The sports metaphors are flying as the principals of Equinox Investments explain what distinguishes their firm from their counterparts in the pension fund real estate advisory business.
The consolidation in the industry makes it important for smaller firms to have a distinct investment strategy or risk going out of business.
"We consider ourselves like Roberto Clemente or Ted Williams," said Felix Orbe, president of Equinox. The two baseball greats were noted for their ability to get base hits, but each also had home-run power.
Other advisers, said Mr. Orbe are only looking for home runs. "Home-run hitters strike out frequently," he said.
"Our strategy is to be consistently in the second quartile in the short term so in the long term we are consistently in the first quartile."
Said Arlene Issacs-Lowe, another principal and obvious basketball fan: "The herd wants slam dunks. We are going to provide a different philosophy."
Equinox Investments was founded in November and is made up of four veterans from MetLife Real Estate Investment Management, New York. In addition to Mr. Orbe and Ms. Issacs-Lowe, the firm consists of Lisa Campoli and Janice Chang Stanton. Equinox has offices in New York and Boston.
The investment strategy will focus on opportunistic investments, a term that carries a home run or slam dunk connotation. But Mr. Orbe and Ms. Issacs-Lowe believe they can generate consistent returns by focusing on properties the market is overlooking.
"We're trying to avoid going with the herd, and some of the opportunities the herd might miss are these types of properties," she said.