Are You a Professional? Follow-up Letters and Using GIS for Commercial Real Estate Market Research

I’m happy that last week’s article titled “Are You a Professional?” evoked responses from readers. I thought I’d share a couple of the responses I received. Also, I’ve included a good piece on using GIS for commercial real estate market research.

"Are You a Professional?" letter to the editor from an independent GIS consultant:

A comment on your piece on professional. I have generally thought of professional as a simple English word that contrasts with unprofessional, and that’s what I think you were saying, too. Only when I started working with people who have to be registered and licensed did I come to understand that some people associate being professional with being registered and/or licensed.

That part about disinterested counsel could be an important piece of the confusion/distinction/pride?

"Are You a Professional?" letter to the editor from a state government GIS Specialist:

In response to your article "Are You a Professional?" I would like to note that I work in state government.  In civil service we have "professional" working titles and "secretarial" working titles. So, by default, I am considered a professional because of my particular title — which is a GIS Specialist.  But personally, I feel that there is a difference between conducting oneself as "professional", and actually being a "professional." If you conduct yourself as a professional, using the word as an adverb, you could be considered as such, in any job you hold. There is a professional manner of dress and conduct required to elicit respect from both your colleagues, and your clientele. However, when using the word as a noun, a professional used to imply, though perhaps not by official definition, that a person had an advanced education, or extensive experience, to some degree. They may not hold a PhD, but they would probably hold some type of degree, or possess extensive years of service in a particular field. I have both a degree in Graphic Design and almost 20 years of experience in the mapping industry, so I feel I am a professional for a multitude of reasons (none of which involve salary, as that is really negligible at best).
 
Also, I can completely understand where Gretchen Peterson is coming from in terms of her issues with map design, because I have had similar moments of exasperation at the poor design aspects in maps containing very complex datasets.   Having experience in both the design and the analytical aspects of mapping, I have a better understanding of both areas.  And although I consider myself a professional, I would not consider myself an expert of either.  I have created maps since the days of scribe coat and Leroy lettering guides. I have remained in the field through the various computerized incarnations of digital mapping, including command line driven Sun Microstations, to the current Windows driven applications we have today. One thing that did remain consistent through it all, was the aspect of map composition and design, which is very often overlooked. I feel some type of graphic design courses should be part of a required curriculum for a Cartography, or GIS major, at any university. Or, at the very least, as an elective listed along with the course of study.  Another frustration I have with the industry is the lack of understanding, of both the technology and map design, on the part of the clients that require the work.  There are those that only worry about the "eye candy" factors without understanding the work involved in the actual data.  And there are those that don’t care if a map is almost illegible, because their main concern is the content of the data, as opposed to its visual interpretation.   A person working in this industry should really be able to wear a variety of hats in order to completely convey their intentions to an audience with any type of data.  It is necessary to understand both your medium, and your audience, to achieve the most understandable and artistically rendered presentation of such scientific information.  It’s a true mix of science and art, and quite often grossly misunderstood.

Following is a short piece from Esri writer Karen Richardson. I first met Karen at Esri’s Redlands office in the mid-90’s. When discussing the issue of position accuracy with land surveyors, I often use the commercial real estate example to illustrate how GIS can be a powerful tool even if the spatial accuracy is not within a centimeter, or even a meter, or even five meters.

Using GIS to Improve Market Research in Commercial Real Estate

Edens & Avant owns, operates, and develops community-oriented shopping centers in primary markets throughout the East Coast. More than 130 centers in 14 states make up its portfolio. The company’s clients include regional and national retailers such as Fresh Market, Whole Foods, Publix, Starbucks, and Target. The success of the company’s shopping centers is based on generating the best mix of retailers and creating high-profile developments that are optimally aligned with neighborhood need and market opportunity. Edens & Avant is headquartered in Columbia, South Carolina, and has regional headquarters in Boston, Massachusetts; Washington, D.C.; Atlanta, Georgia; and Miami, Florida.

Seeing a Place through Data

Edens & Avant required a system to research markets and locations as well as a platform to quickly market that information to prospective retailers. Whether a retailer is looking to open a new store, add a second store, or move from across town, the company has to be ready with a strong case for the retailer to move into an existing shopping center or a new development. Purchasing one-off reports to research each shopping center becomes inefficient when dealing with hundreds of locations that have rapidly changing information like demographic data.

In addition, instead of banking on the promise of growth driven by the housing boom—the standard model a few years ago—developers must now develop projections based on less robust growth and more conservative economic projections. "Healthy shopping centers are the ones that are located in markets with a diverse workforce and good balance of daytime-to-household population," says David Beitz, director of geographic information systems (GIS), Edens & Avant. As a result, the company needs to analyze, aggregate, and display accurate demographic information on a daily basis.

Use the Find Similar feature to identify new markets
that are similar to markets in which retailers are already successfully operating

Better Decisions through Mapping

Edens & Avant uses Esri Business Analyst software on the desktop and online to help its clients make the most informed decisions. Clients can see and understand all information available for each shopping center location, including address, major roads, competition, population density, and growth. Business Analyst Online (BAO) is used to generate a customized six-page report annually for each shopping center that is then used by investment leasing and development group agents so they can better visualize and understand their markets. The software helps identify new markets that are similar to those in which the retailers are already successfully operating. If staff members need customized reports or maps, they can request them from the GIS group.

Integration with Bing Maps provides monthly updates to aerial, road, and hybrid (aerial with labels) maps. "Using Business Analyst and Bing Maps, we are able to find locations fast," says Beitz. "Being able to view aerial images allows us to give a better context to our clients about location. This is particularly helpful when looking at larger areas."

The company looks carefully at optimizing its shopping center portfolio by selling properties in secondary and tertiary markets and buying properties in primary markets with dense populations in core-based statistical areas (CBSAs). Business Analyst is used to look at daytime population, income changes, and population changes, among other information. "It is very important to know the demographics in order to find areas that will perform best in this new economic climate," says Beitz.

Imagery combined with GIS software and other data make it easier to find the best store placement for retailers

Combining city data with updated demographic data ensures Edens & Avant has the most current information for their clients

Results

Edens & Avant can now serve its clients’ needs internally without outsourcing to third parties. They can research markets and assist in quickly leasing space by providing spatial information via maps and reports that uniquely characterize neighborhoods and are specific to each retailer. The ability to combine city building permit data ensures that Edens & Avant has the most current information for its clients. As a result, two planned grocery-anchored shopping centers are going forward in areas where population doubled even though residential construction recently slowed down. Being able to find and track this growth with Business Analyst allowed the company to minimize the carry time of the land and provide the shopping center sites based on the retailers’ timelines. Concludes Beitz, "Without the information to support these decisions and an accurate and appropriate way to communicate it, these projects wouldn’t have been as successful."

Karen Richardson of Redlands, California, is a writer for Esri.

Thanks, and see you next week.

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