Editorial Board   Guest Author

Mr. Mattler

Bob Mattler

Managing Director, Pace Equity

Bob Mattler joined PACE Equity in 2015 and is Managing Director of Michigan. PACE Equity is the leading national turnkey PACE project developer and funder in the country. PACE Equity is also the leader in utilizing PACE in hospitality projects. Bob's passion and practice involves assisting a wide variety of developers and building owners to access PACE financing. His current projects include a ground up construction senior living center, adaptive reuse of an old industrial building and a major infrastructure upgrade of a large hospital. As a new economic development tool in Michigan, Bob is helping to open PACE financing to a variety of asset classes, for profit and non-profit entities, bankers, lawyers, brokers and the Michigan commercial real estate industry in general. Combining real property legal skills, commercial real estate brokerage experience and almost ten years of involvement with the local chapter of the United States Green Building Council (USGBC) and its green LEED certification, Property Assessed Clean Energy (PACE) is the means to which Bob helps property owners and developers achieve their property business objectives. Among the highlights of his professional career of helping commercial property owners add value to their buildings includes almost twenty five years as an attorney, property tax consultant and leasing specialist with a boutique retail brokerage firm in the metropolitan Detroit area. Much of Bob's recent interaction with the commercial real estate community in Michigan has been to illustrate the business case for maintaining more efficient buildings which leads to a more valuable real estate investment. Information on this new economic development tool is now available in 30+ states and DC.

Please visit http://www.pace-equity.com for more information.

Mr. Mattler can be contacted at 248-762-4370 or bmattler@pace-equity.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.