Lao Tzu said, “He thinks of his enemy as the shadow that he himself casts.”
What if your greatest rival isn’t the property next door, the aggressive new lease-up, or the powerhouse brand across the street?
It’s you.
Every vacancy.
Every churn.
Every missed renewal.
They’re not because of the “enemy” across town.
They’re your shadow.
When rents are pushed too far, service is overlooked, or promises go unkept, residents don’t leave because someone else is better.
They leave because you let the cracks show.
Your enemy isn’t the competition.
It’s complacency.
This industry thrives on appearances.
The perfect curb appeal.
The flashy marketing.
But shadows?
They’re born in what residents feel.
They grow in silence when the team isn’t heard, when maintenance delays fester, or when someone feels like a number.
Want to win?
Stop chasing shadows.
Invest in deep roots: training your team, anticipating needs, and listening to those who live in your buildings.
In their homes, you provide.
Outperform the market by outperforming yourself.
Your shadow is cast by what you choose to ignore.
Shrink it, and success will follow.
“Compete with yesterday’s version of yourself. The market won’t have a chance to keep up.” – Mike Brewer