Jonathan Genton Jonathan Genton

Crowdfunding is a natural fit for commercial real estate investment, according to developer Jonathan Genton, founding partner and CEO of Genton Property Group. The capital platform is, of course, not totally new. It arrived on the industry five years ago as an alternative equity and debt source, and since, several companies have emerged to provide crowdfunding services. Crowdfunding has been sold to real estate players as a way to reach both large and small investors they otherwise wouldn’t be able to access. However, crowdfunding can tell the real estate story to capital investors and capture a new investment pool for the industry.

“Crowdfunding matches investors that want to access real estate with owners or real estate holding companies through a transparent process,” Genton tells “Through crowdfunding, investors can see the property, the developer and the holding company, and they can make their evaluation. When you are dealing with real estate, you are dealing with larger projects that are asset based as opposed to product based. There is some comfort in buying apartments in Los Angeles because the investor can see an asset there.”

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Kelsi Maree Borland

Kelsi Maree Borland is a freelance journalist and magazine writer based in Los Angeles, California. For more than 5 years, she has extensively reported on the commercial real estate industry, covering major deals across all commercial asset classes, investment strategy and capital markets trends, market commentary, economic trends and new technologies disrupting and revolutionizing the industry. Her work appears daily on and regularly in Real Estate Forum Magazine. As a magazine writer, she covers lifestyle and travel trends. Her work has appeared in Angeleno, Los Angeles Magazine, Travel and Leisure and more.

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