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How REITS Can Rebound from the COVID-19 Pandemic

March 24, 2021 | by Investis Digital
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REITs should use corporate and IR websites as the authoritative source for their own message of reassurance, and amplify that message beyond a press release.

Of all industries adapting to the challenges of 2020, the REIT sector has undoubtedly seen some of the most dramatic impact. From a mass decline in certain holdings to a mass increase in others, industry volatility lends itself to an investor audience looking for stability. 

Regardless of the type of REIT – whether residential, retail, office, healthcare, or specialty – they all have one thing in common: COVID-19 forced them to re-evaluate their overall strategy and portfolio mix. Some were hit harder by the pandemic more than others based on their portfolio mix. All reacted to an unprecedented impact on everyday lives, business, and the economy. There was no playbook for a scenario like this, and many had to go into damage control mode and come up with a plan to execute, in order to bolster investor confidence.   

REITs Are Rebounding 

Going forward, there is reason to hope for stability and improvement to the sector, especially now that the development of a COVID-19 vaccine is accelerating. Even still, REITs have a challenging road ahead. “The outlook for the next few years is meaningfully improved in some sectors, but the damage to near-term cash flows will nevertheless continue to be as severe as anything ever observed,” according to analyst Green Street. 2020 net operating income will be down by an average of 11% versus 2019 levels, especially in retail and lodging.  

A Content Strategy for REITs 

So, how does a REIT balance building investor confidence while managing enormous change? In the face of uncertainty and doubt, REITs need to provide assurance. And in a world in which people increasingly live online, that narrative needs to be told through digital.  

Today’s REITs should use the corporate and IR website as the authoritative source for their own message of reassurance, and amplify that message beyond a press release or earnings call. If any of your assets put the greater investment at risk, consider highlighting strategy and long-term stock performance:  

  • Talk about the diversification of assets, overall percentage of rent collections and efficiencies, transactional activity, or plans to change the portfolio mix.  

  • Talk about plans to bolster underperforming assets or buying activity to maintain or increase dividends to build investor confidence.  

  • Show that you are a solid investment – that your balance sheet and cash reserves will be able to offset any non-performing assets. 

  • Inform investors and analysts on what percentage of their portfolio is performing and what measures you’re taking to drive performance in underperforming or at-risk assets. 

  • Show what percentage exposure you have to certain sectors of the market, and the makeup of your asset portfolio. If you are in a position of strength in the marketing, demonstrate how you are putting rent-producing investments to work.  

  • Talk about the pillars of your portfolio or your strategy to restructure debt for more favorable interest rates.  

And how well are REITs doing all that? Our new Connect.IQ report provides an answer. 

Introducing the Investis Digital Connect.IQ Report for REITs 

Real estate investment trusts (REITs) are on the rebound. So far in 2021, REITs are holding their own and cases outperforming the S&P 500 as hopes rise that consumers will return to the malls and workers back to the office following a prolonged absence caused by the COVID-19 pandemic. The time is now for REITs to build on the momentum and seize control of their own narrative. The newly published Investis Digital Global REITs: Connect.IQ Special Report provides a starting point for REITs to do just that. 

As part of the thousands of corporate and IR websites we review each year, Investis Digital selected 50 of the top global REITs to analyze how effectively they are connecting with audiences on this new narrative. We evaluated these websites on over 300 criteria points -- both quantitative and qualitative markers that provide a benchmark for today’s REIT. From that group emerged a group of the top five leaders in the space -- those that have mastered the art of creating a strong narrative that is well optimized and amplified to reach its target audience.  

This report provides a benchmark for all REITs to understand how to create a compelling narrative that improves shareholder performance. We benchmark REITs websites using these categories: 

  • Narrative – assessment of narrative content across all website sections, with a focus on showing, not just telling. 

  • Content Mix – how well companies are engaging audiences by using images, video, and interactivity alongside blogs, articles, and case studies.  

  • Optimization – the elements that create a frictionless user experience and signal to search engines that a site takes its audience seriously. 

  • Amplification – how well companies are using performance marketing (organic and paid) to increase awareness and drive website traffic.  

  • Channel Mix – visibility across the social channels audiences use every day.  

Want to learn how to improve your performance and tell a great narrative? Download Investis Digital’s Global REITs: Connect.IQ Special Report.