Edward Killeen
Analyst · Cantor Fitzgerald. Please proceed with your question.
Well David, we take a look at our pricing power from a couple of different ways, both from a very granular perspective and through quite a wide lens. But if you look at -- if you look at where we are right now, the story now for sort of filling that gap, that gap between where we are in occupancy and 100% occupancy, it's all about sort of employing and refining the processes that we have. The smaller the gap, that gap between the current occupancy either it impact demand or your 85% occupancy is left and you have effective management tool, which of course we have, there is abundant stake available for customers. And in most cases, it's relatively simple to repaying and growing occupancy of it. Now 86% to 89% or we are planning over the last couple of years, it's certainly more of a challenge and it really does require higher level of expertise to balance the in-place rates, the asking rents and managing the concessions properly, all in an effort to maximize revenues. And for this you really need to deploy the proper systems and the people. We're at now at 90 plus percent occupancy, it's a whole different beast. You need to be fully engaged and committed to utilizing the very best and most sophisticated systems and management expertise, which we have of course to effectively manage that gap and of course maximize the revenues. So really, as David said before, the feeling that exists, the 88% to 89% feeling, for us, for many years, that's moving and that's maybe moving to the mid-90s, and we've been working in the last couple of years, even coming out of a recession preparing for this. And we’re finding all of our systems, our processes and properly positioning all the great people that we have here, so we do have the know-hows of manage that gap. And again, only manage it in a way that maximizes the revenues. It really isn't rocket science, but we do believe that our efforts in this respect they separate us from the competitors, large, small, REIT, no REIT.