Steven explains Cortlands decision to invest in research into where the market was going as the recession continued, and about the companys pivot in terms of clientele and customer focus. Cortland Locations. 10 free leads on us . We hope the information will help you find an . As a leader in the multifamily industry, we create resident-centric, hospitality-driven living spaces and experiences across the US. Allen, TX 75013-5259. To this end, the company has developed a unique approach of internalizing the majority of its functions. Then the second piece is once they get in you've created a culture at Cortland that is very unique. | Cortland is a product-to-people . Neither one had ever been there, had no idea what they're getting into but we're going to go figure this out. 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. 0:48 - Willy previews episodes to come. You just raised your fifth closed end fund. See All 79 interviews. BBB Business Profiles may not be reproduced for sales or promotional purposes. Steven DeFrancis: I will never say Id rather leave here to go there, but I do miss the closeness. Steven DeFrancis: Well, we had a lot of learnings along the way. 4:42 - What led Cortland to shift? And part of being able to focus on that was stripping costs out and being vertically integrated. Addison, TX. This office is the major Cortland Dallas, TX area location. 08/18/2021. Cortland is a National Multifamily Housing Council top 50 owner and manager, and was ranked as a top US brand by Reputation.com. 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. The company employs more than 2,000 associates; it also owns and manages over 65,000 units, with a pipeline that will push this number to over 70,000 by the end of the year. This was not the same type of profile we are working on today and, as you can imagine if you were an interior design professional getting the Cortland project to renovate a property that they had just paid $10,000 a unit to buy and we're going to spend $15,000 a year it wasn't the high glamour project. Willy Walker: One of the things that you talked about standardization in the sense of the experience from a client standpoint. What is it other than to be honest your fantastic leadership that's allowed for the Cortland culture to build to be what it is? Wed: 9am - 5pm. And then on the broader question any thoughts about taking the model and expanding it out? staff definitely needs a to be looked at thoroughly. I have strong belief that if we continue to perform for the capital, they're going to find us. 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? 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. Mon: 9am - 5pm. We offer positions as builders, designers, engineers, analysts, experience curators, and everything in between. But the reality was they were going to demand a lot more from a level of service and experience that we had been used to providing in the multifamily industry. That took tons of friction out of the process of getting the projects done and executed, but then, even more importantly, when you moved operations, as long as you take care of the people, they'll take care of your customers. See all available an apartment apartments for rent at Cortland Red Mountain in Phoenix, AZ. 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. 2:33 - He introduces his guest, Steven DeFrancis, CEO of Cortland. 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. 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. There's huge value in that and this is just one example where that scale just creates a ton of value. Cortland has processes in place to provide a high level of standardization across its business; this allows, for instance, residents to count on a certain standard of fit and finish across properties, and property managers to easily transfer between locations. . You've also standardized a lot as it relates to the if you will fit and finish of a Cortland property. But we felt that there was an enormous opportunity that we could capitalize on if we really pivoted the whole business to focus on our customer as the true client. 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 sets a new standard for better apartment living in Europe. Ms. Sarah DeFrancis, Manager of Communications. A lot of effort on the front end around considering talent before bringing them in and then a lot of focus on supporting our talent once they're here. Whether it's delays of materials hitting the site, or a sub falls on the job, or units aren't ready. So, we then realized that a lot of the reason was there was just not really a protocol of supporting the facilities team as its own function outside of the property, the leasing side of the house. It's just not something people want to deal with, but it's necessary. *In Canada, trademark(s) of the International Association of Better Business Bureaus, used under License. Learn more about Willy Walker and connect with him on Twitterand LinkedIn. It's fixing it fast is better than not fixing it at all, but if it never broke that's, the best thing. You have pretty major stuff going on where systemization is key to execution, and if you mess up any of those things it just goes sideways. Willy Walker: As you think back over the last decade, take yourself back to 2010, the amount of scale that you've created, which is the along with scale success, the decisions you get to make today are very different decisions you made a decade ago. 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. Get a great Cortland, NY rental on Apartments.com! You have all these vendors working on every project, and so, instead of having an assembly line of work, it's more like you're building each one on a bespoke basis with the project at the center and all of these vendors attached to it, like the petal to a flower. There are plenty of people in the multifamily industry who say brands make a difference in hospitality. Sandy Springs , GA 30342. 1 Week Ago. Let's back up a little bit too when you founded Cortland in 2005 as a small development firm focused on in-town development in in Atlanta and then during the great financial crisis changing from being a local developer to focusing on acquiring and renovating communities across the country. That allows us to underwrite a huge volume of potential opportunities, it's really inefficient. Well guide you through the process. 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. What was the impact, going to be from the meltdown of a single-family mortgage crisis? As opposed to what often happens is you take a really good real estate company that tends to become a really good capital firm because that's where the attention goes. Because all of us can sit there and say airlines want to make the flying experience better but guess what they have a really tough time making the economics work to make the flying experience for all of us that much better, and so they don't make it materially better. Find the Cortland Dallas address. What we've learned is, the value you get out of being scaled in a market, you can't beat it in any other way, centralized services, etc. Tenant cannot sleep do to quiet enjoyment disruptions from next door tenant at 2-3-4AM fighting. Cortland is headquartered in Atlanta, GA and has 7 office locations located throughout the US. 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. Those learnings really were helpful because there were times over the last 10 years where we would have 10 or 15 pretty major development or renovation projects and these renovations where 20, 30, 40 thousand dollars a unit. Before I introduce Steven and dive into our discussion, I want to thank Mike Altman, David Dixon, Brad Brown, Ned Stiker and the other members of the Cortland team for all they have done to make Cortland the amazing company and partner it is. As you know, Willy, from your business you've done a great job with this. Cortland at the Hill. But that because of the nature of multifamily someone doesn't arrive somewhere and say Ive got to go find a Cortland asset to live in when they move from Atlanta to Dallas, and I think you've actually proved that wrong. Today it's just a different type of fun because you can do more and do it better, because each thing is systemized so much better. 51:39 - Will Cortlands main focus going forward be service or capital? 2824 N. Orchard. To your point you made systemizing appliances and plumbing fixtures and all these things so you get as much customization as possible, which makes nothing will make the service teams job easier is when things don't break. $1,200 - $2,050. It is anchored in providing a beautiful yet affordable living environment and an enriched lifestyle to its residents. 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. But thankfully there's so much opportunity, as you know, within multifamily in the markets we're in. Cortland Headquarters and Locations - Learn more about Cortland's locations by map by and/or jobs. So, we got a great price, we got great product, we got great finish. Like one or two percent of the total supply. Frankly, historically, most people in the C suite of these businesses deign to get that operational stuff on their shoe. 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 talk about two pieces of the equation as it relates to what it is to be on the team at Cortland. One of the things we knew early on, if we were going to be best in class at creating a living experience and customer delight, what we had to do first was make this a best place to work. 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. That team, by the way, is now about 40 people and we're still always struggling to stay current to keep up. Steven DeFrancis: Well first, it's not about being top five or top 10, it's really about having the right asset base to operate with a scaled organization. That team actually started whenNed joined us a number of years ago, but then as we really wanted to grow in the fund business, we talked to a number of groups, number of placement agents and really how we ended up building an internal team is all the placement agents we talked to were in complete agreement that there was no need for another multifamily manager. Need to file a complaint? If you choose to do business with this business, please let the business know that you contacted BBB for a BBB Business Profile. But to your point about all the stuff we've underwritten, what we decided a number of years ago was to invest in a bigger team so we could put an investment team in each of the markets that we're in, so we weren't trying to do all this acquisition from a central location where we really didn't have the local market knowledge that we would like to have. Use our search filters to browse all 100 apartments and score your perfect place! 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. Weve created the capital structure and built the infrastructure to where now we're not relying on all these external parties for every project. 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. But it definitely has paid a lot of dividends in transfers within the system. Steven DeFrancis: At this time, we haven't thought about expanding beyond housing. Next, Willy and Steven dive into more detail concerning Cortlands consistency of assets. Tue: 9am - 5pm. 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. 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. Work really well for a few jobs and then all of a sudden, the stuff was delivering more and more slowly and then that guy disappeared. 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. Where others see a square foot, we see a story. We felt then if that was the case, then the next piece was how could you build a system or a machine that could create a lot of throughput? BBB Business Profiles are subject to change at any time. Thu: 9am - 5pm. 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 about their Real Estate market share, competitors, and Cortland's email format. Cortland is the largest owner and operator in the cities of Atlanta and Dallas, as well as in the entire state of Texas. The vision also prompted a focus on brand. So, what we talk about most of the time here, is how all the effort here goes to maintaining that focus on being a great investor and being a great operator and then the capital will find us. Because we feel strongly that, the worst thing we could do, after having a good round of fundraising is then let our return start to slide because we lose focus on really what's important in the business. Please fill out the form under the Residents tab or call our Resident Services team. Steven DeFrancis is the founder and CEO of Cortland. Hopefully, he won't be too critical of my leadership style during our discussion in a couple weeks. Company Overview. 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. Cortland Build is a global, concept-to-completion construction delivery firm specializing in multifamily new build, commercial construction (amenities), and renovation. Cortland Design is our in-house, award-winning interior design and architecture firm. This long-term vision, in turn, drove all areas of the business, from hiring to design. Pay Online. You have to set up the infrastructure and the culture of being an associate first organization if you're ever going to be best in class in customer service or customer experience. We are the dreamers, designers, and doers behind our living spaces and experiences, from the way we make our residents smile to the features we design and place in our homes. 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. So, instead of calling in the more traditional model where if you're looking for an apartment in Denver and you call one of our locations in Denver, if they can't help you, which is fairly likely, because all the properties sit at 95% occupied. 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. Fill out the form or view our office locations and phone numbers to get in contact with us today. You've got a number of open-end funds so you're raising a lot of capital. About Us. By controlling that process, you now could control the quality of the product, and the difference in a really high-quality fixture versus the lowest builder grade stuff we were used to seeing it was literally single percent cost difference because you spent so much of the landed cost in the US went to logistics and shipping the amount of cost that went into the actual product is really pretty small. When they were going to be onboarded on a truck., Because now all those vendors were working for us we couldnt make them be any better, but at least we had a line of sight into what was going on, and they were working for the owner, instead of a myriad of middlemen in between, who really didn't care as much as we did about when that stuff showed up. Willy Walker: If you're only successful, and by only, it's a very relative term, on 4% of the deals that you underwrite. Or as you get bigger and bigger do you have the ability to sort of centrally manage everything and be able to have one or two assets in a given market and just be happy that you're in, Ill just pick a market, Charlotte, North Carolina with one or two assets, even though you might not be a top five owner in Charlotte? 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. Cabinets, counters, tile, light fixtures, plumbing fixtures, flooring rob hooks, doorknobs, peep holes, you name it. Please reach out to me directly at 214.496.0727, or email me at mary.stevens@cortland.com. Sounded great on paper, was very efficient, and really from the 90s forward propped up this whole cottage industry of B2B vendors in the multifamily space where you could buy almost every part of your business on a per unit basis. 1160 Johnson Ferry Rd NE. While discussions, like the one I had last week with Matt Kelly of JBG Smith and with Steven today are primarily focused on the commercial real estate industry; the discussion with Kerr on culture and leadership is applicable across industries and contain lots of life lessons. 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. Cortland contact info: Phone number: (404) 965-3988 Website: www.cortland.com What does Cortland do? 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? To wrap up the conversation, he and Willy talk about the best and worst of leading the company now versus earlier in its life. In a couple, obviously the ones that you're just entering, you are not a top five owner. The Residence Life and Housing Office at SUNY Cortland is committed to providing safe, civil, and vibrant living communities in support of our academic mission. 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. Did you focus on that at all? But I would argue that almost everybody has pride in where they live, and really wants to live in a nice place. The company employs more than 2,000 associates and owns and manages over 65,000 units today with a current acquisition pipeline that will push that number over 70,000 by the end of the year. 54:41 - What is the best and worst leading today versus earlier in the companys life? Get Directions. Cortland Mallard Creek 500 Solano Dr Charlotte, NC 28262 1-3 Beds 1-2 Baths 740-1,454 sqft $1,455 - $2,118/mo Local Information Map Schools Shop & Eat Google -- mins to Commute Destination Description (704) 327-6476 Come Home to Cortland Mallard Creek So that's really where we have put most of our resource allocation building into the platform and want to continue to be out to be able to outperform. Like most other groups in our industry, we went into the downturn, the great financial crisis and late 07, and we thought it would be fairly short lived. 2404-14 W. Cortland. As a top 50 apartment owner and operator, Cortland has a brand and reputation of success and customer service. Steven DeFrancis: Well, obviously there is an enormous amount of capital looking to get into multifamily which is driving down the CAP rate environment. It also allows us to systemize or centralize within a given market; things like maintenance and purchasing etc. Therere expectations from our consumer and our customers that are more and more unique, so we need more specialized human capital. Steven DeFrancis: Sure, and you make a good point, especially back then. The other piece is just in SEO and online through branding as I mentioned earlier. Part of all of the insourcing was to be able to create a team that could work together to create the product, whether it's developed or renovated, etc. We sort of felt like we had to assume the market would recover, because if that didn't happen, we had a much bigger problem. This is an overview of the Cortland Dallas campus or office location. Office (0) Den (0) Yard (6) Clubhouse (32) Business Center (32) Controlled Access (32) Playground (0) As you know, Willy, we started a brand for 55 plus which we call the Tiva a number of years ago. How can we help you? So, as long as Im here, thats where the focus on the operations. So those two things kind of had to come together to create that better client experience. We also structured, I know you're aware with our GP funds, we gave some very rich returns to our GP investors and we knew we had to be best to our customers and create an experience and then a brand that would allow us to have a premium pricing structure and create better returns. So, I won't say we won't ever do something different, but we're not looking at something today. Steven DeFrancis: We felt the brand was very important. Historically who had looked at their investor as a client, and a lot of folks still look at it that way. We believe that fostering sharing and inclusion of all ideas, lived experiences, and world views in the residential community can provide transformative learning experiences for our . 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. Looking for furniture for your home office? While the recruitment process is rigorous, it yields a workforce well suited to particular jobs. 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. Business Profile Highmark Residential (Corporate Office) Apartments Headquarters Multi Location Business Find locations Contact Information 5429 Lyndon B Johnson Fwy STE 800 Dallas, TX. Say yes to a career you love. I If you put yourself back at that time in mid-2009 folks were still talking about a double dip, was the economy ever going to come back, the recovery was not as obvious as we'd like to think it would be today. Sandy Springs , GA 30342. 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