Creating Value is Critically Important to the Success
of Your Real Estate Investments and Business
If you think about it, ultimately the real estate rental
business, and all other businesses for that matter,
comes down to creating value...making a profit.
Right? We all want to make money - isn't that why
we engage in business activity - to make money?
If it isn't about making money, then why not sit on
the beach - or - relax in the mountains without all
the hustle and bustle, the stress and all the crazi-
ness that goes along with trying to make money?
Well the reality is, we need to make money to
survive. We need money to pay our bills, and
eventually, at some point, we need money to
retire. You know, living the lifestyle that we
So, I think we can agree, we need to make money.
And....to make money, we need to create value -
whether - as an employee - or - as an entrepreneur.
If you're an employee - working for someone else,
you need to create value for your employer to keep
your job. You need to help your employer provide
superior products and services so that your
employer can provide value to its customers and
And, if you're an entrepreneur - working for yourself,
you need to create value for your business..... to
keep your job. You need to create value for your
customers so that they continue to buy your
products and services. You need to create value
for you and your investors so that you can grow
your business - and .....create more value.
No matter what you do, you need to be a value
creator - you need to be creating value for every-
one up and down the chain from employees, to
customers, to vendors, and to investors. Deep
down, we are all value creators in one sense or
And, if the purpose of any business is value
creation, it follows that the mission of any
company should be to continually be creating
For example, Apple products are on most
people's shopping list. Let's talk about Apple.
Apple's primary mission should be to create
and market new and innovative technology
products that create value to its consumers,
thus increasing the value of Apple's stock -
making money for its investors - creating
Let's take another example. We are real
estate entrepreneurs. A real estate invest-
ment companies primary mission should
be to create - or - recreate - and market
innovative space for rent to its "rental
customers." The increased value to the
"rental customer" allows for rents to rise
and go higher, thus increasing the value
of the property - making money for the
company and its investors - creating value!
So what are you saying, Craig?
Well, at the very core of value creation, we
must create value for everyone involved,
especially for the end user - the customer.
Value is created by customers paying more
for products or services - or - in our case -
renters paying more for space because of
the quality or innovative way we have
positioned our properties in the marketplace.
Real estate investors create value when they
provide quality and innovative rental property
product that achieves higher revenues,
which translates into valuations that exceed
Ask yourself, how can I create my rental
space that adds value to my customer? How
can I do that? Look at your rental space from
the eyes of your customer. Create rental
space that makes life easier and better for
your customer. Do this, and you will create
value that translates into higher rents and
higher value. You're a Value Creator.
I hope this tip serves you. I look forward to
helping you reach for the stars!
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