence. Rubenstein repeated, “I said, Are you an optimist or a pessimist?” Beame then said something to which Rubenstein responded encouragingly “Well, be an optimist,” calmly ending the conversation and rejoining our meeting.
The meaning and tone of that advice coming from this distinguished PR professional struck me as instructive now as it was nearly 50 years ago during a time of great stress for businesses and residents in New York. With experts predicting challenging times for commercial real estate in 2021, optimism and positivity in your thinking and attitude are key before re-formulating your planning with answers to these key questions: How should you define your company in the months ahead? What will be your goals and messaging for 2021? Who are your target audiences? What media strategies should you employ? How much can you budget?
How you plan depends on the type of real estate business you run. Investment firms need to re-define their preferred price range, geographical coverage, and acquisition types. Office and retail owners update how they present property values, rents and tenancies. Lenders, brokers, lawyers and other professionals should review advice relating to interest rates, space availability, market forecasting and COVID-19 vaccine guidance. The strategies and tactics of communicating your messaging to rebuild presence and make brands known and credible will take on a new and exciting look. It’s 2021 folks. Be an optimist.
Harry Zlokower is a real estate public relations consultant based in New York.
Tags:
Brokerage
MORE FROM Brokerage
AmTrustRE secures 5,754 s/f lease with GKV Architects at 360 Lexington Avenue
Manhattan, NY AmTrustRE has executed a 5,754 s/f lease at its premier boutique Midtown East office tower, 360 Lexington Ave., with longtime partner GKV Architects. The award-winning firm will occupy a portion of the 14th floor. >“GKV Architects has been a trusted partner to AmTrustRE for over two decades, playing an integral role in shaping and elevating several
Columns and Thought Leadership
The death of the generic offering memorandum: What buyers expect in 2025 - by Kimberly Zar Bloorian
There was a time when an offering memorandum (OM) was pretty bare bones, some photos, a few bullet points on income, and a rent roll thrown in at the back. That used to get the job done. Not anymore. In 2025, buyers are sharper, faster, and more selective. They’re looking
A fresh start - by Shallini Mehra and Amit Doshi
For the past several years, the New York City multifamily housing market has been defined by disruption. The combined impact of the HSTPA rent laws and a sharply higher interest rate environment has fundamentally reduced
Tri-state capital migrates nationally amid regulation pressure - by Reese Weaver
New York tri-state multifamily investors are increasingly reallocating capital to less-regulated markets across the U.S. as rent control and legislative risk erode returns at home. With over 60% of New York City’s rental housing stock classified as rent-stabilized, the traditional value-add model — buying under-performing buildings,
The anticipated effect of Basel III and ISO 20022 implementation on commercial real estate - by Michael Zysman
July 1, 2025 is the deadline for US banks to begin to adopt Basel III banking standards and July 14, 2025 is the deadline for U.S. banks to adopt ISO 20022 messaging standards. Both will have a significant effect on the banking and commercial real estate (CRE) finance sectors.
