Real Estate Is Your Business - a real estate technology podcast

021 – Francesca Loftus of hOM – Amenities, Data, and Bouncy Houses

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Developing community with residential and office properties and gathering data by providing technology-enabled amenities for tenants…

Francesca Loftus, CEO of hOM (technology-enabled amenity provider that partners with residential and office properties to develop community by providing on-site fitness programming and unique events for tenants) joins Thomas Kutzman and Scott Pollack in the MouthMedia Network studios powered by Sennheiser. Presented by Prevu.

In this episode:

  • How Loftus became focused on amenities
  • The company’s focus on amenities, especially in commercial buildings
  • The cash outlay to adjust floors is a big step, so offering programming or events in a vacant space or available accessible spaces is a useful alternative
  • The genesis of the idea, two of her cofounders are in fitness and real estate, her background in theater management,
  • Some success because of the proximity of buildings to fitness studios
  • Selling to amenities managers
  • Most managers have tried other things, trying to be on trend with other buildings, then contact them to execute, cant do it themselves
  • Despite offering a wide range, fitness is most requested and engaging, yoga leads that interest
  • The hOM programs are unique and catch people’s attention
  • Mini golf, bouncy houses, partnerships to execute and deliver in diversity
  • Building community gives an edge for landlords
  • Figuring out a model to provide benefits to fitness instructors, finding it was actually cost effective,
  • Why Loftus was forced to be smarter how running business
  • Utility players with the ability to get anecdotal data on the building, valuable team members but tough to find
  • Looking at people with their whole selves i.e. developers and yoga teacher
  • Listening for grit and experience (28 full time employees and 50 part time)
  • Loftus is from Canada, ended up in New York, from a competitive girls prep school, full college ride in mathematics, wanted to go to NY for theater, ended up managing a theater at 17 years old, having a public facing “beard”, doing a lot of programming work
  • Being curious about everything, having a dual role as performer and manager
  • The kind of culture in the hOM office with meditation and breath-work, the company’s C3P0, rituals in the office
  • Putting a voice to the tenants of buildings, creating incentive to communicate with them and close a gap of communication

    • See omnystudio.com/listener for privacy information.

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