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Changing the model Denholtz Associates finding fresh approach to development

When it comes to a site that fits the mold for a real estate developer and investor such as Denholtz Associates, Stephen Cassidy points to a parcel just off Exit 135 of the Garden State Parkway.

That’s the home of one of the newest acquisitions by the firm and its partners, a mixed-use, 10-building property in Clark that is anchored by the cosmetics giant L’Oréal, but still has available land for new commercial development. It was one the largest infill sites in the area that was available for sale last year, sitting in a heavily trafficked retail corridor — and it’s one that’s ripe with potential.

“We have a unique opportunity here, whereby we have a cash-flowing asset that’s supported by as good a credit tenant as you can find,” said Cassidy, Denholtz Associates’ president. “So we can go through a development process with the luxury of cash flow. … You don’t really find opportunities like that often.”

It’s the type of deal that captures the attention of the Matawan-based firm of about 70 employees. The business has more than 60 years of history in New Jersey, but these days prides itself on being a nimble, entrepreneurial real estate company focused on creating value for its investors.

Under the radar
It’s more of a micromarket than a full-fledged submarket, but the cluster of office buildings in Matawan just off the Garden State Parkway has all the appeal of many of the state’s high-profile corporate hubs.
“It’s a small market, but you have access to all of northern New Jersey and even New York,” said Stephen Cassidy of Denholtz Associates, which owns two of the three Class A office buildings in the area.
The two properties include 14 Cliffwood Ave., which Denholtz developed nearly a decade ago and adopted as its own headquarters space, and 100 Matawan Road nearby. Directly adjacent to that is 90 Matawan Road, a five-story building owned by Hudson Equities Management Corp.
Together, the three buildings comprise less than 400,000 square feet, so it’s no surprise that the area is under the radar to many. To Cassidy, however, it’s all the rage.  
“Exit 120 on the Parkway is one of the greatest exits on the Parkway if you live south of Exit 120, because if you’re coming north on the Parkway, after 120 is breakneck traffic from there to New York in the morning and the reverse coming home in the evening,” he said. “I happen to live in (Lincroft) and I can get here in 10 minutes.”

Led by Cassidy and CEO Steven Denholtz, son of founder Jack Denholtz, the firm has helped do that in recent years by right-sizing its portfolio from as high as 7 million square feet to just under 5 million square feet. Today, its holdings consist of mostly office and industrial property it owns and manages in the Garden State, Pennsylvania’s Lehigh Valley, Chicago and both coasts of Florida.

“We had spread our wings into other markets,” Cassidy said. “We’re still working the properties we have in Chicago and other markets, but going forward, looking for opportunities, we’re sort of narrowing our focus to where we think we can be value-add providers for our partners.”

He said it’s no surprise to see the firm adjust its strategy as the market changes. In its earliest days, its investors were mostly friends and family of Jack Denholtz. Since then, the company “has run through every type of capital stack that one could probably dream up,” Cassidy said, from syndications and institutional partners to banks and commercial mortgage-backed securities.

Today, the firm has largely returned its focus to syndications, in which investors pool their resources together for a real estate project, because of the opportunity Denholtz sees in that space. It’s much of the same logic behind the company’s entrance into crowdfunding about a year and a half ago, an area that Cassidy said has added a new dimension to its platform.

“It’s just another way to build capital,” he said. “We have an endless need for it.”

Under decades-old federal regulations, businesses seeking to raise funds were largely restricted to people they knew or could be introduced to. But that has since changed under the 2012 Jumpstart Our Business Startups Act, or JOBS Act, providing a new frontier even for real estate firms.

Denholtz now uses an online portal known as CrowdStreet, which solicits and verifies accredited investors and connects them with real estate investment opportunities. The firm posted its first deal on the website in the third quarter of last year, raising roughly 30 percent of the equity for an 80,000-square-foot office project in Orlando, Florida.And it’s now preparing to launch a second crowdfunding deal, even though Cassidy concedes the concept is still misunderstood. For many, the term conjures up an image of someone on Facebook trying to raise money for a vacation, but he is trying to erase that stigma.

“It’s not any different than me speaking to a friend at a golf club,” Cassidy said. “It’s just that these folks are brought to you in a different way. So the more we can bring it to light, the more it will be good going forward for us all. It’s a really good mechanism.”

Whatever the funding source, Denholtz always has sought to add value for its investors by being a “seed-to-harvest” operation, Cassidy said. Just about everything is done in-house, from financial reporting to property management to most legal work, giving it an edge over other like-minded firms.

“We like to think we provide a competitive advantage to our investors and our partners in that we can get a lease out to a prospective tenant in as little as an hour,” he said. “So we’re a responsive, fully integrated company, and we think we provide the best service that way.”

The one thing Denholtz does outsource completely is leasing. Cassidy said the firm likes leasing agents “to be knowledgeable and local and focused.” That creates more efficiency, he said, and the company’s internal team uses software to keep its finger on the pulse of each market.

As for the roles of its two principals, Cassidy said he and Denholtz each have their own strengths. Both are active in raising capital, but Cassidy, a licensed CPA, is the guru of analysis and financial presentation.

Denholtz, meantime, shows his prowess in the development process. It’s why Cassidy, who previously was a consultant for the firm, first left the public accounting sector to join his team nearly 13 years ago.

“We had dealt with a lot of REIT work, a lot of the local developers, and Steve was a guy that was just always appealing to me, not only from his charisma but his ability to tackle a real estate deal and break it down to its core very quickly,” Cassidy said. “He was really the best real estate guy, in my opinion, we had dealt with, so when an opportunity came to come and work with him, I jumped at it.”

Embracing the future
Stephen Cassidy has become increasingly vocal in support of crowdfunding in real estate, but it’s not only because of the potential it holds for raising capital.
Cassidy noted that CrowdStreet, the crowdfunding platform used by Denholtz Associates, is doing more than simply sourcing investors for its projects. The firm also has used it to create a portal for many of its traditional investors, who can log in to learn facts about the projects, see their distributions and learn other important financial information.
“For us, the crowdfunding also represents a better communication with our investors and a higher degree of transparency,” said Cassidy, president of Denholtz Associates. “And that’s exciting to us because we think that brings repeat investors, we think that’s good for them and we think we’re just providing better service and product to those that we’re working with.”

And it’s now preparing to launch a second crowdfunding deal, even though Cassidy concedes the concept is still misunderstood. For many, the term conjures up an image of someone on Facebook trying to raise money for a vacation, but he is trying to erase that stigma.

“It’s not any different than me speaking to a friend at a golf club,” Cassidy said. “It’s just that these folks are brought to you in a different way. So the more we can bring it to light, the more it will be good going forward for us all. It’s a really good mechanism.”

Whatever the funding source, Denholtz always has sought to add value for its investors by being a “seed-to-harvest” operation, Cassidy said. Just about everything is done in-house, from financial reporting to property management to most legal work, giving it an edge over other like-minded firms.

“We like to think we provide a competitive advantage to our investors and our partners in that we can get a lease out to a prospective tenant in as little as an hour,” he said. “So we’re a responsive, fully integrated company, and we think we provide the best service that way.”

The one thing Denholtz does outsource completely is leasing. Cassidy said the firm likes leasing agents “to be knowledgeable and local and focused.” That creates more efficiency, he said, and the company’s internal team uses software to keep its finger on the pulse of each market.

As for the roles of its two principals, Cassidy said he and Denholtz each have their own strengths. Both are active in raising capital, but Cassidy, a licensed CPA, is the guru of analysis and financial presentation.

Denholtz, meantime, shows his prowess in the development process. It’s why Cassidy, who previously was a consultant for the firm, first left the public accounting sector to join his team nearly 13 years ago.

“We had dealt with a lot of REIT work, a lot of the local developers, and Steve was a guy that was just always appealing to me, not only from his charisma but his ability to tackle a real estate deal and break it down to its core very quickly,” Cassidy said. “He was really the best real estate guy, in my opinion, we had dealt with, so when an opportunity came to come and work with him, I jumped at it.”