How real estate managers can regain control of their narrative

In the face of negative press about commercial real estate, communication is critical. Real estate managers must proactively manage their messaging and take control of their narrative. Here are five communication strategies to help counteract negative coverage around the sector and maintain investor confidence:

1. Provide Nuance and Context

• Avoid broad strokes: Headlines can be overly simplistic and misleading. Companies must provide nuanced insights into their portfolio and their investment strategies to help investors differentiate reality from what they are seeing in the media.

• Clarify exposure: Outline your exposure to specific sectors, such as office, which is currently under the media's magnifying glass. You can demonstrate a diversified approach by quantifying the extent of your investments in different areas.

2. Address Distressed Debt Situations

• Communicate implications: Discuss the potential consequences of distressed debt situations, emphasizing that they don't necessarily lead to the loss of assets. This reassures investors that you are actively managing risks and challenges.

3. Engage with Investors

• Foster communication: Regularly engage with your investors to keep them informed about your strategies, the state of your portfolio, and the opportunities you see on the horizon. Transparent communication builds trust and confidence.

4. Tailor Your Approach

• Select the right channels: Different situations may call for different communication approaches. Use social media and content to combat negativity around the asset class when necessary, but also consider more targeted communication, such as direct conversations or communications with investors or interviews with targeted media outlets.

• Tailor it to your investor base: The size and composition of your investor base may influence your approach. With a large, diverse investor pool, a broader media strategy might be more effective. Direct communication can be more impactful for a smaller, more specialized group.

5. Determine Cadence

• Establish frequency: In challenging times, increasing the frequency of communication is crucial. Keep investors informed about your thought process, portfolio developments, and the opportunities you're pursuing. Regular updates show your commitment to transparency and reassure investors about your proactive approach.
  

Thoughtfully crafting your message and implementing a communication strategy is critical in today's market. It allows managers to regain control of their narrative, counteract negative coverage, and maintain investor trust during challenging times. Effective communication not only mitigates concerns but also positions your company as a transparent and trustworthy partner that understands the market and is positioned to take advantage of investment opportunities in any market environment.