The vision also prompted a focus on brand. In this episode of Driven by Insight, Willy interviews Steven DeFrancis, the founder and CEO of Cortland. But talk about two pieces of the equation as it relates to what it is to be on the team at Cortland. 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? But I would argue that almost everybody has pride in where they live, and really wants to live in a nice place. Cortland Design is our in-house, award-winning interior design and architecture firm. Cortland Legacy is a short distance from incredible shopping, dynamic entertainment and several outstanding sporting venues. 35:11 - Willy asks about the move to being vertically integrated. Find company research, competitor information, contact details & financial data for Cortland Partners, LLC of Atlanta, GA. Get the latest business insights from Dun & Bradstreet. Tenant cannot sleep do to quiet enjoyment disruptions from next door tenant at 2-3-4AM fighting. Therere expectations from our consumer and our customers that are more and more unique, so we need more specialized human capital. Cortland turned to insourcing, too, to control all touchpoints with customers. 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. Like one or two percent of the total supply. Cortland is a product-to-people, multifamily real estate investment, development, and management company that in-sources most of its multifamily development, design, construction, renovation, management, and ownership functions - all with the goal of providing residents excellent, hospitality-driven living experiences. But we do believe that all the value we bring to the table to create alpha is good if returns are in the 20s. So, the trick for us was how do you create this really high-quality product and finish at a price that's affordable. As you know, Willy, we started a brand for 55 plus which we call the Tiva a number of years ago. We talked a lot about how we're going to make mistakes and that's okay, just try not to make them more than two or three times each. And it literally was sort of that silly like they met with one group who then pointed him to the next group with them lead the next group and after a couple of visits they realized that if we can get Darlas team to design these materials we just found the factories, we can go do this direct and cut out all the middlemen and a lot of the cost. Thank you, Steven. It doesn't mean the right personality profile to work here or not work here, more typically it's the person that's going to be an interior design probably has a different set of personality profile than the person who's going to be an accountant in reporting. Because it just takes so many people to do it well. But a lot of people at that time may have seen the demographic shifts coming, thought that the demographics behind multifamily were really strong, but didn't take the component parts that you just talked about as it relates to a focus on the customer experience. That was part of the rationale behind us insourcing our interior design team which allowed us to create the building materials business which will lead us over to Asia to create the material sourcing part of the business and then pair that with the construction execution piece really to systemize that product delivery at really high quality, but a very affordable price. So, Steven first of all welcome and thank you for joining me. We hope the information will help you find an . Laramar is a national property management company offering apartments for rent nationwide. 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. And then, all of those calls come into a central location. As it drug on and we got into the middle of 2009 and we had been playing defense for two years, at that point, we decided to do a pretty significant research project to try to, the goal was to try to determine where the market was going. So, we got a great price, we got great product, we got great finish. How could you grow the business in a way that you wouldn't fall victim of growing too fast and then, while also maintaining that ability to really be best in class from a customer experience standpoint? And began to build that team, which has been a great add to the organization. (855) 231-0937. Within 50 Miles of Cortland 5550. This is an overview of the Cortland Dallas campus or office location. Learn more about Walker & Dunlop and Driven by Insight. Speaking of life lessons, we have Bob Glazer renowned TED talk speaker and Acceleration Partner Founder joining us next week. Because of the challenge of getting really good design talent on a third-party basis early in the cycle and again that's because early in the cycle we were buying and renovating assets that were all foreclosures and many of those assets we paid sub $15,000 a unit. Hopefully, he won't be too critical of my leadership style during our discussion in a couple weeks. What's the worst part of that? Get a great Cortland, NY rental on Apartments.com! 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 Hours. 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. I can't even remember a single story where we were like oh, my goodness, I can't believe we let them do that look and what they did. I can think of many stories where they did the right thing for the right reason because they were empowered to go do it through decisions and checkbook. This office is the major Cortland Dallas, TX area location. Our ability in markets where we have 20 or 30 assets in a given market, the way SEO and search works just having everything branded with a similar name really helps drive search straight to our website and straight to our product, our locations. Cortland developed an associate-first culture, which is needed for excellence in customer service. 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. 4:42 - What led Cortland to shift? After digging into that a fair amount, we realized that there was really very little, you know as an industry, we pay very little respect to the folks who are turning wrenches if you will. And then, use a good strong local team that can take that data and take what they know about what's going on in every part of their market, every day, it just allows us to be better at choosing where to lean into what we're offering versus throwing a dart at a board and hoping that this deal works. Company Description:? 5470 Glenridge Dr NE. Thank you for such a fantastic and thorough review of our community! More > Healthcare & Supportive Services He is also a member of the Real Estate Roundtable, the Urban Land Institute, and the National Multifamily Housing Council. We all had one agenda. How BBB Processes Complaints and Reviews. Cortland Apartments. staff definitely needs a to be looked at thoroughly. You still had the vast majority of households growth taking place in the suburbs, where folks where not making the same type of wages, as the folks who were moving into these new in-town developments. Listings. Steven DeFrancis: At this time, we haven't thought about expanding beyond housing. 346-206-1014. So, talk about a kick to the pride; I couldn't even pay them to represent us. Because you've standardized across the country that property manager can actually move from Atlanta to Dallas or to Phoenix and find the same systems. 28:46 - Cortland maintains a high level of standardization. So, we just said okay, well we've done a lot of other things ourselves, we'll figure this one out too. 1 Week Ago. We're a company comprised of people who thoughtfully challenge the status quo of the conventional multifamily industry in pursuit of a resident-centric approach to apartment living. On the recruiting side we begin early in the cycle building a process around testing the applicants that we were hiring, such as, personality profiling, intellect testing to try to build a team of high performing individuals. 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. 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. A good example, we decided about five years or so ago we decided to let everybody know who worked on site, every community manager and service manager, that there is no amount of money that they are not licensed to spend to make a customer happy. 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? Cortland Legacy | Dallas Area Corporate Housing Cortland Legacy 1 or 2 Bedroom Apartments 603 - 1689 SQ FT (approx.) That allows us to underwrite a huge volume of potential opportunities, it's really inefficient. Contact Us. Steven DeFrancis: Yes, it's been extremely helpful, and, in fact, since the pandemic, started March last year, we have delivered about 7,500 units to date. Get to know the Cortland businesses that build, design, and deliver the spaces we create. Steven DeFrancis is the founder and CEO of Cortland. 2404-14 W. Cortland. 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. We recently, by example rolled out a concept we call the Leasing Hub, which is instead of having leasing agents in every property who are fielding calls, inquiries from new customers, we centralize those folks. Talk about the move to vertically integrate and going and making partnerships with the OEMs over in China that allowed you to standardize product and cut your costs dramatically. Cortland competes beyond price to deliver exceptional value.Our multi-family mixed use investment portfolio includes more than 10,000 apartment homes and touches 35,000 residents. You can live in an apartment, or you can live at Cortland. BBB Business Profiles are subject to change at any time. Contact Us GET IN TOUCH WITH GREYSTAR We're pleased you're interested in reaching out to us. Please reach out to me directly at 214.496.0727, or email me at mary.stevens@cortland.com. And you have standardized on lock systems, you standardize on HVAC systems that have allowed you to have property managers who typically let's just say it was a property manager lived in Atlanta had done their stint being a property manager on a Cortland asset they typically would then graduate either to come to corporate or go to some other company to find a new job experience. 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. Most of the places where Ive made mistakes are when I tried to do something that wasn't housing. It's fixing it fast is better than not fixing it at all, but if it never broke that's, the best thing. Photos. Where others see a square foot, we see a story. It tends to grow on itself so once you start with a small nucleus of really high-quality people, they attract higher quality people who want to work with them. Brand and associated SEO realities in the market today drive traffic, and they tie into the customer-centrism of the business. Willy Walker: So, your brand, your customer experience, and your cost of renovation, are all competitive advantages that allow Cortland to pay higher for an asset, lower your cost of rehab and then be able to make up for it in the rents, you can charge, because the combination of lower cost on the rehab and then also the brand on the rents allows you to have a unique competitive positioning as it relates to acquisitions. 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. There were a lot of nights where I thought maybe theyre right. Cortland Engaged Employer Overview 569 Reviews 120 Jobs 913 Salaries 80 Interviews 179 Benefits 91 Photos 164 Diversity + Add a Review Updated Feb 23, 2023 Find Reviews Clear All English Filter Found 548 of over 569 reviews Sort Popular Popular COVID-19 Related Highest Rating Lowest Rating Most Recent Oldest First 3.7 68 % Our Company Our Company Our Story . If you think about the way most products or most developments are done or acquisitions or value add projects, they are really managed in a very bespoke basis with an internal acquisitions person or a developer and then external execution, whether it's design, architecture, construction, or construction management. So, a lot of the system and work we're doing around is preventative maintenance and systemizing all of that process to keep that stuff from happening. After all, as Steven says, Cortland is at heart a consumer-facing operating business that happens to need capital, not the other way around. Learn more about Steven DeFrancis and connect with him on Twitterand LinkedIn. Willy Walker: You talked about brand and the customer experience. 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. 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. When you're trying to hire, it's a war for good talent out there, and you really want to hire best in class folks. See if Cortland is hiring near you. 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. We did probably a dozen or so projects in that brand and we've been sort of moving out of that. So, part of it is the intellect testing, that's more of the straightforward part, and part of it is the personality and making sure that we're getting folks with the right personality to meet the job that they're going to do. The first is the way you select talent. Our goal is to deliver communities, experiences, and solutions beyond expectations down to the smallest details of our everyday interactions to the standards by which we live and build. I think if we're really going to outperform in the new environment of multifamily going forward, that's the part where you got to be best. Much of the companys systematizing is preventative maintenance, but Steven and his colleagues also realized years ago that, while not everyone can afford a very expensive home, nearly everyone has pride in where they live. At that point coming out of the downturn, you are looking at between the 01 recession, the focus on the single family and then the GFC you are looking at over a decade of under development of multifamily. Looking for furniture for your home office? Since its founding in 2005 Cortland has expanded into a global, vertically integrated, multifamily real estate investment, development, and asset management company. Steven DeFrancis: Sure, and you make a good point, especially back then. So, talking about engaging interaction discussions it's a true pleasure for me to have my friend and amazing CEO Steven DeFrancis joining us today. Cons. Featured Communities Florida AXIS Delray Beach Florida Bainbridge at Westshore Marina Florida At least we were all one team. Cortland Red Mountain has rental units ranging from 804-1295 sq ft starting at $1515. But I want to go back to 2010 when you owned, I think 1,200 units and had a whopping eight people inside of Cortland or just the next year when you'd actually grown dramatically from 1,200 units to 5,000 units. What you just talked through Steven was how you had this longer-term focus and continued to plow money back into creating the team and insourcing a lot of those activities that you could have bought from third party vendors at a much cheaper cost to the GP but at the same time, you had this long-term vision of creating the Cortland that you've actually created. 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. But the amount of value you created with your team by entrusting them with an unlimited checkbook to make people happy, you can't even put a value on that and that continues to this day. Cortland, New York Office. 2824 N. Orchard. 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. It is anchored in providing a beautiful yet affordable living environment and an enriched lifestyle to its residents. | Cortland is a product-to-people . 270 S Watters Rd. There are plenty of people in the multifamily industry who say brands make a difference in hospitality. Contact Us Address Cortland Properties, Inc. 7612 W. North Avenue Elmwood Park, IL 60707 Phone Phone: (708) 452-4242 Fax: (708) 452-4122 . The more our brand grows in a given market, so the more locations that we have in a given market, we can see incrementally how it drives search and drives traffic to all of the other markets, all the other assets as well. As a matter of policy, BBB does not endorse any product, service or business. Cortland at the Hill. Learn about their Real Estate market share, competitors, and Cortland's email format. 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 We knew the first thing we needed to do was go build a team of really top-notch players that were passionate about working here, passionate about what we were doing here, felt like they were invested in and really enjoyed working together as a team every day. Visit Website. 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? 2849 N. Orchard . So after a while of fighting that battle, we finally decided to you know we hired Darla Dylan who was working for one of the companies that we had hired on third party basis and Ill never forget; we were like okay Darla is coming in she's going to do all of our interior design hundred percent of it we're going to have it no problem. Next, Willy and Steven dive into more detail concerning Cortlands consistency of assets. Email Formats. They thought it was nuts to spend that much money on a renovation of an existing project. Willy Walker: Well, as I said at the top of our discussion, the partnership between W&D and Cortland has been a big part of our success over the last decade and Im deeply appreciative of it and Im also appreciative of you taking the time to join me today and talk about how you've made Cortland the success that it is today. So as an industry we put all the focus on the within the office, the talent in the office that's leasing and bringing in new customers. Most of all, we got great consistency so when we were promising delivery dates on these units, we had much lower volatility than what we had seen previously, doing a more traditional model. . . 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. Houston, Texas Office. Steven DeFrancis: I will never say Id rather leave here to go there, but I do miss the closeness. 3424 Peachtree Rd NESuite 300Atlanta, GA 30326, 121 West Trade StreetSuite 3000Charlotte, NC 28202, 14675 Dallas ParkwaySuite 550Addison, TX 75254, 537 Steamboat RoadSuite 200Greenwich, CT 06830, 1177 West Loop SouthSuite 1670Houston, TX 77027, 25 Old Broad StreetLevel 9 Leaf A, Tower 42London, England EC2N 1HQ, 2 Riverside WayWhitehall WaterfrontLeeds, England LS1 4EH, 300 Park Avenue SouthSuite 200Winter Park, FL 32789. Willy Walker: So, I remember walking into your offices, I want to say it was probably around 2015 maybe 2016 and there was a projection up on the wall in the analyst bullpen that had ships literally on the Pacific Ocean where you could track the ships that were bringing across them materials that were going to go into Cortland buildings that you were rehabbing. Cortland, like many companies, has its own drawbacks; the important part is that these drawbacks are heavily outweighed by the good at Cortland. 18021 Kingsland Blvd, Houston , TX 77094 Cinco Ranch. To everyone who listened in today, I hope you enjoyed our discussion and I look forward to seeing everyone back next Wednesday on another version of the Walker Webcast. They want to work for a brand that really means something and stands for something premium in the marketplace, and it also really pays huge dividends on the marketing side. Get Directions. Steven DeFrancis: That is correct. The deal pushes Cortland's portfolio of owned and managed apartments to more than 60,000 nationwide and makes it the largest apartment owner in DFW, the company said. You had folks who lived in multifamily after college, the newly divorced, newly unemployed, newly moved to a new city, newly graduated, usually it was a short-term stint, it was a transitional period in most folks lives, and largely if you think about it most folks lived in an apartment until the very first point, they could afford not to. Faqs. 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. 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. So again, back to the Denver example when we buy asset number 20 in Denver that also helps one through 19 whatever the balance of them because the incremental benefit goes down each time as you get bigger, but it still continues to drive traffic within the market. Steven DeFrancis: Sure, well first thank you for having me, glad to be here. We are probably a 50 some odd people on the investment team, and they are spread out across the markets where we are operating in the US. Choose the option that best fits your needs below and then let us know how we can help. So, it was a combination of having product on hand, rushing product into manufacturer soon as the plants reopened in Asia. As a result as an industry we didn't have a lot of investment in doing it better, we had a product, system and people, etc., but we did see that that clientele was likely going to be changing coming out of the GFC. Thanks, and have a great day. 2:33 - He introduces his guest, Steven DeFrancis, CEO of Cortland. Website Take me there. Find contact information for Cortland. Copyright 2017-2020 Walker & Dunlop, Inc. . Neither one had ever been there, had no idea what they're getting into but we're going to go figure this out. Cortland | 42,444 followers on LinkedIn. 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