Prim Properties: Adopting a BTR-Focused Property Management Strategy

Atlanta Real Estate Forum Radio

Brett Forney, managing partner of Prim Properties, joins host Carol Morgan for this week’s Atlanta Real Estate Forum Radio episode. Forney discusses the build-to-rent (BTR) property management industry in this podcast segment.

Forney’s strong background in real estate makes her and Prim Properties great resources. Growing up in east Tennessee, she shadowed her mother at her brokerage by attending open houses and visiting home builds from a young age. In high school, she worked as a maintenance technician for a rental property company and stayed on for 18 years.

Prim Properties is a new property management company specifically focused on the build-to-rent sector. Traditional, apartment-style management was not an ideal solution for BTR properties, so Prim Properties adopted a new approach tailored to this growing sector.

“It was birthed out of a desire to do something better,” said Forney. “A little more prim and proper way to manage BTR than the typical apartment approach.”

At Prim Properties, comfort and connection are important. Management strives to know its residents by name, communicate thoroughly from a contractor-style approach and create a space for feedback.

The build-to-rent residents are a unique demographic that includes empty nesters looking for lower-maintenance living, medical students seeking short-term living for a couple of years and individuals waiting for their dream homes to complete construction. Typical “knock-on-the-door” maintenance can be frustrating, but Prim Properties’ concierge-style service ensures that residents feel comfortable with their homes. Management provides residents with various services such as mail collection, making sure pipes are dripping during the colder months and exterior maintenance and landscaping year-round.

What makes the Prim Properties approach stand out? The property management team cares and takes the time to listen to residents. This approachaffects the overall environment of the developer’s BTR communities. Management is trained to prioritize quality time with residents, ensuring higher lease renewal rates.

“We try to manage with unrelenting hospitality,” said Forney. “We love on our people so they love where they live and stay there.”

Resident activities are also a huge aspect of Prim Properties’ culture. From craft and cooking classes to end-of-school celebrations, the property management company ensures its residents have opportunities to socialize and feel appreciated.

Looking to make your mark in the real estate industry? Prim Properties is currently hiring! It has already welcomed many new faces to the team, including director of operations Ron Romano and leasing director Ron Telfair. Taking a “hire with heart” approach, the company hires talented individuals in roles that indulge their dreams. Whether your background is in HR, construction, property maintenance or something else entirely, there are positions ready to be filled.

In addition, Prim Properties is seeking ownership groups to partner with as it continues to grow. The company is still in its early stages, so now is the time to secure this unique property management strategy.

Forney said, “If there are ownership groups that understand the resident experience, customer service and hospitality we want to provide, those are the ownership groups that will really fit here.”

Tune in to the full interview above to learn more about Prim Properties, or visit www.PrimProp.com. The website is still under development, so more urgent inquiries can be emailed to [e-mail].

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The Atlanta Real Estate Forum Radio “All About Real Estate” segment, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it.