Identity Crisis or Marketing Strategy, REITs Change Names
In the past two days, we’ve seen two REITs decide to change the name of their firms. First up was Capital Lease Funding which now goes by CapLease. Today, Health Care Property Investors also decided to change its name. Health Care Property Investors is now known as HCP.
In both cases, I agree that the new names are more concise. HCP and CapLease also seem more modern and less technical than the old names. Could it be that REITs are becoming more market savvy? I think so.
Speaking of market savvy... Have you seen the Redwood Trust website (http://www.redwoodtrust.com)? It’s truly a beautiful website. Compare the Redwood Trust’s site to that of struggling American Home Mortgage Investment (http://www.americanhm.com). Both companies are Financial REITs. I know we shouldn’t judge a book by its cover, but obviously Redwood’s site looks better and the company seems to be in a better financial situation, too.
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Aug.01.2007. 22:35
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