Pulis Investment Group has a proven strategy that adds a dimension to real estate investing that is quite simple: target market focus. Basically, we define a tenant profile and then focus our investment activities on attracting, pleasing and keeping tenants who match that profile.
We look upon our ideal tenant as a preferred customer. He or she appreciates a clean, modern building with a vibrant sense of community. Preferred customers tend to stay longer, take care in the upkeep of their unit, have fewer conflicts with other tenants, can easily afford market rents and exhibit lower delinquency. Truly exceptional tenants are those who demonstrate pride of ownership; for instance, by making improvements to the unit.
Our preferred customer is our guide to greater profits. Once defined, the tenant profile is our basis for operational efficiencies, investment direction and asset appreciation. For starters, our search for buildings is immediately focused on locations in communities attractive to our ideal tenant. Our tenant profile is the benchmark by which we enter into real estate negotiations. Once the building is purchased, we craft a detailed rehabilitation strategy to create and market a place that our ideal tenant will love to live in. With renovations completed and our desired tenants moved in, the building will then be running at its most profitable level.
A multifamily property is evaluated much like a business: profitability is key. This simple fact compels us to manage all our real estate investments as self-sufficient business units. Each is managed for optimum efficiency using proven systems—that we continuously improve—for reducing costs in conjunction with increasing revenues. In other words, managing-up the property for the sake of net income, we essentially predetermine its value prior to turnover. Such forced equity appreciation is significant: it means we are not subject to market conditions for appreciation of asset values. Tight controls in our business systems give us greater control over the forced equity appreciation of our multifamily properties.