“We are literally flying the plane as we build it.” – Greg Frank

Greg Frank’s story is a testament to building something new in real time. Coming from franchise operations into the SFR-BTR world, he saw firsthand that while operators and vendors were innovating, there was no dedicated media platform to tell the story of the industry. That gap became the spark for EverResi. Listening to Greg, I realized how often industries are misunderstood simply because their story isn’t being told in the right voice.

“You can’t persuade people without a story.” – Greg Frank

The complication is clear: institutional single-family rentals have been ‘villainized’ in public perception. Headlines focus on acquisitions and profits, not the families who now have safe, habitable homes because of this industry. Greg saw that without a narrative, others were going to define the industry for us. I had to check myself here, I’ve often focused on solving operational pain points but Greg reminded me that unless we communicate our value in human terms, the wrong story will take hold.

“The only reason this industry exists is because of technology innovation.” – Greg Frank

This was a turning point insight. Unlike multifamily, which has had decades to mature, SFR-BTR wouldn’t be possible without advances in technology whether in acquisitions, resident portals, or service coordination. For me, it was a reminder that technology isn’t just an efficient play, it’s the enabler that allows an entirely new asset class to exist.

“We can do more together than any one of us can ever do on our own.” – Greg Frank

Greg emphasized that EverResi is about collaboration between owner-operators, vendors and even residents’ voices. I’ve seen plenty of operators and vendors trying to go it alone but the biggest wins in my career always came from partnerships. Greg’s clarity that the future depends on standardization, self-regulation and shared stories gave me a new perspective: “Hell Yes!” comes when we build the tent together.

“If you don’t care about the resident experience, then you shouldn’t be in a single-family rental.” – Greg Frank

Resident experience is non-negotiable in this industry and ignoring it risks losing not just business but the entire license to operate. I reflected on my own work: am I amplifying the resident’s voice enough, or am I too focused on internal efficiency? Greg’s challenge was clear, resident-first isn’t a slogan, it’s the why we’re invited to the party.

Action Items & Follow-up Questions

Greg’s insights left me with a roadmap and a few big questions:

• How can I amplify the human stories in my work so the value of what we do is better understood?
• Where are we relying on duct tape and workarounds instead of building standardization?
• How can I collaborate across vendors, operators, and residents to make the whole stronger?
• What’s one thing I can do this quarter to improve the resident journey in a tangible way?
  

And the questions I’d love to hear from you:

• Do you see SFR-BTR as the “missing middle” in housing?
• What story is being told about your business and is it the right one?
• Where does resident-first show up in your operations every day?