Grace Hill, a technology and training provider for multifamily and commercial real estate, expanded its business through acquisitions as well as new products and partnerships in 2024. This year, the firm is poised for continued growth and product enhancements for its clients.
Some of Grace Hill’s moves last year included the acquisitions of The Shadow Agency, a full-service mystery shopping company and Realnyc, a provider of resident tours and communications; the launch of PerformanceHQ, a centralized technology platform that offers a streamlined user experience; and the addition of 350 new customers that represent 2 million units across the nation.
Multifamily Executive caught up with CEO Kendall Pretzer to discuss the most pressing issues for the industry, the importance of benchmarking, and what’s next for Grace Hill this coming year.
Grace Hill had a strong 2024. How have these acquisitions and product launches moved the firm forward?
Our mission is to make a positive impact for the people and in the communities where we live. Therefore, our success is very clearly tied to the communities and customers we service. By staying consistently at the forefront of innovation, Grace Hill is able to empower multifamily operators with the tools, training, and insights they need to drive performance and navigate the increasingly complex real estate landscape.
We’ve strategically expanded our capabilities through key acquisitions and platform advancements to make sure we offer a superior suite of solutions, offering a holistic view into what truly drives property and leasing success. In 2025, that means a digital-first approach to leasing, real-time feedback, and analytics to ensure performance, engagement, and retention.
Our growth isn’t just about adding new tools—it’s about delivering an ecosystem where training, compliance, leasing, and operations all work together seamlessly. As we continue to evolve, we remain committed to bringing in the people and products that enable customers to maximize their potential and drive stronger outcomes.
As we look ahead to 2025 and beyond, what do you think are the biggest challenges and opportunities in property management?
One of the most pressing challenges is technological integration. Artificial intelligence (AI), IoT (Internet of Things), and big data analytics have the potential to streamline operations, improve efficiency, and enhance the resident experience. However, integrating these tools into existing systems requires significant investment, careful implementation, and extensive training. Many operators are finding that while these technologies offer promise, the reality of adoption can be complex, often leading to disconnected systems and underutilized capabilities. The industry must navigate integration without overwhelming on-site teams or disrupting existing workflows.
Another growing concern is cybersecurity. As proptech becomes more sophisticated, so do the ways to circumnavigate it. As more resident data is collected and stored digitally, data breaches, ransomware attacks, and regulatory compliance issues are becoming more common, putting both property managers and residents at risk. Operators must ensure that data security measures keep pace with advancements while also maintaining compliance with evolving legal requirements. The challenge lies not just in deploying security measures but in fostering a culture of vigilance across all levels of an organization.
As benchmarking is a cornerstone of what we do, it’s important to recognize that ESG (environmental, social, and governance) has also moved from an industry trend to a core business imperative. Stricter environmental regulations, rising energy costs, and growing consumer demand for sustainable living spaces are pushing operators to rethink their strategies. ESG initiatives are now a key factor in investment decisions, and properties that fail to prioritize sustainability risk falling behind. While implementing eco-friendly solutions offers long-term benefits, the initial investment and operational changes required can be significant, posing a challenge for many operators.
At the head of all of this is the change being driven by evolving employee and resident expectations. Today’s consumers—particularly younger generations—expect seamless digital experiences, instant communication, and personalized service. Leasing processes, maintenance requests, and community engagement must be efficient, intuitive, and responsive. A lack of convenience, personalization, or due diligence can impact retention rates, online reputation, and overall occupancy. With increased competition in the market, properties that fail to meet these heightened expectations risk losing residents to a more modern and engaging experience elsewhere. Employees expect the same, relatively seamless experience in their daily work life. Balancing all of these demands is challenging for everyone.
How is Grace Hill helping property managers navigate these challenges and opportunities?
Most important, we know that exceptional resident experiences drive retention and reputation, which is why our insights and training programs focus on customer service excellence. By strengthening skills, ensuring compliance, and optimizing operations, Grace Hill enables property managers to surface the information needed to deliver the best experiences for both residents and employees, now and in the future.
Through robust training programs, we help property managers adopt and integrate best practices and advanced technologies seamlessly, ensuring efficiency without disrupting workflows. Grace Hill’s survey, policy, and training solutions empower teams to learn and implement industry standards, including protecting sensitive resident data from emerging threats.
Through benchmarking, training, and compliance tools, Grace Hill integrates programs such as GRESB, providing industry-leading sustainability standards, enabling property teams to track their ESG initiatives, align with investor expectations, and stay ahead of regulatory requirements.
Grace Hill recently announced its Kingsley Excellence and Ellis Customer Experience Awards. Why are these benchmarks important for the multifamily industry, and how have they evolved over the years?
Providing commercial and property management companies with benchmarking and the insights needed to measure, compare, and continuously improve is one of our biggest strengths. With advances in data collection and analysis, these metrics have become more sophisticated, offering precise, data-driven insights that drive performance.
Earlier this month, we announced the Kingsley Excellence Awards and Ellis Customer Experience Awards, which go beyond recognition—they serve as industry benchmarks for excellence. By analyzing over 7.3 million surveys annually, these awards help properties identify strengths, uncover areas for improvement and set clear performance targets. Whether it’s enhancing resident satisfaction, increasing retention, or gaining a competitive edge, benchmarking provides the road map for success. Award recipients not only earn recognition but also gain a powerful third-party endorsement of their commitment to excellence. Ultimately, benchmarking fosters a culture of continuous improvement and setting new industry standards.
Can you share any standout strategies or best practices that award-winning companies are using to improve resident satisfaction and online reputation?
Top-performing companies understand that resident satisfaction starts with proactive engagement. One of the most effective strategies is communication—keeping residents informed with timely updates and addressing concerns promptly helps build trust and loyalty. Another critical factor is personalization—customizing services and interactions to meet individual resident needs fosters a stronger sense of community and belonging.
Technology plays a crucial role in improving convenience and efficiency. Digital tools for rent payments, maintenance requests, and community engagement portals streamline operations and enhance responsiveness, making it easier for residents to interact with management on their terms.
Implementing regular feedback mechanisms, such as surveys and resident touch points, allows management to gather insights, identify trends, and address issues before they escalate. Continuous engagement ensures that resident needs are met, leading to higher satisfaction and improved online reputation.
What’s next for Grace Hill this coming year?
Grace Hill continues to focus on the innovation that drives performance. We will continue to provide new survey types, relevant industry-leading content, and the tools to help customers effectively grow their business. This means focusing on platforms and products, making sure integrations provide the most robust analytics, insights, and data that can provide employee performance and service recommendations to grow any portfolio size.
