Tell us about your background in technology startup companies, then how making the switch to a low tech segment like real estate investment and operation advanced your career?
My career began with a strong foundation in technology, marked by several innovative ventures. After earning a degree in business and computer science, I was instrumental in scaling Metromix, a Tribune-Gannett entertainment technology startup, across 64 cities. Additionally, I served as CEO to Fango, a mobile point-of-sale integration company that we successfully sold to GrubHub. At GrubHub, I led the operations team, launching OrderHub to over 10,000 locations nationwide. These experiences significantly shaped my perspective on technology, innovation, scalability, and especially operational excellence.
While technology has always been at the core of my professional path, my primary focus has consistently been on operations and process improvement. Transitioning into real estate investment and management allowed me to leverage my technological background to innovate within a traditionally low-tech industry.
At 10 West Real Estate Group, we've created a highly process-driven, technology-integrated real estate investment and property management operations. Recognizing that innovation extends beyond technology alone, we have equally emphasized developing strategic staffing solutions and meticulous process improvements. This holistic approach—where technology, staffing, and operational processes seamlessly complement each other—has enabled us to differentiate our company, achieve greater efficiencies, and deliver superior outcomes in real estate investment and operations.
As a real estate group, how do you incorporate creativity and innovation into your approach to real estate investment and management?
We incorporate creativity and innovation into our approach by constantly challenging the industry norms. When I first entered real estate, I noticed things had been done essentially the same way for 50+ years. Without being tied down by traditional practices—as someone who wasn't a career property manager or a second-generation real estate investor—we had the freedom to approach everything with a blank slate. This allowed us to reimagine staffing, rethink procedures, and leverage technology in truly meaningful ways. Rather than doing things simply because "that’s how it’s always been done," we continually ask ourselves, "What's the best way to do it?".
For example, when it comes to staffing, we've moved away from the traditional, property-based model to a more dynamic three-tiered system that integrates on-site property staff, a centralized core corporate team, and skilled remote employees working around the world. Regarding processes and procedures, we're extremely disciplined about documenting every step, ensuring operational consistency, efficiency, and quality across our entire portfolio. And on the technology front, we actively stay at the leading edge—continuously incorporating practical technologies and leveraging AI to drive greater efficiencies and smarter decision-making in our operations.
Photo Credit Jason Briscoe