Leaning In

Terry and Cassie wrap up their conversation with Brandon Diamond on the benefits of a mixed-use place, like its ability to increase space premiums by 30%. Plus, hear why some existing single-uses should be transformed into a mixed-use site, and how developers can prepare for a future with less demand on parking spaces. Leaning In is published every second and fourth Wednesday of the month. You can find the first part of the discussion on your favorite podcast app. Enjoyed this topic? Check out a previous episode on the emotional exchange between user and place. Click HERE Links: Brandon on LinkedIn Torti Gallas + Partners Torti Gallas Mixed Use Portfolio Timestamps: (0:36) - Deep dive on the importance of Mixed-Use places (3:13) - What are some things you think about in design over the next 5-10 years? (5:33) - How will technology and mobility impact your thoughts on the future of design? (8:55) - Where should someone go if they’re interested in the placemaking industry? (10:57) - What’s something that you really want to see built? (12:45) - How can folks best implement placemaking into the Multifamily asset class?

How can you create memorable customer experiences that drive retention and revenue? Designing an authentic sense of place is key.  In this episode, Terry Montesi is joined by Brandon Diamond, Partner and Executive Director of planning and architectural firm Torti Gallas + Partners and Cassie King, Trademark’s Senior Director of Design and Placemaking. They discuss their work together repositioning spaces and designing new environments, their strategy behind meaningfully integrating public art, amenities and experiential and what is a waste of money.  Leaning In is published every second and fourth Wednesday. Subscribe on your favorite podcast app to hear the final part of Terry and Cassie's discussion with Brandon that digs further into placemaking. Links: Brandon on LinkedIn Torti Gallas + Partners Torti Gallas Mixed Use Portfolio Topics: (1:05) - Torti Gallas + Partners (3:16) - Brandon’s approach to Trademark Property projects (6:56) - What are some of your primary tenants for repositioning existing malls and mixed-use places? (9:06) - The importance of public spaces within mixed-use projects (13:35) - What are some wastes of money in placemaking and what are absolute needs? (19:04) - What are the most important elements in designing places people love? (20:48) - How do you decide which elements to cut in placemaking projects? (23:37) - What can retailers learn from the trends brought on by the pandemic?

Ethan Chernofsky, VP of Marketing at Placer.ai, continues his  conversation with Terry Montesi about the short and long-term effects of  the pandemic on consumer behavior. Plus, they discuss the future of  technology in mobile location and retail analytics, what Placer.ai is  seeing in the market, and if they believe your next big real estate  investment might be in the Metaverse. Leaning In is published every second and fourth Wednesday of the month.  You can find the first half of Terry and Ethan’s discussion on your  favorite podcast app. Subscribe to hear future episodes as Terry and  other members of the Trademark team speak with experts in the real  estate industry. Links: Ethan on LinkedIn Placer.ai Timestamps: (0:35) - Will we come out of the pandemic with a stronger brick and mortar environment? (6:59) - What technology have you been working on at Placer.ai? (8:39) - What’s your opinion on experiential retail in the future? (10:36) - Ethan’s thoughts on the future of mobile analytics (12:38) - Virtual Real Estate (14:30) - What are some key trends you predict will happen in the next five years in data and technology? (16:48) - Final thoughts

Ethan Chernofsky of Placer.ai joins Terry Montesi for his second appearance on Leaning In to discuss the proven return of retail in ’21-’22, how retailers should shift their marketing strategies and ways top-tier malls are setting themselves apart. Ethan describes how open-air and indoor shopping centers are reflecting this success and current world events’ effect on consumer behavior in the retail market. The two also evaluate the biggest industry changes since the pandemic, and Ethan shares why he is bullish on department stores. Leaning In is published every second and fourth Wednesday of the month. Be sure to follow the show on your preferred podcast app to hear Part 2 of Ethan and Terry’s discussion. Links: Ethan on LinkedIn Placer.ai Timestamps: (0:40) - What have been some major changes in retail you’ve seen over the past year? (2:47) - How do you think retail focused companies should pivot their vision and strategy? (5:15) - What’s your position on top tier malls? (9:17) - How do you see the global events of inflation, potential recession and war in Europe affecting consumer behavior and retail performance? (10:32) - Urban vs. Suburban trends (12:15) - The explosion in the home improvement industry and other retail sectors that saw growth during the pandemic (16:19) - Assuming the pandemic is waning, what are some learnings about consumer behavior you saw and what new trends do you think will stick around? (20:26) - The surprising resilience of Department Stores

Josh Grillo, co-founder and president of Resident360, is back with Todd Anderton and Chad Colley to finish their discussion around what works, what’s changed and what is to come for multifamily marketing. Josh explains how the Metaverse and VR/AR technology will impact resident experience and other residential real estate trends that will emerge in the next 5-10 years. Josh also discusses what consumers are demanding in today’s evolving market. Leaning In is published every second and fourth Wednesday of the month. You can find the first half of this discussion on your preferred podcast app. Tune in for our next episode with Ethan Chernofsky, Vice President of Marketing for Placer.ai. Links: Resident360.com Josh Grillo's Newsletter The Definitive Guide to Apartment Marketing multifamilyinsiders.com Multihousing news Topics: (0:38) - How marketing budgets have evolved and thoughts on SEO (7:12) - How do you respond to developers who don’t put marketing their property at top of mind? (9:28) - What are some of the best marketing practices you’ve seen? (11:51) - What trends do you see emerging in the next 5-10 years? (17:01) - What resources would you recommend to learn more about multifamily marketing?

Josh Grillo, co-founder and president of Resident360, joins Todd Anderton, Trademark’s VP of Marketing, and Chad Colley, Trademark’s SVP Multifamily Partner, to share his multifamily marketing industry expertise, including best-practice examples and major multifamily marketing pitfalls. Josh also shares current marketing trends that would’ve surprised him a decade ago. The three discuss how Josh’s book, The Definitive Guide to Apartment Marketing, shaped the industry and the importance of immersive, integrated and experiential marketing for multifamily products. Leaning In is published every second and fourth Wednesday of the month. Be sure to follow the show on your preferred podcast app to hear Part 2 of Josh, Todd and Chad’s discussion. Links Resident360 The Definitive Guide to Apartment Marketing Timestamps (0:49) - Josh’s background and career (4:26) - What services does Resident 360 provide? (6:19) - The inspiration behind writing The Definitive Guide to Apartment Marketing (11:22) - The emergence of TikTok and Reels as effective marketing tools (12:29) - What are the biggest industry changes you’ve seen in the past decade? (18:37) - What are some mistakes you’re seeing players in the multifamily space make in marketing? (23:46) - How has the pandemic affected your core marketing strategies?

Dr. Peter Linneman and Terry Montesi finish the second half of their discussion on COVID’s lingering impact on each real estate sector, and specifically the evolving single and multifamily housing markets. Peter explains how office and lifestyle trends after the pandemic have impacted urban and suburban trade areas. The pair also evaluate Peter’s perspective on inflation, and if having real estate is a good hedge. Leaning In is published every second and fourth Wednesday of the month. You can find the first half of Terry and Peter’s discussion on your preferred podcast app. Tune in for our next episode with Josh Grillo, Co-Founder and President of Resident360. Timestamps (0:36) - How confident are you in our economic cycle? (1:45) - What are your thoughts on suburban markets vs. urban markets? (6:21) - Do you predict any change in population changes from large metro areas to smaller secondary markets? (7:53) - What’s your perspective on real estate being a great hedge against inflation? (14:15) - How does quest for yield affect the appetite for real estate?

Dr. Peter Linneman joins Trademark’s Terry Montesi for his third appearance on the show to discuss what 2021 taught us about the economy, and his current thoughts on supply chain issues, capital markets, and labor shortages in 2022. They also ponder the big risks on the horizon for retail, mixed-use, multifamily and office real estate, as well as their predictions for this year. Leaning In is published every second and fourth Wednesday of the month. Be sure to follow the show on your preferred podcast app to hear Part 2 of Terry and Peter's discussion on single-family housing, the future of mixed-use spaces and Peter’s opinions on real estate as an institutional investment vehicle. Timestamps: (0:42) - What did we learn in 2021 about our economy, especially in multi-family and office? (4:06) - Thoughts on labor shortages and supply chain issues (14:24) - What are the biggest risks you see for multi-family, office and mixed-use retail? (25:12) - What do you see as the biggest trends affecting real estate in 2022? (28:53) - What trends do you see affecting the consumer in retail this year? (31:35) - What trends do you see affecting multifamily? (34:34) - What are your thoughts on office in regards to the WFH movement? (42:15) - Where do you think we are in the economic cycle?

CBRE’s Senior Economic Advisor & Global Chief Client Officer,  Spencer Levy joins Trademark’s Terry Montesi and Chad Colley to wrap up  their conversation about multifamily trends, including the role of  multifamily in walkable mixed-use environments. Spencer also talks about  his predictions for the future of brick-and-mortar retail, what he sees  happening to office demand, the increased need for multifamily, and the  role hope plays in his thoughts for the future. Spencer also shares  more about his podcast, The Weekly Take. Leaning In is published every second and fourth Wednesday of the  month. You can find the first half of Terry, Chad and Spencer’s  discussion on your preferred podcast app. Tune in for our next episode with Peter Linneman, Principal of Linneman Associates. Timestamps (0:37) - Are there any new or involved multifamily designer, amenity trends you find particularly interesting? (2:50) - Have you seen rents being higher in walkable, mixed-use environments? (5:58) - Predictions for the future: Retail (9:32) - Predictions for the future: Office (12:09) - Predictions for the future: Multifamily (14:14) - Spencer’s Hopefulness (16:41) - Spencer’s Podcast - The Weekly Take

CBRE’s Senior Economic Advisor & Global Chief Client Officer, Spencer Levy joins Terry Montesi and Chad Colley of Trademark to discuss macro-economic trends in the global real estate market, with a specific focus on mixed-use and multifamily assets. Spencer shares his thoughts on CBRE’s research and 2022 predictions, as well as his research-based investment insight, including the recently published report Live Work Play: Millennials Myths and Realities. Leaning In is published every second and fourth Wednesday of the month. Be sure to follow the show on your preferred podcast app to hear Part 2 of Terry, Chad and Spencer’s discussion. Links Talking to Strangers by Malcom Gladwell Millennial Myths: Live Work Play by CBRE Topics (0:49) - Spencer’s Background and career (3:05) - What are the notable Real Estate trends you’re watching in the US in 2022? (5:40) - What trends are you seeing specifically in Texas? (7:34) - What questions are your clients asking you to look into from a research perspective? (9:50) - What advice would you give to Trademark and other companies looking into Multifamily? (11:45) - Do you believe job growth is a good statistic for multifamily need? (13:18) - Where would you be investing your money over the next few years? (14:31) - Thoughts on Malls (16:45) - What technology is CBRE using to collect data? (19:13) - What covid-related trends, such as the flight to the suburbs, are you continuing to track? (21:48) - What can we expect to see from multifamily in the coming years? (23:18) - What should multifamily developers and investors be concerned about? (24:49) - What do you expect to happen to rents if inflation continues to rise?