The real estate market is seeing a growing preference for conservative, unremarkable investments that deliver steady returns, according to Eric Scheffler, Co-Founder and Managing Partner at Invictus Real Estate Partners. Scheffler, who has 31 years of industry experience, explained why standard multifamily properties and traditional assets are outperforming flashier, higher-risk projects in today’s environment.
“The more boring things in our portfolio have been the moneymakers,” said Scheffler, who co-founded Invictus five and a half years ago after previous roles at Bear Stearns and Madison Realty Capital.
In recent years, investors have directed significant capital toward established asset classes. Invictus has completed roughly $2 billion in transactions over the past two years, operating with a lean six-person team and focusing on disciplined underwriting.
Scheffler argues that the foundation of successful real estate investing is a disciplined commitment to risk management and rigorous underwriting. He emphasizes a core principle passed down from his father: the first rule is not to lose money, and the second is to make money—an approach that guides every decision his firm makes. This discipline extends to deal selection, where he would rather walk away from a promising opportunity than compromise on underwriting standards in a competitive bidding environment. Equally important is a clear exit strategy. Invictus prioritizes markets with proven liquidity, relying on comparable sales and strong capital availability to ensure that there is a reliable path out of each investment.
Scheffler’s strategy prioritizes market selection based on institutional liquidity rather than the appeal of individual projects. He noted that building an attractive property in a secondary market, such as a suburb of Cleveland, may limit exit options due to the lack of institutional buyers, leading to prolonged holding periods.
This focus on exit liquidity steers Invictus toward established markets in the Northeast and Southeast, where institutional investors are active. The firm’s multifamily portfolio includes approximately 2,500 apartment units in these regions, ensuring reliable transaction volume and smoother exits.
To navigate changing market conditions, Scheffler recommends that investors remain adaptable and diversify their strategies. Invictus maintains capabilities across equity acquisition, debt origination, and development, enabling the firm to shift focus as needed.
“We try to make sure our strategy is flexible to hit the market,” he said, noting that some developers succeed only during certain cycles and face losses in others. Invictus has recently emphasized debt strategies, with about 75% of its business focused on bridge and construction lending, while continuing to make select equity investments.
Scheffler expects that disciplined investors who avoid speculative, prestige-driven projects will continue to find success. As competition grows and institutional capital becomes more selective, firms that maintain conservative underwriting and focus on fundamental value creation are likely to outperform those chasing market trends.
The preference for “boring” investments signals a maturing market, where consistent cash flow and reliable exit strategies take precedence over speculative development. Scheffler’s approach suggests that, in the current climate, steady and unremarkable properties are proving to be the most resilient and profitable choices.
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