The Average Does Not Exist

When developers talk about underwriting, they often focus on the numbers and forget the product. Yet in real estate, the product is inseparable from the math. One of the most common strategic mistakes I see is the instinct to blend into the average of the market. It feels safe. It feels conservative. And it is often the most dangerous choices you can make. It’s a choice that is made even more compelling by the appraisers who look at your project and force you into the middle. Appraisers can’t make up the data and if there are no comparable 3BR apartments on the 9th floor with a 400 SF roof terrace, they end up discounting the value of a product that may well be differentiated in the market. Market positioning is not about being different for the sake of being different. It is about understanding where comparable projects truly sit in the competitive landscape, and then making an intentional decision about where you belong relative to them. The problem with “average” is that it usually represents a statistical midpoint, not a customer, and certainly not a clear value proposition.

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