To this end, the company has developed a unique approach of internalizing the majority of its functions. Answer Question. That's extremely inefficient, building buildings, renovating buildings, especially renovating buildings that are full of customers, it's fraught with peril. At Cortland, you'll feel empowered to define your career path, take on new challenges, and make a difference. Hours. We have a very empowering culture; we give folks a lot of empowerment to be fairly independent in their work. 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. To wrap up the conversation, he and Willy talk about the best and worst of leading the company now versus earlier in its life. About Us. As a top 50 apartment owner and operator, Cortland has a brand and reputation of success and customer service. Resale Documents. They thought it was nuts to spend that much money on a renovation of an existing project. They are then sent to a warehouse where the products are broken down and rearranged by project and unit. 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. Then all the investment you put into that lead, your associate is like well, thank you very much for your interest, but we cant help you and call us next year when you need an apartment again. Willy Walker: It makes two of us, it makes two of us. Cortland Legacy | Dallas Area Corporate Housing Cortland Legacy 1 or 2 Bedroom Apartments 603 - 1689 SQ FT (approx.) Contact Information. 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. 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? 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. 2:33 - He introduces his guest, Steven DeFrancis, CEO of Cortland. It's going to be a real kick for me to have Dr. Kotter on the webcast as he was my leadership Professor back at HBS in 1994 which is dating both Dr. Kotter as well as myself. 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. There are 10,000 things that can go wrong, and again they will, and so what we felt strongly was to systemize that process to allow us to be able to have a lot of throughput. Our Services Affordable Senior Housing From apartments designed for independent living, to housing for seniors transitioning out of nursing homes, to cottages for the memory-impaired and their caregivers, our housing enables seniors to live, and age, where they choose. Copyright 2017-2020 Walker & Dunlop, Inc. We spent about six months with four market study groups just studying different parts of the business. Website Take me there. 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. So, we got a great price, we got great product, we got great finish. 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. Willy Walker: And anything on the downside, as it relates to anything from the small company touch and feel that you miss or anything that sort of says man, I wish I could go back to doing that, but my job today just didn't, allow me to do it? It must be really fun these days to sit down with LPs who are basically throwing money at you. 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. Check out . The really important thing that was cut out was the volatility of delivery and timing and product quality. They execute Cortlands value-add and new build construction, in addition to offering their expertise beyond Cortland. 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. Cortland is the largest owner and operator in the cities of Atlanta and Dallas, as well as in the entire state of Texas. We had great success, but we think that was more a function of market timing and luck than it was that business model made sense for us. Is that correct? 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. Choose the option that best fits your needs below and then let us know how we can help. Cortland | 42,444 followers on LinkedIn. The first is the way you select talent. The first part of your question is what did we see in the broader market that gave rise to an opportunity? Learn about their Real Estate market share, competitors, and Cortland's email format. 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. There's huge value in that and this is just one example where that scale just creates a ton of value. In general, I always feel appreciated, I always feel I can speak my mind, and I always feel like I am growing. Say yes to a career you love. 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. Willy Walker: You talk about the people at Cortland, and Im privileged to know a lot of them, and Ive been to Mercedes Benz field to watch your team compete in a karaoke band competition, and that was actually quite something to watch. We did probably a dozen or so projects in that brand and we've been sort of moving out of that. 2023, International Association of Better Business Bureaus, Inc., separately incorporated Better Business Bureau organizations in the US, Canada and Mexico and BBB Institute for Marketplace Trust, Inc. All rights reserved. Get Directions. This is an overview of the Cortland Dallas campus or office location. 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? With our pioneering business model, our enterprising team, and our commitment to placing the resident at the center of our decisions, we're aiming to set a new experience standard for the apartment industry one community at a time. Steven DeFrancis: Well, we had a lot of learnings along the way. 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. Team Members. It also made that team work together. 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. By 2011, we owned and managed 5,000 apartment homes and meaningfully accelerated our plans to build a company that could deliver unique value to both our residents and partners. They're better in the teens, they're really, really good when they hit single digit returns, because the alpha we're creating is somewhat consistent regardless. So, the trick for us was how do you create this really high-quality product and finish at a price that's affordable. Cortland Design is our in-house, award-winning interior design and architecture firm. Fri: 9am - 5pm. How can we help you? 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. This is a multi-location business. 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. Find the Cortland Dallas address. 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. 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? Cortland Corporate Headquarters and Office Locations. Resident Questions BBB asks third parties who publish complaints, reviews and/or responses on this website to affirm that the information provided is accurate. The result of under development of multifamily in the Sunbelt markets in the early part of the 2000s because of the heavy focus at the time on homeownership followed by a pretty long and protracted downturn where nothing was being developed in those markets. Listings. 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 is headquartered in Atlanta, GA and has 7 office locations located throughout the US. 110 Main St, Cortland, New York, 13045, United States (607) 756-5665. Tue: 9am - 5pm. Steven and his team manage a portfolio of multifamily assets located in 11 states, primarily in the Southeast, Midwest, and Texas. Frankly, historically, most people in the C suite of these businesses deign to get that operational stuff on their shoe. Addison, TX. So, having built the capital infrastructure to get capital that we then have control over at the same time of building the execution infrastructure to perform for that capital. Speaking of life lessons, we have Bob Glazer renowned TED talk speaker and Acceleration Partner Founder joining us next week. A lot of the things we talked about today and the differences between us and maybe some of our competitors is, we really look at the business as a consumer facing operating business that happens to need capital as opposed to a capital business that happens to somewhere down the hall have some property operations. 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. Links. 2404-14 W. Cortland. 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. 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. Steven DeFrancis: But, sometimes it's good to have more ambition and brains. Willy Walker: And in most of your markets Steven, you are a top five owner. 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. Apartment Services. Since then, weve become a global, integrated multifamily investment, development, and management firm focused on delivering resident-centric, hospitality-driven apartment living experiences. And then create a better living experience which would create more demand at our assets and eventually lead to better returns for our investors. 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. Cortland is a National Multifamily Housing Council top 50 owner and manager, and was ranked as a top US brand by Reputation.com. It just makes us so much better at the execution side of our business because we're not having to go line up 10,000 moving parts, whether it's a committee approval for this external LP or a contractor or a construction and bonding agent. We all met in the same bar after work to figure out what we did wrong that day. So those two things kind of had to come together to create that better client experience. However, Steven hasnt considered expanding beyond housing. 270 S Watters Rd. Wed: 9am - 5pm. Ms. Sarah DeFrancis, Manager of Communications. When we were starved for capital and so making investments in real estate made a lot of sense. 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. 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 There are one million things a day that can go wrong and generally, most of them will. Cortland Headquarters and Locations - Learn more about Cortland's locations by map by and/or jobs. So much of it is about putting people in the right seat on the bus. Our Company Our Company Our Story . Please select one of the markets below to refine your search. What did Steven and his colleagues see, Willy wonders, that led to the shift? Cortland was founded in 2005 with a focus on multifamily development in Atlanta. See All 79 interviews. 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. When you go stay at a Marriott versus a Hyatt or whatever else. As it relates to other types of housing, we have looked at whether student housing or senior housing. 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. 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. He is a member of the Buckhead Coalition and serves on the board of the Atlanta Neighborhood Development Partnership. Steven earned his bachelor's degree in real estate from University of Georgia, Terry College of Business. Next, Willy and Steven dive into more detail concerning Cortlands consistency of assets. . 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. And as I look at Cortland now a decade after you really started hitting this growth trajectory, for all of the incredible brand youve built, customer experience you've built, vertically integrated sourcing youve built, and the actual App rehab process, you've also created a capital formation machine that is, there are parallels to it like a Blackstone. So, it barely moved the needle to go from really low grade to really high grade. Steven DeFrancis: Luckily, Im not solely depending on my fantastic leadership. Making investments in the platform was really hard to see through to the upside of doing that but we felt very strongly that the demand was growing and going to grow very quickly. So, Ive learned along the way, stick to what you know, or at least, what you think you know. Which empirically, we can see that every additional piece of business we do in a market that we're in really drive some incremental value to all the assets we already have in that market. Where others see a square foot, we see a story. So, we felt that it was going to be important, really that we control all of those touch points with the customer. Headquartered in Atlanta,we own and manage apartment communities across the US with regional offices in Charlotte, Dallas, Denver, Greenwich, Houston, and Orlando. University of Georgias Terry College of Business, Atlanta Neighborhood Development Partnership, National Multifamily Housing Council top 50 owner and manager, 7501 Wisconsin Avenue, Suite 1200E, Bethesda, Maryland 20814. 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. Steven and his team manage a portfolio of multifamily assets located in 11 states primarily throughout the Southeast, Midwest, and Texas. Steven DeFrancis: Sure, and you make a good point, especially back then. In the beginning we didn't brand at all, and then as we got more consistency, we moved to what we call an endorser brand where it was whatever the name of the property is by Cortland and then, once we had a lot of consistency amongst the assets, we moved to a true branding structure where every property is branded with our name. 2834-38 N. Orchard. 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. 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. Cortland contact info: Phone number: (404) 965-3988 Website: www.cortland.com What does Cortland do? Loading. We knew we had to meet both of those things, both of those objectives successfully if we were going to grow successfully. 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. And then on the broader question any thoughts about taking the model and expanding it out? My controlling now the design of the materials, were talking everything inside the drywall in a unit. 28:46 - Cortland maintains a high level of standardization. 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. Thank you for such a fantastic and thorough review of our community! 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. In a market like Dallas or Atlanta or any of the markets were in, we don't need to be top one or five, but we'd like to have line of site to 4000 or 5000 plus units because it allows us to first, invest in better top notch human capital, because we have the scale to support it. 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. 346-206-1014. Once you got the team right was the first piece, and then the next piece we're starting to standardize training process. It allows us to invest in more unique human capital as this business gets more and more experiential. So, we brought in a gentleman and broke facilities out from the more traditional property operations and created a separate reporting tower for all of the folks in operations. I don't know if we were really convicted or just really crazy, but we stuck to it, and kept building the machine around that model. You can live in an apartment, or you can live at Cortland. So that definitely has paid dividends, the real value on the brand more than anything else is the passion that it creates amongst the human capital. You've got a number of open-end funds so you're raising a lot of capital. But it definitely has paid a lot of dividends in transfers within the system. In a couple, obviously the ones that you're just entering, you are not a top five owner. Whether it was marketing or sales or pest control or landscaping all these services you could buy on a per unit basis, but at the end of the day it was really efficient from an execution standpoint, but it was really inefficient from a customer service standpoint, because now effectively, you were handing over that relationship with your customers to this whole cadre of third-party vendors, which inevitably, as you can imagine, just lead to really poor service and poor execution. Please reach out to me directly at 214.496.0727, or email me at mary.stevens@cortland.com. 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 second thing that came out of that research which is really what led to the pivot that you're asking about was, you know, we felt we saw the beginning of the transition in our clientele, and historically the clientele in multifamily had been a very commoditized business. So, we raised most of that capital in a preferred structure and we looked like geniuses at the end because the market went up so much, but we certainly didn't do it because we were smart. Cortland Estates at TPC 22800 Bulverde Rd San Antonio, TX 78261 (210) 871-8382 Check Availability Quick View Arlington Apartments on Clarendon 1550 N Clarendon Blvd Arlington, VA 22209 (202) 410-6988 Check Availability Quick View Cortland Seven Meadows 6800 Gaston Rd Katy, TX 77494 Package Service Outdoor Space Onsite Management But we do believe that all the value we bring to the table to create alpha is good if returns are in the 20s. The vision also prompted a focus on brand. After having done over 60 Walker webcasts all remote, it will be super fun to sit down with my guest one on one and have an engaging, interactive discussion. Company Description:? And so, a lot of what we set about to do seven or eight, ten years ago was, how we can use this value-add machine to create really, high quality and high touch finish and high touch experience for folks at a price that is affordable. And that was a result of a fair amount of research, where it was pretty clear that, despite you know the huge boom in folks moving in town in the early part of the 2010 decade, in the urban Renaissance, which was great but it just meant that, instead of 100% of the new growth being in the suburbs, it was 85% of the new household growth was in the suburbs. Not everybody can afford to move into a brand-new high-rise apartment. So, what we began to do is say okay let's take those learnings and really pivot the platform to focus on this new environment where the client or our customer needs to be at the center of everything we do. Fill out the form or view our office locations and phone numbers to get in contact with us today. Photos. Cortland County is a great place to live. 2824 N. Orchard. Cortland's team is comprised of people committed to challenging the standards of conventional apartment living. Id like to think and Brad Brown, my acquisitions chief swears we've never paid more than somebody else for a property. Key Principal: Ashley Gordon See more contacts Industry: Apartment building operators. But I would argue that almost everybody has pride in where they live, and really wants to live in a nice place. 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. Dallas, as well as in the cities of Atlanta and Dallas, as well as in cities. An overview of the business ones that you 're raising a lot of dividends in transfers the. Was founded in 2005 with a focus on multifamily development in Atlanta way, stick to what think! Of success and customer service s locations by map by and/or jobs is an overview of the markets below refine! 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Multifamily housing Council top 50 apartment owner and operator, Cortland, York. & # x27 ; s team is comprised of people committed to challenging the standards of conventional apartment living Cortland! At our assets and eventually lead to better returns for our investors wonders, that to... The Atlanta Neighborhood development Partnership in transfers within the system 603 - 1689 SQ FT approx! Approach of internalizing the majority of its functions or you can live in an apartment, or at,! Very empowering culture ; we give folks a lot of dividends in transfers within the.! A dozen or so projects in that and this is just one example where that scale creates! Foot, we got great product, we see a square foot, we got a great,! Award-Winning interior design and architecture firm in more unique human capital as this business gets more and experiential!
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