The Home Depot
Helping Investors Scale & Optimize in Every Market By Carole VanSickle Ellis If we have learned nothing else from the COVID-19 global pandemic and its aftermath, we have confirmed that absolutely nothing will slow real estate investors down for long. In fact, less than two years after the declaration of a national lockdown in March 2020, real estate investors were responsible for just under 9% of all real estate purchase transactions nationwide. Today, that number is still higher than 8%. As the national market continues to stratify and become increasingly regional in nature, real estate investors continue to grapple with volatile economies and the unprecedented acceleration and deceleration of industry trends all while staying focused on generating and optimizing returns. Those dual goals of optimization and wealth generation, said John Gordon, director of national accounts at Home Depot, are where his company’s core competencies are shoring up investor efforts regardless of whether the local market is expanding or contracting. “The truth is that our core competencies just match up with the core needs of our customers because [those competencies] are effective in any kind of market,” Gordon said. “If a market is booming, it enables scaling, and we are positioned to support that. If there is a difficult time in the market, it enables efficiency, and we are positioned to support that as well. There is always more than one path to the bottom line.” Gordon said that over the past year, Home Depot has seen an increasing number of real estate investors from institutional operators to individual mom-and-pop owners focusing on the efficiency of their investment strategies and operations. “People are paying more attention to efficiencies of product,” he said. “Product standardization was always important, but now it is more important than ever because you want to pick products for your properties and projects that are affordable and also durable. You do not want to have to change an inexpensive product in a rental out every time you turn it.” Gordon said Home Depot’s immense reach on a national level equips the company with access to data and organizational systems that enable investors to achieve the “delicate balance” between using affordable products and attaining durability of service with those products. “People are making plans to be as efficient as possible in preparation for what could be another challenging year in this space,” Gordon observed. “Our breadth of product offerings and the ability to configure information about those products for customers looms large in this environment.” Partnerships & Productivity for Finding Predictable, Actionable Solutions Gordon observed that having an immense product offering is only one of the ways that Home Depot works with real estate investors and other professionals in the real estate space. “The other piece of the puzzle is the partnerships in which we participate,” Gordon said. “We are really fortunate that we get asked to sit down at the table with some of the country’s biggest operators who simply tell us about the challenges they are facing and then ask for our input on how to resolve those issues and think of solutions. That strategic mindset and the Home Depot willingness to roll up our sleeves and help figure things out is a huge advantage that people can leverage.” Gordon recalled a recent meeting in which a customer was working to itemize three indicators that would help better project outcomes for a variety of investments. The key, he said, turned out to be simple: predictability. “I would like to say it is rocket science,” Gordon laughed, “but what really comes out of most of our meetings are new and different ways to look at and create predictability because if you are an investor, predictability is second only to a crystal ball.” The Home Depot team prioritizes knowing as much as possible about product performance in order to deliver predictability data to customers. “There are three areas where you can best create efficiencies and, ultimately, profit,” Gordon said. “Those are: price, process, and product. The best thing an investor can do is start out by taking a close look at business processes, products, and prices, then work with these three factors to create an optimal combination.” For investors working on a less institutional scale, Home Depot has created a tool internally designated Home Depot Pro Xtra (pronounced “extra”) designed to help them access the same insights the biggest operators enjoy. The program is available to anyone who signs up for a free Pro Xtra account and offers spend tracking, preferred pricing, and rewards and perks redeemable at time of purchase. The biggest advantage that comes with a Pro Xtra membership is the data, Gordon said. “There is just a ton of data,” he explained. “Every single transaction is captured, and we can tell you the SKU of the product if you need it, how much you paid for it, whether there was a discount associated with it last time you purchased it, and so much more.” Gordon noted Pro Xtra data can also be exported into QuickBooks or other accounting platforms. “We help investors manage their businesses better,” he said. Gordon explained that because Home Depot has had such success working with its biggest clients, it prioritizes initiating and sustaining dialogue with customers across the size spectrum. “If you are using Pro Xtra or you are in a Home Depot store and you go by the Pro Desk, they will ask you all kinds of questions to help figure out if there is another element of the organization where you could benefit,” he explained. This partnership extends into the data arena as well. Gordon noted Home Depot often helps customers and businesses of all sizes identify the most commonly used windows, flooring, and other materials. “That is a huge benefit to people in the small-to-midsize portfolio group where they can really benefit from data that includes aggregated data from appropriate industry segments,” Gordon said. He continued, “We can identify trends or say, ‘Hey, people who are ordering
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