Authentic

I couldn't be more stoked to announce that Authentic is now supporting Alpine Investments and Revesco Properties – two of Denver's most respected firms – on Akin Tennyson, Akin Golden Triangle, and Noble. Our team will be providing in-house digital and marketing services in partnership with CHARLESGATE, who's taken over leasing and property management for these communities. I can't underscore the importance of this next phase, both personally and professionally: Denver's been my home since 2006. I was up and down Tennyson 15 years ago. Walked along Larimer before the Obama election. Knew RiNo before it resembled anything like it does today. Having built a platform with my team over the last decade that can now support best-in-class buildings – from creative, to marketing, to leasing, to management – has been a dream. Watching it come to fruition is incredibly gratifying and I'm humbled by what's happening today, and what's to come. Alpine and Revesco are known for their thoughtful approach to upscale, infill development in high barrier-to-entry neighborhoods. The kind of work that consistently shapes a city. We're honored to be part of it. 💪

"It’s probably 300+ units and should be preleasing now, but you just know it’s not." An industry friend shared this with me last week. What are the 🚩 you see? Here are 3 right away: 1/ No onsite activation First and most obvious, a nearly completed building with zero activation. They could have been collecting and nurturing leads since the fall of 2024 - easily. Give the leasing team hundreds of prospects to work early. 2/ No branding present Perhaps the signage package is delayed, but I don't even see a simple piece of name recognition here. This ties directly to activation, but would be even lower hanging fruit. How many have driven past this site over the last 12 months? 3/ Thousands of competing units This property sits in San Antonio, which has ~25 properties over 150 units under construction right now. Almost 7,000 new units are coming. This one will kick off flat footed and up against others ahead of he curve. The number of times we speak with groups that had no go-to-market plan is never ending. The number of times groups think their 3rd party manager will do a great job (but don't, because you're one of many) is also endless. The good news is, you can turn it around. Right now, and most certainly on your next project. You *can* build a swell of momentum, drive towards marketing leading rents, and get NOI faster. Many can do this, but most won't. What else would you add to my list?

Feeling thankful that another project is now a 2x (!) winner. 🥳 Verge Residences earned the Silver for Best Property Website - Branding at the TITAN Awards and then took Silver at the PRISM Awards for Best Website - Excellence in Sales and Marketing, presented by the Builders and Remodelers Association of Greater Boston (BRAGB). Honestly, I've never been a huge awards guy. My style is more of a get in, do the job well, and try to build solid rapport along the way. I don't need the hardware. But I must admit, seeing these awards come in feels great, especially knowing how hard the DiBiase Companies and Authentic teams worked on this. Shout out to Ugo for his support, as well as Jared, Christine, and others I'm surely leaving off (unintentionally!). It feels great to be recognized. But, for now - back to work! Happy Friday! 💪

This is a really big deal. When we first got the chance to work with Cathartes, I was stressed. They've got incredible leadership, a track record for years, and strong opinions on what works in their markets. When we visited onsite, this image was dirt. Nothing existed... yet. But Jeff and his team trusted us, and since we kicked things off almost 18 months ago, we've made tremendous progress. - Building the position and message for The Truette - Carving a brand presence with activations - Enabling the leasing team with collateral - Advocating for strong lease-up motions We've also helped build out their in-house co-working space, newly named Perch Cowork. A massive perk for residents. Big things are happening in Dover, NH, and we're thrilled to be playing a big part in it for years to come. 🙏 Cathartes Jeff Johnston Dartagnan Brown EMBARC

Something I want to say to anyone who’s thinking about bring their property to market in the next year and you've heard the horror stories. This is for you. Whether you’re a developer, owner, both, or some mix of this industry where go-to-market decisions fall to you. My team and I are not trying to "fix" the industry with one project. We've diligently, quietly, been crafting hundreds of lease-ups over the last 10 years. Approaching $5B in assets that have partnered with us. We’re doing things differently. We start with getting real about timelines, investment, and a commitment to drive awareness and demand. We want to get things done. Failing lease-ups usually come down to two things: an unwillingness to truly invest in your GTM plan, or a stubbornness that leads to doing things your own way come hell or high water. You know what I mean. If you've been told that going to market is always going to be a cluster, full of massive stress moments, let's talk. It doesn’t have to be that way. Drop me a DM if this resonates 🫡

Two calls last week w/the same issue. Totally different outcomes. #1: "We're struggling to lease but we've got it handled. Thanks anyway..." #2: "We're struggling to lease and we need help. When can we talk?" You either want full buildings or you don't. 🤷♂️ The properties that stay empty keep doing broken things while expecting different results. They'd rather fail alone than succeed with help. The properties that fill up get vulnerable and let fresh eyes look under the hood. Which caller would you be?