Forget the way dad did it. Multifamily's Gen X set can leverage technology, think outside of the box, and challenge the status quo. From bringing viral video into the leasing office to opting out of the garden apartment mentality, today's young industry leaders bring zest and a competitive edge to their firms.

Spanning affordable housing, ground-up development, military privatization, Internet marketing, and value-added asset management, the 2008 MULTIFAMILY EXECUTIVE Up and Comers represent the best of the best. MFE's editors combed through the nominees for our fourth annual issue and selected five executives under 40 who have tangibly contributed to the bottom-line success of their companies. This year's honorees espouse an “out with the old, in with the new” approach, while still respecting traditions.

If one common bond unites all five individuals, it is a work ethic dedicated to results, growth, and corporate and personal enrichment. For more on this year's group of industry trailblazers and top movers and shakers, read on.

The Negotiator
A multifamily efficiency master leverages her skills on military assets.

The Innovator
A banker turned broker turned builder is helping to grow a multifamily empire.

The Techie
An Internet native is guiding multifamily on the next-generation Web and beyond.

The Activist
A tech exec finds a home - and a calling - in the multifamily industry.

The Deal Maker
A cool, calculated number cruncher answers multifamily's call.