Maximizing Real Estate Portfolio Value: Unleashing Potential

Insights by Faris Maqdah, Director, Consulting – MENA at JLL

March 25, 2024

In today's fast-paced and ever-evolving market, many corporations find themselves at a crossroads, pondering how to unleash the full potential of their real estate portfolios. Conventional methods, once relied upon, often fall short in meeting the demands of a dynamic and competitive landscape. It's time for a paradigm shift. By embracing the transformative practice of conducting strategic portfolio reviews, companies can ignite their real estate assets, aligning them with strategic goals and propelling performance and returns.

Corporations with substantial land holdings and real estate assets often face challenges in maximising the value and return on investment of their portfolios. This can lead to missed opportunities and hinder the company's ability to achieve its full financial potential.

The past few years have been a stark reminder that we live in an era of constant transformation. Complex and ever-changing circumstances fuelled by geopolitical and economic uncertainty demand adaptability. Faced with such challenges, it's time for a significant shift. Companies must adopt a proactive stance, continuously monitoring market trends to ensure their real estate portfolios are strategically positioned to capitalize on emerging opportunities.

Strategic portfolio reviews provide a robust solution, enabling companies to unleash the untapped value within their real estate assets. This approach guarantees synchronization between real estate portfolio management and the company's overarching objectives, resulting in heightened performance and enhanced returns.

Aligning assets with strategy

To optimize the portfolio, the initial step involves conducting a thorough review of assets and prioritizing them based on market trends, location, as well as the company's strategic and financial objectives. This in-depth analysis involves a meticulous examination of each land plot and asset to identify those with the highest potential for value creation. Often, vacant land or underused assets hold untapped possibilities. The portfolio review process sheds light on these opportunities, revealing redevelopment options or alternative uses that might not have been previously considered.

For example, a private family office with excess land adjacent to an educational institution could explore the option developing a mixed-use component with student housing and retail offerings, providing an additional revenue stream while meeting the housing needs of students or the local community.

The key to maximising value lies in integrating the portfolio review with the company's overall strategic and financial goals. This helps in identifying assets that may no longer align with the company's long-term vision. A company that has shifted its focus from brick-and-mortar retail to e-commerce may find that its expansive warehouse space no longer serves a vital purpose. In such a scenario, divesting or repurposing the asset could free up capital for reinvestment in areas that better support the company's changing strategies.


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Once the hidden value within the portfolio has been identified, it’s crucial to develop a well-crafted execution strategy. This actionable roadmap will guide the company in implementing the necessary changes and initiatives to optimise the portfolio. It should outline specific steps with clear milestones, timelines and assigned responsibilities to ensure the effective execution of the plan.

The execution strategy might include:

Strategic portfolio review and visioning alignment: Conduct a strategic review of the assets within the portfolio to categorize them based on the company’s vision and strategic objectives.

Market analysis: Researching market trends and identifying market trends and opportunities.

Feasibility studies: Thoroughly evaluate the viability of redevelopment or alternative uses for existing assets which are not effectively used and conduct financial feasibilities for prime vacant land plots.

Strategic roadmap: Formulating an actionable roadmap to guide the company in unlocking the value of the overall portfolio.

Improved business performance through optimised portfolios

Corporations can achieve significant advantages by conducting periodic strategic portfolio reviews. These reviews lead to improved asset utilization, allowing the company to maximize the value of its asset portfolio. Additionally, these reviews help corporations identify opportunities for generating additional revenue streams and diversifying their asset base to mitigate risks arising from dynamic market conditions.

Furthermore, aligning the portfolio with the company's core strategies ensures that resources are directed towards assets that directly support the company's vision and mission. This can free up capital for reinvestment in core business activities, leading to greater overall business performance.

By adopting a comprehensive and evidence-based approach, strategic portfolio reviews empower corporations to leverage their real estate assets as valuable drivers of growth. This represents an opportunity for companies to enhance and future-proof their portfolios, improve risk management and create flexible workplaces that can grow alongside their success.

Contact Faris Maqdah

Director, Consulting – MENA at JLL

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