ABOUT

Based in Northern Virginia, Steve has nearly 20 years of multifamily experience in marketing, sales, training, development and acquisitions - starting his career at the leading REIT developer, AvalonBay.  It was at Greystar, the nation's largest management and development firm, that Steve crafted his B2C marketing toolkit for their Northeast US Division.  While there, he developed a best-in-class omni-channel marketing and advertising platform to lease-up and reposition over 20,000 apartment homes within some of  the nation's most competitive submarkets of Washington, DC, New York City, Philadelphia and Boston.  

He took this experience to Gates Hudson, where he built their marketing department and oversaw business development that grew the firm into the Mid-Atlantic's second largest property management firm by unit count.  During this period of growth, Steve's experience further elevated into B2B services - ranging from leading the corporate rebrand to working hand-in-hand with leading institutional investors and developers to research, underwrite and perform go-to-market strategies on prestigious lease-up, value-add and office conversion projects.    

This breadth of experience affords Steve the ability to see multifamily real estate in a holistic view, understanding the needs of the multitude of stakeholders involved - from lenders to leaseholders - and how the many functions that fall under the umbrella of "marketing" can be used to create harmony and elevate performance.   

Overlooking lower Manhattan, The Beacon was the largest rehabilitation project at the time in the US, featuring the repurposing of the historic art-deco Jersey City Medical Center into 1200 Class A+  high-rise apartment homes. Thanks to Amtrak's Northeast Regional train and all the coffee that Newark could provide, I oversaw the brand development and go-to-market strategy, achieving 100% occupancy in 90 days during their Phase-1 lease-up.  

Setting a new standard for luxury apartment finishes and service, Liz was the result of an historic preservation of the Elizabeth Taylor Medical Center at Whitman-Walker Health Clinic in Washington DC.  I developed a joint-venture with the local boutique realty group, Urban Pace, to surgically identify high-end corporate, international and influencer clientele to support record shattering rents of $6.50 PSF.  At the same time, we executed a seamless inclusionary zoning lease program, assisting 13 lower income singles and families with unparalleled apartment homes and service in the heart of 14th Street DC.  

An office-to-residential conversion, The Oxford is a mixed-use development just north of National Harbor in Prince George's County. I underwrote and achieved record breaking submarket rents through detailed research culminating in walking each individual unit while under construction to extract the maximum value of each in-unit amenity.  Authentic as we could be, we leveraged the stories of actual residents, featuring a resident who once worked in the same building where he and his family now live.  Promoting largely through earned media, including a Washington Post feature, as well as social content, we achieved stabilization despite the catastrophic economic impacts of COVID in mid-2020. 

It's not every day that an apartment building becomes a beacon of  of social equality within the community it stands.  I swung for the fences on the S/HE HAS ARRIVED campaign - partnering with the creative agency of Red Thinking - raising awareness for LGTBQ youth through local mission driven non-profits and partnering with the Capital Area Gay and Lesbian Chamber of Commerce to cross promote at local events and businesses.  

• Winner: “Best Apartment Community” – The Washington Blade
• Winner: “Best Integrated Marketing Campaign” – Great American Living
• Winner: “Best Marketing/Advertising Campaign”, "Best Signage" and "Best Model Apartment" - Property Management Association

I orchestrated a multi-pronged business development strategy culminating in the growth of a boutique real estate property management firm to the Greater Washington Area’s 2nd largest by unit count, tripling portfolio from 8,500 multifamily apartment homes in 2014 to nearly 25,000 by 2020, while increasing revenue over 250%.  This was achieved largely by a corporate rebrand that better defined our value proposition in addition to an integrated B2B  marketing campaign utilizing video, social, thought leadership and event content to nurture new relationships with leading investors and developers.