ARCHITECTURE

25. James A. Graaskamp, “Redefining the Role of the University Education in Real Estate and
Urban Land Economics,” The Real Estate Appraiser (March–April 1976): 23–6.
26. Jerome Dasso, “Real Estate Education at the University Level,” Recent Perspectives in
Urban Land Economics (September 1976): 177–178.
27. Jerome Dasso and Lynn Woodward, “Real Estate Education: Past, Present, and Future—
The Search for a Discipline,” Real Estate Economics 8, no. 4 (December 1980): 404–416.
28. Webb and Smith note that AREUEA meetings tend to emphasize housing issues while
ARES emphasize real estate and finance issues, Webb and Smith, “United States,” 321.
Collectively the journals produced by these two organizations constitute most of the
peer reviewed academic research in real estate. Ibid., “United States,” 322.
29. The article was S. Titman and A. Warga, “Risk and the Performance of Real Estate
Investment Trusts: A Multiple Index Approach,” AREUEA Journal 14, no. 3 (1986):
414–431. Hendershott, Thibodeau, and Smith, “Evolution of the American Real Estate
and Urban Economics Association,” 29. In their study of the contents of AREUEA journals
since the 1970s, the authors note that the 1990s marked a shift away from articles
on housing and urban articles towards commercial real estate. Some of this can be
credited toward the creation of journals focused on housing, but also reflected an
increased in commercial real estate research in the 1990s. Ibid., 27–28.
30. Joseph D. Albert, “A Retrospective on the Intellectual Environment Surrounding the
Establishment of the American Real Estate Society,” Journal of Real Estate Research 12,
no. 2 (1996): 123.
31. Roulac, “State of the Discipline,” 111–112.
32. Ibid., 114.
33. Roy T. Black, Neil G. Carn, Julian Diaz III, and Joseph S. Rabianski, “The Role of the
American Real Estate Society in Defining and Promulgating the Study of Real Property,”
Journal of Real Estate Research 12, no. 2 (1996): 185.
34. Webb and Smith, “United States,” 321–322. Professional organizations that sponsor
journals include the Appraisal Journal from the Appraisal Institute and Real Estate Issues
from the Counselors of Real Estate.
35. Webb and Smith, “United States,” 319–320. Webb and Smith’s list of organizations include
the Appraisal Institute, Association of Foreign Investors in U.S. Real Estate, Counselors of
Real Estate, International Association of Corporate Real Estate Executives, International
Council of Shopping Centers, Mortgage Bankers’ Council, National Association of Industrial
and Office Properties, National Association of Real Estate Investment Managers,
National Association of REALTORS, Urban Land Institute.
36. Roulac, a real estate consultant, adds that “[t]o be effective in property involvements one
must simultaneously be and provide the perspectives of: historian, behaviorist, global
citizen, urban planner, geographer, business strategist, futurist, political economist,
information specialist.” Stephen E. Roulac, “Requisite Knowledge for Effective Property
Involvements in the Global Context,” in Real Estate Education Throughout the World:
Past, Present and Future, Karl-Werner Schulte, ed. (New York: Springer Science+Business
Media, 2002), 11–12.
37. Courses in the curriculum in these departments within universities generally consist of
real estate finance, real estate investment, and valuation with other courses in economics
and urban planning. In addition to universities, community colleges also offer courses in
real estate “aimed at training/licensing so a person can quickly go into real estate.” Webb
and Smith, “United States,” 320–321. Many of these are represented in this timeline.
38. Stephen Malpezzi, “The Wisconsin Program in Real Estate and Urban Land Economics:
A Century of Tradition and Innovation,” Department of Real Estate and Urban Land
Economics, University of Wisconsin, 2009, accessed August 25, 2015, https://bus.wisc.
edu/centers/james-a-graaskamp-center-for-real-estate/about%20the%20graaskamp%20
center/~/media/ef20196ae0394932888b49030d093787.ashx.
39. Jesse M. Keenan, “The Art & Science of Real Estate Development,” Volume 42 (2014): 15.
3.4
Renderings
Sonya Ursell
It is often said that rendering is the most effective
mode of two-dimensional representation to communicate
three-dimensional design to non-designers. 1
Simply put, rendering is the layperson’s architectural
representation, charged with expressing the
designers’ intent in a compelling and convincing
way. The lifestyle accessories that renderings frequently
employ—balloons, kayaks, and bicyclists, to
name but a few—have led to ubiquitous criticism
in the architectural press. 2 Rather than critique the
end product, here we examine how and why these
images are made as a way to better understand the
priorities of their clients when communicating with
their intended audience.
The following renderings are a sampling from
the broad range of imagery that accompanies the design
and development process of residential projects
in the United States today. 3 Interviews were conducted
with those directly involved in the image-making
process, seeking to understand how, for what purpose,
and for whom housing is visualized—from the
software used, to the labor required, to the ownership
rights of the image; whether for testing designs, seeking
approval by civic review boards, or marketing the
product to potential buyers. Studying the priorities
driving renderings’ production begs questions about
the closed feedback loops inherent to the process.
If contemporary criticism faults the similarities between
renderings, it is because changing these patterns
of representation risks the very viability of the
projects they are meant to promote. Beyond the rendering,
however, identifying these processes in the
built forms they help to generate allows us to see real
estate development in architecture in ways that have
otherwise proven elusive. And with this visibility, the
feedback loops begin to open up.
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