Changing gears in tough times is not unusual. In fact, it’s a common strategy. For managers, it’s putting a greater priority on occupancies and renewals. For some developers, it’s about considering asset management or acquisitions practices. For others, it’s about eschewing new construction and focusing on renovation work instead. Even then, though, the realities are that the economy—and business—have slowed. A recent survey by J Turner Research found that more than half of apartment executives say their company has indefinitely postponed or delayed renovation projects, while 35 percent continue to reposition but at a slower pace.

Personally, while I do think it’s important to be flexible and think creatively when resources are tight, I also believe that it’s in the down cycles that you have to make an extra effort to invest in the products, services, and people you believe in. If any of us are going to come out on the other side of this recession unscathed, it will take a new level of trust in our companies, in ourselves, and in our future as an industry. When everyone around you is changing gears simply to try and get by, that’s the time to hunker down to recognize and grow the strengths that will help you succeed.