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ten31 at 5K subscribers: Inside the audience (hint: CRE junkies and “M”oney) “The music is nothing if the audience is deaf.” - Walter Lippmann A perk of the newsletter being one of the core products of ten31 is the intimate knowledge you get of the audience - who they are, what they care about, how passionately they read and share. The data give me a level of insight that I didn’t have even when I was running the country’s top RE newsroom, and it helps me appreciate how big the opportunity ahead is. When I started this, I expected to attract all the usual suspects from the established publications – the developers, brokers, investors, researchers etc. I knew what we were putting out was a dramatically different, more plugged-in take on the business, and I knew it would be addictive to those cohorts. I was bang-on with that – they’re here and they’re mainlining the content. What I didn’t expect was that The Promote would also attract whole new cohorts from the “M” money world, audiences that seem to enjoy the hyper-curated, entertaining format and are using it to keep up with the CRE market instead of wading through a mountain of content (some good, some irrelevant) elsewhere. I submit that this combined readership – hardcore industry insiders and the money people backing or breaking them – makes ten31’s audience among the most compelling and valuable in the country. I spent some time fiddling around in the backend and put an audience snapshot together. Leaders and rainmakers from the following clusters are rabid (open rate: 65%) readers of The Promote. 1) Major RE fund managers (Blackstone, Starwood, Brookfield, RXR, KKR) 2) Asset managers (BlackRock, Marathon, Slate) 3) Developers (office/condo/multi/senior/student/retail/industrial) 4) Institutional debt funds (Mack, Ares, Madison) 5) Investment banks (GS, Houlihan Lokey, Raymond James) 6) Multifamily-focused debt funds (Loancore, Arbor) 7) Biggest CRE brokerages (JLL, CBRE, CushWake, Newmark) as well as mid-market shops 8) Insurers - major CRE allocators (AXA, Guardian) 9) Homebuilders (Toll, DR Horton) 10) RE data providers (Trepp, CRED Iq, MSCI, CompStak, KBRA) 11) Regulators (SEC, Fed) 12) Distressed debt investors (Fortress, Maverick, Cerberus) 13) REITs (office, NNN, multifamily) 14) University endowments 15) Multifamily syndicators (S2, Harbor) 16) Family offices (Crow, MSD) 17) GSEs (Fannie, Freddie) 18) Newsrooms of all the major financial publications (FT, WSJ, NYT, Bloomberg) as well as specialty media (PEI, PERE, CO, TRD, Crain’s) 19) CRE attorneys (transactional, land-use, litigation) 20) Property management firms (Greystar, BH) 21) Investment banks (GS, Houlihan Lokey, Raymond James) 22) Major CRE lenders (JPMorgan, Wells, Regional Banks) 23) CMBS traders 24) International banks (BNP Paribas, HSBC, Santander, Itau) 25) Title insurance firms (Fidelity, Commonwealth) 26) Appraisers (NAI, BBG, Integra) 27) Special servicers (CW, Rialto, PNC) 28) Old coot investors - generally families and lone-wolf operators w/ major holdings 29) Policy types (EDC, Chambers of Commerce) The road ahead should be a lot of fun.