With nearly three decades of industry experience, Joanna Starling is responsible for the operational oversight of multifamily communities across several regions for Fogelman Properties, an investment and management firm based in Memphis, Tennessee. As senior regional vice president, she has a focus on driving performance across stabilized, lease-up, and value-add assets and works closely with Fogelman’s clients to support the development and execution of their asset management strategies.
Multifamily Executive caught up with Starling to discuss the challenges and opportunities ahead for the second half of the year for property managers, navigating the digital versus human connection, and getting the first impression right for prospective residents.
What operational challenges have defined the first half of 2025, and how is your team adapting heading into peak leasing season?
Finding a balance between occupancy, rent growth, new unit absorption, and large concessions. And as a third-party operator, sometimes the philosophy about this differs from one client to the next.
In many of our markets, it’s a daily exercise in precision—finding that sweet spot where new lease rents are competitive without eroding long-term value, concessions are competitive but not overly aggressive, and renewal offers are structured to minimize turnover while still driving gross potential. It’s both an art and a science, and I enjoy working with data, teams, and clients to fine-tune strategies that align with each property’s goals.
What excites you about your job today?
What excites me most about my job in multifamily property management is the dynamic nature of the work and the opportunity to make a real impact on both the business and the lives of residents. Every day is different—one moment I might be analyzing financial performance or occupancy trends, and the next I’m working with a team to resolve a maintenance issue or create a community event that brings residents together. I love that mix of strategic thinking and hands-on problem-solving.
What opportunities and challenges do you see for the second half of the year?
Opportunities include continued demand for well-managed rental housing, particularly in markets with limited homeownership affordability. We also have the chance to improve retention and revenue through smarter renewal strategies, targeted resident engagement, and tech integrations that streamline operations.
On the challenge side, new supply is a key factor, especially in certain submarkets where deliveries are outpacing absorption. This will pressure pricing power and may increase the need for concessions to stay competitive.
We’re also continuing to see labor shortages, rising expenses, and evolving expectations from both residents and team members. Layer on the need to align with varying owner and client strategies, and it’s clear that flexibility and communication are going to be critical.
Ultimately, the properties and teams that can stay agile, grounded in market data, and focused on resident experience will be best positioned to finish the year strong.
What do you see as the most important leadership trait for navigating today’s multifamily landscape—and how do you model that for your teams?
I believe the most important leadership trait in today’s multifamily landscape is the leaders’ ability to manage a wide range of personality types and generational perspectives. Our diverse portfolio of communities, services, and needs require a team of professionals with diverse personalities, management styles, abilities, experience, and backgrounds. A leader who can understand the support needs of their team and manages to develop the person instead of the position is a great leader.
With affordability top of mind for renters, what steps is Fogelman taking to provide value beyond just price?
Our site teams are the heart of our communities—they provide the human touch that transforms an apartment into a true home. For many of our residents, rent is their largest monthly expense, so it’s essential that we create a welcoming, service-oriented environment that helps them feel valued and supported.
We also recognize that today’s residents are looking for more than just a place to live—they want thoughtful amenities that align with their lifestyle. That’s why we invest in smart, well-maintained amenity spaces that are not only functional but also tailored to the unique demographics and needs of each community.
How are you balancing the need for digital convenience with the human touch renters still want, especially in customer service and leasing?
We’re committed to meeting prospects and residents wherever they are in their journey—whether that’s online, on-site, or somewhere in between.
Our community offices are open at least five days a week and are staffed with teams who prioritize personal connection and service. This consistent, in-person presence allows us to provide meaningful, human interactions—whether during guided leasing tours, one-on-one support through the leasing process, or at resident events that build a sense of community.
At the same time, we recognize that convenience is essential, especially outside of traditional office hours. That’s why we’ve invested in digital tools like 24/7 chatbots, virtual tours, and online leasing applications. These platforms allow prospects to explore, inquire, and even lease on their own time, and residents to access services such as maintenance requests and rent payments at their convenience.
We also aim to create intentional, personal moments throughout the leasing-to-living experience—from offering pet treats and coffee in the leasing office to friendly hallway interactions with on-site staff. By combining round-the-clock digital accessibility with consistent, in-person touches, we ensure that every prospect and resident feels both supported and seen at every step of their journey.
What’s the one thing you think makes the biggest difference when it comes to prospective renters’ first impressions?
In decades past, the answer to what makes a first impression in multifamily was always a quick and confident “curb appeal.” But today, the first impression is almost always digital. Prospective renters are visiting our community websites, checking out our social media, and reading reviews — all before they ever step foot in our leasing offices. And all of that shapes whether they’ll choose to visit at all.
A website that’s easy to navigate, provides accurate, up-to-date information, and clearly answers a prospect’s key questions is now one of the most critical leasing tools we have. Many prospects are specifically looking for virtual tours, real-time availability, or the option to get quick answers through live chat. If someone becomes frustrated or confused online, there’s a strong chance we’ll never have the opportunity to win them over in person. In today’s market, digital accessibility, responsiveness, and user experience are the new front door.
But it doesn’t stop there. Renters are also checking online reviews, social media, and even local community forums to get a feel for how we operate and how we treat our residents. That is why maintaining a positive, consistent presence across every digital touchpoint—from timely responses to showcasing real community moments on social—is just as important as keeping the lawn trimmed or the lobby spotless. These details shape perception before a call is made or a tour is booked.
