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When it comes to coronavirus and health concerns, building owners and operators need to avoid making promises they can’t keep.

“The real estate industry can do a lot with the built environment, but not everything,” says Joanna Frank, president and CEO of the Center for Active Design, a not-for-profit organization that promotes architecture and urban planning solutions to improve public health and the licensed operator of Fitwel. “We need to define what we can be successful at doing and present that in a way that is measurable and not overstate what we can do. Then building owners and managers aren’t facing reputation risk down the line.”

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