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TR U M P STR A TEGI ES FO R R E A L ESTA TE

do with it. The more you are personally involved in the details of
property ownership, the more people will recognize your building as
the one they want to be in because you are an owner who cares. It’s
exactly what I’ve been stressing when I discuss Trump buildings, like
Mar-a-Lago. It’s service, service, service. It’s hiring courteous,
knowledgeable, and friendly people. It’s insisting on total cleanli-
ness. It’s putting money into servicing the occupants and not just the
building. You have to concentrate on being different or exclusive. Of
course, you don’t want to be so radical that your property becomes
unappealing to the market you’re targeting. It must be in good taste
and functional, which in turn will make it desirable. For instance,
the availability of a concierge not located in the building, but at least
accessible to occupants would be a great added service. Another ex-
ample could be a building newsletter, which many tenants could find
informative. Again, it’s being different or exclusive from what others
are doing. To the extent a clever and creative small investor can find
ways to service the occupants and make their building better than
the competition, it will show up in increased profits. People will pay
more if they get more. It’s as simple as that.

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