DALLAS-The Pinnacle Family of Cos., a privately-owned third party manager of multifamily housing, has brought on Michelle Betchner as the firm’s new vice president of performance. She will be responsible for the advancement of brand marketing, maximizing performance and client relations, as the company strengthens its core to compete in a strong multifamily market.

Betchner comes from a similar job with Phoenix-based Alliance Residential Co. She tells GlobeSt.com that she is excited about Pinnacle’s vision.

“From an internal process standpoint, we’re going to continue to push property performance,” she says. “The marketplace is very challenging. A lot of organizations are downsizing. We’re taking a different approach in that we’re expanding in the operational realm, to make sure as the market starts to turn, we’re in position to take advantage of a good market.”