Yellow letters, post cards, offer letters, birthday card style, etc... when you get to a point in your business where you start spending consistent money on advertising you need to dedicate some time to understanding at least basic marketing/branding fundamentals.

So my question to you is...do you invest in the area with slightly better fundamentals, or the area that you personally prefer?

In addition to good cash flow, both markets have strong economic and demographic fundamentals.

I am hoping for some guidance on the fundamentals of Commercial RE.

There are operational issues that can effect that, but ultimately if investors are hot on REITs, share price will rise regardless of underlying fundamentals of the assets and operator.

I have decided to move forward with this deal and focus on the fundamental calculations and not to worry about the record discrepancy.

@Luka Friganovic I was thinking we would have more "if candidate x gets elected" or if president trump gets reelected...I agree with others, the fundamentals coming out of 2009/10/11 are vastly different than they were coming out of the early 2000's recession or the 90's recession, or the 80's recession. 

That's one of the fundamentals they teach you in the 2nd year of economics or finance.Source - I was a finance major

This one price of advice may sound plain and fundamental but it’s a mistake many of us make.

In fact that's the fundamental basis of con man's strategies, hence the term "confidence man/con man".