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SAN DIEGO—As apartment rental rates continue to increase in the San Diego market, it's much more important to demonstrate additional value to residents in this market, Sunrise Management's Danielle Munoz tells GlobeSt.com. As we recently reported, Munoz has joined the firm as VP in its San Diego office as part of the multifamily property-management firm's expanding California team.

Munoz tells us her new position with Sunrise will focus on leadership for its Southern California team members, as well as oversight of all property-management functions for its rapidly growing Southern California portfolio. “My main goal with Sunrise is to provide leadership to our existing management team and to develop new and innovative business practices that will strengthen the core of our daily operations to better serve our clients.”

One of those business practices involves extracting value from apartment assets in a rising-rental-rate environment—particularly in the San Diego market, where vacancy is low. “The highest level of service is always needed for all asset types to create that value,” says Munoz. “For communities lacking physical amenities, service-related amenities are key. These amenities include resident events, partnerships with local businesses, active property social-media accounts, online reputation management, etc.”