Ten Women Who Are Making a Difference

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In honor of Women’s History Month, REI INK reached out to ten influential and inspirational women in the single-family rental industry to get their perspectives on the challenges women face in the space and what advice they have for women who have aspirations of future leadership roles within the SFR industry.

We posed four questions and asked each to answer two of them:

 »             What are key skills and qualities crucial for the success of future women leaders in a traditionally male dominated field? What advice would you give to women aspiring to reach a leadership position in SFR?

 »             What do you love most about this industry? Why should women consider pursuing a career in the SFR space?

 »             What role do you think mentorship plays in helping women advance in their careers?

 »             What are potential solutions when looking at housing affordability?

BOSSCAT’s proprietary technologies automate inspection repair estimates and offer online ordering for home repairs, renovations and maintenance services. Min has led three national real estate platforms and is a graduate of Duke and MIT.

Skills, Qualities and Advice

It is important that anyone aspiring to succeed in SFR prioritizes becoming highly skilled at financial analysis and detailed quantitative discussions. Leaders in the space differentiate themselves by identifying, sourcing and consistently delivering strong returns on investment and outperforming the market. These are non-negotiable skills for success for women leaders to reduce possible detractors.

Solutions for Housing Affordability

There are two areas of opportunity to solve affordability, as part of a larger solution, including mortgage credits and policy changes. The first is to lower construction costs with more innovative materials and automated assembly processes. The second is to lower the cost of ongoing ownership through data insights and proactive planning. We created our HOMEBASE platform to serve homeowners with customized schedules and ROI calculators to lower costs through empowered decisions.

Tami Bonnell is an internationally renowned leader and speaker in the real estate industry and was instrumental in building three major brands. She has built a solid life in this field but has always felt her biggest and most important investment is in people.

Skills, Qualities and Advice

Women, in general, are more relational. They’re very good at finding what’s really important to others. Learning the reasons why someone’s work is so meaningful to them is an absolute asset. Another key skill is being able to connect people that are doing it right. Don’t worry about the outcome, just add value to every single person you get in front of.

Just like connecting people that are doing it right, follow those people on social media and listen to podcasts that are current. Create content so you become the one people are looking to for advice and you gain that credibility.

Solutions for Housing Affordability

Focus on the solution, not the problem. See where people are doing it right, and then duplicate what’s applicable in your marketplace. Some areas that are more rural might have more opportunities than in an urban area. Check with your municipalities, check with the State, check with charities.

Prior to joining Invitation Homes in September 2018, DesJarlais spent 25 years at Phillips 66 and ConocoPhillips, serving in global communications and PR management roles, and three years leading the energy practice and Houston office of a PR agency.

Skills, Qualities and Advice

I’ve spent the majority of my career in male-dominated fields and find that the skills between men and women are equal. The difference lies in how we approach the work — for women, it’s important to have confidence in your abilities and to be vocal about your views. Lean on relationships to create buy-in and influence. Build a support system of mentors and sounding boards. And support others — both men and women.

The Role of Mentorship

Mentorship can be incredibly helpful, whether giving or receiving. Having these relationships can foster leadership qualities, help navigate workplace politics, and provide support and motivation. I’ve had several great mentors, but the most steadily influential person throughout my career has been my husband. He spent his career in a corporate setting and provides a realistic, supportive, calm and tailored-just-for-me view of challenges I’m facing. It’s not always easy to hear, but he’s almost always spot on.

Amy Kame oversees growth and strategy for Private Lender Law, Private Lender Title, and the NPLA Conference. Committed to advocacy, industry partnerships, and expanding the private lending space, she leads companies that provide full-service solutions to support and strengthen the private real estate lending industry.

Skills, Qualities and Advice

Women should build credibility, advocate for themselves, and cultivate strong relationships. The industry is evolving, and women who take initiative, showcase their expertise, and foster collaboration will play a key role in shaping its future. Build relationships with established leaders—credibility comes from showing up, delivering value, and staying engaged.

What I Love About the Industry

I love the impact this industry has—fueling investment, revitalizing communities, and driving economic growth—while offering a unique opportunity for leadership and strategic direction to directly shape success in small to mid-sized companies. The space is relationship-driven, entrepreneurial, and full of companies that need strong leadership to scale. Women who bring strategy, vision, and collaboration to the table can have an outsized impact—not just on one company, but across the industry.

Jennifer has worked in property management for over 30 years. She is currently the Director of Operations for Quinn Residences and serves as the Co-Chair of the Georgia Rental Home Council.

Skills, Qualities and Advice

While many resources emphasize “hard” skills for business success, there is often a lack of guidance on the importance of “soft” skills. Three key soft skills that can be particularly valuable for the success of future women leaders in this industry are staying open to different perspectives, drawing on personal experiences when facing uncertainty, and trusting your instincts. These skills can help navigate challenges and make informed decisions.

What I Love About the Industry

First, I am passionate about providing quality housing that people can truly be proud of. In addition, after years in the industry, I have built strong, lasting friendships with mentors and collaborators. Women should consider careers in the SFR space because there are abundant opportunities for growth and leadership at the highest levels, ready for them to seize.

Erica is responsible for implementing RCN Capital’s marketing plan and overseeing the company’s marketing department. Joining RCN in 2013, Erica’s ongoing efforts have rapidly expanded RCN’s customer base and elevated the company to a national brand.

Skills, Qualities and Advice

Women aspiring to be successful leaders in the traditionally male dominated SFR industry must exude confidence in their areas of expertise. Self-doubt can often arise, especially when others question their competency—a common challenge in this space. My best advice is to trust yourself, project certainty, and stand firm in your knowledge. This will allow you to excel and advance in the industry.

What I Love About the Industry

There are so many facets of this industry to love, but I especially love the ever-evolving nature of the SFR industry because it ensures my work is dynamic and engaging. The constant need to learn as the industry changes helps me refine my marketing strategy to stay relevant. Women should explore careers in this growing field as it offers endless opportunities to thrive. More female leaders can bring diverse perspectives and shape the industry’s future as it continues to mature and expand.

With over 12 years in SFR and multifamily, Ren has mastered both vendor and property management landscapes, driving groundbreaking efficiencies and cost-saving innovations. A fearless industry disruptor, she transforms operations at scale.

Skills, Qualities and Advice

Success in SFR requires resilience, strategic execution, and, most importantly, confidence. Women must own their expertise, advocate for their value, and push past outdated norms. My advice to women aspiring to reach a leadership position in SFR is to be unapologetically bold, build strong networks, and focus on measurable impact. Leadership isn’t given, it’s taken. Stay adaptable, continuously sharpen your skills, and never let anyone limit your potential.

Solutions for Housing Affordability

Housing affordability requires a multi-layered approach, streamlining development, incentivizing build-to-rent communities, and embracing innovative financing models. Balancing land use is key –  vacant offices and industrial spaces from the remote work shift offer redevelopment potential. Zoning reform and public-private partnerships can expand supply, while investors must prioritize efficiency and sustainability. The future of affordability is about smarter, more strategic housing solutions that benefit both residents and investors.

Crystal is VP of Operations at FilterTime, playing a dynamic role in shaping company growth. She supported the launch of Breathe Happy Pro, to drop ship air filters directly to properties on behalf of property managers.

Skills, Qualities and Advice

Commitment. Your company and your industry are counting on you. Commitment does not mean you can do it all, but it means you will do what you need to do. Advocate for flexibility and accountability.

Consistency. Focus on marginal gains. They add up over time. You will always have a lot on your plate, but there is momentum behind 1% better.

Resilience. There will be challenges, setbacks, unfair moments. Be adaptable, hands on, and build your support systems.

What I Love About the Industry

There are many entry points and roles in the SFR world. Mine was more a by-product of opportunity than an intentional pursuit.

Women in executive positions face challenges across the board. There is also opportunity. Finding alignment is always going to be the end goal. I enjoy working— investing in career aspirations is something that makes sense to me. I believe in the power of human connection — in this industry, relationship building is essential and fulfilling.

Lisa oversees Greystar’s third-party Build-to-Rent platform of over 32,000 homes. She has extensive background in operations and strategic positioning of assets. She is a CPM®, a North Carolina Hall of Fame inductee and RVP for the National Apartment Association.

Skills, Qualities and Advice

To succeed as leaders in the BTR/SFR sector, women need to cultivate a combination of skills and qualities, to include a deep understanding of real estate and property management. Have knowledge of the latest industry trends, technologies and regulations shaping the platform. Communication, the ability to problem solve and execute are highly valued.

My advice to aspiring leaders is to be avid readers to better understand specific sector KPIs. There are many articles published by research groups that specialize in the sector or are traditional multifamily focused.

What I Love About the Industry

What I love most about BTR/SFR is the ability to strategize and write the book on a relatively new rental sector. It’s been a huge missing middle and allows families to enjoy living in a single-family home without the large down payment or long-term commitment. This flexibility and accessibility are transforming the rental market, making it an exciting time for leaders to shape the future of housing.

Tonya Willis is the Chief Operating Officer for End to End Solutions and American Destiny Real Estate Services. Tonya is an industry veteran having worked in the real estate and default servicing industry for over 25 years.

Skills, Qualities and Advice

Lead by example! Do not expect anything from your team that you are not willing to do yourself. Put in the time and effort and do not be afraid to have a voice. For women aspiring to reach a leadership position, remember that to move up there has to be someone to fill your current role, so do not be afraid to share your knowledge. As leaders, we are only as good as the team we have built to support us. Teach, guide, coach, and mentor your team as it will help you and your team to grow both professionally and personally.

What I Love About the Industry

The SFR industry is ever changing and evolving. I love that I have the opportunity to learn something, meet someone, or create a new solution each and every day.

REI INK would like to thank all the women who participated in our tribute to Women’s History Month. These featured leaders are all exemplary role models, each playing a dynamic role in the success of their respective companies, and there are hundreds more women just like them in the real estate investment space and single-family rental industry playing a pivotal role in the success of their companies.

As the single-family market continues to stabilize, there is a lot of potential, especially for women, to get involved in the investment space. Following the footsteps of other women in the space may encourage them to make the leap into the single-family rental business and real estate investing in general, each of which have been historically male-dominated industries.

While there are positive signs pointing to diversification in these industries, there is still progress to be made. And for that reason, we would like to thank all the women who are making a difference.

• March 2025