As financial officers, we often have to remind ourselves what business we are really in: are we producing solid returns for investors, or focused on the process of producing financial reports? The food services industry is the perfect example. Restaurants don’t waste time developing separate ordering or reservation systems when they can leverage Grubhub, Seamless, OpenTable, etc. Instead, they focus on differentiators like developing their menus and providing outstanding service in a unique atmosphere. So, why should financial institutions think any differently when it comes to Real Estate Investment Trusts (REITs)?