January 2024 | News & Events

CHAIRMAN Jenn Mulholland, CAM CHAIRMAN-ELECT Katherine Morrow, CAM VICE CHAIRMAN Andrew Klahn, CAPS, CAM, HCCP, CALP SECRETARY/TREASURER Eddie Ivey, CAPS IMMEDIATE PAST CHAIRMAN Stephanie Liston, CAM, CAPS MANAGERS REPRESENTATIVE Holly Duren SUPPLIERS REPRESENTATIVE DJ Arbogast MAINTENANCE REPRESENTATIVE Emir Skopljak, EPA, CAMT, CPO MANAGEMENT DIRECTORS Melanie Brink, CAM Sundae Caudle, CAPS Tabitha Gill Lauren Hartstern, CAM Alicia Jones, CAPS, CAM, CALP Sully Lemmons, CAM, CPM Erick Rocha, NALP Nicole Samson, CPM Julie Stayton, CALP Laura Watkins SUPPLIER DIRECTORS Nathan Lybarger, Esq. Jennifer McCoy, Esq. Rusty McDonald Alberto Suastegui, CALP, CAM Maria Williams, CAM MAINTENANCE DIRECTORS Brandon Etheridge Rusty Guilliams, CAMT, CPO IREM LIAISON Shelley James, CAM, CAPS, CPM LEGAL ADVISOR M. Wesley Hall, Esq. MDHA LIAISON Norman Deep PRESIDENT Ginny Johnson DIRECTOR OF COMMUNICATIONS & MARKETING Katelyn Cheatham DIRECTOR OF MEMBERSHIP & FINANCE Autumn Stiles STATISTICS & MANAGER Alexis Westergan EDUCATION & MEETING COORDINATOR Anne Angel ACTIVE PAST CHAIRMEN Mary Bradley Stephanie Burns, CAPS, CAM, CALP Tracey Crowe, CAM Andy Gass, ARM Stacy Holt, CAM Shelley James, CAM, CAPS, CPM Andrew Klahn, CAPS, CAM, HCCP, CALP Tammy Lee, CAM Chari Lewis, CAM, CAPS, CPM Nancy Morris Linda Page, CPM, ARM Susan Sherfield, CPM Lisa Swick, CAPS Stacy L. Taylor, CAM Zac Ward, CPM

CONTENTS GREATER NASHVILLE APARTMENT ASSOCIATION NEWS & EVENTS

FEATURES

05 07 09 11 13 15 17 19 25

From the Chair

GNAA Welcome 2024 Chairman, Jenn Mulholland

2024 Executive Committee

Introducing the 2024 GNAA Executive Committee

It’s the Law Fair Housing

Suppliers

The Power of Branding

2024 Committee Chairs

Meet the 2024 Committee Chairs

LEAD Program

Nominate a Maintenance Representative

Management

Four Tips for Marketing Apartments in Today’s Rental Marketplace

On Trend

On Trend with Marketing

NextGen

Rising Stars Series: Erick Rocha

ASSOCIATION NEWS

04 06 10 12 16 23 24 26 29

January Supplier Luncheon 2024 GNAA Vision

Education

Collecting with Sass & Class!

January General Membership Meeting

The Role of NAA

Education

Certified Apartment Portfolio Supervisor Class

February Managers Luncheon

Fall in Love with a Committee

Education

Certified Pool Operator Course

Education

Low Voltage Electrical Class

New Members

Welcome!

Calendar

Stay up to date

ABOUT THE COVER 2024 Executive Committee

Thank you to our sponsor: EuroStone

@gnaatn

Cover photo by: John Albani, John Albani Photography

JANUARY 2024

2024 BOARD OF DIRECTORS

FROM THE CHAIR

GNAA Welcomes 2024 Chairman, Jenn Mulholland The Greater Nashville Apartment Association is pleased to introduce the 2024 GNAA Chairman, Jenn Mulholland, Regional Property Manager for Willow Bridge Property Company (formerly Lincoln Property Company). Jenn started her career in Colorado as a Leasing Agent and quickly moved up the ranks and into her current position as a Regional Property Manager for Lincoln Property Company.

Before joining GNAA, she was a board member of the Chattanooga Apartment Association and The Apartment Association of Southern Colorado. Jenn holds her CAM (Certified Apartment Manager) designation from the National Apartment Association. She also earned Lincoln Property Company’s RPM of the year in 2018, 2020, and 2021.

GNAA Members elected Jenn Mulholland to the Board of Directors in 2019 to serve as a Management Director. After serving on the board for two years, she was elected to the executive committee in 2021 where she served in several positions such as the Chairman-Elect, Vice Chairman, and Secretary/Treasurer. Through her years on the board, Mulholland has chaired several GNAA committees including Apartment Tour and Strategic Planning.

She is also a Leadership Lyceum graduate.

For 2024, Mulholland’s main objective is to expand and grow the GNAA committees currently within the association.

We look forward to the extensive knowledge and guidance from Jenn Mulholland as we move forward in the new year.

News & Events

5

2024 EXECUTIVE COMMITTEE

Introducing the 2024 GNAA Executive Committee CHAIRMAN

operations of lease-ups and stabilized assets in various

Jenn Mulholland, CAM

markets throughout the region. In 2019, Katherine

Regional Property Manager, Willow Bridge Property Company

completed the Leadership Lyceum program as well

With 17 years of multi-family

Katherine has been dedicated to various committees

experience, she has overseen

and was a part of launching the GNAA’s NextGen

as received the Chairman’s Award. In previous years,

properties in various operational phases including lease-

Committee. The role of Chairman-Elect will provide her

ups, stabilized operations, renovations, build-to-rent

the chance to further demonstrate her dedication and

and military assets ranging from high-rise Class A+ to

continued advocacy for the success of the organization.

Class C garden-style developments.

Jenn started her career in Colorado as a Leasing Agent and quickly moved up the ranks and into her current position as a Regional Property Manager for Lincoln Property Company.

VICE CHAIRMAN

Andrew Klahn, CAM, CAPS, CALP, HCCP, TCS Andrew began his career in 2006

Since moving to Nashville in 2016, Jenn has played

as a groundskeeper and has worked

an active role in the GNAA. Prior to being a part of

his way up through all positions on-

GNAA, she was also on the Chattanooga Apartment

site into a Regional Property Manager. As a Regional

Association and the Apartment Association of Southern

Property Manager, Andrew has managed multi-family

Colorado Board of Directors. Jenn holds her CAM

portfolios of all asset classes throughout Tennessee and

(Certified Apartment Manager) designation and is a

Alabama. Andrew has earned his Certified Apartment

Leadership Lyceum graduate. She also earned Lincoln

Leasing Professional (CALP), Certified Apartment

Property Company’s RPM of the year in 2018, 2020,

Manager (CAM), and Certified Apartment Portfolio

and 2021.

Supervisor (CAPS) designations through the National Apartment Association, his Housing Credit Certified

CHAIRMAN-ELECT

Katherine Morrow, CAM

of Home Builders, and his Tax Credit Specialist (TCS)

Property Manager, MAA

through the National Center for Housing Management.

Katherine brings over a decade

Andrew has served on the Greater Nashville Apartment

of multifamily contributions to

Association (GNAA) Board of Directors since 2012,

the Nashville area. Katherine has

co-chairing numerous committees. In 2018, Andrew

dedicated the past six years to the GNAA Board of Directors. During Katherine’s tenure, she has overseen News & Events

Professional (HCCP) through the National Association

served as Chairman of the Board for the GNAA. continued on p. 8

7

Executive Committee, cont. from p. 7

Andrew’s passion for property management lies in

Association including board member, Treasurer, Vice

providing exceptional living experiences where residents

President and President. He has received several

truly feel at home to live their most fulfilled lives.

industry awards including Executive of the Year, Volunteer of the Year, and he has served as a board

SECRETARY/TREASURER

Eddie Ivey, CAPS

Vice President of Operations, Freeman Webb Company As VP of Operations, Eddie brings over 30 years of experience in multifamily housing, beginning his full-time career in 1994. Before joining Freeman Webb, he served as Vice President of Conventional Housing for SPM in Birmingham, AL, overseeing a diversified residential portfolio that included high-rise, mid-rise and gardenstyle apartment communities. His significant experience in new construction has led to the successful lease-up of over 30 communities. Additionally, Eddie has been involved with property rehabs, asset repositioning and large-scale capital improvement projects culminating in profitable, stabilized asset performance and growth.

Previously he worked with Davis Development, Lane Company, Dovetail Development and the William H. Lyon Company.

Eddie holds a bachelor’s degree from Pfeiffer University in North Carolina and a Certified Apartment Property Supervisor (CAPS) designation from the National Apartment Association. He has also served in various positions with the Greater Birmingham Apartment Association, Alabama Apartment Association, Atlanta

member for Hatching Hope of Alabama and Apartment Life. Eddie lives in Nashville with his wife Marcie.

IMMEDIATE PAST CHAIRMAN

Stephanie Liston, CAM, CPO, CAPS

Stephanie began her career in multifamily in 1999 as a leasing consultant. She joined Freeman Webb as a Regional Manager in 2023 with a portfolio of nine properties, which ranged from properties undergoing renovation to brand-new properties undergoing lease-up. Prior to Freeman Webb, she was employed by Lighthouse Property Management as a Senior Regional Property Manager. During her 12-year tenure at Lighthouse, she oversaw properties in Tennessee, Indiana, Nevada, and California. Stephanie’s specialty is in the “value add” space through, acquisitions, dispositions, rehab, construction, lease-up, marketing, and property repositioning. She has served as Chairman of the Greater Nashville Apartment Association and has won the GNAA Multifamily Executive of the Year Award in 2018 and 2020. When Stephanie is not working, she enjoys camping with her family.

Apartment Association and Greater Dallas Apartment

8

Greater Nashville Apartment Association

IT’S THE LAW

Fair Housing One could argue that the Fair Housing Act (“FHA”) is the Achilles’ Heel of the multi-family industry. Failure to comply with the act’s myriad rules and regulations can have a devastating impact on our communities, so staying on top of knowledge and training is paramount.

As multi-family housing professionals, we all know (or should know) how to apply FHA’s rules and regulations to our communities’ policies and procedures, our renting practices, and our interactions with residents, but do we know how to apply those same rules and regulations when it comes to marketing our properties?

In this article, we will tackle common areas that are overlooked and how you can ensure your marketing and advertising initiatives are FHA compliant.

Keeping Abreast of Protected Classes There are seven protected classes under the Fair Housing Act – race, color, religion, national origin, sex, disability, and familial status – and it is illegal to either show a preference, alter housing terms, or refuse to accommodate based on these classes. While these seven are nationally recognized, it is also crucial that you are aware of and understand protected classes within your local jurisdictions, as many state and local laws have broader protections for classes, including income, marital status, and sexual orientation.

As your community’s marketing initiatives are subject to both FHA and local housing laws, it is important to understand both so you can eliminate the various ways your property may be noncompliant.

JENNIFER MCCOY, ESQ.

Law Office of Jennifer McCoy

News & Events

Messaging and Descriptions Sticking to facts about what your property offers, like amenities, is the smartest way to avoid property descriptions that could be considered discriminatory. For example, avoid descriptors like “perfect for families” and instead use verbiage describing common areas such as playgrounds, nearby parks, the pool, etc. Doing so not only highlights what makes your property a great place to live, but it ensures you are not excluding any potential renters.

Stay consistent and clear in your messaging as well. When communicating with potential renters, whether in person, via phone, or online, provide truthful information across the board regarding availability, pricing, amenities, and policies.

Imagery and Design Details Matter The devil is in the details, and this certainly applies to the visual representation of your property. Whether it’s on your website, in advertisements, on-site materials, or via social media, be sure to show diversity of residents in you imagery so you are presenting an inclusive and welcoming place for all prospects interested in calling your community home.

Have a Process Above all else, having a process in place to monitor your marketing initiatives is critical in ensuring you are conforming to the Fair Housing Act, and you are making corrections and/or updates accordingly if and as needed.

Additionally, you should establish training for staff who have interactions with renters and potential renters. This may include employing FHA-trained support teams to be a guide for communication that is FHA-compliant. Doing so will build trust with potential renters and residents alike. And as always, check with your attorney for any further guidance.

9

SUPPLIERS

The Power of Branding Branding transcends the mere act of promoting a product or service; it encapsulates the heart and soul of a business. At its core, branding is the powerful

From the logo and color palette to the tone of voice

combination of purpose, identity, and perception,

in communication, consistency breeds familiarity and

meticulously crafted to resonate with an audience on an

trust. Think of Coca-Cola – its iconic red hue and

emotional level. It is the thread that weaves together a

timeless font are instantly recognizable worldwide.

company’s values, mission, and personality, creating an

This consistency has solidified its position as a cultural

indelible mark that distinguishes it from competitors and

symbol, a testament to the enduring power of a well-

etches a lasting impression in the minds of consumers.

crafted brand.

A robust brand is akin to a distinct personality in a

Yet branding is not static; it is an evolving entity. Brands

human – a culmination of experiences, values, and

must adapt to changing landscapes, trends, and

promises. It shapes the narrative of a company,

consumer preferences while staying true to their core

dictating how it is perceived and remembered. Take

values. Consider Nike’s evolution – from its beginnings

Apple, for instance: Beyond its products, the brand

as a sports shoe company to a global powerhouse

conjures visions of innovation, sleek design, and a

advocating for athletes and social causes. Nike’s brand

commitment to simplicity. Apple’s brand promise

has continually adapted, aligning with societal shifts and

resonates through every interaction, every sleek device,

championing values that resonate with its audience,

and every sleekly designed store, fostering a loyal

fostering deeper connections that surpass commerce.

following that extends far beyond its technological offerings.

Authenticity is not to be overlooked in a successful brand. In an era where transparency and sincerity reign,

Consistency is the bedrock upon which a successful

consumers crave authenticity. They seek brands that

brand stands. It is not just about presenting a unified

are genuine, ones that not only offer quality products

visual identity but also about embodying the brand’s

or services but also embody values aligning with their

values and message consistently across all touchpoints.

own. Patagonia, with its unwavering commitment to environmental conservation and ethical practices, epitomizes authenticity. Their brand is not just about selling outdoor gear; it is a cry for environmental

RACHEL STEWART

Wheeler, Inc.

activism. This authenticity has cultivated a dedicated community of customers who adopt the brand’s values as their own. continued on p. 30

News & Events

11

2024 COMMITTEE CHAIRS The Greater Nashville Apartment Association has named the following board members as committee chairs for 2024. Thank you for your hard work and dedication to the association. We look forward to another successful year.

To join a committee, please fill out the following form: https://docs.google.com/forms/d/e/1FAIpQLSdHAbhx5dRDaveI7tbc3-6CPptzI4iPFYVEPmfhUcIjrC2prw/viewform

APARTMENT TOUR/GOLF Melanie Brink, Carter-Haston

Sully Lemmons, Freeman Webb Company AWARDS Tracey Crowe, RAM Partners

Linda Page, GNAA Past Chairman BUDGET & FINANCE Shelley James, High 5 Residential

Zac Ward, Freeman Webb Company COMMUNICATIONS Stephanie Burns, NTS Development

Lisa Swick, Freeman Webb Company COMMUNITY SERVICE Julie Stayton, Willow Bridge Property Company

Jennifer McCoy, The Law Office of Jennifer McCoy DIVERSITY, EQUITY, & INCLUSION DJ Arbogast, Artisent Floors

Chari Lewis, Giarratana Management

Emir Skopljak, Willow Bridge Property Company EDUCATION Stacy Molen, Fogelman Properties

Susan Sherfield, Mercy Housing GALA Tracey Crowe, RAM Partners, LLC

Laura Watkins, Willow Bridge Property Company GOVERNANCE Mary Bradley, Arlington Properties

Shelley James, High 5 Residential

Chari Lewis, Giarratana Management LEGISLATIVE Eddie Ivey, Freeman Webb Company

Nathan Lybarger, The Law Office of Hall and Associates

Jennifer McCoy, The Law Office of Jennifer McCoy LEADERSHIP LYCEUM Tammy Lee, Willow Bridge Property Company

Susan Sherfield, Mercy Housing MAINTENANCE Rusty Guilliams, Arlington Properties

Alberto Suastegui, Real Floors MEMBERSHIP/DIRECTORY Sundae Caudle, Freeman Webb Company

Holly Duren, Timberland Partners

Rusty McDonald, AMI Construction

Nancy Morris, Freeman Webb Company NEWS & EVENTS Lauren Hartstern, Greystar

Alicia Jones, Freeman Webb Company NEXTGEN Stephanie Burns, NTS Development

Erick Rocha, Volunteer Properties

Maria Williams, Rasa Floors NOMINATING Stephanie Liston, Freeman Webb Company PROGRAMS DJ Arbogast, Artisent Floors

Holly Duren, Timberland Partners

Nancy Morris, Freeman Webb Company

Nicole Samson, Carter-Haston

Emir Skopljak, Willow Bridge Property Company RPM CAREERS Brandon Etheridge, Lighthouse Property Company

Stephanie Liston, Freeman Webb Company STATISTICS Stacey Holt

Sully Lemmons, Freeman Webb Company STRATEGIC PLAN Andrew Klahn, Kenect Nashville

Katherine Morrow, MAA TRADE SHOW Tabitha Gill, Timberland Partners

Rusty McDonald, AMI Construction

Maria Williams, Rasa Floors News & Events

13

LEAD PROGRAM

Nominate a Maintenance Representative In 2023, the Greater Nashville Apartment

magazine and presented a tool pouch with

Association introduced into its education program:

standard hand tools at the October Maintenance

The LEAD Designation. The LEAD Designation is

Luncheon.

an honorary distinction certified by the Greater

Students have until October to complete this

Nashville Apartment Association. LEAD provides a complete development curriculum for current and aspiring maintenance professionals. LEAD is designed to recognize the development efforts of maintenance professionals upon completion of a specific task.

Whether you are a current or future NAA designate,

program to receive the LEAD Tool Pouch and hand tools.

Students are required to attend one of each of the following events: (1) Managers, Supplier, Maintenance or General Membership Meeting Luncheon

the LEAD Program provides a pathway to your

(1) Basics of Maintenance Course

success. By attending seminars, achieving a

(1) Committee Meeting of the student’s choice

designation and volunteering with the GNAA, you will obtain an honorary distinction in your area of expertise recognized by industry leaders.

Students will get a complete overview of the

(1) Maintenance Appreciation Event Attendance at the required events is complimentary to LEAD students.

program at the Kick-Off & Basics of Maintenance

To nominate an individual for the LEAD Designation

Course. Attendance to the required list of events is

program, please contact Alexis Westergan at

tracked in the GNAA database. Once completed,

stats@gnaa.org.

students will be recognized in the News & Events

News & Events

15

MANAGEMENT

Four Tips for Marketing Apartments in Today’s Rental Marketplace

by Arun Das and Megan Davidson

Know Your Audience to Properly Market Apartment Homes Not long ago, if an apartment leasing team wanted to find prospective residents, it would simply list the property in the local newspaper and wait for prospects to call for a tour – or literally come knocking at the door. Since today’s prospects leverage the power of technology and social media, leasing-up a property ahead of the competition requires property managers and owners to keep pace with the newest marketing tools and strategies.

Robust Data Warehousing Compiling relevant information on prospective renters is an indispensable step in leasing-up a property. But gathering as much data as possible is less important than intelligently accessing that data and putting it to work.

Leasing teams that want to make smarter lead generation decisions should create their own inhouse data warehouse with the help of intuitive data visualization software. Teams can use the software to quickly build consistent, actionable custom reports that help to engage prospects, as well as drive higher retention and rent collection rates.

There are several business intelligence tools on the market that a leasing team can use to get the most out of their data. Whether using custom-built or offthe-shelf business intelligence tools, it’s important to make data accessible, understandable and relevant to everyone on the leasing team. Most platforms can generate custom reports for each employee, which News & Events

can be especially useful for those with less tech knowhow. These can be tailored to pull in geographic and demographic data points. They can also auto-generate on a daily, weekly or monthly basis.

Real estate companies with additional in-house services such as maintenance, data warehousing and visualization tools can also streamline operational efficiencies or assist property management teams with resident engagement.

Focused Online Advertising There’s no more expedient way to reach prospects than with online advertising. This proved especially true during the pandemic. During 2020 and 2021, all digital (non-internet listing service [ILS]) ads that Pangea Properties purchased brought in roughly one-quarter of the company’s leads – but resulted in nearly half of all leases.

When properly deployed, paid social media campaigns can be particularly effective. The key social media platforms that apartment marketing teams should prioritize are Facebook, Instagram and Twitter.

Using the funnel approach, marketing teams can modify their strategy and retarget prospects to engage and convert them into renters. At the top and middle of the funnel, ads should be optimized for link clicks and engagement. Tools such as Google Analytics or Facebook Business Manager can help track user activity. At the bottom of the funnel, ads are much more direct, providing users a click-to-call conduit so continued on p. 32

17

ON TREND

On Trend with Marketing

by Lisa Gunderson, Bristol Development

This year brings me the opportunity to serve on the National Apartment Association marketing and communications committee. Our mission is to provide all our members with insight and expertise in this area. Here are some trends we are seeing in the new year.

the property and each building. To take it a step further, filters are available so you can search by floor, amenity, views, etc. Our next step in this arena is to provide a video within that site map of each unit’s interior and views. Thus, it allows a quick walkthrough of the actual unit they

In marketing, we are all storytelling; it is how we engage with our prospective residents. Our challenge in new construction is telling that story before we have an actual product to show someone. To aid in that process, we began traditionally with renderings. In recent years, those have developed into rendered animations, representing what is coming in our new developments. While virtual reality goggles have been gaining ground in recent years, our potential residential audience has not seen widespread adoption of that technology. Perhaps in the future, we will get to a place where that is embraced.

are leasing.

Residents absolutely want to “see” the unit they are considering renting. A few tools we have been able to deploy help them do just that. We begin with an interactive site map, allowing everyone to see available units and their locations within

News & Events

Are you on brand? We look to hospitality for inspiration for consistent color palettes, fonts, icons, and logos we create for each property we develop. This is an easy and low-cost way to refresh your messaging and elevate your brand styling. Popular tools like Canva help you establish consistent marketing messages that are on point with your branding.

All things digital could be its own article. The digital landscape is ever-changing. 2024 brings changes again to Google My Business. Here is a reminder: Search for your Google business listing and ensure it is on point with fresh photos/videos and all information is current. Digital advertising, SEO, and social media are rapidly outpacing traditional Internet listing services. Make sure you are staying on trend with your marketing!

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December Event Highlights MANAGERS LUNCHEON

20

Greater Nashville Apartment Association

COFFEE CONNECTION

MEC LUNCHEON

News & Events

21

NEXTGEN

Rising Stars Series ERICK ROCHA

Regional Manager for Mid-TN, Volunteer Properties Management

Years In the Industry 18 years

Volunteer Positions Currently & Previously Held in GNAA Co-chair of the Gala Committee; former co-chair of the Statistics Committee; 10 years executive producer of the GNAA Gala.

What brought you to the apartment industry?

My aspiration was to become involved in the realm of entertainment and television, preferably as a journalist or in any related role within that field. This inclination stemmed from my pursuit of studies in science communication and journalism. However, during my early years, I was introduced to the world of real estate, where I began as an office administrator, providing assistance to Realtors for their showings and open house appointments. I initially worked with Crye-Leike for several months before transitioning to the multifamily industry as a leasing agent. The culture, challenges, and the industry itself played a significant role in anchoring me to this new path. As time progressed, I developed a deep affection for the industry and its myriad facets. I am of the belief that maintaining discipline and dedication in one’s work can propel them forward, but it is an exceptional work ethic that fosters continuous growth and paves the way for new opportunities.

Was this career path something that was always on your radar?

Honestly, I had always been attracted to the real estate market, and it had never crossed my mind to be involved in multifamily management. However, now that I am a part of this industry, it feels right. I am passionate about it and enjoy what I do, despite the challenges and bumps I may encounter down the road. I’ve always said that no matter how difficult or challenging things are, they can only improve from here.

News & Events

Did you have any unrelated jobs growing up that unexpectedly prepared you for the apartment industry?

We all began somewhere, and I believe that regardless of our current position in life or our profession, or even our identity as individuals, our past actions – whether significant or trivial – have undeniably influenced our present circumstances, shaping us into the individuals we are today.

Why is property maintenance an attractive career path?

For those interested in pursuing a new career, there’s no superior opportunity quite like commencing at an apartment community as a maintenance technician.

This industry not only evolves over time but also imparts various skills, including electrical work, plumbing, HVAC, pool maintenance, understanding fair housing rules, budgeting, and more. The boundaries are nearly nonexistent for individuals who are dedicated and enthusiastic about ongoing learning within this field.

Best professional advice you have ever been given?

Wow, this is a challenging question, as I have had the opportunity to work with numerous individuals from whom I’ve learned so much. I can confidently say that I’ve collaborated with some of the industry’s finest.

However, there’s one piece of advice that I apply to every decision I make: Always choose your battles wisely; you can’t win them all. Learn when to politely decline and always uphold honesty and fairness.

What is your favorite thing to do on the weekends?

Work, haha! And if it isn’t work-related, I like to enjoy the simple things in life. Drink a cup of coffee all day.

Rest a little. Eat a good breakfast and see family! continued on p. 30

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NEW MEMBERS APARTMENT COMMUNITIES The Crossings Tracy Ramirez 5700 Crossings Blvd.

Nashville, TN 37013 615-647-5200 thecrossings@greystar.com 349 apartment homes Greystar Flats at Laurel and Pine Alicia Mayberry 901 Cherokee Ave. Nashville, TN 37207 615-933-3920 flatslaurelandpine.mgr@ram-mgt.com 166 apartment homes RAM Partners, LLC Gardens of Three Rivers PO Box 372 Hendersonville, TN 37077 678-438-9871 bennett.smothers@cushwake.com 22 apartment homes Cushman & Wakefield

Metro Sebrina Young 319 W. Lokey Ave. Murfreesboro, TN 37130 931-492-6488 info@themetrolife.net 32 apartment homes Management and Marketing Concepts Provenza at Park Place Lauren Johnson 100 Township Blvd.

Mt. Juliet, TN 37122 629-276-9458 parkplace@zrsmanagement.com 290 apartment homes ZRS Management, LLC Rye Charlotte Avenue Kylee Asperin 12 Cadillac Dr., Suite 400 Nashville, TN 37209 615-553-2041 ryecharlottemgr@greystar.com www.ryecharlotte.com 320 apartment homes Greystar

The Harris J’Lyn Smith 555 Marriott Dr. Nashville, TN 37214 615-669-2858 theharrismgr@lincolnapts.com 76 apartment homes Willow Bridge Property Company

Sage North Jennifer DeFrancesco 344 Madeline Way White House, TN 37188 615-616-8700 sagenorthmgr@greystar.com 212 apartment homes Greystar

View at South Ridge Julie Boling 8520 Allison Pointe Blvd., Suite 223 PMB 28378 Indianapolis, IN 46250 615-563-8858 vendorhelp@vicinialiving.com 32 apartment homes Vicinia Property Management, LLC Vintage Edge Storm Kenworthy 5833 Nolensville Pk. Nashville, TN 37211 615-623-8748 vintageedgemgr@elmingtonpm.com 191 apartment homes Elmington Property Management West Fork Crossing 2152 Ft. Campbell Blvd.

Clarksville, TN 37042 931-674-1009 lgambrel@volprop.net 64 apartment homes Volunteer Properties Windlands East 200 E. Webster St. Madison, TN 37115 615-933-0978 windlandseastmgr@linconapts.com 195 apartment homes Willow Bridge Property Company

Livano Nations 4000 Walter S. Davis Blvd.

Nashville, TN 37209 615-637-6844 sandy@livanonations.com www.livanonations.com/contactus 319 apartment homes Fogelman Properties 26

Greater Nashville Apartment Association

NEW MEMBERS SUPPLIERS Arcus Restoration Kelly Odom 719 S. Church St. Murfreesboro, TN 37130 kodom@arcusrestoration.com 615-898-8282 931-446-5774 www.arcusrestoration.com

Commercial/Insurance Restoration & Reconstruction/Repair; Floor Restoration; General Contractor Remodeling/Repair; Roofing Contractors; Water Extraction/Damage

CredHub Evan Gulbrandsen 8615 N. Division St., Suite B Spokane, WA 99208 egulbrandsen@credhub.com 602-641-5473 Credit Reporting

Essential Staffing Solutions Marchellee Clemmons 7000 Central Pkwy. NE, Suite 1100 Atlanta, GA 30328 chellee@esolutionspm.com 762-207-0102 Employee Resources; Employment Staffing/ Screening Services

Intex Contracting, Inc. Chase Martin 171 Commerce Dr. Hendersonville, TN 37075 chase@intexcontractinginc.com 615-630-8396

Parthenon Plumbing, Heating and Cooling, LLC Trevor Garrett 807 Bradford Ave. Nashville, TN 37204 admin@parthenonplumbing.com 615-298-2995 www.parthenonplumbing.com

Backflows; Drain Cleaning; Drainage Repairs; HVAC Contractors; Plumbing Contractors

Recover Me Counter Tops & Tubs Darby Covington 1120 Sneed Rd. Kingston Springs, TN 37082 darbycovington@gmail.com 912-507-0227 www.rmrestorations1.com Bath, Tub & Tile Resurfacing & Repair; Countertop Resurfacing

Redi Carpet Curt Graulich 1711 Sundance Dr. St. Cloud, FL 34771 cgraulich@redicarpet.com 407-791-1940

Carpet & Flooring Sales; Ceramic Tile Installation/ Repair; Sports Flooring

RNN Group, Inc. Erica Hodges 101 Marietta St. NW Atlanta, GA 30303 ericah@rnngroup.com

Gutters/Repairs; Roofing Contractors; Siding

Attorneys/Legal Services/Lawyers; Collection Services; Financial Services; Insurance/Risk Management Services

Nashville Food Hall Kaitlin Zull 5055 Broadway Pl. Nashville, TN 37211 kaitlin.zull@foodhallco.com 269-832-5625 www.assemblyfoodhall.com

Roof Maxx of Murfreesboro Mitch Maddox 1345 King Ln. Franklin, TN 37064 mmaddox@roofmaxx.com 615-794-1033 www.roofmaxx.com

Catering/Food; Entertainment/Group Events

News & Events

T-Rock Contracting, LLC Michael Gentile 3001 Long Prairie Rd., Suite 200 Flower Mound, TX 75022 mgentile@trockcontracting.com 214-548-4733

Balcony Railings; Carpentry/Wood Repair; Concrete Repair/Resurfacing; Countertop Sales/ Service; Dog Park Equipment/Servicing; Drywall Repair; Fencing; General Contractor Remodeling/ Repair; Gutters/Repairs; Lighting; Metal Fabrication; Metal Handrails; Paint Contractors; Roofing Contractors; Siding; Stairs/Replacement Treads; Structural Repair; Swimming Pool/Spa - Repairs/Service; Tennis Court Construction/ Repairs/Supplies; Waterproofing; Welding; Windows/Replacement

Tri Star Lawn Care, LLC Craig Luckey 1405 Saundersville Rd. Hendersonville, TN 37075 cluckey@tristarlawncare.com 440-949-9201

Backflows; Irrigation Installation/Maintenance; Landscape Contractors/Maintenance/ Management; Landscape Installation/Design; Leaf Removal/Equipment; Pressure Washing; Tree Trimming/Preservation

Xtreme Exteriors Lukas Mansfield 620 N. Main St. Goodlettsville, TN 37072 lukas@xesiding.com 615-906-9742

Gutters/Repairs; Roofing Contractors; Siding; Windows/Replacement

Roofing Contractors

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Greater Nashville Apartment Association

COUNTERTOPS

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BATHTUBS

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SHOWERS

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TILE

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CABINETS

Law Office

Hall & Associates M. Wesley Hall III

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JANUARY

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Programs Committee 3pm

Membership Committee 10am

Trade Show Committee 10am

Supplier Luncheon 12pm

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Collecting with Class & Sass

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Rising Stars, cont. from p. 25

Suppliers, cont. from p. 11

Do you have any pets?

Storytelling is a potent tool within branding, enabling

YES! She is my heart and my whole world. She is a Yorkshire Terrier (Silver Yorkie) and her name is ARIA Nawh-Grande ROCHA. She is 7 years old and I enjoy it when we match colors if she is going out with me!

companies to forge emotional connections and

Coolest place you’ve ever traveled?

in storytelling by spotlighting the narratives of real

Every single amusement park there is. I love them all and it’s one of my favorite things to do.

people, fostering relatability and connection. Through

Give us a fun fact about you!.

that celebrate individuality and diversity. Whether

resonate with audiences. Humans are wired to respond to narratives, and brands that weave compelling stories can evoke powerful emotions. Dove soap excels

their campaigns, Dove weaves authentic stories

I appeared on TV multiple times when I was a kid, taking part in talent shows, obstacle courses, and both mental and physical skill TV shows. Additionally, I auditioned for Britney Spears’ MTV “Dance Challenge” show, as I had previously been a backup dancer in Mexico.

highlighting personal transformations, moments of

What upcoming GNAA event are you excited to attend and why?

acceptance, inviting consumers to be part of a larger

I always find myself excited about the mixers after hours, as everyone is off work and ready to have a great time with co-workers and good friends. However, my absolute favorite is the Gala. I have been the executive producer for this event for the past 10 years.

Do you have a motto you live by?

self-discovery, or embracing unique qualities, Dove soap effectively humanizes their brand by amplifying real stories, demonstrating that beauty is multifaceted and inclusive. By doing so, they not only sell a product but also create a platform for empowerment and selfnarrative celebrating authenticity.

The digital landscape has revolutionized branding, offering unprecedented avenues for engagement and interaction. Social media platforms have become pivotal in shaping brand perception and facilitating direct conversations with consumers. Wendy’s, for

Yes, I have a golden rule: “You reap what you sow.”

Some people call it karma, or the idea that what goes around comes around. Regardless of your perspective on life, treat others as you would like to be treated!

instance, gained attention not just for its burgers

If you could get a “do over” for something in your career, what would it be and why?

resonated with a younger, internet-savvy audience,

Clearly, if I possessed the knowledge I do now, I would redo everything to make fewer mistakes. However, I also acknowledge that learning to ride a bike often involves falling multiple times!

building.

Any advice you could give to the rising stars of GNAA? Always be yourself, and be kind to everyone. Respect for others’ rights is the key to peace.

but also for its witty and irreverent Twitter persona.

Engaging with followers through humor and timely responses, Wendy’s created a brand identity that showcasing the power of social media in brand

In conclusion, branding is not only about logos, colors, or slogans – it is about crafting a compelling narrative that resonates authentically with an audience. It embodies values, tells stories, and forges emotional connections that endure. In an ever-evolving landscape, brands that adapt, stay authentic, and engage meaningfully will continue to thrive, leaving a lasting mark on the hearts and minds of consumers.

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Greater Nashville Apartment Association

DECEMBER EVENT HIGHLIGHTS

Fifty Forward

Mingle Jingle

Maintenance Luncheon

News & Events

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Management, cont. from p. 17 that they can fill out a lead generation form or speak with someone on the leasing team.

The Meta Pixel (formerly known as Facebook Pixel) is a bit of code that leasing teams can install on their website or property landing page to track visitor activity.

This particular tool is helpful with retargeting prospects, bringing them down the funnel. This strategy also allows teams to track general visitor engagement so that sites can be better optimized to generate leads. These types of first-party data collection and retargeting are especially important to prepare for the so-called “death of third-party cookies” that will prevent marketers to track prospects passively across the internet.

Smarter SEO Search engine optimization (SEO) is almost as old as the internet itself, and virtually every website in the world is jockeying to be at the top of specific search engine results. And yet, many apartment marketing professionals, especially on the owner-operator side, still aren’t making the most of it. The best part of SEO is that it’s free. All it takes is the time to understand Google’s practices and improve sites accordingly.

Using Google’s Keyword Planner, marketing teams can enter search terms that prospects are likely to use when looking for an apartment and receive suggested keywords. This tool displays the frequency and competitiveness for particular keywords, allowing the marketing team to drive up organic traffic by selecting keywords that are low in competition but high in search volume.

“Location, location, location” is a real estate mantra for a reason, because where an apartment is located is the strongest determiner of how interested a prospect will be in a particular property. For this reason, try to select keywords and keyword phrases that include a city, neighborhood or zip code.

However, burying a few keywords on the back end of a website isn’t enough. Google highly prioritizes dynamic and engaging websites. This is why many leasing teams now include blogs on their sites.

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Regularly posting on a blog signals to web crawlers the site has fresh content, triggering additional visits from search engine spiders and increasing the site’s authority. In addition to overall search engine ranking, blogs are a great way to engage with residents and prospects, improving both retention and new leases.

Third-Party Partnerships Cross-sector partnerships are a great way for marketing teams to reach prospects that might not otherwise enter their sphere of influence. Some properties will promote a particular rental insurance firm or moving company to their residents on the understanding that those organizations will in turn promote that property on their site or newsletter.

There are myriad ways to creatively set up these partnerships, and they can be tailored to prospects’ needs. For example, Pangea acquires and renovates distressed assets in underserved neighborhoods, providing workforce housing for residents who frequently have less-than-perfect credit – or no credit. This prompted Pangea to form a partnership with a credit reporting agency with a program that allows prospects to build their credit rather than make a housing decision based on lack of credit.

Through the program, residents’ credit reports will display the 25 most recent months of rental payment history information, which allows residents to establish, build and improve credit over time with on-time monthly payments.

Marketing an apartment building has grown more complex than in prior years and is now as much science as it is art. For leasing teams to be successful in a competitive landscape, they need to make use of the technology tools available to them.

Arun Das serves as Head of Marketing and Technology and Megan Davidson serves as Marketing Associate at Pangea Properties.

Reprinted with permission of the National Apartment Association, from the June 2022 issue of Units.

Greater Nashville Apartment Association

DECEMBER EVENT HIGHLIGHTS

DEI: It’s a Culture

Chairman’s Luncheon

CAM Course

News & Events

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