by Lachlan MacQuarrie
Every year, property, asset, and portfolio managers’ minds turn to budgeting. It’s a race to get a functioning budget in place—sharing drafts and key assumptions with team members and colleagues, setting review meetings, managing version control, quality control, and the ever-important comparison of net operating income (NOI) this year over last. Ultimately, property managers and asset managers are seeking owner approval.
Budgeting isn’t difficult but budgeting accurately to reflect a future outcome 6-18 months ahead of the end of the year is challenging. Competent property managers can readily forecast contracts, property tax, insurance rates, and capital spend—all these items are mostly predictable, controllable, and can be largely scheduled and planned. However, when the blend of a budget’s controllable elements mixes with the less controllable events—such as leasing, unplanned emergencies, unforeseen market factors, or understanding how to invest in new strategies and capabilities tackling cybersecurity breaches—it can be difficult to reflect the financial realities that a specific course of action produces. Of course, sometimes the owner is an unforeseen factor, too!
Budgeting is an exercise in communication. Approval is sought from levels above—levels which scrutiny increasingly narrows and often an understanding of the nuances of day-to-day operational elements narrows too. Owner’s delegate budget preparation to managers, and despite the owner’s ultimate accountability for the results, sometimes complex elements of property budgets can receive limited airtime. Limited airtime impacts a manager’s ability to present the case, context, or importance of the elements that make up the complicated world of running real estate well. Sometimes, poor communication about a topic—or even none at all—can result in great initiatives not being approved in budgets.
Unfortunately, driving performance and creating value are more complicated than ever in today’s market complexities, and herein lies some new problems. As managers consider key elements of today’s modern real estate, one area in particular jumps out—the increasingly complex world of how technology has grown in modern building systems. Networks, sensors, smart building systems, fault-detection, AI, and many other important technologies are present today, but there is one topic that eludes effective implementation: cybersecurity. Evolving and internet connected systems, which aim to improve building efficiency, build new customer experiences, and to tackle new demands of ESG, often elevate new risks into connected systems. Technology can increase the potential exposure to less friendly cyber actors, and it’s not being protected properly.
Generally, technology is providing managers new ways to gather, interpret, and analyze data to tackle the problems of operations. It’s an amazing time for property managers, but also for customers and owners of real estate. Unfortunately, technologies’ complexity creates challenges and opportunities for property managers both in terms of awareness and understanding, but also in terms of executing and operationalizing to create value.
Fortunately, many property managers today are putting in effort to understand these new realities. Managers are investing time to learn about how technology and smart-enabled buildings can drive performance goals and increase the long-term value of property. Building awareness and understanding in areas such as advanced performance goals for ESG, efficiency aimed to better manage costs, or tackling cyber risk, these all take time to acquire new knowledge—well before this knowledge can be applied or shared with owners. Unfortunately, this is not a straightforward journey for managers and often consultants, vendors, and experts are retained to help. It takes time to develop an understanding of the opportunities to use technology, to assess building and system capabilities, and to tackle cybersecurity.
Budgets forecast how an asset is expected to perform. However, budgets also provide the recipe for how the ingredients included will help achieve the result. Budgets are prepared, discussed, and presented for approval, often with meaningful conversations with asset managers and owners. However, time is short, people are busy, and sometimes preparation for open dialogue can take a back seat to focusing on next year’s NOI. Meaningful understanding of the priorities, or the value of initiatives, or capital investment can be blurred by the financial results. Too often, poorly conveyed messages around technology are lost in the big picture, and useful conversations about the role of technology and supporting elements are mixed into optional and “nice to have” initiatives—failing owners in building the foundations necessary for the future.
Successful managers can take different steps in building the case for technology and risk management for smart strategies and cyber risk mitigation. Awareness and understanding should begin well before a budget presentation.
Most owners hope for meaningful engagement with their managers, and the ideal alignment comes from mutual goal understanding supported by transparent engagement that occurs with candid and action-oriented dialogue. Managers often inadvertently minimize future-oriented dialogue and focus on reporting results of operations. Effective managers should take the time to engage owners in strategic discussions supporting operational performance, value creation, as well as to discuss technology risk and the owner’s appetite around specific strategies. Given that the use of technology, data, and risk mitigating platforms—such as cyber risk platforms—are typically a new topic of engagement, managers should invest more time and adopt a change management-driven approach to build ownership support.
Starting with open-ended dialogue—asking technology-oriented questions of owners and asset managers about their interest, knowledge, and awareness, their approach to risk, and their appetite to face it unmitigated vs mitigated. Open dialogue that emphasizes listening, couched in a curious exploration of opportunities, and that has a clear outcome around building a strong understanding of owners’ needs is a good place to start. Take pains to book sufficient time to address technology’s complexity—often managers fail to book sufficient times with owners to talk about their property challenges and more time is spent in competing areas, such as property and market tours, owner / manager socializing, and new and evolving reporting needs. Authentic dialogue provides a refreshing opportunity to strengthen trust and relationships with owners, and time is needed to build it. Explaining the manager’s perspective, approach, and early tactics in technology-oriented elements also illustrates to owners the value that is secured by employing a skilled manager who is investing in learning. Additionally, during these conversations, managers can share with owner’s their key findings of investigations across other assets they have learned about, interesting white papers that tackle opportunities around technology and risk, and sussing out and gauging owner readiness to experiment, invest, and tackle opportunities.
Expressing a point of view around technology can be challenging. Other ways to build interest include inviting owners and asset managers to jointly attend external discussions, webinars, forums, and conferences about technology. Conferences like RealComm and IBCon are great places to reinforce how the role of technology is changing for real estate assets, as well as to highlight peer and competitive strategies. Time spent together with an owner is also a great bonding opportunity useful in a long-term relationship.
Outside of conferences and face-to-face dialogue, other opportunities to build the awareness to lock in a business case for technology include securing pilot dollars to engage with subject matter experts (SMEs) to explore opportunities, problems, and possible initiatives. Shifting strategy from “tell me” to “show me” is particularly effective. Running early pilots with outcomes that strongly support a business case tied to owners’ goals is strong proof point and reinforces the value of innovation. Outside of consultants and sophisticated vendor-supported pilots, managers can also work with their insurance providers that often employ cybersecurity experts and provide insurance products aimed at mitigating economic risk.
Other opportunities for managers include building strong internal capabilities that extend from central support services straight through to local team expertise. Managers can build solid understanding and effectively raise “triggers” for local asset teams through training, internal operations conferences, and site roadshows aimed at educating employees—well in advance of, or concurrent with, budget season. A fresh filter applied by a manager can sometimes be leveraged effectively in early budget dialogue with owners and asset managers.
There is much value in addressing the complexity of technology and cyber risk initiatives early in any budget process, but starting communication focused on business needs with owners is a surefire way to secure budget dollars. This article only touches the surface of using effective communication to address complex topics. Purposefully driving engagement versus hoping an owner will simply understand and approve a budget line item is a better approach. Thinking about the value of effective change management, using a model like ADKAR to build commitment and understanding in a budget process can be helpful too. The core elements of this model start with raising awareness, building desire to adopt/change an initiative or a circumstance, and elevating knowledge to secure alignment for action. Understanding and desire provides the groundwork to secure meaningful approval. Making sure that conversations with owners don’t occur in the last months of the summer when budgets are usually being prepared helps too. “What has to be true for this budget to be approved?” Managers who can answer this question will be rewarded. Working backwards from budget distribution dates and building in appropriate periods of exploration can give owners sufficient time to understand the thrust of technology tactics appearing in a budget. Time spent presenting business cases, engaging owners, and allowing owners and asset managers to ask meaningful questions is time well spent to build appropriate engagement for the budget.
Finally, managers should remember that any effective business case to invest in an asset—without sufficient understanding themselves of how value will be created—is an easy way to ensure that an initiative will not be supported. Managers who prioritize asking for help and are open to being vulnerable to one’s own gaps in understanding or skill are well set up to be armed with the knowledge, facts, and information necessary for solid technology and risk-oriented conversation. Armed with a solid point of view is a great place to start any budget-oriented initiative decision.
Intelligent Buildings is a team of commercial real estate technology experts, providing strategic advice, building assessments, and 24/7 managed services. They can guide managers and owners alike in adopting and operating effective strategies that improve their asset performance and value and reduce the risk of cybersecurity threats in today’s real estate—including how to work these goals into their budgets.