FirstKey Homes
Dedicated to Growth & Its Residents Going into 2024 By Carole VanSickle Ellis In 2015, when FirstKey Homes opened its doors, the single-family rental (SFR) market was still in its infancy, with researchers at the National Bureau of Economic Research still publishing papers with theses illustrating now-ubiquitous sentiments such as “There is considerable interest in single-family rentals as an asset class.” At that time, FirstKey debuted on the market, declaring it would “set the standard for excellence in SFR management with an approach that combines the dedicated, personal attention of highly experienced professionals with the technology and support of a world-class service provider.” A lot has changed since then and, FirstKey Homes CEO Colleen Keating said proudly just nine years later, the really important elements of FirstKey have remained the same. “We are a leader in the SFR space in resident experience,” Keating said, noting that the company established a keen focus on hiring the best talent early on in order to optimize that experience. She continued, “Our ‘Keypers,’ which is what we call our team members nationwide, are truly dedicated to making a difference in the lives of our residents each day and contributing to the growth of FirstKey Homes,” she said. Today, FirstKey Homes has nearly 53,000 single-family homes nationwide. Ryan Bowes, FirstKey’s chief investment officer (CIO), recalled joining the company in the middle of the COVID-19 pandemic and helping lead the charge to acquire housing and then make it available to residents seeking single-family options during the early days of the pandemic. “We challenged our real estate teams, our closing teams, our corporate team, and our acquisition teams to make this happen,” he said. “It took an incredible amount of effort not just because of the growth we achieved but because our field teams were out there renovating, overseeing assets, renting properties, and working with residents on a daily basis. We believe that good real estate business requires the human touch.” Bowes explained the FirstKey business model requires every home have effective and thorough due diligence performed prior to acquisition as well as direct company supervision of or involvement in renovations, repairs, and underwriting. “There are platforms where the homes are purchased sight-unseen, but that is just not our business model,” he declared proudly. “At the end of the day, we want to be sure each home leads to a great lease and a great experience for our residents. If we have not had human involvement, we are not comfortable with underwriting or acquiring a property.” Those acquisitions made it possible for tens of thousands of residents to live in SFR properties at a time when this asset class was in incredibly high demand, an achievement of which Keating is extremely proud. “There was, of course, a lot of uncertainty in 2020, but I had faith in the resilience of the SFR sector and the need for quality housing,” she said. Keating noted she is proud of FirstKey’s portfolio but takes particular pride in “what that portfolio represents: building a great team that could rapidly grow and scale in a healthy way, being part of a much-needed housing solution, and providing even more American families with high-quality homes in great neighborhoods.” Keating, whose role in the company involves, among other things, extensive travel to visit and connect with Keypers around the country, walking homes in FirstKey developments, and working with teams nationwide, added, “Aligning a company’s offering, values, and mission with the right strategic partners lies at the heart of our ability to make a meaningful, positive impact on local communities. We are so proud of our growth and the contributions we are making to creating communities where our residents can thrive.” Relentless Pursuit of Talent, Growth & Positive Impact FirstKey Homes has certainly demonstrated meteoric growth since its inception, and, under Keating’s leadership, the company’s talent pool is thriving right along with its communities. “I believe it is imperative we remain relentless about surrounding ourselves with the very best talent and create an environment where top talent in the industry can thrive,” Keating explained. “Truly break-through results can only be achieved with a ‘blue-ribbon’ team.” Bowes said he is particularly excited about bringing in new team members who are excited and passionate about real estate. A self-proclaimed real estate enthusiast, Bowes observed working at FirstKey Homes is a perfect fit because he and his team “live and breathe real estate.” He continued, “We love every facet of real estate, especially taking care of our residents, and there is no better asset class in the industry to be in right now than SFR.” FirstKey Homes employees are known as “Keypers,” and the company’s employee policies are dedicated to helping Keypers feel welcomed and included while providing ongoing opportunities for growth. “We have an entire learning and development team dedicated to the career growth of those within our organization because we know that when employees feel valued and heard, they will be co-creators and co-collaborators within the business, going above and beyond to deliver that great resident experience,” Keating said. “We place a high priority on development of individuals as well as corporate growth.” The decision to not only prioritize Keyper development but also to verbalize specific goals and policies surrounding this goal has resulted in FirstKey’s ability to attract young, excited professionals to its rosters. Keating said an overt company policy of inclusion has aided in this effort as well, particularly when it comes to bringing in top Gen Z and Millennial talent. “To be able to seize that creativity and innovation, you have to maintain an inclusive culture within your company,” she said. “Our people know they are contributing and their voices are heard, and that means a better experience for everyone involved, from a top-level executive to a brand-new resident and those with whom they work and interact.” For the Keyper community, part of being heard and involved in the company includes participating in a vast array of employee-driven community-service activities. For example, a
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