Earlier this year, residential management platform Alfred acquired Charlotte, North Carolina-based RKW Residential, a fast-growing property management firm with over 35,000 single-family and multifamily rentals. Multifamily Executive caught up with RKW Residential CEO Marcie Williams to hear more about the acquisition and how it’s benefiting both site teams and residents.
MFE: How is the Alfred acquisition of RKW Residential re-imagining multifamily property management?
Williams: Since the acquisition earlier this year, we have quickly evolved from operating as a subsidiary of Alfred to doing so as one company—utilizing Alfred’s resources and our teams on the ground to greatly enhance the platform. We are advancing a new platform for the multifamily management industry, a high-tech, high-touch platform where our residents come first. This platform enhances the lives of our residents by fusing a one-stop technology solution with hands-on management teams, while positively impacting the communities and ownership groups.
MFE: What have been the benefits so far for site teams and residents?
Williams: It is truly reciprocal, with the technology making the residents’ lives more efficient and making it easier for on-site team members to perform tasks. Leveraging Alfred’s platform to implement resident events has been a major benefit as well. The programming and planning are in place, so all team members have to do is execute the plan. That gives them more time to attend to the residents’ needs and develop true connections with residents. Both sides can use the technology to communicate with each other.
MFE: What is one proptech lesson you’ve learned during this time?
Williams: The technology must work in lockstep with the on-site team. It is about giving residents choices where they can utilize the technology if they prefer or have the on-site teams handle issues that come up. From a rental prospecting standpoint, you must include human interaction as an option with self-guided tours, video tours, and AI chatbots. We want to be able to serve the resident any way they want to be served.
MFE: What else is ahead for RKW Residential this year?
Williams: We are focusing on the thoughtful rollout of the Alfred platform over the rest of the year, ahead of a full rollout in 2023. Our approach is to start with 30 of our communities covering various asset classes, including garden-style communities, build-to-rent, high-rises, and mid-rises. This will enable us to enhance and optimize the platform for the full rollout.
MFE: What industry issue is keeping you up at night?
Williams: It continues to be the tight market for talent. We are rapidly growing and need to hire the best-in-class team members. And when you are successful in recruiting that kind of talent, you must create an environment they can thrive in.
MFE: What is a creative community engagement tool for the fall that you’ve seen at an RKW Residential property?
Williams: The Alfred technology has allowed the resident to engage with each other, our teams, and the overall community. The Resident Forum embedded in the app allows the residents to engage in topical conversations or set up their own events, like a book or running club. It allows them to meet each other either virtually or in person based on common interests. The Marketplace embedded in the app allows the resident to automate services from the local community, such as dog walkers or cleaning services, while also giving access to deals in the surrounding community, such as local wine shops or salons.
MFE: College football or professional football?
Williams: I definitely prefer college football over professional football and love rooting on my University of North Carolina Tar Heels. There is nothing like the pure spirit of student athletes playing for the joy of competition. I should note that my son went to the University of Georgia, so he’s loving life coming off a national championship.
MFE: Favorite school supply?
Williams: I am part of a generation where college-ruled notebook paper and mechanical pencils were a must-have when shopping for school supplies. If I was attending school today, everything surely would revolve around a tablet and smartphone.
