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158: Why You Should Know Your Market

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Scott Krone

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Scott Krone is a Chicago native whose career in architecture began in 1991 by pursuing his Masters of Architecture from the Illinois Institute of Technology. While obtaining his degree, he also worked as a Project Manager for Optima, Inc. During his time at Optima, Krone’s responsibilities included such notable projects as the 400 unit Cormandel in Deerfield, IL, the 40 unit HedgeRow in Winnetka, IL, and the 51 unit Optima Center Wilmette in Wilmette, IL.
In 2012, Krone founded Coda Management Group – a firm who specializes in managing real estate assets. Since its inception, Coda has managed a wide range of real estate including single and multi-family homes, retail, commercial warehouse and self-storage and multi-use flex athletic spaces. Currently, the platform of investments is in excess of $54 million.
In 1998, Krone founded Coda, an award winning Design + Build | Sustainability | Consulting firm. Since its inception, Coda has won numerous design/build awards including the international Green GOOD Design Award in 2010, Best of Houzz 2014 and 2015, and Design Evanston Award. Their work has been featured in notable publications as Dream Homes – Chicago, Midwest Luxury Homes, Crate & Barrel 2010 Best Catalogs, NBC TV Show Taste, and national ACE Hardware Commercials.
In addition, Krone has authored High Performance Homes – Navigating the Green Road to Your Dream Home, a book for homeowners seeking to incorporate green technology into their home.

Danny is joined this week by Scott Krone, Founder of CODA Management that teams up investors to purchase undervalued warehouse space and convert it into climate controlled, self-storage facilities that are managed by a top 3 operator. In this episode, Scott shares with us what he considers to be the most valuable lessons he’s learned throughout his career. He begins by saying “develop a strong team,” and explains how he relies on a strong team of brokers, contractors, lenders, and more to be able to keep everything running smoothly.

Similarly, he stresses the importance of building relationships with brokers, attorneys, and title companies because they can be a major lead source for you in the future. Scott also shares with us how to deal with upset neighbors when working on a new project, much less one as large as the properties he’s dealing with. The advice he shares can be applied to many situations, ranging from the large-scale example he gives down to your local REIA meetup.

The most important thing that Scott says he hopes people take away from the interview is to really, truly know your market. He mentions that if you can’t give specifics about exactly where your market is in the cycle and why, then you could probably stand to learn a bit more. This episode is jam-packed with helpful tips and advice that applies to investors at any point in their career.


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