Landlords Who Lead: 5 Ways to Respond to Coronavirus

by Carrie Bobb

1. Acknowledge there is a problem. It effects large and small businesses. In McKinsey & Company’s report on Leadership in a Crisis, it said “Early in a crisis, if leaders display excessive confidence in spite of obviously difficult conditions, they can lose credibility. It is more effective for a leader to project confidence that the organization will find a way through its tough situation but also show that they recognize the crisis’ uncertainty and have begun to grapple with it by collecting more information.”[1]

2. Create an opportunity for people to do something to support local businesses during this time. This is an opportunity for the community to see your heart in a different way.

Here is how the Icon Method shared how to support local businesses:

Iconmethod Instagram

3. Highlight some of the businesses you love – whether they are in your project or not. It’s a way to get outside your own property lines.

Below is an example of how Sugar Paper gave a shout out to other local businesses in an email.

SugarPaper email giving a shout out to other local businesses.

4. Give leadership opportunities to team members. Empower people on the ground to work with existing tenants. Allow people the opportunity to respond within set boundaries.

5. Have empathy. Don’t just express it. Actually have it. There is a difference. It is the best response anyone can have in a crisis. Something as simple as saying “I’m sorry,” can go a long way.

Every problem has within it an opportunity to learn and grow. Some opportunities only come around once. And if we look close enough at the problem, we can find an opportunity to do good.[2]

Carrie is the founder and CEO of Carrie Bobb & Co. She is a student of social media and a consumer behavior analytics nerd.

She has closed over $2 billion in total consideration throughout her career. Carrie has completed transactions with brands such as Sephora, SoulCycle, Drybar, Fox Restaurant Concepts, Restoration Hardware and many others. She has implemented leasing strategies through social media and online influencer programming on several projects. She was named one of San Diego’s Power Women in Real Estate and received her MBA from the University of San Diego. Carrie lives in San Diego with her husband, Matt, their three inquisitively adventurous kids and one joyful golden doodle.


[1] https://www.mckinsey.com/business-functions/organization/our-insights/leadership-in-a-crisis-responding-to-the-coronavirus-outbreak-and-future-challenges?cid=other-eml-alt-mip-mck&hlkid=37fc9d2ecd944a61a227b410ffa855ee&hctky=11613830&hdpid=16a43b5b-480b-4b3b-b8cf-bc20fcc11b08

[2] Paraphrase of What Do You Do With A Problem? By Kobi Yamada.