The Art of Marketing or the Science of Basics? I recently came across a fascinating article about RangeWater's creative initiative to boost leasing at Skylark through vibrant murals by talented local artists. It's a smart marketing move, painting a building to stand out and catch the eye, creating an inviting ambiance without even considering the economics and upkeep. However, the article attributes the successful lease-up and increased social media engagement directly to these artistic efforts. As any seasoned investor knows, correlation doesn't imply causation. Could a small sign, some banners, or balloons have achieved the same result? Without a control group, we don't know. When visiting most underperforming properties, the root of the problem often isn't a lack of eye-catching murals but rather the need for new staff or thorough training on the basics. A well-trained team, competitive pricing, and proper leasing incentives are the true drivers of success. Remember, while aesthetics and innovation have their place, they should never overshadow the fundamentals. After all, a well-painted facade means little if the foundation isn't solid. https://lnkd.in/g3j55Ejx