Making It in Real Estate: Starting Out as a Developer

1

Quit Your Job?

OVER A BEER, A YOUNG FRIEND RECOUNTED his progress with a retail development firm. I was surprised to hear how much he had learned and how much responsibility he already had. When he explained his lead role on a mixed-use project, I asked how profitable the development would be for the company. He guessed about $10 million. I asked if he had a profit share. Reluctantly, he explained that he had been promised a percentage in the deal but that his employer, a man of infinite wealth, had gone silent on the issue. With nothing in writing and the project’s final entitlements days away, he could only hope his boss would honor his word.

It could be that this jillionaire simply has a lot on his mind—which jet to use for the St. Tropez trip can be a consuming decision—or it could be that no amount of wealth will ever make him do the right thing.

Business has few certainties, but one is this: employees are seldom paid more than go money. That is, companies large and small, public and private, will pay enough to keep their key employees from going elsewhere. The publics blame their parsimony on their duty to their shareholders, and the privates blame their silent but surprisingly stingy partners.

If your dissatisfaction is with the job itself—and not your income—you should quit. That is, if you can afford the cash flow hit. If you’re an entrepreneur at heart and the only decision you’re making at work is where to park in the morning, quit. If you can cobble together a year’s worth of living expenses and go into business and fail, what’s your downside? Merely the salary loss from your crappy job. And if you have to white-flag it back to the corporate world, you will be more valuable because of your experience. Potential employers will know you are ambitious, that you have an owner’s perspective, and that—let’s face it—you’re unlikely to bolt again.

It’s a different story if it’s all about the money. If you love your job and your hunger is only for wealth, then ask yourself when you’re sober—or better yet, badly hung over—if you’re really worth more than go money. If you still think so, explain to your boss how valuable you are, ask for a big raise, and then listen hard to the reply. He’s your boss for a reason. He has more experience than you do, and it’s even theoretically possible that he is smarter than you or at least a tad better in business (these are two entirely different things: many of the smartest people I know are terrible at business). And if your boss says your compensation is fair, he may be right. In my experience, those who start a business just to get rich almost never succeed. The ones who make it are those who love what they’re doing and start their own companies only because they have no choice (no one will hire them), because they want to be their own boss, or because they think they can do it better on their own. They believe they will be more productive—and have more fun—if they can peel away the corporate bureaucracy, the weekly team conference calls, the Sisyphean reporting requirements, the multiple sign-offs needed for deals, and even the mandatory company socializing.

I asked George Marcus, one of the most successful men in American real estate, what he thought about starting a company for the money. Anyone dreaming of going into business just to get rich is fooling himself. You start a business because you have a passion to improve a business strategy or an industry. George knows what he’s talking about. At 25, he started Marcus & Millichap and finally took it public in 2013 (the stock price has since doubled). He is also the founder and principal shareholder of another public company, Essex Property Trust, arguably the country’s best-performing real estate investment trust over the past 20 years.

Mervin Morris, a giant in the retail industry and founder of the Mervyn’s department store chain, told me simply, I went into business for myself because I wanted to be my own boss and make a comfortable living. Personally, I switched from real estate law to development because it seemed to me that developers have a lot more fun than lawyers do (I was right). My sole financial ambition at the time was to make as much as a developer as I would have as a lawyer.

Turning Gordon Gekko’s aphorism on its head, greed is not good enough.

Where does all this leave my young friend who loves his job and its challenges but who will likely end up unhappy with his compensation? (By the way, if you can succeed at running your own business, you will always be unhappy with your compensation.) If, like George, he thinks he can do it better on his own or, like Merv, he wants to be his own boss, or if he simply wants to have more fun, then he should consider setting up shop.

But to paraphrase the teachings of Siddhartha, there is a middle way that we will explore in the next chapter.

2

Doing It on the Side

ARE WE IN THE WRONG BUSINESS?

On the Best Jobs in America lists, a career in real estate rates lower than carjacking. In fact, commercial real estate doesn’t rate at all on these ubiquitous lists. The closest we come is real estate agent, a distant #89 on U.S. News & World Report’s Top 100 Jobs list, lapped by such swell careers as substance abuse counselor (#36), bill collector (#57), and exterminator (#61).

And at $80,000 a year, real estate brokers earn #159 among the Top 300 Highest Paying Jobs published by Myplan.com. That list’s top 20 paying jobs, by the way, are all physicians, starting with anesthesiologists at $233,000 and ending with general practitioners at $181,000.

Should we be applying to med school, or is it possible these data don’t tell the whole story? Misreading data is a common failing—Son, you got four F’s and a D. What’s that tell you? the father asks. That I’m spending too much time on one subject, Daddy? To deduce that one should elect a career in exterminating rather than real estate courtesy of U.S. News is likely such a mistake.

What best-jobs data will never reveal is one of real estate’s greatest strengths—that is, that one can amass a considerable fortune by doing it on the side. What other part-time work or avocation is so lucrative? You could probably work part time as an exterminator or perhaps even as an anesthesiologist, but as long as you are working by the hour—as long as you’re working and your capital isn’t—you will be stuck in the economic middle class.

If you love your day job but are unhappy with its compensation—the dilemma posed in chapter 1—you don’t have to quit. You just need to start a new hobby: give up fantasy football and while away your free time on a dilapidated house. And if you take the long view—you should, real estate is the classic get-rich-slow business—you will do well.

My late father-in-law was a bright man who came home from World War II devastated by his experiences as a combat medic in the South Pacific. As with many veterans, Bill found solace in the bottle, and by the time he was in his mid-30s he was an alcoholic—drinking a six-pack of beer and a bottle of vodka every day. Yet Bill somehow found the fortitude to quit drinking and start life over at 45. With no savings, no formal education beyond high school, and no marketable skills other than a talent for sales, Bill slowly amassed a small collection of San Francisco Bay Area real estate—a couple of houses, a few promissory notes, a duplex or two, and a five-unit building—worth several million dollars at the time of his death 40 years later. More important, his real estate allowed him