New developments are always hot topic of conversation, and the past few days have been no different. Both the Wall Street Journal and New York Times ran stories about new residential developments in New York City, and the uniting theme is that smaller, boutique buildings — not the big guys — have a leg up right now. That’s mostly out of necessity. Like I told the New York Times, the hurdles that developers are facing include finding a development-ready site affordable enough to purchase, then financing a project’s acquisition and construction. Lenders are out there, but they are being significantly more picky about the margins they expect, and the developer who’s building the project.

But then again, this is New York City, and there will always be opportunities for projects to come along and change one of the world’s most famous skylines — and challenge pricing records. Even though there are more boutique projects being built, there are some larger projects in the pipeline.

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The average buyer has about ten items on their wish list when they look for an apartment:

Price
Location
Bedroom count
Bathroom count
Amenities
Views
Finishes
Layout
Architectural details (or style)
And…..the X factor

Nothing in life is “perfect”, and this remains true for apartments. There is always a trade-off.

While most buyers and brokers focus on number one on the list as the starting point, it is usually number ten that seals the deal. Buying a home is largely an irrational act, and driven by an emotional connection to the property. So, to make the search easier, perhaps you should focus more on how you feel about the home and less about how it conforms to the other list of requirements.

Doing whats “expected” is a visceral reaction….
because it is nonsensical to follow the leader and expect to be a front runner. 

Company “A” comes out with a new product, and everyone follows.
Company “B” builds an app, and the race is on.
Company “C” advertises in a publication, and their competitor buys the back page.

Yes, there are certainly unavoidable industry advances that people need to pay attention to, (like a multiple listing service!!), but jumping off the bridge because the person in front of you does, is not a formula for success.  

It isn’t easy to separate yourself from the pack….
but it’s necessary in order to create a true identity.

….but, less is more! (more or less).

The more this technolution evolves, and information becomes readily available,
The less we seem to understand about our lineage and the things that differentiate and connect us.

T.S. Elliot to Thomas…. Thomas to Stravinsky…. Stravinsky to Bird.
(Now that’s creative social networking with major universal influence where the confluence is identifiable).

140 characters on Twitter have changed the opportunity of today’s Dylan Thomas.

“A good poem is a contribution to reality. The world is never the same once a good poem has been added to it. A good poem helps to change the shape of the universe, helps to extend everyone’s knowledge of himself and the world around him”. – Dylan Thomas.

Where do we go next……?

It is more difficult to build something substantive
Than it is to destroy it.

Toxic behavior by one person can easily spread.
A destructive action can start a house of cards.
An ideavirus is contagious…..good ones and bad ones.

But……if a culture is strong enough, a company will build an immunity to this toxic person, thing, idea or virus.
It will be flushed out and eliminated by the strength of its foundation.
Toxins appear when you least expect them in places we sometimes overlook.
The key to eliminating them and staying healthy is to identify them as quickly as possible, and to take the action needed!

One quick search on Technorati will show you that the most popular sites on the web are those that deliver something very specific to the reader (or consumer).
None of them are many things to many people.
They are focussed on one expertise.

Social Media Examiner shows how to maximize traffic to your blog.
(I’m going to start following this one).
Mashable provides information and reviews about websites and news.
(A blog about other blogs).
The Huffington Post is simply all the news.
(All the time).
And the list goes on……..

Most successful companies can describe their services in a sentence (or less).
Apple sells iPhones, iPads, and computers.
Starbucks sells coffee, and a few pastries.
Google is a search engine.
Victoria’s Secret sells ladies lingerie.
And the list goes on…….

Consumers want to deal with an expert.
Not a Jack-of-all-trades.

Photo by my cousin David Strahan in Pleasant Grove, Alabama.

I’m Brittley Jarrell, Chief Strategy Officer at CORE.  It’s a very fancy title that just means that I steer the ship amidst all the ideas, creativity and chaos here at CORE.  I love what I do and the people with whom I work.  I love it so much that I left my beautiful home state of Alabama to come back to New York to be here.

That is why I have rarely been more heartbroken then to see the place I love completely destroyed by the tornadoes last week.  And while all of my family and friends survived, many had their homes and businesses damaged and have been left without electricity, food, water and other basic necessities.

Alabama, for all of its trials and tribulations, is a remarkable place.  It doesn’t have skyscrapers or zillion dollar penthouses.  But it does have indescribable natural beauty, the most glorious skies you will ever see and a heart and pride that shakes the earth any given Saturday during football season when two of the biggest cities in the state are merely football stadiums in two sleepy college towns.  It’s a place where people will feed their neighbor before feeding themselves.  Where family, friends and faith means more than money or status.  And on that alone it will survive and rebuild.  

But right now it has nothing.  Over 250 people have died.  Entire cities have been eliminated.  People have lost absolutely everything they own.  And what is needed most right now are the basics – water, food and shelter.  By texting “REDCROSS” to 90999, you can donate $10 to the American Red Cross Disaster Relief Fund to help with this.  

They deal with hundreds of tornadoes a year, but nothing like this.  This is truly catastrophic in every sense of the word.

So this is easy.  One text message.  $10 dollars.  Turn heartbreak into help.

Thank you and to those at home – Roll Tide!

….who make a company!

Not the name or the money,
Not the bricks and the mortar,
Not the smoke (or the mirrors).

It is a partner who sees eye to eye who shares a vision.

It is a management team who does what is needed to get the job done,
(And often, things not in their job description).

It is the sales agents who share and ambassador the company culture.

It is the team of people whose ideas, actions, and integrity align into one brand.

Simply, the people.

…is a key component of growth.

In order to identify yourself,
You need to recognize your purpose
So it can resonate with your sphere.

The truest brands are those that are honest.

They know their value.
They embrace their culture.
They understand their purpose,
And they project their true identity.

So, look in the mirror.
Objectively and honestly.
And present this to the world.

Your true identity will resonate
And will become your brand.

Is an incredibly powerful motivator.
And I thank everyone who has given it to me.
Unconditionally.

A short story:

Almost six years ago, I sat on a rooftop garden on Fifth Avenue, and shared a drink with Nick Bienstock and Chris Schlank from Savanna Partners. They had recently gone into contract for 141 Fifth Avenue and were proceeding with the conversion of this magnificent building. CORE was a young company. A new company, with no history or track record. And as we sat there, I asked them to entrust us with the marketing and sales of their project. They obliged, and last week, after a journey together, we closed on the final unit. I thank Nick and Chris (and the rest of their team) for their trust in our ability and I hope to return the favor one day. I trusted in their abilities as developers, and they delivered. This building will be a special home to a number of people who will hopefully realize their dreams.

When someone believes in you
It empowers you.
It feeds the human spirit.
And when it is mutual -
It is the foundation that can support the remarkable.

And that is priceless.