Business
Developing community with residential and office properties and gathering data by providing technology-enabled amenities for tenants… Francesca Loftus, CEO of hOM (technology-enabled amenity provider that partners with residential and office properties to develop community by providing on-site fitness programming and unique events for tenants) joins Thomas Kutzman and Scott Pollack in the MouthMedia Network studios powered by Sennheiser. Presented by Prevu. In this episode: How Loftus became focused on amenities The company’s focus on amenities, especially in commercial buildings The cash outlay to adjust floors is a big step, so offering programming or events in a vacant space or available accessible spaces is a useful alternative The genesis of the idea, two of her cofounders are in fitness and real estate, her background in theater management, Some success because of the proximity of buildings to fitness studios Selling to amenities managers Most managers have tried other things, trying to be on trend with other buildings, then contact them to execute, cant do it themselves Despite offering a wide range, fitness is most requested and engaging, yoga leads that interest The hOM programs are unique and catch people’s attention Mini golf, bouncy houses, partnerships to execute and deliver in diversity Building community gives an edge for landlords Figuring out a model to provide benefits to fitness instructors, finding it was actually cost effective, Why Loftus was forced to be smarter how running business Utility players with the ability to get anecdotal data on the building, valuable team members but tough to find Looking at people with their whole selves i.e. developers and yoga teacher Listening for grit and experience (28 full time employees and 50 part time) Loftus is from Canada, ended up in New York, from a competitive girls prep school, full college ride in mathematics, wanted to go to NY for theater, ended up managing a theater at 17 years old, having a public facing “beard”, doing a lot of programming work Being curious about everything, having a dual role as performer and manager The kind of culture in the hOM office with meditation and breath-work, the company’s C3P0, rituals in the office Putting a voice to the tenants of buildings, creating incentive to communicate with them and close a gap of communication