SAN DIEGO—Companies involved in multifamily are focusing more on class-B product and value-add deals than ever now that the capital spigots are more open to purchasing and renovating these properties, the ConAm Group's EVP of property management Julie Brawn-Whitesides tells GlobeSt.com. Brawn-Whitesides recently joined the firm, as part of its strategy to increase its national multifamily property portfolio aggressively through both company-owned and third-party fee-management assets. We spoke with Brawn-Whitesides exclusively about her new post, trends in apartment management and dealing with renters' amenities expectations.

GlobeSt.com: What are your main goals in your new role at ConAm?

Brawn-Whitesides: First is really fostering an environment where we can improve and maintain the core competencies of the company to the highest levels. Growth is always an objective, but controlled growth, where we can be successful at internal and third-party accounts, collaborating with a team of professionals to offer a high level of talent at all times and to put our best foot forward. We're becoming a better company in terms of services, responsiveness and technology that's meaningful to our clients.

GlobeSt.com: What trends are you seeing emerge in apartment management?

Brawn-Whitesides: The biggest shift happening in our business currently is the focus on class-B product and value-add deals, whether for third-party clients or internally from our acquisitions-and-development department. This has shifted definitely from some of the recession years, when owners weren't expending resources to improve properties and their value because everyone was holding on so tightly. Also, portfolio business coming in and out of companies vs. a deal or two is becoming more prevalent as companies strive to align with their marketing and operational partners, creating relationships and partnerships with companies that can facilitate the needs of its investment as well as its operations arms.

GlobeSt.com: Is apartment management becoming more challenging as amenities expectations increase among renters?

Brawn-Whitesides: Yes and no. It is challenging at times to manage some of the amenity requests but exciting to see some of the newer items that create value for a renter. For example, really tailoring an amenity to a household—for example, a pet owner—is important because we need a clear-cut policy that doesn't alienate a renter because they own a pet or multiple pets. We want to make sure every resident's needs are met to the best of our ability, and that means being sensitive to pet owners and non-pet owners.

We want to make sure we have the proper amenities to accommodate those renters. Also, in an urban environment, it would be meaningful to offer a bike kitchen (a place where they can repair their own bike equipment, with a vending machine that can distribute items such as tubes) instead of having renters take their bikes out for repair. So, we're insuring the needs of renters, while making them cost-effective and achieving value.

GlobeSt.com: What else should our readers know about apartment management?

Brawn-Whitesides: It's an exciting time in our industry. We have many new investors to this art of the real estate landscape, which is interesting and has kept us busy. With ConAm having a 40-year operating platform, it's interesting to see some new faces in the field. At the end of the day when it comes to apartments, people have a variety of choices. We want those who choose apartment living to see it not as a second choice, but as a first choice. We really want to foster an environment where they're happy with their choice. Rather than taking what can be perceived as a risk in homeownership at this time, apartments are at the top of the list form an investment perspective. More residents every year are coming into apartment rentership from a variety of areas, and the industry continues to rise.