Cohesive and transmissible identity is simply the ability to bring a context to all of your development activities. You must have this identity from concept, due diligence, acquisition, development and eventual sale. This identity does not need to remain static, however one must exist in order to modify. Identity will allow for focus, proper partner alignment and scaled/economized development activities. This is perhaps the most difficult aspect of our business.

We have scientific approach to the beginning of a project, whether we are building it or just consulting. First we develop an identity for the entire project, based on the best use for the land in that market. This vision is not always shared during the acquisition phase. In fact, your plan may be to develop the land to less than its maximum value to wait out an impending economic downturn. Depending on the seller and their motivations, it may be necessary to enter into negotiations displaying differing levels of interest. Do not get lost in the dance

that surrounds the acquisition; keep your initial values in check and your aims close to the chest. Synergies are a critical part of our business and a smart developer will seek them out. These synergies are based more on the commitment of the partners than institutional or fundamental factors. What cities and other land sellers want or need may not be what you think is best, in fact, it may be diametrically opposed. But an identity for your project will help you find credible synergies and remain focused.