True North's CEO Jill Ju participated on an expert panel at Bisnow's session focused on the future of shared urban living, addressing institutional interest and how the asset class is maturing.
Her central takeaway: "Return = Strategy + Execution." Returns depend on both what you invest in and how well you deliver it.
"There is no question around the demand in the sector today," Ju noted, pointing to True North's expanding portfolio of seven London assets.
The main differentiator for operators is reliable execution: the ability to underwrite complex deals, reduce risk, run operations precisely, and deliver on commitments. A long-term perspective is essential.